Jet Blue Airways – Crafting and Executing Strategy
BUS 599
Dr. Menon
Assignment 1
January 15, 2012

Jet Blue Airways – Crafting and Executing Strategy
Company Background JetBlue Airways Corporation is an American low-cost airline that was founded by David Neeleman who was born in Brazil during 1959. JetBlue Airways Corporation is headquartered in the New York City borough of Queens and its main base is located at the John F. Kennedy (JFK) International Airport. Prior to its name JetBlue Airways, David Neeleman founded this company under the name “New Air” and several of the employees who once worked for JetBlue Airways also worked for Southwest Airlines prior to working for JetBlue. During February 2000, JetBlue Airways received formal U.S. authorization to launch its first ceremonial flight between Buffalo and New York City, which then made the John F. Kennedy (JFK) International Airport its core location. Upon its initial opening, JetBlue Airways aimed to carry some of Southwest Airlines’ different approaches over to its corporation, such as offering low-cost travel; however, JetBlue also wanted to differentiate itself by offering in-flight entertainment, televisions on every seat along with satellite radio and to overall “bring humanity back to air travel, " as Neeleman once stated (JetBlue Airways and Thompson, A. A., Strickland, A. J., & Gamble, J. E., 2010). Over the course of six, rapid years, JetBlue Airways grew to be one of the largest airline industries, in which the year 2000 JetBlue had boarded its millionth passenger. Later that year, JetBlue began to provide services from JFK to Buffalo and Rochester, New York, Burlington, Vermont, Oakland and Ontario, California and many more destinations. Each customer that flew with JetBlue Airways flew coach and was able to purchase one-way, nonrefundable tickets. The company also