Porter Airlines SWOT Analysis
Situation Analysis:
Entrepreneur Robert Deluce introduced Porter Airlines in 2006 aiming to create a higher value experience for its customers compared to other major players and competitors in the Canadian airline industry such as Air Canada and West Jet. The brand image is designed to provide upscale and refined service to its customers, giving the sense of traveling in first class with free amenities that competitors provide at very high prices such as meals, beverages, wine, etc.
Even thought Porter has had considerable success in attracting new customers, it is still a small player in the market. In order to increase its presence Porter is aiming to target the Toronto-Montreal-Ottawa business market currently being dominated by Air Canada and followed by West Jet who is also looking to penetrate this lucrative route.
SWOT Analysis: Strengths: the innovating new concept brought by Robert in the Airline business focused on the high class flight experience, has succeeded in attracting customers for Porter Airlines, allowing it to stand out from its competitors. The high class of service that Porter looks to provide in the airport lobby and on board, creates a brand image of quality and social value for passengers. The Airline’s Hub is conveniently located in the downtown Toronto area for fast and easy access. Competitors offer a relatively basic passenger experience and are subject to losing existing clientele to Porter Airlines. Weakness: Porter Airlines is relatively new and unknown in the market, there for it may be operating within a limited budget and looking to have a return on investment. Furthermore it is imperative for Porter Airlines to throw an aggressive marketing campaign to gain a level of awareness with the public and attract new customers which adds to an increase on expenditures. Since it is a new company,
Entrepreneur Robert Deluce introduced Porter Airlines in 2006 aiming to create a higher value experience for its customers compared to other major players and competitors in the Canadian airline industry such as Air Canada and West Jet. The brand image is designed to provide upscale and refined service to its customers, giving the sense of traveling in first class with free amenities that competitors provide at very high prices such as meals, beverages, wine, etc.
Even thought Porter has had considerable success in attracting new customers, it is still a small player in the market. In order to increase its presence Porter is aiming to target the Toronto-Montreal-Ottawa business market currently being dominated by Air Canada and followed by West Jet who is also looking to penetrate this lucrative route.
SWOT Analysis: Strengths: the innovating new concept brought by Robert in the Airline business focused on the high class flight experience, has succeeded in attracting customers for Porter Airlines, allowing it to stand out from its competitors. The high class of service that Porter looks to provide in the airport lobby and on board, creates a brand image of quality and social value for passengers. The Airline’s Hub is conveniently located in the downtown Toronto area for fast and easy access. Competitors offer a relatively basic passenger experience and are subject to losing existing clientele to Porter Airlines. Weakness: Porter Airlines is relatively new and unknown in the market, there for it may be operating within a limited budget and looking to have a return on investment. Furthermore it is imperative for Porter Airlines to throw an aggressive marketing campaign to gain a level of awareness with the public and attract new customers which adds to an increase on expenditures. Since it is a new company,