JetBlue has strengths in effective aircraft operations, positioning in New York, and active marketing with low distribution costs. However, it has weaknesses such as high debt obligations, sluggish profits, and low margins. External opportunities include recovery of the US airline industry and benefits to low-cost carriers in a weak economy, but threats include intense price competition, industry consolidation, terrorism, and increased government regulations.

1. JetBlue Marketing Plan By Kevin Cox, Matt Johnson, Sreenath Nampally

2. Objective

3. Objective

4. Objective

5. Current Market Position

6. Current Market Position

7. Current Market Position

8. SWOT Effective Aircraft operations Well-positioned in New York metropolitan area Active Marketing and low cost distribution channels High Debt and fixed obligations Sluggish profits and margins

9. SWOT Recovery of US airline industry Low cost airlines do well in bad economy Southwest Strengths Intense competition and price discounting Consolidation in the airline industry Terrorism Government regulations Southwest Weaknesses

10. SWOT Effective Aircraft operations Well-positioned in New York metropolitan area Active Marketing and low cost distribution channels Recovery of Economy & Industry Low cost Airlines Competition Consolidation Terrorism Regulation S O High Debt Obligations Sluggish Profits Low Margins W T

11. SWOT Effective Aircraft operations Well-positioned in New York metropolitan area Active Marketing and low cost distribution channels Recovery of Economy & Industry Low cost Airlines Competition Consolidation Terrorism Regulation S O High Debt Obligations Sluggish Profits Low Margins W T