Vision, Mission, Competition
The new mission statement for JetBlue is "To become a top 4 airline in the United States, differentiated by exceptional customer service."
The new vision statement will be "JetBlue will lead the renaissance in American air travel, restoring the industry to the days when people looked forward to flying."
The mission statement is specific with respect to market share, and geographic scope, and it also provides a pathway for how JetBlue hopes to get there. Service is one area where an airline can be truly differentiated, and while JetBlue is also a low cost airline, it knows that delivering great customer service improves brand loyalty, and often does not cost that much extra.
The vision statement is bold -- and visionary -- and can be inspirational in nature....
By tapping into the forgotten romance of air travel, both customers and employees can be inspired by this vision. The vision also ties into the mission statement quite well, because service really defined that era.
JetBlue has positioned itself as a low cost carrier but has also adopted the mantra of returning dignity to air travel. Thus, JetBlue makes two unique customer appeals. They are not necessarily mutually exclusive, which is good. Higher efficiency in things like ticketing, check-ins and baggage handling are both cheaper and they are associated with better service. For JetBlue to meet the objective stated in its mission statement, it will also need to expand its scope to be more nationwide. Right now, it is one of the larger airlines that can be said to have a regional focus, being smaller than Southwest but larger than Alaskan.
The current JetBlue hub is JFK, with focus airports at Fort Lauderdale, Logan, Long Beach, San Juan and Orlando. The company is thus woefully underrepresented in the middle of the country. If it can find a focus airport in that area -- Wayne, Midway, or a smaller center -- JetBlue can rise to the ranks of being a truly national carrier. As it stands right now, the company is successful with its strategy within its region, but it needs to expand its region to continue growing.
Operationally, JetBlue is a mid-pack competitor in terms of cost and efficiency (Hazel et al., 2014). That will make it difficult for JetBlue to differentiate on its operations, hence the need to focus on service. Ideally, a low cost carrier…
JetBlue Airlines Case Analysis JetBlue Case Analysis Discuss the trends in the U.S. airline industry and how these trends might impact a company's strategy. The time period the case study covers and the ensuing years have proven to be among the most turbulent ever for the airline industry on a global scale. Beginning with the reduced availability of capital and the lack of liquidity for expansion and the slowing rate of economic growth
JetBlue is an airline based in New York City, operating both domestic and international routes. JetBlue was founded in 1999 by David Neeleman, a former Southwest Airlines executive, using much the same business model. The company received 75 landing slots at JFK later that year, and by December had taken delivery of its first aircraft from Airbus. The first flight was on February 11th between JFK and FLL (JetBlue.com, 2015).
many of its rivals. Its high debt load contributes to its cost disadvantage. The corporate culture does not give it a competitive advantage. JetBlue's culture is easily replicated by any other airline and provides no particular benefit that the customer appreciates. They lag Southwest in this regard. The human resource practices work to make the firm functional, but again JetBlue does not do anything unique that adds sustainable value
JetBlue Company Background Organizational mission Vision Value statements Environmental scan Review of strategies and a recommendation for the best strategy for the organization Implementation plan Functional tactics Action items Milestones and Deadline Resource allocation Key success factors Budget and forecasted financials Break-even chart Risk management plan Contingency plans for identified risks JetBlue is one of the leading airline carriers in the United States. The airline company has long been at the forefront of ensuring that passengers are exposed to quality service and products. Since the advent of
Jetblue Weakness The airline industry is one that has rapidly evolved both with regards to technology and product offerings. This paper argues that technological advancements, deregulation and competitive pricing and marketing strategies are what have driven change in regards to JetBlue. The paper goes on to explain how each of these factors affects and drives change in the other three. Deregulation occurred to increase competition; competition in turn affects innovation in
JetBlue Mission and Vision A company's mission statement should reflect its "unique purpose and reason for being" (Zain Books, 2014) Now, realistically, companies exist to earn their shareholders a return, and the mission of the company is therefore to increase shareholder wealth (Friedman, 1970). But this is not something that can be sold to the other stakeholders of a business, especially not the employees. They need to feel that they are contributing