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Jetblue Executive Summary Essay

1852 words - 8 pages

Executive Summary
The “Dream” team will recommend Ann Rhoades to emphasize her presentation to focus on strategically developing and leveraging human capital architecture for executing JetBlue Airlines mission and vision, while striving towards sustainable strategic success. JetBlue is invested in executing and aligning resources and processes to providing every patron the ultimate flying experience. As a result of this commitment, JetBlue has achieved the acme of being ranked highest among low cost carriers for eight consecutive years by patrons within the airline industry for customer satisfaction dating back since 2005 (Mutzabaugh, 2012).
JetBlue has strategic alignments in place ...view middle of the document...

JetBlue wasted no energy or financial resources fighting political adversaries and regulations and has had immense support from state politicians giving us a competitive advantage over every airline operating out of our home base. An important political alliance with New York State’s congressional delegation benefited JetBlue; we received an exemption to the High Density Rule which applies to all airlines operating out of JFK, and are not having to purchase slots through one of the major airlines that currently hold them (Glittell & O’Reilly, 2001.) JetBlue was able to turn in its first monthly operating and net profit in just six short months of operations (Glittell&O’Reilly, 2001). We expanded our operations from 9 departures per day to more than 50 in our first year of operations. Also, we went from having 2 planes and 90 employees, to having 10 planes and a workforce of 950 (Glittell & O’Reilly, 2001.)
Our CEO has a vision for JetBlue, which is to innovate, leveraging technology to remain cost effective and efficient and improve the passenger experience. Southwest will have challenges marketing against JetBlue tangible assets that are unique and firm specific. JetBlue has an added advantage, as we were able to learn from Southwest as well as other airlines, and combine the best of every airline into a single airline. For example in addition to being customer focused, JetBlue ventured in enhancing its brand by offering better amenities. The perks being offered such as “new aircrafts, leather seats, reliable operating performance, 36 channel of live TV and movie selection In-Flight in every seat” (JetBlue Airways, n.d.) are imitable but SWA is a closed company due to Herb dislike for innovation. The accessibility of these amenities to our customer provides a competitive advantage in our industry. In addition, we started with a focus on underserved point to point markets from NY to destinations with demand for low fares such as Buffalo, Rochester, Syracuse, and Burlington. Similarly Southwest at inception in 1971, focused on intra Texas cities of Dallas, Houston, and San Antonio. Southwest was founded on the vision of its CEO Herb Kelleher, “We began operations in 1971 with a revolutionary idea that everyone should be able to afford to fly instead of drive and to enjoy the Safety, comfort, and convenience of air travel” (“Southwest Cares”, 2008.) This visionary has shaped the airline industry.
The Human Resource practices are mutually supportive, extensive and oriented towards a commitment system. The hiring practices are in line with the culture. Implementation of a designed comprehensive hiring process that includes open house events, an online application step, and a phone screening interview using DDI’s behavior-based interviewing system, Targeted Selection and peer recruitment has led to better screening by incorporating interviewing questions based on psychometric testing to avoid recruiting employees with behaviors...

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