Jetblue

! ! Table of Contents

Critical Success Factors………………………………………………………………………. 3

Cost examples of the airline………………………………………………………………….. 4

Cost Structure………………………………………………………………………………… 5

Pricing…………………………………………………………………………………………5

JetBlue in the context of bottlenecks………………………………………………………….6

JetBlue's value chain activities……………………………………………………………….7

Competitive Overview……………………………………………………………………….8

Balanced Scorecard…………………………………………………………………………..10

References……………………………………………………………………………………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...