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Jetblue Case Essay

3907 words - 16 pages

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MARKETING
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CASE ANALYSIS JETBLUE

* SYNOPSIS
This case illustrates the success that JetBlue Airline has achieved since founded in 1999, though it had trouble in 2007 during Valentine´s day and a few more, it managed to overcome the issue and become one of the most known companies for excellent customer service. The author mentions that JetBlue truly cares about the customer because JetBlue doesn´t sell just airplane tickets and its customers neither seek for airplanes tickets when buying at JetBlue. They buy the whole experience in which each detail included in the service made the customer ...view middle of the document...

This is a proof that a low-cost airline can give an excellent service and steady profits.
Finally, JetBlue seeks to inspire humanity through innovations and have long term relationships with its customers which makes sense when considering JetBlue´s Twitter account to keep in touch with their customers as well as knowing them more to provide them a better service every time.

* METHODOLOGY
BACKGROUND:
JetBlue airways, was founded in February 1999 by David Neeleman. Its first name was “NewAir”, the idea of this company started with some employees of the Southwest Airlines and what they were trying to do was to offer low-cost flights while the customer received all the luxuries that were usually more expensive such as TV on every seat and satellite radio.
A fact that is necessary to highlight their success since the beginning is that on September of the same year, they found out that they were already 75 take-offs and landings at John F. Kennedy International Airport (JFK) which is one of the most important and crowded airport.
In February 11, 2000, the company launched operations with its inaugural flight between JFK and Fort Lauderdale, FL. Since that date, JetBlue started adding new routes in the United States to enrich their service. By December of the same year, JetBlue reached one million customers and reported $100 millions in flow revenue.
By January 1st 2003, JetBlue flied 10 million customers and reports $54.9 million net income for 2002. In 2006 the company announced its loss of money, corresponding to the last trimester in 2005, the amount of money, was 42.2 million of dollars.
In 2007 the company announced the expansion of the flights and the new destinations such as Aruba, Bermuda, Cancun, Nassau, Aguadilla, Ponce, San Juan, Santiago y Santo Domingo (Dominican Republic). An important event that occurred at the beginning of this year, specifically on February 12 on Valentine´s day.
On June 2010 JetBlue began selling snack boxes on flights over 3 hours 45 minutes for six dollars. In 2012 JetBlue ranked 'Highest in Customer Satisfaction among Low Cost Carriers in North America' by J.D. Power and Associates, a customer satisfaction recognition received for the eighth year in a row.
In addition, through all these years one of the competitive advantages that JetBlue has had against its competitors in terms of technology is that because it´s a very ´´young´´ company whose equipment and technology is far better than the others and has allowed JetBlue to give such low prices compared to its competitors. In addition, part of JetBlue´s success is because they, among other things, know that a strong organizational culture is far better than any technology and it’s something that competition cannot imitate or copy. Having a strong organizational culture is what makes employees to serve customers gently as well as the way they communicate and talk about the company they care to the customers, because when employees love their work, they...

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