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JETBLUE

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by

Melanie Yanetsko

on 13 October 2015

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Transcript of JETBLUE

Krista Branch
Nicole Zemcik
Melanie Yanetsko

JETBLUE AIRLINES:
GETTING OVER THE "BLUES"?

Who is JetBlue?
Overview
Priorities
U.S. Airline Industry
Early 1900's
Background
Competition
Industry
Financial
Analysis
Issues
SWOT
Porters Five Forces
Recommendations
Mid 1900's
Late 1900's
Early 2000's
Operations
Accommodations
Sales and Marketing
Strategy
Largest domestic airline at JFK International Airport
Operates primarily out of Terminal 5
Concentrated in the North East region of the U.S.
A320s – 162 seats, cheaper, and fuel efficient

Leather seating with sufficient leg room
Free DirecTV (36 channels)
Premier movie offering
Equipped with XM Satellite Radio (100 channels)
Free unlimited snacks and beverages
One 50lb carryon bag is free of cost
“Mint” – transcontinental service
Fly-Fi
Three Primary Segments
Major Airlines
Regional Airlines
SWOT Analysis
Low-fare Airlines
Annual Revenue over $1 billion
Schedule flights to large cities
Hub-and-spoke route systems
Wave of consolidation
18 passenger airlines
Point to point
Have their own route system
Target fare-conscious leisure & business travelers
8 low-cost airlines
Porter's 5 Forces
Competitive Rivalry
within
an Industry
Threat of Entry
Threat of Substitutes
Rivalry
Buyer Power
Supplier Power
Low
High Capital Requirements
Service Differentiation
Strict Governmental Regulations
Safety and Security Threats
High
Price Competition
Limited Gate Space
Mergers
High
Airbus and Embraer
Unionized Workforce
Medium
Vehicles, Trains, Boats
Teleconferencing
High
Lack of Differentiation
Price Wars
Zero Switching Costs
Recommendations
Strengths
Weaknesses
Opportunities
Threats
Strong Brand Image
High Customer Satisfaction
Innovation
New and efficient aircrafts
Single Class carrier
Lack of strong presence in the market
Small amount of international destinations
Expansion
Provide more value
added service
Hybrid models
America is the largest market

Unstable fuel prices
Intense competition
Government regulation
Fluctuation of demand
Founded in August 1998 by David Neeleman
An American low cost airline
5th largest passenger carrier in the U.S.
Fleet of more than 190 aircrafts
More than 80 cities with 800 daily flights
Family Pooling
Recognized as the 2014 “Best Low Cost Airline- Americas”

www.jetblue.com
Participates in several major GDS
The “JetBlue effect”
Fares going down
Traffic going up
JetBlue capturing most of that traffic
Developing more service for the business customer
Growing its operations in Latin America & Caribbean (LACA)
Works to keep costs down
Expands its operations organically
Sold LiveTV in 2014
Competition
Who are the three top competitors for JetBlue?
Main bases of competition
Fare pricing
Customer Service
Routes Served
Flight Schedules
Types of Aircraft
Safety Record/Reputation
In-flight entertainment systems
Frequent-fliers programs
No independent route system
Carry passengers on the "spoke"
Lower volume routes
Financials
2014 Annual Sales
2014 Net Profit Margin
Point-to-point service
Combines differentiated product offerings
Caters to niche market of “underserved customers”
Ranks 1st in consumer satisfaction among low-cost carriers
JetBlue’s Competitive Positioning
Issues
2007 Valentines Day Operations Meltdown
Opted to wait it out
Communications broke down
Flood of calls- only way to rebook flight at the time
Baggage-handling problems
Increased scare of Terrorist Attacks
Increasing fuel and employee costs
Fuel Hedging
Expansion of routes
Increase nationwide marketing
References
Dess, G., Lumpkin, T., Eisner, A., and McNamara, G. (2014). Strategic management: text and cases (7th ed.). New York, NY: McGraw Hill Education.
 "JetBlue Airline Tickets, Flights, and Airfare" (2015). JetBlue. Retrieved from http://www.jetblue.com/
JetBlue Airways SWOT Analysis (2013). BrandGuide. MBA Skool-Study.Learn.Share. (2014). Retrieved April 15, 2015, from http://www.mbaskool.com/brandguide/airlines/4326-jetblue-airways.html
JetBlue Airways, "You Above All": A Strategic Recommendation Proposal. (2011, June 17). Retrieved April 15, 2015, from https://airbornesurfer.wordpress.com/2011/06/17/jetblue-airways-you-above-all-a-strategic-recommendation-proposal/
https://joshblakesmith.wordpress.com/2012/11/29/final-recommendations-for-jetblue/

THANK YOU FOR FLYING WITH JETBLUE!
Any Questions?
Full transcript