Brian Williams Essay

2688 words - 11 pages

Brian Williams 
­ 560 


Case Analysis #1 ­ JetBlue 
JetBlue Airways was founded in 1998 by former Southwest Airlines employee, David 
Neeleman, The company looks to utilize similar cost savings techniques as Southwest 
and has even improved, expanded and added some. In addition, JetBlue has attempted 
to offer differentiation in service to improve the customer experience.  
Unlike most point­to­point airlines, JetBlue decided to add a second airplane model in 
order to expand into the regional flights. A deal was struck to purchase up to 200 jets 
from Embraer through 2016. The growth the company forecasted was soon realized to 
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Legal ​
­ Influenced by: Regulation/Deregulation, protocol and guidelines, customer 
dissatisfaction, Department of Transportation and Federal Aviation Administration  

Five Forces Model 
Threat of New Entrants:  
­ The barriers to entry in the airline industry are relatively low. The airplanes themselves 
can be rented or leased, and the regulations to enter the industry are not intensive. 
Especially currently with low interest rates and an ease to acquire capital, new entrants 
will be able to finance initial investment somewhat cheaply compared to the past. In 
addition, new companies can easily sway customers to switch loyalties if the new 
company provides cheaper service or better quality.  
What helps existing firms is that they have established economies of scale in the 
industry along with relationships with buyers and suppliers. Also, it is a highly capital 
intensive industry and initial costs will be high. Often companies will have to sustain 
losses for prolonged periods of time upon entering the industry. Even then, profit 
margins are low in comparison to other industries so there is not a large incentive to 
Due to all this, the threat of new entrants is low.  
Power of Suppliers: 
­ There are only two suppliers for the industry, Boeing and Airbus which increases their 
power. Those suppliers are also often able to lock in long term contracts to the airline 
companies.There are other suppliers that produce regional jets, which affects large 
companies if they offer regional service or own subsidiaries that specialize in doing so.  
Airplane producers however do not pose a threat of forward integration and are 
somewhat reliant on the firms for business because they have very few revenue 
The power of suppliers is medium.  
Power of Buyers 
­ There is no threat of backward integration from buyers since they are simply travelers 
and passengers but buyers have very much power in this industry. There is little brand 
loyalty since consumers will be sensitive to price and forced to take the airlines that will 
get them to their destination. Although there are programs such as “frequent flyer” that 
try and induce increased loyalty, there is still very little. Customers are also very easily 

aware of price differences due to online sites and other than the lossed “frequent flyer 
miles” there is no switching cost. Fluke events such as the events of February 2007 for 
JetBlue can cause dramatic changes in consumer habits and they normally can easily 
avoid certain companies if they so chose.  
For business travelers, companies are increasingly able to telecommute or 
e­conference so the need for business travel is becoming less prevalent. Buyers have 
many alternatives such as cars and trains and the shorter the distance, therefore the 

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