Jetblue Case Analysis
JetBlue Case Analysis
Executive Summary
JetBlue airline was founded by David Neeleman who is a Brazilian born entrepreneur. His goal was to single handedly create a unique airline that was innovative for the current market. The low fare airline was designed for customers who needed to travel at affordable prices, and which would essentially create a new strand of business. Named JetBlue, Neeleman’s airline originally traveled to various cities around the United States, but has recently entered the international market by offering flights that reach countries such as Puerto Rico and the Dominican Republic. Since it is a customer oriented company, JetBlue makes ordinary flights into an extraordinary experience for its customers. With improved in-flight entertainment to electronic ticketing, JetBlue has grown to become a fast and affordable airline.
However, over the years, JetBlue has experienced financial problems due to the fuel prices increase, as well as an image issue regarding the ice storm in 2007. Even though JetBlue is known to be an innovative airline, their debacles have caused a downturn in the company’s finances, as well as operations. In recent years, Lufthansa, the German airline, has purchased a significant share of JetBlue which helps the company provide more stability. In addition, JetBlue has had to change strategies and CEO's along the way, in order to remain a competitive carrier in today’s airline industry.
Using the information provided by the case study "JetBlue Airways: A Cadre of New Managers Takes Control," this case study analysis will provide a detailed overview of all the positive and negative aspects of JetBlue airline. Furthermore, it will review the strategic vision and implementations of JetBlue, the airline industry, JetBlue’s financial performance, and future recommendations for the company’s strategy.
Strategic Vision and Implementation When David Neeleman started JetBlue, his idea “was to start a company that combined
Executive Summary
JetBlue airline was founded by David Neeleman who is a Brazilian born entrepreneur. His goal was to single handedly create a unique airline that was innovative for the current market. The low fare airline was designed for customers who needed to travel at affordable prices, and which would essentially create a new strand of business. Named JetBlue, Neeleman’s airline originally traveled to various cities around the United States, but has recently entered the international market by offering flights that reach countries such as Puerto Rico and the Dominican Republic. Since it is a customer oriented company, JetBlue makes ordinary flights into an extraordinary experience for its customers. With improved in-flight entertainment to electronic ticketing, JetBlue has grown to become a fast and affordable airline.
However, over the years, JetBlue has experienced financial problems due to the fuel prices increase, as well as an image issue regarding the ice storm in 2007. Even though JetBlue is known to be an innovative airline, their debacles have caused a downturn in the company’s finances, as well as operations. In recent years, Lufthansa, the German airline, has purchased a significant share of JetBlue which helps the company provide more stability. In addition, JetBlue has had to change strategies and CEO's along the way, in order to remain a competitive carrier in today’s airline industry.
Using the information provided by the case study "JetBlue Airways: A Cadre of New Managers Takes Control," this case study analysis will provide a detailed overview of all the positive and negative aspects of JetBlue airline. Furthermore, it will review the strategic vision and implementations of JetBlue, the airline industry, JetBlue’s financial performance, and future recommendations for the company’s strategy.
Strategic Vision and Implementation When David Neeleman started JetBlue, his idea “was to start a company that combined
Bibliography: ----------------------- [1] Mary Michel and Janet Rovenpor, JetBlue Airways: A Cadre of New Managers Takes Control, (2008), C-53. [3] Dan Milmo, “After 9/11: airports ‘wasting billions’ on needless security checks for passengers,” The Guardian, September 7, 2011, http://www.guardian.co.uk/world/2011/sep/07/airports-wasting-billions-needless-security.