Assignment on Analysis Paper on West Jet Airlines

Running head: RESEARCH AND ANALYSIS PAPER ON WESTJET AIRLINES
Research and Analysis Paper on West-Jet Airlines
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Author Note

RESEARCH AND ANALYSIS PAPER ON WESTJET AIRLINES1
Introduction
West-Jet Airlines is a low cost airline service that has its base in the country of Canada
and which first came into existence in the year of 1996. The purpose of West-Jet Airlines was to
provide passengers with a low-cost or inexpensive alternative to the services that were then being
made available by all the other major competing airline companies in Canada (Broderick et al.,
2019). West-Jet Airlines is seen to fly not only within all important destinations in the country of
Canada but also across the globe, to places such as Mexico, Europe, the United States of
America, the Caribbean and the Central American region. It is currently the largest airline
company in Canada after Air Canada, which is the country’s national carrier. West-Jet Airlines
has managed to acquire fame for the provision of quality services at cost effective rates
(Chapman, 2016). This paper engages in an analysis of the business operations conducted by
West-Jet Airlines, with an attempt being made to assess its weaknesses and strengths, to identify
the type of environmental constraints or challenges that it is faced with at the time of running its
business operations and also to recommend the ways by which the airline can improve upon its
existing services.
1. SWOT Analysis of West-Jet Airlines
Strengths – West-Jet Airlines is a company that offers flight services within Canada and outside
of Canada across destinations in Europe, Caribbean, Latin America or Central America as it is
commonly known and also in the USA. The key strength of West-Jet Airlines lies in the fact that
it offers flight services around the world at the most economical prices. The flights are also

RESEARCH AND ANALYSIS PAPER ON WESTJET AIRLINES2
known to be on time for the most part, and the inflight services are of a high standard too
(Chapman, 2016).
Weaknesses – The fact that West-Jet Airlines is a low cost carrier implies that it cannot travel
across distances as vast as regular international air companies can or are able to. West-Jet
Airlines cannot also offer the standard of food and drink that is made available on international
flights like competing or rival companies like Air Canada because it is seen to charge a budget
fare in lieu of its services, and can only provide its passengers with the most basic services, even
if of a high standard (Gillen & Morrison, 2017).
Opportunities – The demand for airlines is at an all-time high today, not only in the country of
Canada but also all over the world. People are especially on the lookout for the opportunity to
travel without spending too much on airfare and low-cost airline companies like West-Jet
Airlines give passengers the scope to travel across the world without having to worry about
draining their resources in order to be able to do so. As a result, there is plenty of scope for a
company such as this, to grow, expand and develop in the coming years, provided it takes care
with the quality of services that it makes available to its customers (Gillen & Morrison, 2017).
Threats – The threat of competition is quite high for a company like West-Jet Airlines. Its
biggest rival is Air Canada, which flies all over the world and which offers superior inflight and
flight services for the benefit of customers. There are other low cost and competing airlines in
the European region where West-Jet operates, such as Ryan Air, who are capable of absorbing
some of this company’s target base here, should it not be careful about the way that it positions
its services at the global level (Chapman, 2016).