Case study on jet blue Airline

Prepared for:Mr.Abul Khair JyoteSchool of BusinessIUB

MKT 350, SEC 1

Group memberMarketing Sailors

Name ID

MD. Akib Uddin Bhuiyan 1030077

Ruhul Amin 1120648 

Navid Ahsan 1121089

Sajib Uddin Ovi 1030396

Saquiba Binte Ali 1010023

Introduction

• Low-fare passenger airline with a differentiated product

and a high-quality customer service.

• Serving underserved markets and large metropolitan areas.

• Offering both short-haul and long-haul routes that are point-

to-point.

• On April 11, 2000 they announced their initial public

offering of its common stock.

• Currently operates 180 flights per day.

Company profile

• The jet blue was founded in 1998 by DAVID NEELMAN.

• Its motto was “bring humanity back to air travel”

• offering nonstop service.

• 11th place in the top 25 U.S airlines by the end of 2004.

• It was the first airline to deploy the new Embracer 190

regional jet.

• Jet blue was the first to offer free live television.

• Start a company-combined the low fares of a discount

airlines

Company profile(cont.)

Company profile(cont.)

• Customer have- cheap and affordable flights-US

and abroad

• make customer service no1 priority

• aircraft that comfortably-equipped with modern

entertainment options

Key elements of JetBlue’s new strategy:

• Reevaluate the ways the company was using its

assets.

• Reduce capacity and cut costs.

• Raise fares and grow in selected markets.

• Offer improved services for corporations &

business travelers.

• Form strategic partnerships.

Gaps and recoveries

Listening gap (Knowledge gap)

• Lack of upward communication

• Inadequate service recovery

• Lack of knowledge about customer expectation

Service design and standard gap

• Poor service design

• Absence of customer driven standards

• Inappropriate physical evidence and service cape

Gaps and recoveries(cont.)

Service performance gap

• Role dilemma, inappropriate compensation

• Problem with service intermediaries

• Failure to match supply and demand

Communication gap

• Overpromising

• Ineffective management of customer expectation

• Inadequate horizontal communication

SWOT Analysis

SWOT

• Strength

low cost carriers

Airline staff is highly

trained and experienced

Good customer service

Effective use of

technology

fast and safe way to

travel.

• Weakness

JetBlue’s website and

airport cabin are not easy

to get.

It only covers 11 countries

Does not have presence in

Asia and other

unsaturated areas

Weak financial reporting

It has been using a single

fleet

SWOT

• Opportunity

JetBlue financial position

is strong so it can think of

expanding nationally and

internationally

Add up more services for

passengers

Increase number of flights

• Threats

Terrorism

Rise in fuel prices

Strong competition

Employee unions

Major challenges

•Bad weather

•Compensate passengers with long waiting

hours

•Failure of regular flights

Recommendation

• strategic changes

the rescheduling,

more air craft’s in same routes,

decentralization of power,

take quick action according to the necessity.

• Operational changes

proper coordination between the crews,

proper communication with the customers about the

needed information.

Use mobile as a media.

Thank You

Feel free to ask any question