BUS 630- WK 3 Assmgt - JetBlue 1 JetBlue Airways Jennifer...

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JetBlue 1 JetBlue Airways Jennifer Baxter Business 630 Managerial Accounting Professor Wan August 22, 2011 What is JetBlue’s strategy for success in the marketplace? Does the company rely primarily on a customer intimacy, operational excellence, or product leadership customer value proposition? What evidence supports your conclusion? Companies that face global competition must have a viable strategy for succeeding in their industry marketplace. According to Noreen et al (2011), a strategy is a “game plan” that enables a company to attract customers by distinguishing itself from competitors” (pg ). JetBlue’s strategy for success in the marketplace is “to be a leading, low-fare, low-cost passenger airline by offering customers high-quality customer service and a differentiated product. This includes stimulating a demand to fly with low fares, emphasizing low operating costs, offering
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JetBlue 2 point-to-point flights to underserved and/or overpriced large markets, and differentiating their product and service. Thus, based on the company's 10-K/A filing with the SEC, JetBlue's strategy for success is product leadership with customer value proposition. With their core strategy promising "high-quality customer service at low fares primarily on point-to-point routes," the company has one of the highest load factors (percentage of aircraft seating capacity actually utilized in a given period) in the United States (JetBlue 2005). JetBlue’s strengths that support this strategy are their low operating costs. Some factors
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BUS 630- WK 3 Assmgt - JetBlue 1 JetBlue Airways Jennifer...

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