1. Discuss the trends in the U.S. airline industry and how these trends might impact a company’s strategy.
The rising oil prices are increasing the cost of the flight in spite of reduction in the prices of the flight. There is less scope now to get the tickets urgently because all the tickets are booked at least 2 months before to counteract the demand. Although the fares are declining but the airlines increasing the prices of checking, refreshment, which ultimately have negligible impact in the prices of the flights. It has been seen that most of the travelers are selecting economy class instead of business class so that they can meet their expenditure as per their budget. But the airlines are trying to sell their business class seats first to generate higher revenue. To reach their target, the nearby hotels are making contract with the airlines. The specific percentage is associated with the airlines. The main objective of them is to attract more customers to increase their revenue (Thompson, Strickland & Gamble, 2010). Therefore they are cutting their cost by decreasing the fares but on the other hand they are giving fewer facilities to the passengers like they are not providing any meal if providing it is chargeable. Again it is seen that some flights are providing only drinks and cakes to the customer. But the registrations of flights tickets are seem to be very easier and convenient for the customer. Now they can book the ticket online without bearing any charge of brokers.

2. Discuss Jet Blue’s strategic intent prior to 2008.
The main objective of jet blue is to provide service to the customer at low cost. With these strategies it can be able to capture the market of airlines. It provides newer and comfortable facilities to the customer with new seat belts, staff and refreshment. Prior to 2008 it gives advertisement in the newspaper for different discount