Jetblue Case Essay

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Case Study: JetBlue High flying Airline Melts Down in Ice Strom 1.To analyze JetBlue’s attitudes and practices that contributed to a service disaster JetBlue Airways Corporation (NASDAQ: JBLU) is an American low-cost airline which headquartered in the Long Island City neighborhood of the New York City borough of Queens. JetBlue was established by former Southwest Airlines employee namely David Neeleman in February 1999, under the first name of "NewAir". JetBlue followed Southwest's approach by offering low-cost travel for its customers. In contrast, it created distinguishably by using luxury amenities, such as in-flight entertainment, TV on every leather seat, paperless ticket and exceptional service by flight crew members (Argenti, 2009 p.100). JetBlue believed that its web-based booking, rather than booking through ticketing agents, the company would be able to gain greater control on managing seat sales which in turn avoids customers being bumped. JetBlue also uses paperless cockpit, no meals served on any of its flights, and paperless ticket, which all reduce time and costs. They also use a single aircraft type, which in the long run keeps training costs low, and manpower utilization at a high. Another way that JetBlue utilizes it resources is by using the new A320s, which are larger and more fuel-efficient. JetBlue also has less congested airports, which helps to speed flight departures and get their passengers to their destinations in a faster manner. Some of the marketing techniques that JetBlue uses are web-based ticketing, which is then used as a distribution channel. They have a sophisticated market segment properly identified for the business travelers flying point-to-point and of course effective pricing which gives them the edge against their competitors (Evans, 2007). As for service, JetBlue is always in constant communication with customers to

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