WestJet, Canada's second biggest national airline, is preparing to initiate a social networking initiative to coincide with the year-end holiday season. As the business's executive vice-president (Sales, Marketing and Guest Experience) reviews the strategy, he is seeking answers to three questions.
Does the planned initiative mismatch or fit with the brand image of WestJet? Will this step damage or deepen the engagement the airline currently enjoys with its guests (as it calls its passengers) and WestJetters (as it calls its workers)?) What distinctive outcomes can WestJet achieve through the initiative and how can those outcomes be ameliorated?
PUBLICATION DATE: August 25, 2014 PRODUCT #: W14399-PDF-ENG
The WestJet Christmas Miracle (A) Case Study Solution
This is just an excerpt. This case is about SALES & MARKETING
Related Case Solutions & Analyses:
Using Design to Create Fiercely Loyal Customers
Educational Technology Corp.: Crossing the Chasm
Paybox.Net: Mobilizing mCommerce
G.I. JOE: Marketing an Icon
Costco Companies Inc.
Launch of mbanx
The Nokia N8 ‘Push Snowboarding’ Campaign: An Avant-Garde Social Media Strategy from Engagement to Sales
Channel Change at the BIG PASTURE in Inner Mongolia
GE Energy – The Decision to Re-enter India: Is Opportunity “Blowing in the Wind?”
Jones Lang LaSalle 2011 Corporate Profile, Video
