Case Study: Porter Airlines

Access and read the following Harvard Business Review case study:

Porter Airlines (Links to an external site.) (Chatterjee, 2010) (HTML webpage file/Adobe Acrobat PDF file)

Porter Airlines is a regional airline operating out of Toronto City Airport in the Toronto Islands of Ontario, Canada. Porter operates only Bombardier Dash-8 Q400 turboprop aircraft and has flights to destinations in Canada and the United States. It targets business passengers that find the Toronto International Airport unattractive. Since its inception, Porter Airlines had successfully navigated the first few years of its existence and disproved many who thought it was doomed to failure. It tapped into unmet customer needs with a unique strategy. However, a critical question that needed to be addressed was whether this particular business model, successful thus far, would remain viable going forward. Additionally, Porter needed to decide how to expand and how aggressively it should position itself upon entering new, highly competitive markets.

Case Study Analysis

Prepare your response, addressing the following items:

1. How did Porter Airlines take advantage of a transitory business opportunity in an otherwise difficult market to mitigate several critical forces that could have prevented its success?

2. Identify Porter Airlines’ target customer market(s) and the desired customer outcomes.

3. What are the critical forces that Porter Airlines faces and how are they mitigated? Use the Five Forces Model of Competition to explain your answer.

4. Identify critical resources and activities that are leveraged to meet desired customer outcomes.

Follow this naming convention when saving your document: surname_M6_Case_Porter.

Note:

Use this book as one of the three references. I will email the case file as well.

Baker, M. J. (2014). Marketing strategy and management. Palgrave Macmillan

Mullins, J., Walker, O., & Boyd, H. (2013). Marketing management: A strategic decision-making approach. (8th ed.) New York: McGraw-Hill Irwin