Jetblue Airline Low Cost Leadership Model

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JetBlue Airline LOW COST LEADERSHIP MODEL OPERATIONS - Low-cost leader because of full planes, hedging of fuel, pilot training, and maintenance costs - 100% ticket-less reservations - Agents work from home at a lower rate than other airlines - Pilots paid less because there is no seniority standing - Only offer snacks instead of meals, which helps to keep costs down SALES & MARKETING - True blue frequent flyer program - Satellite televisions free in every seat on the plane - Strong word-of-mouth from previous passengers - Several marketing awards noticing their hip and humorous advertising, 2002 & 2003 - First to book flights online, technology SERVICE - Self-service kiosks for those passengers who are in a hurry - Agents who walk around and help guests check-in, portable devices - Flights are never over-booked, also all passengers are assigned a seat - Pilots will load baggage to ensure on time departures - Leg room has been extended to 34”, from the industry standard 31” JetBlue has tried to position their company in the airline business as a low-cost leader that provides quality service. The problem with this type of position in the airline business is that although there are only a few substitutes, they are very strong. Many different new airlines have attempted to enter the market, such as People Express Airline, who in the early 1980’s attempted the same strategy as JetBlue and failed. JetBlue has been able to fight off rivalry from fellow competitors since they were incorporated in 2000. JetBlue has an economy of scale for cost on a seat per mile basis, even surpassing Southwest airlines. Southwest’s cost per seat/mile is 6.53 and JetBlue is now at 6.08. JetBlue has a cost advantage because its competitors cannot match their low costs of seats/mile basis. JetBlue prides them-self in keeping their flights on time and

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