Jetblue Strategic Plan Essay

4170 words - 17 pages

JetBlue Strategic plan
Michele Branam
STR581
March 26, 2013
Billie Hutson, PhD

TABLE OF CONTENTS

Abstract …………pg. 4
Introduction pg. 5
MISSION, VISION, AND VALUE STATEMENT…………………………………PG. 5
ENVIRONMENTAL ANALYSIS…………………………………………………..PG. 5
ENVIRONMENTAL SCAN………………………………………………................PG. 6
SWOT ANALYSIS PG. 6
PEST ANALYSIS………………………………………..………………………..…PG. 8
STRATEGY…………………………………………………………………………..PG. 9
VALUE DISCIPLINE..……………………………………………………….……...PG. 9
GENERIC STRATEGY………………………………………………………………PG. 10
GRAND STRATEGY………………………………………………………………..PG. 10
RECOMMENDATIONS.…………………………………………………………....PG. 11
OBJECTIVES………………………………………………………………………...PG. 11
FUNCTIONAL ...view middle of the document...

Operational analysis is vital to an organization creating a successful strategic plan. Identification of the most prominent external factor will assist JetBlue in evaluating competitive position. Examination of organizational resources of the will allow determination of JetBlue's possible competitive advantages. The first step in an environmental scan begins with a Strengths, weaknesses, opportunities, and threats analysis (SWOT). Because the economy faltered in 2008, the detailed plans, or strategic plans, begin with extensive internal and external analysis. After the analysis, the next step evaluates the options.
Identifying the growth alternatives, best value discipline¸ generic strategy, and grand strategy allows JetBlue options to evaluate. A successful strategic plan covers the firms objectives, functional tactics, action items, milestones, including deadlines, tasks, and allocation of resources. Management should evaluate key factors, budget, and the financial forecast to determine contingencies to safe guard from potential risks. Objectives broadly describe the results the organization wants to achieve (Iowa State University, n.d.).

JetBlue Strategic plan
"JetBlue Airways is dedicated to bringing humanity back to air travel. We strive to make every part of your experience as simple and as pleasant as possible" (JetBlue, 2007, para. 1). As a community conscientious organization, JetBlue operates eco-friendly airplanes and offsets carbon emissions through carbonfund.com (JetBlue, 2007). As a young organization, JetBlue needs a strategic plan to assist in growing a strong word-of-mouth brand. This strategic plan will cover an environmental analysis, SWOT analysis, PEST analysis, strategy, value Discipline, generic strategy, grand strategy, recommendations, objectives, tactics, action items, deadlines, tasks, task ownership, resource allocation, key success factors, breakeven analysis, forecasted financials, budget, and contingencies.
Mission, Vision, and Value Statement
A successful strategic plan follows the organizations dreams, goals, and beliefs. JetBlue follows a mission statement, "Bringing humanity back to air travel" (JetBlue, 2007). JetBlue does not publish a vision statement but does follow core values of Integrity, a caring attitude, fun, and passion.
Environmental Analysis
External
JetBlue's external environment consists of obstacles affecting the strategic goals developed by JetBlue and outside the controls (Pearce & Robinson, 2011). Management and board members struggle with obstacles emplaced by immediate and remote external environments. External environment include competitors, government agencies, suppliers, regulations, limited resources, airport staff, inclement weather, and a lack of a declining loyal customer base. Technological advances, social, and economic conditions, and political priorities, comprise the remote external environment (Pearce & Robinson, 2011). Sources...

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