Jetblue Airways: Crafting and Executing Strategy
JETBLUE AIRWAYS
Paper 1: Crafting & Executing Strategy
Strayer University
BUSS 599: Strategic Business
Table of Contents
Introduction…………………………………………………………………..….…….p. 3
Trends in the Airline Industry……..……………………………….………..…….......p. 4
Jet Blue’s Strategic Intent………..……………..…………………..……..……..........p. 4
Jet Blue’s Financial Objectives and Related Success………………..…..…….....…...p. 5
Strategic Elements…………………………………………..……….…..……........…p.5
Jet Blue’s Strategies for the Future………………………………………….………..p. 6
Summary….………………………………………………………….…………..…...p. 7
References.…………………………………………………………..……………….p. 8
JETBLUE AIRWAYS
INTRODUCTION
JetBlue Airways Corporation got its start on February 11, 2000, and has since grown exponentially from the mere beginnings of $160 million. The company prides itself on standing out from the crown, offering leather seating, personal Televisions, and the option to choose “point-to-point” flights, just to name a few (SlideSahre.net, 2010). They have established themselves in the air world as offering a differentiated product as well as low fares. Their approach to reaching destinations is different than many other airlines, such as using the point-to-point system.
The first public offering of their stock was announced in April 2002. They currently service many major cities whose airfares tend to be fairly high, and they offer a lower-cost option for consumers to reach their destinations. They run about 180 flights a day.
Jet Blue’s mission statement is “to be the leading low-fare, low-cost passenger airline offering high quality customer service to underserved markets and customer who are looking for the best value in their flight. We have the newest most advanced planes that are reliable, fuel efficient, utilizes paperless cockpit technology, live in-flight satellite TV and security cameras. Our philosophy is to give customers the best price value for their ticket, offering things our competitors don’t offer. At
Paper 1: Crafting & Executing Strategy
Strayer University
BUSS 599: Strategic Business
Table of Contents
Introduction…………………………………………………………………..….…….p. 3
Trends in the Airline Industry……..……………………………….………..…….......p. 4
Jet Blue’s Strategic Intent………..……………..…………………..……..……..........p. 4
Jet Blue’s Financial Objectives and Related Success………………..…..…….....…...p. 5
Strategic Elements…………………………………………..……….…..……........…p.5
Jet Blue’s Strategies for the Future………………………………………….………..p. 6
Summary….………………………………………………………….…………..…...p. 7
References.…………………………………………………………..……………….p. 8
JETBLUE AIRWAYS
INTRODUCTION
JetBlue Airways Corporation got its start on February 11, 2000, and has since grown exponentially from the mere beginnings of $160 million. The company prides itself on standing out from the crown, offering leather seating, personal Televisions, and the option to choose “point-to-point” flights, just to name a few (SlideSahre.net, 2010). They have established themselves in the air world as offering a differentiated product as well as low fares. Their approach to reaching destinations is different than many other airlines, such as using the point-to-point system.
The first public offering of their stock was announced in April 2002. They currently service many major cities whose airfares tend to be fairly high, and they offer a lower-cost option for consumers to reach their destinations. They run about 180 flights a day.
Jet Blue’s mission statement is “to be the leading low-fare, low-cost passenger airline offering high quality customer service to underserved markets and customer who are looking for the best value in their flight. We have the newest most advanced planes that are reliable, fuel efficient, utilizes paperless cockpit technology, live in-flight satellite TV and security cameras. Our philosophy is to give customers the best price value for their ticket, offering things our competitors don’t offer. At
References: INTRODUCTION JetBlue Airways Corporation got its start on February 11, 2000, and has since grown exponentially from the mere beginnings of $160 million on October 13, 2011, from http://abcnews.go.com/Business/FlyingHigh/story?id=865304&page=1. Barger, David. (February 2011). JetBlue 2010 Annual Report. Retrieved on October 15, 2011 from http://phx.corporateir.net/External.File?item=UGFyZW50SUQ9NDE3Mzg3fENoaWxkSUQ9NDM5MzgwfFR5cGU9MQ==&t=1. Bisht, Meenakshi. (2010). JETBLUE AIRLINES. Success Story. Retrieved on October 13, 2011, from http://www.slideshare.net/Meeneer/jet-blue. Pelletier, Karen & Geneice Bassue, Lee Dubois and James Lowe. (2010). JetBlue Airlines: Case Study Analysis