Jetblue

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I. Current Situation

A.Current Performance:

JetBlue Airways Corporation is a passenger airline that has established a new airline category a “value airline” based on service, style, and cost. Known for its award winning customer service and free TV as much as for its low fares, JetBlue believes it offers its customers the best coach product in markets it serves, with a strong core product and reasonably priced optional upgrades. JetBlue operates primarily on point-to-point routes with its fleet of 107 Airbus A320 aircraft and 35 EMBRAER 190 aircraft, the youngest and most fuel-efficient fleet of any major U.S. airline. As of December 31, 2008, they served 52 destinations in 19 states, Puerto Rico, Mexico and five countries in the Caribbean and Latin America. By the end of 2008, they operated on average 600 daily flights. For the year ended December 31, 2008, JetBlue was the 7th largest passenger carrier in the United States based on revenue passenger miles as reported by those airlines. JetBlue was incorporated in Delaware in August 1998 and commenced service February 11, 2000. The principal executive offices are located at 118-29 Queens Boulevard, Forest Hills, New York 11375.

B.Strategic Posture

1.Mission:
“Our mission is to bring humanity back to air travel. We do this by offering what we believe to be the best domestic coach product, and giving our customers more value with their purchase.” The elements of our value proposition include, High Quality Service and Product, Low Operating Costs, Brand Strength, and Strength of Our People.

2.Objectives :
Their objective is to optimize their fare mix to increase our overall average fare and, in certain markets, utilize their network to maximize connecting opportunities while continuing to provide customers with competitive fares.

3.Strategies:
Low-prices
Customer Service (Quality and distinction)
New and Advance Technology

4.Policies:
Cost Reduction without affect High Quality and Customer Service Paperless transactions, faster, and more accurate with advance technology

II. Strategic Managers

A. Board of Directors
The Board of Directors is composed of 13 members where 12 are outsiders. They are people with experience and from different industries. The Board is composed by the following people:

David Barger, Chief Executive Officer and Director
Joel Peterson, Peterson Partners LP
Frank Sica, Cancer Research Institute
Robert Clanin, JetBlue Airways Corporation
Ann Rhoades, JetBlue Airways Corporation
David Checketts, SCP Worldwide
Neal Moszkowski, TowerBrook Capital Partners, L.P.
Kim Clark, Brigham Young University - Idaho
Virginia Gambale, JetBlue Airways Corporation
M. Rhoades Promus, Hotel Corporation
Christoph Franz, Deutsche Lufthansa AG
Stephan Gemkow, Deutsche Lufthansa AG
Peter Boneparth, Rodman & Renshaw Capital Group, Inc.

B.Top Management

David Barger, Chief Executive Officer
He has served in this capacity since May 2007. He is also a member of the Board of Directors. He served as President from August 1998 to September 2007 and Chief Operating Officer from August 1998 to March 2007. From 1992 to 1998, Mr. Barger served in various management positions with Continental Airlines, including Vice President, Newark hub. He held various director level positions at Continental Airlines from 1988 to 1995. From 1982 to 1988, Mr. Barger served in various positions with New York Air, including Director of Stations.

Russell Chew, President and Chief Operating Officer
He has served in these capacities since September 2007 and March 2007, respectively. Mr. Chew served as Chief Operating Officer of the Federal Aviation Administration from 2003 until February 2007. Before joining the FAA, Mr. Chew was employed by American Airlines, Inc. from 1985 through 2003, most recently as Managing Director of Systems Operations Control.

Edward Barnes, Executive Vice President and Chief Financial...
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