Part I: Strategic Auditing WESTJET AIRLINES 1. General background of
Part I: Strategic Auditing WESTJET AIRLINES
1. General background of the company or particular business division of the company under your
investigation. (DONE)
a) A brief history of the company, its main business, products and services. (DONE)
b) Highlight 2-3 aspects of the company that interest you the most.
2. External analysis of the general environment of WESTJET AIRLINES
a) A summary of key external factors (limited to five or less) that affect the company’s
business. (You may use PEST analysis and five-force analysis to identify the key factors.)
b) Briefly explain how the key factors interact with each other, and render strategic impacts
over the company. You need to support your explanation with researched evidences.
c) A conclusive paragraph that highlights the trends (limited to three or less) that will
significantly shape the future of the company’s business in terms of opportunities and
threats.
3. Internal analysis of WESTJET AIRLINES
a) Make a list of key resources (tangible and intangible) of the company. Briefly explain
their significant contributions to the company’s success in the past.
b) Make a list of the company’s distinctive capabilities in comparison with its direct rivals.
c) State the core competence of the company regarding the division of business you are
analyzing.
d) Using VRINE framework to explain whether the company’s competitive advantage is sustainable.
4. Competitive rivalry analysis of WESTJET AIRLINES
a) Identify and briefly describe the most important competitors of the company
b) Explain threats of the rivalry companies
5. Summary of the company’s business model by answering the following questions
a) Who are the most important customers?
b) What’s the value proposition to customers? (Why do those customers must buy from the
company and how are they satisfied?)
c) How does the company produce and distribute its product/service efficiently?
d) Where does the company make the most profits? (Hints: price, place, product, position)
e) With the changes in external environment including the competitive rivalry, which parts
of the business model can not be sustained any more and why?
6. SWOT analysis of WESTJET AIRLINES
a) Summarize your strategic auditing of the company (or a business division of the company)
by a SWOT analysis.
