JETBLUE AIRWAYS

JetBlue Airways

A case report prepared for

MG 495 Business Policy

(The term of the course)

(Your name or the team name and team members)

(Date of submission)

JetBlue Airways

Introduction

JetBlue is an American lost-cost airline that was founded in 1999 by David Neeleman but was initially named “NewAir”. The headquarters of the company is located in the Forest Hills and the main base of the company is John F. Kennedy International Airport. However, the corporate office of the airline is located in Cottonwood Heights. JetBlue is one of the most successful airlines in the United States and is a four-star airline that serves the passengers with passion.

Executive Summary

JetBlue is an American lost-cost airline that faced problems in 2005 due to loss in profits. The company also faced fuel issues as the prices increased and increase in operational costs. JetBlue was formed by David Neelman with the intent of combining low fares of a discount airline carrier with all types of comfort. Currently, the company is ranked as a four-star airline and a low-cost carrier by Skytrax. Moreover, it is also the only airline in the United States that is ranked higher than three stars. JetBlue uses advertising media and print, online as well as television and social media ads are used too. The company has expanded mainly due to its human resource. There are seven product and services that JetBlue offers to the customers.

Summary Statement of the Problem

JetBlue's performance was poor in 2005 mainly due to a loss, raising fuel prices and some internal factors such as cost of maintenance or airplanes and other operational problems.

Summary Statement of the Recommended Solutions

The company must 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.

Table of Contents

Situation1

Description of the Company1

Present Situation1

Analysis2

Analysis of the Situation2

Management3

Operations4

Marketing4

Finance5

Administration6

SWOT6

Strengths6

Weaknesses6

Opportunities7

Threats7

Products or Services7

Conclusion and Recommendations8

References9

JetBlue Airways

Situation

Description of the Company

JetBlue is an American lost-cost airline that was founded in 1999 by David Neeleman but was initially named “NewAir”. The headquarters of the company is located in the Forest Hills and the main base of the company is John F. Kennedy International Airport. However, the corporate office of the airline is located in Cottonwood Heights. JetBlue is one of the most successful airlines in the United States and is a four-star airline that serves the passengers with passion.

Present Situation

JetBlue flies to more than 63 destinations in 11 countries. Some of these countries include Bermuda, Aruba, Bahamas, Costa Rica, Jamaica, Barbados, Mexico and United States. Other than this, international service also started between Saint Lucia and New York in 2009. Since JetBlue has greatly improved and is offering good services, it was also awarded with different types of appreciations. In 2007, "Readers' Choice Awards" by Conde Nast Traveller magazine named JetBlue as number one domestic airline of United States for six times in a row. Besides this, in June 2011, J.D. ranked JetBlue as “Highest in Customer ...