Jet Blue's Strategic Intent

Topics: Strategy, Southwest Airlines, JetBlue Airways Pages: 1 (303 words) Published: January 27, 2013
Discuss the trends in the U.S. airline industry and how these trends might impact a company’s strategy

Discuss Jet Blue’s strategic intent

Discuss Jet Blue’s financial objectives and whether or not the company has been successful in achieving this objective

Discuss JetBlue’s strategic elements of cost, organizational culture, and human resource practices and evaluate whether each elements provides the organization with a competitive advantage

JetBlue first needed to convert their strategic vision into a specific performance target in order to have a competitive advantage in the airline industry. After a few changes within the company, upper management decided to develop a strategic plan on how to grow the business, out compete rivals, please customers, respond to changing market conditions, and how to achieve their financial objectives. JetBlue was able cost by operating more fuel efficient aircrafts, offering low passenger fares, minimizing onboard options and in between replenish/process time, and also by maintaining quick turnaround times. JetBlue had two types of aircrafts, one that sat 150 passengers while another sat 100 passengers in order to fill capacity during an off-peak time. The company’s headquarters is based out of Salt Lake City, but many of the employees work from home processing tickets or answering phones. Instead of having call centers throughout the country, having workstations setup at home tremendously reduces operating costs. After the 2007 ice storm, JetBlue’s reputation was hurting and they were getting bashed by upset passengers. Even though time can’t be replaced, JetBlue wants their customers to be satisfied at all times by offering incentives, rewards, and discounts. Some which include private massages, hair styling, in-flight yoga cards, childrens’ play area, and tracking capabilities through google maps.

Discuss JetBlue’s strategies for 2008 and beyond and evaluate whether or not Jet Blue will be successful...
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