1. ASHFORD BUS 630 Week 3 Assignment
JetBlue Airways
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Assignment
1. Due by Day 7. JetBlue Airways. Complete the following exercise (Research
and Application 7-20) and submit to your instructor.
The questions in this exercise are based on JetBlue Airways Corporation. To
answer the questions, you will need to download JetBlue’s 10-K/A for the year
ended December 31, 2004 (10K/A with a filing date of March 8, 2005). You do not
need to print the 10-K/A to answer the questions.
Required:
a. What is JetBlue’s strategy for success in the marketplace? Does the company
rely primarily on a customer intimacy, operational excellence, or product
leadership customer value proposition? What evidence supports your conclusion?
b. What business risks does JetBlue face that may threaten the company’s ability
to satisfy stockholder expectations? What are some examples of control activities
that the company could use to reduce these risks? (Hint: Focus on pages 17-23
of the 10-K/A.)
c. How can the concept of unit-level activities be applies to an airline? More
specifically, what are two examples of unit-level activities for JetBlue? What steps
has JetBlue taken to manage these unit-level activities more efficiently?
d. How can the concept of batch-level activities be applied to an airline? What are
two examples of batch-level activities for JetBlue? What steps has JetBlue taken
to manage these batch-level activities more efficiently?
e. What is one example of a customer-level activity and an organization-
sustaining activity for JetBlue?