Jet Blue Case Analysis free essay sample

Technological * Beginning e-ticketing * Automated systems (cockpits) * Advertisements (newly introduced animated) Porters Bargaining power of Buyer: H Threat of Substitute: H Bargaining Power of Suppliers: H Threat of New Entrance: L Competitive Rivalry: H Core Competencies: Logistics Competitive Advantage: Efficiency Strategy: LCP 4p’s Product: JetBlue is cornering the marketplace with its productivity, in-flight features, and customer service. Due to the fact that the company only purchases new planes of a single type, maintenance downtime is reduced and it is able to keep its planes in the air. In fact, JetBlue maintains the highest in-air average in the industry. Additionally, JetBlue employs an operational recovery tool technology that allows planners to minimize flight cancellations and delays. On board, JetBlue prides itself on treating all customers as equals and providing more comfort than other airlines. Features that draw customers in include assigned leather seats, more leg room, and superior on-board service. Furthermore, JetBlue is one only a few airlines that offers each passenger free Direct TV and XM satellite radio entertainment. We will write a custom essay sample on Jet Blue Case Analysis or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Finally, with regard to customer service, JetBlue focuses intently on attracting and motivating a talented workforce. The company gives each employee a sense of ownership in the operations. This value and respect bestowed on each employee translates into a motivated, productive workforce that focuses on customer satisfaction and exceeds consumer expectations. Price: Although JetBlue focuses on service value through highly productive personnel and aircraft, potential consumers are still interested in value when they fly; the Price aspect of the marketing mix. Customers are interested in quality service at a reasonable price. In this regard, JetBlue excels, doing things that their competitors cannot or will not; offering the cheapest fares, cross-country. With its low-cost strategy, JetBlue has found that it can increase market share and dazzle customers with top-quality at lower prices. This combination has generated a significant competitive advantage for other airlines to surmount. (Penetration) Place: JetBlue continues to analyze the market. Through an investigative study, the company determined it was best not to compete in the New York-Boston and New York-Washington shuttle markets with the current dominance of Delta and US Airways shuttles. However, JetBlue is considering giving major airlines a run for their money as they consider to enter the high-demand Caribbean market. Promotion: JetBlue surprisingly has quickly garnered a loyal, satisfied group of flyers which has led to repeat business. As JetBlue has discovered that attracting new customers and customer turnover can be costly, the company focuses strong attention on customer retention through its high quality/low cost strategy and free word of mouth advertising. This approach helps increase the company’s profit margin and simultaneously reduce costs.