Jet Blue Case Study

Topics: Brand, Law, JetBlue Airways Pages: 2 (542 words) Published: December 5, 2011
Case Study 3: Jet Blue: High-Flying Airline Melts Down
1. After the unfortunate storm of February 2007, JetBlue’s image was quite diminished. The storm caused the cancellation of almost 1,900 flights. This in turn caused JetBlue to lose a decent amount of money. Additionally, this incident jeopardized JetBlue’s image that previously was stellar. In order for JetBlue to regain their image they would need to take necessary steps beyond refunds and vouchers. I would recommend that JetBlue first assess their leadership and make sure the problems didn’t come from the core decision makers. Also, JetBlue should slightly reduce their airfare rates and perhaps their onboard beverages as well. I would suggest they take on additional advertising and marketing campaigns to expose these improvements and further brand recognition after these improvements. 2. JetBlue could have taken a few steps to better their communication with their stakeholders during this incident. They could have held meetings to show that they were very concerned but it would be ok in a very short time. They could have explained how they would not only re-compensate their shareholders, but offer small and reasonable incentives for staying on board. They could have held web conferences for their major internal stakeholders to entertain suggestions and answer any questions and concerns. 3. When addressing the stakeholders, JetBlue should take all the blame for the horrid incident. They must take an approach that explains how they should have been totally read for the storm. It is must be expressed by JetBlue how wrong they were and actually use it for their advantage. By this I mean expressing that this was just a one time mistake, how the understand the problem, and finally how they will fix the problem. If JetBlue did the opposite and blamed the weather, the customer would simply say that the other airlines didn’t have this problem. That would be merely counterproductive. 4. JetBlue’s...
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