JetBlue Marketing and HR Solutions

8/9/2019 JetBlue Marketing and HR Solutions

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Prepared by Roll Number 10735 FawadHussain, 2014

Case Study No 18Page : 635Strategic Management byMichael A Hitt


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N!"#$%C!#N


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INTR!"#TIN• In$orpora%ed in !elaware in &u'us% 1(()*

• !a+id Neeleman 1s% -ounder ,February 1(((,under %.e name /New&ir*

•

e%lue -ollowed o%.er domes%i$ airlines approa$.o- oerin' low$os% %ra+el, bu% sou'.% %odis%in'uis. i%sel- by i%s ser+i$es, su$. as ini'.%en%er%ainmen%, T on e+ery sea% and 6a%elli%eradio*

• #8s +ision 9 To brin' .umani%y ba$: %o air%ra+el*9

• e%lue;s -ounders .ad se% ou% %o $all %.e airline/Ta


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INTR!"#TIN• T.e $ompany is .ead=uar%ered a% %.e >on' Island

New ?or:*

• I%s main base is o.n F* @ennedy In%erna%ional&irpor%

• T.e airline mainly ser+es des%ina%ions in %.e"ni%ed 6%a%es, alon' wi%. i'.%s %o%.e #aribbean, T.e a.amas, ermuda, arbados, #olombia, #os%a Ri$a, %.e !omini$an

Republi$, amai$a, Ae


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Slogan :&!o bring humanity bac'to air tra(el and to ma'e

)ying more en*oyable+


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I6IN

&% e%lue our 'oal is %o pro+ide %.ebes%, mos% aordable i'.% e


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Aission 6%a%emen%

e% lue8s mission is %o be %.e leadin' low-are, low$os% passen'er airline oerin' .i'. =uali%y$us%omer ser+i$e %o underser+ed mar:e%s and$us%omer w.o are loo:in' -or %.e bes% +alue in %.eiri'.%* Be .a+e %.e newes% mos% ad+an$ed planes%.a% are reliable, -uel eC$ien%, u%iliDes paperless$o$:pi% %e$.nolo'y, li+e ini'.% sa%elli%e T andse$uri%y $ameras* ur p.ilosop.y is %o 'i+e$us%omers %.e bes% pri$e +alue -or %.eir %i$:e%,oerin' %.in's our $ompe%i%ors don8% oer* &% e%lue we -eel %.a% .irin' edu$a%ed employees %.a%

are .i'.ly mo%i+a%ed and well %rained will pro+ide abe%%er e


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#R alues

6a-e%yFirs% E

always in%.e

business

Rela%ionswi%.

#us%omerE #rew


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#ore alues

$ommi%s %o/6a-e%y Firs%9G

6e% and Aain%ain#onsis%en%ly

Hi'. 6%andardsG

nsure %.e6e$uri%y o-

#rewmembersand #us%omersG

Ne+er#ompromise

6a-e%y#&RIN Aain%ain

Respe$%-ulRela%ions.ips

wi%.#rewmembers

and #us%omersG6%ri+e %o be aRole modelG

Heal%.y alan$ee%ween Bor:

and FamilyGResponsibili%y -or

INTRIT?!emons%ra%eHones%y, Trus%

and Au%ualRespe$%G Ne+er#ompromise %.ealues -or 6.or% Term Resul%sGPossess and!emons%ra%e

road usiness@nowled'eG

&dd Personali%y%o %.e #us%omer


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Inno+a%i+e 6%ra%e'ies

•No meals durin'i'.%s• Pro+idin' personal%ele+ision• >ea%.er sea%s ins%eado- $lo%. sea%s•"se o- new air$ra-%s• "se o- more -uel

eC$ien% and lessmain%enan$e $os%&irbus• Ini%ially less rou%es•Poin%%opoin% i'.%


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Inno+a%i+e 6%ra%e'ies•"se o- se$ondary

airpor%s w.i$. did no%.andle %oo mu$.%raC$• Redu$%ion in %.e

Turnaround %ime by

eC$ien% 'round s%a • "se o- ele$%roni$%i$:e%in'• Paperless $o$:pi% and

use o- emanuals by$rew• #us%omerorien%edapproa$.• Pi$:in' %.e ri'.%people


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row%. ra 200004

Rapid 'row%. 1) $onse$u%i+e =uar%ers o-

pro%


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6low row%.pera%in' re+enue$on%inued %o in$rease in

2005 and 200K bu%airline suered losses&irline suered loss o-"6L 42 million in #6 %oo>oss suered due %o

