Jetblue Airways Case Study

Week Two

1. Prepare a written case study in written form in APA format on, and be prepared to discuss in class, the “JetBlue Airways: A Cadre of New Managers Takes Control” case on page C-51 of the text using the following case and questions:

JetBlue Airways Case Study Assignment Questions:

1. What was David Neeleman’s original strategic vision for JetBlue? Should JetBlue’s strategic vision be revised now that the company has new executive leadership?

David Neeleman’s idea behind JetBlue was to start a company that combined the low fares of a discount airline carrier with the comforts of a small cozy den in people’s homes. His vision involved customers to have cheap and affordable flights throughout the United States and abroad on newer aircraft that are not only comfortable, but are equipped with modern entertainment options, and a customer centric business model which makes customer service a #1 priority.

JetBlue’s strategic vision should only be revised to further enhance the original vision and to incorporate new technologies and options which will facilitate growth and profitability.

2. What were the key elements of JetBlue’s strategy in 2008? How has the company chosen to attract customers in sufficient volume to earn profits? How does JetBlue offer its customers value?

JetBlue developed 6 new strategies in 2008: reevaluate the ways the company was using its assets, reduce capacity and cut costs, raise fares and grow in select markets, offer improved services for corporations and business travelers, form strategic partnerships and increase ancillary revenues.

JetBlue developed a new terminal at JFK airport which helped to improve its on-time departure and arrival averages at one of the nation’s busiest airports. JetBlue also appealed to business travelers by introducing refundable fares and discounts for corporate meeting planners for every 40 customers booked to the same destination. JetBlue...