Q5 Case JetBlue

Analyze JetBlue marketing strategy identifying its segmentation and targeting strategy.
And how it's

positioned accordingly?
Analysis of JetBlue marketing strategy
It Direction strategy is Growth strategy
As JetBlue financed statement doing very well, its situation analysis is good and has an
opportunity. So, it expands, make new investment add new product line and go outside its region
As per Ansoff’s Product market Expansion grid.
1- Geographic Expansion New rout to cover new region

2- Same air plane (Same product)
So, its Growth Expansion is Market development Strategy

Its Strategy As per Poter’s Generic Strategy They use
1- Overall Cost Leadership Strategy
JetBlue's younger workforce and newer, more fuel-efficient planes, its cost per available
seat mile is 8.88 cents, whereas it's 9.76 cents for Southwest That has allowed JetBlue to
do something that no other airline has done to Southwest undercut it on price with $39
tickets that are $20 cheaper than Southwest's lowest fare
2- Differentiation Strategy
The CEO of JetBlue Hammering on the company competitive advantage and work on it
by teaching the new employee in the training that the human side of the equation is the
most important part of what they are doing
They offering the most comprehensive range of service to the traveler.
Segmentation strategy
Geographical segmentation
JetBlue is the strongest U.S. brand in north
JetBlue was adding planes, expanding into new cities
Demographic segmentation
Income
JetBlue doesn't offer first-class accommodations
In ten short years, JetBlue has proven that an airline can deliver low fares, excellent service, and
steady profits.
Behavioral segmentation
Benefit expectations
every JetBlue seat is well padded and covered in leather, and you already have an air travel
experience that rivals first-class accommodations
Brand Loyalty
JetBlue customers are so enthralled with what the airline has to offer that they look forward to
flying. And they want to keep in touch with the brand even when they aren't flying.
Price sensitivity
tickets that are $20 cheaper than Southwest's lowest fare
as little as $10 per flight, travelers can reserve one of JetBlue's "Even More Legroom" seats,
which offer even more space and a flatter recline position
targeting strategy
North USA customers
Middle-income customers
Customers looking for comfort and given the "value" price
loyal customers
Price sensitivity customers
how it's positioned

JetBlue was adding planes, expanding into new cities, hiring thousands of new employees
it's an obsession with making sure that every customer experience lives up to the company slogan,
"Happy Jetting."
JetBlue, customer well-being is ingrained in the culture.
JetBlue has proven that an airline can deliver low fares, excellent service
Taking care of customers starts as early as a customer's first encounter with a JetBlue call center. Many
callers feel like they are talking to the lady next door. That's because, in all likelihood
the tangible amenities that JetBlue offers are likely to delight most travelers
"It's the culture that can't be replicated. It's how we treat each other. Do we trust each other? Can we
push back on each other? The human side of the equation is the most important part of what we're
doing." It's that culture that gives JetBlue customer service unlike that of any other airline
JetBlue employees are well acquainted with the company's core values: safety, integrity, caring, passion,
and fun. If that sounds like an awful lot of warm fuzzies, it's intentional. But JetBlue hires the types of
employees that fit these values
JetBlue has an unusually high ratio of customers who spread positive word-of-mouth are called many
names-true friends, angels, apostles, evangelists.
JetBlue has 1.1 million followers on Twitter, more than any other company except Whole Foods Market
and Zappos.com, two other customer service legends. Twitter even features JetBlue as a case study on
smart corporate twittering. More broadly, by the metric of social currency (a fancy term for networks of
customers spreading by word of mouth)
JetBlue offers tickets for Boston-Baltimore route that are $20 cheaper than Southwest's lowest fare

Q5 Case JetBlue

Uploaded by

Copyright:

Available Formats

Q5 Case JetBlue

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Q5 Case JetBlue

Uploaded by

Copyright:

Available Formats

Analyze JetBlue marketing strategy identifying its segmentation and targeting strategy.

And how it's

Analysis of JetBlue marketing strategy

It Direction strategy is Growth strategy

As per Ansoff’s Product market Expansion grid.

1- Geographic Expansion New rout to cover new region

So, its Growth Expansion is Market development Strategy

1- Overall Cost Leadership Strategy

They offering the most comprehensive range of service to the traveler.

JetBlue was adding planes, expanding into new cities

JetBlue doesn't offer first-class accommodations

tickets that are $20 cheaper than Southwest's lowest fare

Customers looking for comfort and given the "value" price

Price sensitivity customers

how it's positioned

JetBlue, customer well-being is ingrained in the culture.

You might also like