Jetblue Bmgt 364

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The Mission and Vision: Southwest and Jet Blue Airlines
BGMT 364
Alexandria Walker
01/19/2013
University of Maryland University College
Professor Brockunier

Abstract
This paper outlines the formation of a vision statement, the mission and the values that JetBlue and Southwest airlines embrace. A firm can initiate strategic management once it forms a mission statement. That statement allows forms to aspire to its potential while bearing in mind what it wants to avoid as it successfully grows. JetBlue and Southwest airlines mission has been primarily to govern the way they conduct business and the desire to serve customers and give direction to make service related decisions. This paper will concentrate on the differences and similarities of Southwest and Jet Blue airliners mission statements, the quality of each mission statements based on concepts form the textbook, clearly defining whether the mission statement clearly defines organization and drives strategic decision, provide recommendations for improving the quality of the current mission statement and to discuss the vision for each airline.

The Mission and Vision: Southwest and Jet Blue Airlines

Mission Statement Similarities and Differences:
In my analysis of the similarities between Jet Blue and Southwest airlines, I observed that both companies are committed to delivering the highest quality of customer service. Jet Blue and Southwest airlines have expressed to continually meet the expectations of their valued customers. In addition to quality customer service both airlines have addressed their pledge to provide safe, affordable, reliable and courteous air transportation. Finally, these two airlines parallel one another to their patrons with the basic understanding of how they operate and to have confidence with the airline and the employees. The difference between Jet Blue and Southwest airlines is in lieu of a mission statement; Jet Blue is reflected in its core values. These five core values focus on safety, caring, integrity, fun and passion. Of the five core values fun and passion were two that I did not see mentioned in Southwest airlines mission statement. Jet Blue explains that the fun in their core values exhibits a sense of humor and the ability to laugh at self; add personality to the customer experience and demonstrate enthusiasm for the job.  The passion in Jet Blues core values strive to meet the diverse needs of crewmembers and customers; champion team spirit; and crave to deliver superior performance.

Quality of the mission statement and core values:
The quality of Jet Blues core values in contrast to Southwest’s mission statement was unquestionably a more desirable statement of what a company’s existence should be. Further research addresses my logic behind Jet Blues distinctive quality of being the better of the two. Jet Blue is one of only a few domestic airlines that don’t charge for the first checked bag, Jet Blue has a Customer Bill of Rights that provides compensation for long delays and the JetBlue Promise, which offers a refund for people who lose their jobs. In relation of each airlines mission to the concepts in the book, both airline statements covered the organizational goals listed on pg. 8 of Modern Management Concepts and Skills, however, Jet Blues core values in my view did a better job. Defining Organization and Strategic Decisions: Jet Blues core values clearly define the organization, beginning with the CEO David Neelman whose strategic moves produced the best outcome in the areas of maintenance, total operating expenses, and benefits.  Southwest airlines statement positively spells out efficient operations strategy that forms an important pillar of its overall corporate strategy which...
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