Jetblue

Appendix 1: Case Analysis

Case reports should fulfill 3 basic requirements.

1. Identify all pertinent issues to be addressed by management.

2. Analyze and evaluate the company's situation--both internally and externally--with regard to the

mentioned issues and potential solutions.

3. Evaluate potential alternatives against decision criteria in order to select a recommended course of action, and develop an implementation plan that is as realistic or ‘do-able’ as possible and that addresses the issues identified. It’s important to explain carefully how your recommendations and plan will correct the issues and realize the goals and opportunities that have been identified as well as outline why the solution that you have chosen is superior to the other alternatives that you have generated.

The report should be balanced so that about 60% of the report is given over to identifying pertinent issues and evaluating the company's situation. It follows that about 40% of the report should be devoted to detailing the alternatives, recommendations and an implementation plan. Provide ample examples in the report of strategic thinking, using strategy concepts to develop insights. Not all strategy tools will be significant for each case.

Show clearly how your recommendations create fit and synergies among the firm's internal activities and with shifts in the external context. Explain how the firm is now better able to take advantage of changes that are present or anticipated in its environment.

The case reports will be graded using a three-part structure.

1. Stylistics: Does the basic sentence and report structure enable the reader to understand the points being made? Are the conventions of written grammar followed? Is the presentation professional? Are the various sections of the report...