The president of a regional aircraft carrier in Thompson, Manitoba, is contemplating a route expansion which would service Winnipeg and several northern Manitoba communities, positioning the firm in direct competition with the only two other airlines in this market. Students, in the role of president, are asked to develop a complete marketing strategy involving decisions on the types of aircraft to be used, scheduling, pricing, and promotional activities .....more

This case was written for the operations module in an introductory business course. Skyward is a regional airline offering charter and scheduled service in northern Manitoba. The company's rapid growth over the past three to four years in scheduled service has altered its requirements for information processing. The problems have reached the point where customer service has deteriorated because of longer waiting times. The case allows students .....more