Jet Blue Situational Analysis

I. Customer Analysis

a. Who: consumer, business, national, international

i. Consumer: Younger, affluent, present on social media, fare-conscious

1. The “middle space” for those who dislike larger airlines and love amenities that low-cost rivals don’t offer

ii. Business: NY Jet’s Official Team Carrier

iii. National: Serves 90+ destinations in 25 states, the District of Columbia, Puerto Rico, and Virgin Islands

2. New routes from: Detroit, Ft. Lauderdale, Hartford Springfield (CT), Washington-National (DC), Salt Lake City, Orlando, Las Vegas, San Francisco, Cleveland, West Palm Beach, NYC, Pittsburgh, Boston, Savannah/Hilton Head, Charleston, Fort Myers, Reno/Tahoe, Martha’s Vineyard, Anchorage, Portland, and Nantucket

iv. International: Serves 15 countries in the Caribbean and Latin America

3. New routes from: Nassau (Bahamas), Port of Spain (Trinidad & Tobago), Curacao (Curacao), Catagena (Colombia), Montego Bay (Jamaica), Newark, Punta Cana, Hyannis/Cape Cod (MA), St. Lucia (UVF), Puerto, Plata (DR), Santiago (DR), and Port-au-Prince (Haiti)

b. B2B, B2C, etc.

v. B2B: Subsidiary, LiveTB, LLC, provides in-flight entertainment systems and internet connectivity in commercial aircrafts, sells vacation packages through JetBlue Getaways which provides fares for air travel on JetBlue along with a selection of JetBlue-recommended hotels, resorts, car rentals, and attractions

4. Partner Airlines: Aer Lingus, Aeroflot Russian Airlines, Air China, Ana, Asiana Airlines, Avianca, British Airways, Brussels Airlines, Cape Air, Cathay Pacific, China Airlines, EgyptAir, El Al Israel Airlines, Emirates, Etihad Airways, Eva Air, Hainan Airlines, Hawaiian Airlines, IcelandAir, Japan Airlines, Jet Airways, Korean Air, Lan Airlines, Lot Polish Airlines, Lufthansa, Porter, Qatar Airways, Royal Air Maroc, Seaborne, Silver Airways, Singapore Airlines, South African...