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Sample Jet Blue Essay

2468 words - 10 pages

Jet Blue, Strategic Review

“First class, that’s what’s wrong. It used to be a better meal, now it’s a better life.”
— From the film “Jerry McGuire”

Business Strategy
Empire State College
March 12, 2014

Jet Blue, Strategic Review


A firm’s strategy is defined as its theory about how to gain competitive advantages. (Barney & Hesterly. Strategic Management and Competitive Advantage. pg 4.). In this strategic planning document, we will define Jet Blue’s initial niche and strengths in the market place, review its resources, and suggest a business strategy for continued profitability. Primarily, we will articulate the need to refine its current positioning to regain ...view middle of the document...

e., inclement |
|Early adapter technology |weather) |
|“Little Guy” cache |Increasing fuel costs |
|Lower cost hub to hub |Increasing labor/union costs |
|Opportunities |Threats |
|Establish “Upscale Low Cost Carrier” |Maintenance costs |
|Smart Phone and iPad ticketing |Fuel costs |
|Social media |Imminent minimum wage increase |
|Established skill sets of employees |Major airlines creating LCC offshoots as competition |
|Customer Loyalty |Terrorist attacks |

Resource Based View

Financial resources

Jet Blue has a solid financial status. Though hit hard by weather forces including tropical storm Sandy, which affected Jet Blues home region of the northeast, the company is seen to be on solid financial footing.

Over the 10 years through 2013, JBLU revenues increased at a compound annual growth rate (CAGR) of 15.7%, and operating income at a CAGR of 14.2%. However, rising depreciation charges and interest expense, along with higher fuel and other expenses, led to a net loss in 2005, break- even results in 2006, a modest net profit in 2007, and a $76 million loss in 2008. The company has been profitable since 2009. The net profit in 2013 of $168 million represented a net margin of 3.1% on revenues of $5.4 billion. (S&P Capital IQ. Stock Report | February 15, 2014 | NNM Symbol: JBLU)

Physical resources

Aircraft. Jet Blue operates primarily point-to-point routes. Its fleet is comprised of 120 Airbus, A320 aircraft, and 49 Embraer 49 EMBRAER 190 aircraft. (S&P Capital IQ. Stock Report | February 15, 2014 | NNM Symbol: JBLU.). Though not as simplified as Southwest’s fleet of Boeing 737s, the limited variations in planes allows for easier maintenance, easy familiarity by ground crews and cabin staff, and competitive analysis of route vs. vessel.

Table of aircraft types and brief definitions
|Aircraft |Key Value to Jet Blue |Source |
| | ...

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