Compare Strategies Between Air Canada Vs. Westjet

Compare strategies between Air Canada vs. WestJet

Introduction

These report focuses on comparing the strategies between air Canada and WestJet. It does this by first discussing a brief background of the airlines together with their objectives. In addition, the paper goes a mile further to discuss how the two airlines carry out their market research and also the marketing tools they apply. Furthermore, it also gives an opinion on whether their strategies are in line with their objectives. Moreover, it also discusses the similarities and differences between the airlines’ strategies not forgetting the influence of the national or local government on their strategies. The conclusion gives a brief summary of the entire report.

Air Canada

Air Canada is a the largest full service airline in Canada and also the largest schedule provider of passenger services for fights within Canada, to U.S. and to all other major international destination to where it operates. Today the airline serves more than 32 million customers every year and its flies to more than 170 destinations in five continents. In a member of Star Airline which is the world’s number one air transport network. Nevertheless, it is the 15thlargest commercial airline in the globe and has approximately 23,200 full time employees. It has a market share of about 80% in Canada and its prime competitor is WestJet Airline (Air Canada 12)

Major objectives

• To protect and enhance the corporate brand through effectively communicating a steady message of reliability, luxury, safety and accountability to stakeholders in timely manner.

• To be the profit leader among the major airlines.

• To enhance a strong entrepreneurial culture

• To be a proud standard bearer for Canada.

• To demonstrate leadership in the facilitation and development of market based approaches in order to reduce, offset and manage emissions.

WestJet

WestJet Airlines is a low cost carrier based in Canada and it provides planned and charter air service to over 88 destinations in Canada, Central America, Mexico, Caribbean, United States and Europe. It is the second largest air carrier in Canada after Air Canada. It operates an approximate 425 flights and has around 45,000 passengers per day. It is a public company with over 9,600 employees. Unlike Air Canada which is a member of Star alliance, WestJet airline is not a member of any airline alliance. To increase its efficiency and market share, the company has engaged in various partnerships for instance, in 2005 the company entered to an agreement with China Airlines based in Taiwan (About WestJet 16).

Major