JETBLUE CASE STUDY

JetBlue case study

JetBlue case study

Summary

JetBlue is a low-cost household airline in the United States that utilizes a blend of low-cost and value-added differentiation as its market strategy. From its launch in February 2000 to the time of the case, the airline grew to become the 11th largest contestant in the airline industry in a short span of 4 years.

Moving into the growth stage, JetBlue transitions from launch mode to an established merchandise stage where it desires to focus on development of scale.

Executive leadership has very resolute that JetBlue must increase its existing path network by adding ...