JetBlue: Business Strategy

Running Head : JETBLUE : BUSINESS STRATEGY

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JetBlue Airways Corporation is a passenger airline based in New York Started in 1999 by David Neeleman , it operates primarily on point-to-point routes . With approximately 550 flights scheduled on a daily basis , it serves a states , in addition to the US territory of Puerto Rico , Mexico and the Caribbean . On the basis of passenger revenues miles , it is rated as the eighth largest passenger carrier in the US (Annual Report , 2007 ,

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In its 2007 annual

report (p .2 , the company states that its goal is to maintain JetBlue as an innovative , high quality , low cost passenger airline that provides competitive fares for our customers . We intend to continue to execute a disciplined growth plan that takes advantage of our competitive strengths ' When Neeleman founded the company in 1999 he founded it with the vision of bringing humanity to air travel (JetBlue , website , 2008

To achieve this goal , the firm has adopted a grand strategy of growth at the corporate level , and generic strategies of differentiation and overall low cost leadership at the functional level . The key planks of this strategy include offering an exceptional quality product and service that is summarized under the JetBlue Experience ' network expansion , low air fares , pursuit of low operating expenses , and investment in new and more efficient planes (Annual Report , 2007 ,

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The company aims to achieve the goal of delivering a superior...