Background of JetBlue Airways
JetBlue Airways Corp. is one of the major American low-cost airline and one of the best examples of a succeeding business because of excellent customer service based on low operating cost relative to the superior product offering (offer a product superior to competitors at affordable prices). JetBlue is established in 1999 by David Needleman and commenced operation only February 11, 2000 with new Airbus A320 aircraft operating between Buffalo and Ft. Lauderdale (Nasdaq 2011). In 2001 during the sharp decrease in airline travel that followed the terrorist attack company could survive the competition of the major airlines and even become one of the airline companies that made a profit (Denison Consulting 2005). Nowadays, JetBlue is the largest passenger carrier in the United States operating 115 Airbus A320 and 45 EMBARE 190 – the youngest and most fuel-efficient aircrafts serving 66 cities with an average of 650 daily flights throughout US and eleven countries in the Caribbean, South America and Latin America. JetBlue has the idea to “bring the humanity back to air travel”, including friendly, customer-service oriented staff, new aircrafts, with leather covered seats, build-in flat-screen monitors with in-flight movies, over 30 channels of DIRECTV, and 100 channel of XM satellite radio without any additional charge, providing the excellent service product in airline industry with reasonably priced optional upgrades and offering the simple and low fares (JetBlue Airways 2011). Marketing mix
Marketing mix a framework describing the combination of marketing tools that the marketers blend to create a desired response in the target market (Kotler 2011). It is made up from everything the firm can do to stimulate the demand for its product. Traditionally the marketing mix is made up 4 main elements: product, promotion, place and price. Product
Author Elliot (2009) defines product as anything that company offers to the market to satisfy...
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