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Jet Blue Case Study

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Jet Blue Case Study
History 3
Analysis of JetBlue Airways 3
Trends and Strategic Intent 3
SWOT analysis 3-4
Alternatives 4
Recommendations 4-5
Implementation 5
Conclusion 6
References 7
History 3
Analysis of JetBlue Airways 3
Trends and Strategic Intent 3
SWOT analysis 3-4
Alternatives 4
Recommendations 4-5
Implementation 5
Conclusion 6
References 7
Table of Contents
JET BLUE AIRWAYS
JetBlue Airways exists to provide superior service in every aspect of our customer’s air travel experience (JetBlue Airways).
Our History
David Neeleman founded JetBlue in 1999, under the name “NewAir.” JetBlue offers low-cost travel with on board amenities, such as in-flight entertainment, TV on every seat and Satellite radio. The company is headquartered in the Long Island, New York at the John F. Kennedy International Airport (Wikipedia).
Analysis of Jet Blue Airways
JetBlue operates under the constraints of the airline industry and its unique dynamics: intense federal regulation, customers driven mainly by price and route with low brand loyalty, heavy capital costs, and monopolistic conditions amount its suppliers (Doug Bennett).
Trends in the U.S. Airlines
Today’s U.S. airline trends continue to grow drastically. With the increasing cost of conducting business, airlines are seeking alternative methods to increase revenue and profit. Passengers are now being charged for baggage, carry-on bags, beverages or food on board, Wi-Fi, and any other amenities offered during a flight, and passengers should expect this trend to continue throughout the industry. Airlines have been cutting the cost of flights, rescheduling routes, and seeking alternative revenue routes. For example, passengers are being charged for aisle seats due to increased fuel costs, and some airlines have outsourced their reservations services (Grabianowski).
Strategic Intent


References: Bennett, D. (n.d.). Integrated Company Analysis. Retrieved January 27, 2013, from business library: http://business.library.wisc.edu/resources/kavajecz/10_Fall/JetBlue_Report.pdf Doug Bennett, T Flouris, T. (2005). Confidence in Airline Performance in Difficult Market Conditions: An Analysis of JetBlue 's Financial Market Results. Journal of Air Transportation , 10 (1), 40. Grabianowski, E. (n.d.). How Budget Airlines Work. Retrieved January 27, 2013, from howstuffworks.com: http://money.howstuffworks.com/personal-finance/budgeting/budget-airline2.htm JetBlue Airways JetBlue Airways: Starting from Scratch (February 10, 2001). JetBlue. (n.d.). Improving Our Community and Our World. Retrieved January 27, 2013, from jetblue.com: http://www.jetblue.com/p/ERS-091412.pdf Wikipedia Doug Bennett, T. G. (n.d.). JetBlue Airways: Integrated Company Analysis. Retrieved January 20, 2013, from Business Library: http://business.library.wisc.edu/resources/kavajecz/10_Fall/JetBlue_Report.pdf Flouris, T Grabianowski, E. (n.d.). How Budget Airlines Work. Retrieved January 27, 2013, from howstuffworks.com: http://money.howstuffworks.com/personal-finance/budgeting/budget-airline2.htm JetBlue Airways JetBlue Airways: Starting from Scratch (February 10, 2001). JetBlue. (n.d.). Improving Our Community and Our World. Retrieved January 27, 2013, from jetblue.com: http://www.jetblue.com/p/ERS-091412.pdf Wikipedia
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