Marketing group assignment.docx - NY MKT1106 Marketing for Tourism Case Study Question 1\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026Honglei Zhao(Grace \u2026\u2026Page.1

Marketing group assignment.docx - NY MKT1106 Marketing for...

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NY - MKT1106 - Marketing for Tourism Case Study Question 1……………………………Honglei Zhao (Grace) ……Page.1 Question 2 ………………………...Maninderdeep Ghumaan ……Page.2 Question 3 ………………………….……..Gurginder G …………Page. 3
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Q: 1 Identify the macro environmental forces which helped WestJet and those which threatened to hurt the airline. Marketing macro environment refers to the external factors that cause marketing opportunities and environmental threats to enterprises. These factors mainly include population environment, economic environment, natural environment, scientific and technological environment, legal environment and social and cultural environment. These major social forces are uncontrollable variables for enterprises. The macro environmental forces which helped WestJet The main factors helping WestJet are demographic factors, economic factors, technological factors, and social factors and cultural factors. Westjet has been influenced by air Canada, which has been relying on the dream liner’s high fuel efficiency to reduce costs, and wants to compete with Canada's largest carrier in emerging markets in Asia and the western hemisphere. Westjet, which is focused on casual travelers, has changed its model from a cheap route similar to south west's, adding premium economy seats, launching a short-haul route and starting flying to European destinations such as London. In addition, WestJet unveiled a group of ultra-low-cost flights last week to fend off challenges from Canadian startups. Competition is fierce among airlines, and both air Canada and WestJet believe that artificial intelligence (AI) is the way to lower costs and boost revenues in the airline industry, so both airlines are pouring money into developing artificial intelligence technologies. Major airlines have developed catboats to handle common passenger queries, and artificial intelligence can also improve airline automation and enhance facial recognition to verify baggage and boarding status. According to the international air transport association, new technologies such as AI are important tools as the number of passengers around the world doubles over the next 20 years, putting a lot of pressure on airport-to-airline systems and personnel.
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  • Fall '17
  • -
  • Avianca, Instrument approach, WestJet Airlines, Boeing 737

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