Ivey Publishing
WestJet in 2009: The Fleet Expansion Decision
Product Number:
9B09M063
Publication Date:
09/24/2009
Revised Date:
08/26/2010
Length:
18 pages (9 pages of text)
Product Type:
Case (Library)
Source:
Ivey
Thirteen years after it began operations with three airplanes, WestJet is the second-largest airline in Canada. It has grown revenues at an annual rate of 37 per cent per year for the past 11 years, and is poised to become the country’s dominant airline in the future. As it has grown, WestJet seems to have made changes to its original strategy of low-cost, no-frills, point-to-point, single-class service. The case examines WestJet’s strategy over the years and focuses on the company’s latest decision point: whether to add smaller planes to its single-model Boeing fleet. The objective of the case is to examine changes in a company’s strategy over time, and to review the potential impact of these changes on a company’s future performance.
Learning Objective:
This case asks students to consider WestJet’s key competitive advantages and assess the airline’s performance, compare its 2009 business model to that of 1996, and determine the implications of adding a second fleet of planes.
Issues:
Disciplines:
General Management/Strategy
Industries:
Transportation and Warehousing
Setting:
Canada, Large, 2009
Intended Audience:
Undergraduate/MBA
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
Associated Materials
Translations: French (18 pages)
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