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The Competitive Profile Matrix (CPM) identifies a firm’s major competitors and its particularstrengths and weaknesses in relation to a sample firm’s strategic position. The weights and totalweighted scores in both a CPM and an EFE have the same meaning. However, critical success“Analysis on various Factors of JetBlue Airways”| 11
factors in a CPM include both internal and external issues; therefore, the ratings refer to strengthsand weaknesses, where 4 = major strength, 3 = minor strength, 2 = minor weakness, and 1 =major weakness. The critical success factors in a CPM are not grouped into opportunities andthreats as they are in an EFE. In a CPM, the ratings and total weighted scores for rival firms canbe compared to the sample firm. This comparative analysis provides important internal strategicinformation.Competitive Profile MatrixJetBlueAmericanSouthwestUnited00.511.522.533.54Competitive Profile MatrixComment:The highest possible total weighted score for an organization is 4.0 and the lowest possible total weighted score is 1.0. The average total weighted score is 2.5. And here jet blue score 3.68, and it’s the highest score in this tables we can say company is in very good condition. The lowest score is 2.12 that is the American airlines.Internal EnvironmentCorporate Structure:“Analysis on various Factors of JetBlue Airways”| 12ChairmanBoard of DirectorsChief AdviserExecutive Vice President/Company SecretarySenior Vice PresidentSenior Asst. Vice PresidentAsst. Vice PresidentSenior OfficerOfficerJunior OfficerMangling Director and CEO
Corporate Culture: Employees of JetBlue Airways share certain common values that help to create a JetBlue corporateculture.Fast customer service.Search for professional excellence.Openness to new ideas and new methods to encourage creativity.Proper decision making.Flexibility and prompt response.A sense of professional ethics. Corporate Resources:“Analysis on various Factors of JetBlue Airways”| 13
All departments are responsible to increase the organizations activities and performance. Thedepartments are Marketing, Finance, Human Resource and Information System (IS).Marketing:JetBlue marketing is committed to the success of its customers utilizing the latest onlinemarketing technology and the best of traditional advertising. On April 8, 2008, JetBlueintroduced a new "Happy Jetting" brand campaign. The marketing campaign, developedin partnership with JWT New York, emphasizes competitive fares, service andcomplimentary onboard amenities such as free satellite television and radio, snacks, andleather seat It served customers in a wide variety of system over a period of almost 17years. JetBlue offers a variety of in-flight entertainment such as DirecTV with 36channels of free programming. Thus far, no other airline offers such live satellite TVoption for free. The company is planning to increase the number of channels from 36 to100+ channels. The aircraft are equipped with an in-seat digital entertainment system.