Lamb Chapter 2 Web Exercise

The Strategy Behind Marketing

Vignette: Chapter 2 introduces you to an online Website for WestJet Airlines.

Featured URL: www.westjet.com/home.html

Marketing Plans "Take Flight"

West Jet is marketing flights within Canada.<In this Web Exercise you will be looking at the sites of other Canadian airline companies with the same target market. Comparing a relatively small company like WestJet with the giant Air Canada may seem like comparing David with Goliath. However, doing so should give you insight into the relationship between a marketing plan and what is actually found on a commercial Website.

In this Web Exercise you will be working with a partner, looking at the elements of the sites and relating them to the elements found in typical marketing plans. You and your partner will benefit from sharing ideas and resources. You will be helping each other review the Websites and manage the information required to complete the assignment.

As you have read in Chapter 2, there are some ingredients that are essential to an effective marketing plan. To review, take another look the illustrations in your textbook. Marketing plans may include the following items:

1. A mission statement
2. Objectives
3. A situation or SWOT analysis (strengths, weaknesses, opportunities, threats)
   
4. A target market strategy that takes into consideration the Marketing Mix or 4 Ps: product, place, promotion, and price.
   
5. Implementation and evaluation.

1. With a partner, look at the three sites for Canadian-based air carriers provided in the Resources section.

2. Read "De-Mystifying Marketing Plans," and view the two marketing plan outlines provided in the Resources section.

3. Create a chart. On the chart, put the elements of a marketing plan. For each element, show what each airline has put on its site that could relate to those elements in the plan. For example, benefits and features of the products and/or services being offered is one element of a marketing plan. On each of the three airline sites, what evidence do you find that speaks to benefits and features of that company's products and/or services?

   You can create your chart any way you like. One way would be is to list the elements down the left-hand side and the airlines along the top. One of the elements is target market strategy. You will find that Air Canada has targeted corporate customers for its business class sections.  You would note this on your chart. It is also suggested that you take the time to create a draft chart on which you can change things, then create a polished final chart to hand in to your instructor.

In "De-mystifying Marketing Plans" Debra Kahn Schofield writes: "A strong marketing plan helps you create, guide and coordinate your marketing efforts. Preparing the plan encourages you to examine and appraise the current state of your industry." Read the short article for a succinct reminder of the importance of elements of the marketing plan.

Creating a Marketing Plan: Two Examples

Small Business Plan – contains all the necessary information for writing a marketing plan.

Texas Business Advisor's outline for developing a marketing plan.

Canadian Websites for airlines

West Jet
Air Canada
Air Transat

These Web Exercises provide an additional opportunity for exploration of Chapter 2.

1. Mission Statements

Develop a mission statement that reflects the marketing strategy for each of the airline Websites provided in the Resources section.<Include an introduction and a summary statement in which you discuss the similarities and differences in the four statements.

2. SWOT Analysis

In small groups, develop a detailed SWOT analysis for one or more of the airlines.

3. Mini-Marketing Plan

Draft a mini-marketing plan of two or three pages. It should introduce the company to prospective investors, lenders, and employees.

4. Reality check

After completing the draft marketing plan, give your draft to a partner, who will "mark up" the plan with specific recommended changes. Submit the draft to your instructor along with your partner's mark-up and a final plan (i.e., the plan revised on the basis of the mark-up).