make the decision between using Snapchat and Pinterest. When trying to make this decision, we have to consider a number of points, such as: What are the advantages and disadvantages of each platform? What are the key strengths/weaknesses/opportunities/threats (SWOT) for WestJet, also what do you think is the value proposition (the key reason why it is successful)? How do the advantages/disadvantages of Snapchat and Pinterest fit these? How would you position Snapchat, Pinterest and WestJet in terms of brand personality dimensions and which of the social media platforms fit better to WestJet in this respect? Considering that your budget is limited, but also considering your target market as well as brand personality, which traditional media channels (e.g., TV, radio, local or nation-wide newspapers, magazines, instore media) do you think would fit well to target your market?Finally, briefly consider the following question (tutorial 3 content): Does WestJet have sustainable competitive advantage (e.g., a VRIN resource – valuable/rare/inimitable/nonsubstitutable) or should it aim to create sustainable competitive advantage through a series of temporary advantages (e.g., invest in building costly routinized organizational structures that would allow it to continuously innovate, that is, dynamic capabilities) or should it simply look to get acquired by a larger company in the short-term? Justify your choices.