• Rapid in$rease in

-uel pri$e• Poli%i$al si%ua%ion

and war• Hea+y In%eres%

e


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#ompe%i%i+e &d+an%a'e e%lue .as a $ompe%i%i+e ad+an%a'e o+er i%s$ompe%i%ors* I% en%ered in%o %.e mar:e% oerin' pri$es%.a% were low* In addi%ion, i% oered lu


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%.er #ompe%i%ors

6piri%&irlines

ir'in&meri$a

&meri$a Bes%

6ou%.wes%

&irlines

Fron%ier &irlines 6un #oun%ry

&irline

!el%a

"ni%ed

&irlines


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6BT &nalysis

Strength

>ow pera%in'$os%

6%ron' brand

C$ien%employees

Two %ypes o-air$ra-%s in %.eee%

#onsumersa%is-a$%ion

e$%i+e use o-%e$.nolo'y

&d+er%isemen%

• ,ea'ness Rela%i+e new

$ompany

Two %ypes o-

air$ra-%s #on$en%ra%ion on

middle $lass

6.i-%in'$us%omer8s need

Flee% now a'in'

Hi'.main%enan$e$os%s


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6BT &nalysis

• #--ortunity

Indus%rye


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Mar'et Positioning

Price

>ow

Hi'.

.uality>ow

6ou%.wes%

&meri$an &irlines

"ni%ed &irlines

!el%a

Fron%ier

&irTran

/et0lue

Posi%ion

Aap


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NB I6IN O 2007nwards

9HIH end $us%omer ser+i$es a%>B end pri$es


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&ddi%ional 6%ra%e'ies Pas%2007Bor: on impro+in' ima'e o-airline as superior $us%omer

ser+i$e pro+iderered pre i'.% and durin'i'.% -ree sna$:s and op%ionallun$. J dinner on paymen%#us%omers bene%ed -rom

simple %o use reser+a%ionsys%emoo:in' a'en%s $ould wor:-rom .omePre assi'ned sea%in' and

%i$:e%less %ra+el was madepossible

!e+elop a new %erminal a% F@ airpor% O %o impro+e i%s on%ime depar%ure and arri+ala+era'es a% airpor%s* "6L)0million in+es%ed

6old a s%a:e o- i%s s.ares %oermen $arrier >u-%.ansa O %oin$rease re+enue E allow %.e$us%omers %o boo: $ode s.arei'.%s

#us%omer ad+isory $oun$ilwas es%ablis.ed

Comort in 2light &ddi%ional 2 in$.es o- le'

room 100M non-a% sele$%ion o-

$omplemen%ary and

unlimi%ed sna$:s &ll passen'ers pro+ided

wi%. $om-or% :i% -or a.eal%.y sleep

#rew wa:es up %.e

$us%omer -rom sleep 6in'le $lass %ra+el -or all

passen'ers !ouble poin%s -or %rue blue

members


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ains y e%lue((*KM opera%ions $omple%ion ra%e

Firs% amon' &meri$an #arriers -or leas%number o- los% or mis.andled ba''a'e* e%lue;s ma


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#ompe%i%i+e &d+an%a'es

e%lue .as one o- %.e nes% -ea%ures in %.e airlineindus%ry* I% also s%ands ou% -rom i%s $ompe%i%or by pro+idin'o%.er -a$ili%ies as -ollows !ouble poin%s -or %rue blue members* Free sameday s%andby %ra+el* I- %.ere8s an emp%y sea% on an

earlier i'.%, i%8s yours*

#an$ella%ion $redi%s are %rans-erable and +alid -or one year* Ins%alled bulle%proo- $o$:pi% doors a$ross i%s ee%* Ins%alled se$uri%y $ameras in passen'er $abin -or $us%omer

and $rew sa-e%y* Promo%ions su$. as sale on some o- %.e sele$%ed des%ina%ions* #ell boo:in' appli$a%ion laun$.ed E .ourly upda%e on our

i'.% s$.edule* I% 'i+es %ra+el mana'ers $ompre.ensi+e online repor%in' %ools

%o %ra$: employee spendin', i%ineraries and i'.% $redi%s* e%lue oers 5 $.oi$es o- meal bo


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e%lue alued 6er+i$es


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New #.allen'es &.ead Two %ypes o- air$ra-%s

.a+in' dieren%$.ara$%eris%i$sAaor main%enan$e issues"ni=ue %rainin' Ein%e'ra%ion re=uired by %.e$rew In$reased main%enan$e

e


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