Jetblue Case Study
INTRODUCTION
JetBlue Airways is a low-cost passenger airline that provides customer service primarily on point-to-point routes. JetBlue offers its customers a quality product with young, fuel-efficient aircraft, leather seats, free in-flight-- (24-Channel live television via satellite Direct TV, Thompson et al. p C-53)--entertainment at every seat, pre-assigned seating and reliable performance. JetBlue. . As of Dec 31 2008, serves 52 destinations in 19 states, Puerto Rico, Mexico, and five countries in the Caribbean and Latin America. JetBlues fully owned corporate subsidiary, LiveTV, LLC, or LiveTV provides in-flight entertainment systems for commercial aircraft, including live in-seat satellite television, digital satellite radio, wireless aircraft data link service and cabin surveillance systems. As of Dec 31 2008, Co. operated an average of 600 daily flights with a fleet consisting of 107 Airbus A320 aircraft and 35 EMBRAER 190 aircraft. .
• JetBlue was the first U.S. Airline to provide 100% ticket less boarding
• JetBlue was the first U.S. Airline to install security cameras in passenger cabin for customer crew and safety
• JetBlue was the first U.S. Airline to install bulletproof cockpit doors across the fleet.
BRIEF HISTORY
JetBlue which was begun by Brazilian born and Seattle raised David Neeleman who studied accounting at the University of Utah for 3 years before dropping out to start his own Traveling Agency business partnering with Pineapple Express to sell Hawaiian packages including airfare and time-share vacation residence. He had to shutdown his Travel Agency business when his partner Pineapple express went out of business in 1983 when it run out operating cash. His next job at Morris Air, Seattle based local carrier for which he worked for 8 years beginning in 1984 (Thompson et al., pC-53) Prepared him as executive vice president and president and later became part of senior management after a 1993 acquisition of Morris by
JetBlue Airways is a low-cost passenger airline that provides customer service primarily on point-to-point routes. JetBlue offers its customers a quality product with young, fuel-efficient aircraft, leather seats, free in-flight-- (24-Channel live television via satellite Direct TV, Thompson et al. p C-53)--entertainment at every seat, pre-assigned seating and reliable performance. JetBlue. . As of Dec 31 2008, serves 52 destinations in 19 states, Puerto Rico, Mexico, and five countries in the Caribbean and Latin America. JetBlues fully owned corporate subsidiary, LiveTV, LLC, or LiveTV provides in-flight entertainment systems for commercial aircraft, including live in-seat satellite television, digital satellite radio, wireless aircraft data link service and cabin surveillance systems. As of Dec 31 2008, Co. operated an average of 600 daily flights with a fleet consisting of 107 Airbus A320 aircraft and 35 EMBRAER 190 aircraft. .
• JetBlue was the first U.S. Airline to provide 100% ticket less boarding
• JetBlue was the first U.S. Airline to install security cameras in passenger cabin for customer crew and safety
• JetBlue was the first U.S. Airline to install bulletproof cockpit doors across the fleet.
BRIEF HISTORY
JetBlue which was begun by Brazilian born and Seattle raised David Neeleman who studied accounting at the University of Utah for 3 years before dropping out to start his own Traveling Agency business partnering with Pineapple Express to sell Hawaiian packages including airfare and time-share vacation residence. He had to shutdown his Travel Agency business when his partner Pineapple express went out of business in 1983 when it run out operating cash. His next job at Morris Air, Seattle based local carrier for which he worked for 8 years beginning in 1984 (Thompson et al., pC-53) Prepared him as executive vice president and president and later became part of senior management after a 1993 acquisition of Morris by
References: Thompson, A.A., Strickland, A.J., & Gamble, J.E. (2010). Crafting and executing strategy (17th ed.). New York: McGraw-Hill-Irwin pp. C51-C76.