Jet Blue Airlines

JetBlue Airways: A Cadre of New Managers Takes Control—Assignment 1

July 5, 2011

TABLE OF CONTENTS

I. Introduction

II. Case 3

III. Conclusion

IV. References

Introduction

This week’s course objectives include how to recommend effective business strategies based on an analysis of domestic and global operating environments, market dynamics and internal capabilities. To achieve these lesson objectives, we will cover supporting topics such as developing a strategic vision, setting objectives, implementing a strategy and monitoring the outcomes.   This assignment entails reading Chapter 2 of the required text, conducting an analysis of a company situation Case #3: JetBlue Airways and preparing a 4-5 page report regarding the company’s strategic intent. Moreover, the report will include analysis and discussion about the implementation of its strategy and whether or not JetBlue has been successful in achieving their objectives.

Case 3

JetBlue Airways New Managers Take Control: trends in strategy, intent, objectives JetBlue Airways: A Cadre of New Managers Takes Control. 1. Discuss the trends in the U.S. airline industry and how these trends might impact a company's strategy. The airline industry has continuously evolved as big business around the world. The current trends in the airline industry, like many other industries, include using price discrimination and differential pricing to increase revenue. Increased usage of computer technology provides the airline with the tools it needs to monitor its services and customer satisfaction as they strive to increase revenues. Moreover, reducing operating costs is a priority. Airlines, such as JetBlue Airways, continuously seek to gain market share by seeking to reduce costs.

Another current trend in the airline industry shows that carriers prefer to lease aircrafts and avoid entering into long term contracts and expense...