WestJet Airlines SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

SWOT analysis of WestJet Airlines analyses the brand/company with its strengths, weaknesses, opportunities & threats. In WestJet Airlines SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like WestJet Airlines to benchmark its business & performance as compared to the competitors and industry. As of 2020, WestJet Airlines is one of the leading brands in the airlines sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top WestJet Airlines competitors and includes WestJet Airlines target market, segmentation, positioning & Unique Selling Proposition (USP).

WestJet Airlines SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
WestJet Airlines Brand Analysis
Parent Company

WestJet Airlines Ltd





Tagline/ Slogan

Because owners care


Non-unionized company with over 8000 employees

WestJet Airlines STP
WestJet Airlines Segmentation

Frequent airline travellers

WestJet Airlines Target Market

Middle class and upper middle class

WestJet Airlines Positioning

Low cost carrier for Cost conscious customers

WestJet Airlines SWOT Analysis
WestJet Airlines Strengths

Below are the Strengths in the SWOT Analysis of WestJet Airlines:

1. Having the lowest airfare costs in Canada gives competitive advantage
2. Recipient of the Canadian Airline of the year award resulting in very high morale of employees
3. Strong brand image in Canada as offering a safe, customer focused and enjoyable air travel
4. Non-unionized labour force keeping costs and risk of labour disputes low

5. Good brand reputation and presence

WestJet Airlines Weaknesses

Here are the weaknesses in the WestJet Airlines SWOT Analysis:

1. Lack of many Trans-Continental flights
2. It does not provide any sort of first class seating which can be a factor for losing higher class travelers
3. Being a low cost carrier, in-flight entertainment and snacks are being compromised which is of concern to many passengers

WestJet Airlines Opportunities

Following are the Opportunities in WestJet Airlines SWOT Analysis:

1. Strategic alliances through code sharing and interline airline with American Airlines and Cathy Pacific will enable a strong network of operations and marketing
2. Leverage the user-friendly vacation planning site called WestJet Vacations

WestJet Airlines Threats

The threats in the SWOT Analysis of WestJet Airlines are as mentioned:

1. Fluctuating economy reduces demand
2. With increasing cost of fuel it will difficult to provide services at low fares
3. As WestJet expands internationally, it has to face competition from experienced and  well established airlines

WestJet Airlines Competition

Below are the top 3 WestJet Airlines competitors:

1. Air Canada
2. American Airlines
3. Alaska Air group

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to WestJet Airlines. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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