Essay about Jetblue Airways: Crafting and Executing Strategy

1306 Words Nov 8th, 2011 6 Pages
JETBLUE AIRWAYS

Paper 1: Crafting & Executing Strategy

Strayer University
BUSS 599: Strategic Business

Table of Contents
Introduction…………………………………………………………………..….…….p. 3
Trends in the Airline Industry……..……………………………….………..…….......p. 4
Jet Blue’s Strategic Intent………..……………..…………………..……..……..........p. 4
Jet Blue’s Financial Objectives and Related Success………………..…..…….....…...p. 5
Strategic Elements…………………………………………..……….…..……........…p.5
Jet Blue’s Strategies for the Future………………………………………….………..p. 6
Summary….………………………………………………………….…………..…...p. 7
References.…………………………………………………………..……………….p. 8

JETBLUE AIRWAYS

INTRODUCTION
JetBlue Airways Corporation got its start on February 11, 2000, and has since grown
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This is even taking into consideration the loss of $30+ million due to the storms toward the end of 2010, which prevented hundreds of flights from ever leaving the ground. They ended the year with “approximately $1 billion in cash and investment securities and generated more than $200 million in positive free cash flow, reflecting [their] commitment to sustainable growth and building long-term value” (Dave Barger, 2011 Annual Report).

STRATEGIC ELEMENTS
JetBlue entered into 2011 with four strategic elements in mind: keeping their edge, building low-cost culture, delivering and refreshing the JetBlue experience, and growing their network and offerings. They are planning on meeting these objectives by investing in tools that will help them increase their competitive advantage, focusing on the relationship with their crewmembers, maximizing their assets, growing their reputation for service, and expanding their destinations in order to attract more consumers; and that is just to name a few ways, according to the Annual Report (page 2-3, 2010).

JETBLUE’S STRATEGIES FOR THE FUTURE
JetBlue has a set strategy to become a low-cost airline that can make a difference. Through the turnaround and on-time flight guarantee as well as the entertainment offered in-flight, and the obvious strong relationships amongst the crewmembers, they are determined to show consumers just what a difference

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