Uploaded byMohamed Zaid
JetBlue case study
The document is a case study on JetBlue Airways, detailing its history from founding in 1999 through various milestones and innovations aimed at providing low-cost, customer-friendly air travel. It analyzes the competitive airline market, JetBlue's positioning, customer needs, strengths and weaknesses through a SWOT analysis, and offers recommendations for future growth. Additionally, it highlights JetBlue's commitment to corporate social responsibility and community engagement.
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JetBlue case study
- 1. JetBlue case study By:Mohmed Ismaeil 1
- 2. Agenda 2 Introduction and History Newinnovations and facets of JetBlue product Market overview Implications of needs, wants and demand in Jet Blue practice Which of Marketing concepts best applied to JetBlue What value created by JetBlue Is JetBlue likely to continue as successful in customer relationship CSR SWOT Recommendation
- 3. Introduction and History 3 1999: Founder David Neeleman announces plans for his new airline 2000 :JetBlue launches operations with its inaugural flight between JFK and Fort Lauderdale, FL 2000 :JetBlue flies its one millionth customer and reports $100 million in flown revenue for (December) 2001 : JetBlue flies its two millionth customer (April) 2002 :JetBlue flies its five millionth customer (March) 2002 :JetBlue launches the TrueBlue customer appreciation program 2003 :JetBlue flies its 10 millionth customer (January)
- 4. Introduction and History 4 JetBlue Vision Is to be the best regional air carrier by providing low-fare, low -cost, enjoyable and safe flight experiences to our passengers
- 5. New innovations andfacets of JetBlue product 5 Not to serve meals and give snacks instead Providing personal television (36 TV channels and 100 Radio station) Free WiFi in terminals and Free sending emails and massages in the air Leather seats instead of cloths Add three more inches for legroom to stretch Did not use old & cheap planes Use more fuel-efficient and less maintenance cost Airbus Did not fly too many routes Choose point-to-point flight Use secondary airport which did not handle too much traffic Use electronic ticketing Paperless cockpit Customer-oriented approach Picking the right people
- 6. Market overview 6 On ofthe largest markets in the world Very competitive market with 18 airline carrier companies Top Market players are :- Total no. of passengers 2013 is 740,859,387 Total operating revenue 2013 is 200 Billion $ Delta airlines Pan American Airlines Southwest airlines United airlines
- 7. Average growth rate0.8 % Market overview 7 Market dynamics Million * According to Bureau of Transportation Statistics 1% 0.8% 0.8%
- 8. Market overview 8 Market dynamics Million *According to Bureau of Transportation Statistics 8% 3% 9.7% Average growth rate 7 %
- 9. Market overview 9 Market dynamics *According to Bureau of Transportation Statistics
- 10. Market overview 10 Market Share AirlineShare Delta 16.8% Southwest 16.7% United 15.2% Pan American 12.5% US Airways 8.4% JetBlue 5.1% Alaska 4.2% ExpressJet 2.4% Others 18.7% * According to Bureau of Transportation Statistics
- 11. 11 Market Positioning High price Lowprice Low Quality High Quality JetBlue United Pan American Southwest Delta Air Tran Frontier Market overview
- 12. Market overview 12 JetBlue Fleet AirbusA320Airbus A320 130
- 13. Market overview 13 JetBlue Fleet AirbusA320Airbus A321 14
- 14. Market overview 14 JetBlue Fleet AirbusA320Embraer ERJ 60
- 15.
- 16. Implications of needs,wants and demand in Jet Blue practice 16 Needs Wants Demand The customer need to travel Fast reliable flight ICE (improve customer experience) Time accurate Confortable seats Fun and Entertainment Low cost flights
- 17. Which of Marketingconcepts best applied to JetBlue 17
- 18. What value createdby JetBlue 18 Jet Blue Values CARING INTEGRITY SAFETY PASSION FUN Bring Humanity back to travel
- 19. Is JetBlue likelyto continue as successful in customer relationship 19 1.9 million follower on Twitter 1 million Liker on Facebook
- 20. Is JetBlue likelyto continue as successful in customer relationship 20
- 21. Is JetBlue likelyto continue as successful in customer relationship 21
- 22. CSR 22 Up for good Inthe air and on the ground, we're committed to bettering the lives of our customers, crew member and communities — and inspiring others to do the same. Our focus Youth & Education Community Environment Our giving The JetBlue Foundation Swing For Good Environment & Social Reporting
- 23. SWOT 23 Strength Low Operating cost Strongbrand Efficient employee Single fleet Consumer satisfaction Effective use of technology Advertisement
- 24. SWOT 24 Weakness Relative new company Singlefleet Concentration on middle class Shifting customer’s need
- 25. SWOT 25 Opportunity Industry Route & fleetexpansion Creation of Airlines Alliances Technological Improvements in Airplane design, operation and maintenance
- 26. SWOT 26 Threat September 11th attack/Accidents Security Increasein fuel price Strong Competition Global crisis New regulations by FAA union
- 27. Recommendation 27 Integrate in internationalAlliance Invade new Markets Like east Europe and Asia Recommendations
- 28.