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Westjet Essay

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WestJet case
MKTG 10625

Founded in 1996 by a team of Calgary entrepreneurs led by Clive Beddoe, WestJet Airlines Ltd’s   original strategy was simple: offer low-fare, point-to-point air travel on Boeing 737 jet aircraft to customers across Western Canada. With 220 employees and three aircraft, WestJet originally offered service to five cities: Vancouver, Kelowna, Calgary, Edmonton, and Winnipeg. The company then added Victoria, Regina, and Saskatoon to its route network. In 1997, WestJet began service to Abbotsford/Fraser Valley, and in 1999, WestJet added Thunder Bay, Prince George, and Grande Prairie to its service area. In July 1999, WestJet became a publicly traded company and extended its airline service across Canada. In June 2000, the company added service to the eastern Canadian cities of Hamilton, Moncton, and Ottawa, creating an eastern network with Hamilton as the hub. In 2001, WestJet also added its first four Next-Generation Boeing 737-700 aircraft. In 2002, WestJet added service to two new Ontario destinations, London and Toronto (its new eastern hub). In 2003, WestJet added service to the new markets of Halifax, Windsor, Montreal, St. John’s, and Gander. As the Canadian airline market evolved, WestJet looked to continue its growth and found an opportunity to expand its routes into the United States. Transborder service commenced in the fall of 2004 to the cities of Los Angeles, San Francisco, Phoenix, Fort Lauderdale, Tampa, Orlando, and New York, and service to Palm Springs began in 2005. With its focus on safety, high-efficiency structure, motivated personnel, and customer service, WestJet, is now the second largest airline in Canada flying to 35 Canadian and U.S. destinations as well as offering charter operations sun-destinations in the U.S., Mexico, and the Caribbean. By 2016, WestJet intends to be one of the five most successful international airlines in the world. The company believes it will achieve this goal by providing its guests with a...

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