Case Study #1 Jetblue

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1. Needs can be described as part of the basic survival kit. The things we need in order to survive, i.e. Water, air, food etc. Wants are the desires we have for non-essentials or step up from the basic. For example, people need to take baths. Using expensive soaps is not essential to the bath but a step up from the basic. Therefore, wants are not mandatory a customer’s life. The JetBlue customer’s primary need is for air transportation from point (a) to point (b). During customers travels they also need to be seated not just for comfort but also for security. Customers want to fly first class for coach price and enjoy the some of the benefits first-class customers at other airlines have been enjoying however paying a significant amount of money for. They want coffee juices and snacks without feeling as if they are begging for it. Customers want to be comfortably seated not crunched in. Customers want to enjoy entertainment, variety of channels, nice and comfortable terminal in case of unexpected delays and more security lanes at their high tech hub in NYC. Let us not forget and free Wi-Fi at all their terminals. Demands are human wants that are backed by buying power. People may want a million dollar house or to stay at a five star hotel, to convert their wants into a demand they must have the ability to afford it In the case of JetBlue, customer’s demand: • 3 inches more legroom than the average airline • For as little as $10.00, 3 additional inches and flatter recline position • Well-padded leather seats • Dunkin Donuts coffee • Terra Blue chips • Immaculate Baking Choco Billy’s Cookies • LCD entertainment system • Latest movies and favorite TV show for just $6 dollars. • A terminal with excellent restaurants and stores • Children’s play zone • Workplace JetBlue has demonstrated that they are very focused on every costumer’s needs, wants, and

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