There are several mistakes Root Air has committed which directly and negatively affected their business. Hence, there are several lessons that could be learned from Root’s mistakes. The biggest error was in promotional strategy in which the co-founders were not present. This was an extreme necessity to make consumer base. Secondly, poor time management in the inauguration made a negative impact on the image of root air. This should always be avoided in order to maintain the goodwill. The third mistake was commenced by root air was in the computer reservation system. Excess booking was made for the airbus. Such technical problem must be avoided by the Canadian airlines to maintain the consumer satisfaction (Li,Gong and Liu, …show more content…
Root Air’s market segmenting strategy was quite rigid as it targeted only to the business class travellers of Air Canada. Root’s ambition was too high. Hence, it tried to attract the consumers through various luxurious facilities in cheaper rate. They promised to avail their facilities like good food, plush lounges, and premium services to the consumers. They lowered their journey fare of silver class to 800 dollars from Vancouver to Toronto, compare to 2000 dollar charged by Air Canada for the same