Professional Documents
Culture Documents
JETBLUE: The
TAKE-OFF
Jet Blue Bringing humanity back to air travel and Making Flying Happier and Easier For Every One Promoted by David Neeleman, an exceptional visionary in 1998 Promise to provide every customer with the JetBlue Experience which combined value, service and style. Started as a low cost carrier offering amenities available in pricier carriers Younger fleet, loyal staff helped in low maintenance and labor costs than its competitors. Quick break even and profit year after year
JETBLUE:
Cruising
to
Provided what it calls the best customer service in the business Won dozens of awards for its performance and customer satisfaction, low cost / no frill airline and in all quality ranking surveys By 2004 it climbed to 11th position the highly competitive U S airline business. In 2005 it ran into turbulence due fleet replacement ,maintenance issues and reported loss for first time. On Valentine day 2007, Jetblue flights stranded at Airport a violent ice storm Passengers stuck for hours without food and water Jetblue mishandles the situation
Theme of Bringing humanity back to air travel and making flying happier and easier for everyone. New kind of Low Fare air line (less by 65%), wider seats, more legroom & storage space. Refund for every cancellation. Compensation for delays. Maintenance of Time Schedule One way ticketing . In-flight entertainment like-Live TV, FM Radio, Internet, Spa, Wine and Co-Branded Freebies. Touch Screen Check-in. Non stop services between major destinations- New York and Fort Lauderdale, Florida.
Branding Initiatives
Neelemans ability to connect with people Low fares and premium experience Could position itself as a top brand with in a short span of 5 years Won dozens of awards for performance, cust satisfaction Co-branding with major brands for in-flight entertainment. Won Several awards for customer service excellence.
Strengths
A Charismatic and visionary leader as Neeleman Ability to connect with people and inspire them. Younger Fleet and deeply committed Staff. Strong customer loyalty. Low Maintenance and Labour Costs Old School Competitors Low Airfares Strong Financials Intra-preneurship -Team work in all aspects of business
Weakness
Rough transition from a small company to large airliner Poor technology diffusion during transition phase Wait & see approach with the weather Over obsession in maintenance of ontime performance at any cost Poor response to a crisis situation Absence of business continuity plan
Learning Points
Differentiation strategy in a highly competitive market environment Ability to connect to people and involve all employees ownership Every employee as a marketer Customer loyalty Customer retaliation Don t take customer for a ride Importance of disaster management and /PR