! ! Table of Contents
Critical Success Factorsâ¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦. 3
Cost examples of the airlineâ¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦.. 4
Cost Structureâ¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦ 5
Pricingâ¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦5
JetBlue in the context of bottlenecksâ¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦.6
JetBlue's value chain activitiesâ¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦.7
Competitive Overviewâ¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦.8
Balanced Scorecardâ¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦..10
Referencesâ¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦â¦11
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! ! Critical Success Factors
To be successful, an airline must be effective in four general areas: attracting customers;
managing its fleet; managing its people, and managing its finances.
JetBlue is known for its superior customer service in delivering the JetBlue Experience to its
customers through a strong network and award-winning product. Their aircraft are equipped with
DirectTV/Wi-Fi/XM Radio service They look to attract new customers to their brand and give
the current customers reasons to come back. A core element to their success in attracting new and
retaining current customers is to offer competitive fares and quality air travel. JetBlue manages
its fleet with fast turnaround times, using the smaller aircraft for short-haul flights and the larger
aircraft for longer distance flights and having the flight crew clean up the aircraft after each
flight. JetBlue manages its people by providing training opportunities to each member of the
team and even job cross training to maximize the effectiveness of its personnel. Finally, JetBlue
manages its finances by selling shares of stock to other airlines and developing code-share
relationships(a marketing arrangement in which an airline places its designator code on a flight
operated by another airline, and sells tickets for that flight) with said carriers to not only help
market their brand, but to keep potential and future customers by allowing them to travel to other
international destinations through their services. JetBlue also delayed the acquisition of several
new aircraft and reduced its fleet size to adjust for the unstable economy. In addition, JetBlue
charges for...