Jet Blue Paper

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History

JetBlue Airways Corporation (JetBlue) was founded in 1998 in Delaware by David Neeleman, a former Southwest executive. The airline began operations in 2000 based out of JFK International Airport (JFK) in New York. JetBlue currently has over 12,900 employees and has been repeatedly ranked as number one in customer service among low-cost carriers by J.D. Power & Associates. As of December 31, 2010 the company operates over 650 flights daily, servicing 63 destinations in 21 states, including Puerto Rico, and eleven countries in the Caribbean and Latin America. The JetBlue’s goal from inception was to distinguish itself as a low-fare, low-cost passenger airline, offering high-quality customer service and a differentiated product. JetBlue focused on serving “underserved markets” and large metropolitan areas.

JetBlue differentiated itself from the competition by starting its business with substantial capital, flying new planes, hiring the best people, and focusing on service by listening to customer feedback. The company continued to set itself apart by offering newer aircrafts with roomy leather seats, increased leg room, free in-flight DirecTV, free in-flight XM satellite radio and free unlimited brand name snacks and beverages. JetBlue has also established a relationship with American Express for its customer loyalty program “True Blue.” The easy to navigate and innovative JetBlue website brings in 77% of total company sales booked.

JetBlue has many advantages on its side. The company is well positioned in one of the largest travel markets, the New York metropolitan area. In 2008, JetBlue completed it construction of a new state of the art terminal in its main hub at JFK airport. The company has also been increasing its presence at Boston’s Logan International Airport, which is an important travel market in the Northeast region. Currently, JetBlue is the largest carrier in Boston, with more than 19% of our domestic flight operations at that airport. Most recently, ground breaking took place on the west coast for a new terminal in Long Beach, CA, JetBlue’s West Coast anchor city.

Mission Statement

JetBlue currently does not have a dedicated mission statement. Instead, their Consumer Bill of Rights explains “JetBlue Airways is dedicated to bringing humanity back to air travel.”

Revised/New Mission Statement

JetBlue’s mission is to provide customers with a superior, affordable airline experience. As leading providers of airway transportation it is essential our image represents the best value in airline travel. We view ourselves as being devoted to our customers before anything else. We are dedicated to developing and employing the best personnel in customer service. Our philosophy here at JetBlue states that customer expectations will always be met through exemplary customer service. By using the latest advancements in technology, we will stay innovate and ahead of competition while servicing metropolitan areas throughout the world. We are confident through these efforts JetBlue will become the industry leader in both customer satisfaction and profitability.

JetBlue Website/E-commerce

The Good
As of 2008, 77 percent of JetBlue’s total sales came from their website. Thirteen percent were booked through online travel agencies and only 10 percent over the phone. These numbers indicate there is a high demand to have a functioning webpage users can operate for flight purchases. Upon analyzing JetBlue’s website, our team found it was surprisingly easy to navigate, with special deals updated daily on the homepage. There are multiple tabs offered to help the user navigate through discounted prices and other low fair specials currently offered. These offering make it clear JetBlue is catering towards a price sensitive audience. For customers that have never flown with JetBlue before, a special tab titled “Experience JetBlue” is available. This link takes the user through a video tour...
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