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7/23/2019 JetBlue Airways: Start from the scratch
1/17
JetBlue Airways
Starting from
Scratch
29111311 Haidir Afesina
29111328 Hendra Winata
29111329 Mita Listyatri
29111338 Andek Prabowo29111344 Aprian Eka Rahadi
29111384 Chairunnisa Mirhelina
29111387 Franciscus Xaverius Kresna Paska
29111393 Agung Indri Pramantyo
MM5002 People in Organization
7/23/2019 JetBlue Airways: Start from the scratch
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Introduction
7/23/2019 JetBlue Airways: Start from the scratch
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Competitors
JBLU AAMRQ LUV UAL
Market Cap: 1.50B 170.99M 7.07B 8.05B
Employees: 11,965 80,100 46,227 87,000
Qtrly Rev
Growth (yoy):0.19 0.09 0.29 0.05
Revenue (ttm): 4.70B 24.48B 16.55B 37.40B
Gross Margin
(ttm):0.28 0.20 0.21 0.26
EBITDA (ttm): 600.00M 926.00M 1.49B 3.50B
Operating
Margin (ttm):0.08 -0.01 0.04 0.06
Net Income(ttm):
113.00M -3.20B 271.00M 602.00M
JBLU = JetBlue Airways
AAMRQ = AMR Corporation
LUV = Southwest Airlines Co.
UAL = United Continental Holdings, Inc.
http://finance.yahoo.com/q/co?s=JBLU+Competitors
http://finance.yahoo.com/q?s=JBLUhttp://finance.yahoo.com/q?s=AAMRQhttp://finance.yahoo.com/q?s=LUVhttp://finance.yahoo.com/q?s=UALhttp://finance.yahoo.com/q/co?s=JBLU+Competitorshttp://finance.yahoo.com/q/co?s=JBLU+Competitorshttp://finance.yahoo.com/q?s=UALhttp://finance.yahoo.com/q?s=LUVhttp://finance.yahoo.com/q?s=AAMRQhttp://finance.yahoo.com/q?s=JBLU7/23/2019 JetBlue Airways: Start from the scratch
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HRAnalysis
PeopleFactor
Business
Strategy
HRPractice
sRecommendation
Problem
Outline
7/23/2019 JetBlue Airways: Start from the scratch
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Problem
JetBlue Airways use HUMAN RESOURCE MANAGEMENT
specifically a values-centered approach to MANAGING PEOPLE
as a source of COMPETITIVE ADVANTAGE
High Standards
of Employee
Competition
Company Culture
Organization
10 New Aircrafts
(modern)
Technology
DEVELOPING PEOPLE through COMPETENCY BASED
7/23/2019 JetBlue Airways: Start from the scratch
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A low cost airline
thatnonunionized labor
and delivers the vision through
nonhierarchical, people centered
andcustomer focused strategy
Lesson Learn #1
7/23/2019 JetBlue Airways: Start from the scratch
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Business Strategy
7/23/2019 JetBlue Airways: Start from the scratch
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Business Strategy
Arenas
Vehicles
Differentiator
Staging
Economic
Logic
Low fare commercial
Underserved but over priced US cities
Start from the scratch
i.e. purchase his own airline (A320 standardized)
Service and amenities compare to other low cost carrier
i.e. leather seats, direct tv
2 planes to 10 every 5 weeks
9 departures 50 per day in 1 year
Cost advantages
e.g. JFK home base, paperless ticket
7/23/2019 JetBlue Airways: Start from the scratch
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Lesson Learn #2
A low cost airline that delivers customer`s inflight experience
with a new standardized fleet of A320, leather seats, directvby
targeting high volume oflong haul routes
A low cost airline thattelecommutingandissue paperless
ticket
7/23/2019 JetBlue Airways: Start from the scratch
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People Factor
David Neeleman Dave Berger Ann Rhoades Al Spain
You need to go to
where people want
to fly
With our friendly
service and hassle
free technology
An esprit de corps
that was fun for
crew and
customer
To me, the most
important element
was caring
The world`s first
paperless airline
7/23/2019 JetBlue Airways: Start from the scratch
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Lesson Learn #3
JetBlue was able to manage
talented experienced executives people
with their diversityto create shared values
7/23/2019 JetBlue Airways: Start from the scratch
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HR Practices
Safety Caring Fun Passion Integrity
Concern
for order
Costumer
service
orientation Self Control
Achievement
Orientation
Organizational
Commitment
jetBlue
Culture
Interpersonal
Understanding
Iniative
Teamwork
7/23/2019 JetBlue Airways: Start from the scratch
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Lesson Learn #4
JetBlue was able to develop
the values (safety,caring,fun,passion,integrity) that
successfully represent by the employee,
andcaring as their core value in creating
the policies,practices and systems
.
7/23/2019 JetBlue Airways: Start from the scratch
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Superior HR PackagesPeople don`t complaint when they have a choice
Recruiting method based on culture fit
Orientation program with BOD Providing performance feedback
Use of language i.e. crew members and coaches
Empowering the crew
HR Practices
7/23/2019 JetBlue Airways: Start from the scratch
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Lesson Learn #5
JetBlue was able to create
policies, practices, and systems that
Influence team behavior, attitudes, and performance in
result tothe competitive environment.
7/23/2019 JetBlue Airways: Start from the scratch
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Recommendations
Learning and development
- Leaders create leaders program
- Build the awareness of corporate culture & values
- e-training resources
Employee Engagement for certain duration threat
employee as individual
7/23/2019 JetBlue Airways: Start from the scratch
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Recommendations
Recruitment and Selection
business
strategy
Career
path
Recruitment base
on competence
HeadHunterStaff
ExistingManager
Head
Hunter
Mid
ManagementBoD
Top
Management
Using IT System for Data Record