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Sample Jet Blue

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Jet Blue, Strategic Review

“First class, that’s what’s wrong. It used to be a better meal, now it’s a better life.”
— From the film “Jerry McGuire”

SAMPLE
Business Strategy
Empire State College
March 12, 2014

Jet Blue, Strategic Review

Abstract:

A firm’s strategy is defined as its theory about how to gain competitive advantages. (Barney & Hesterly. Strategic Management and Competitive Advantage. pg 4.). In this strategic planning document, we will define Jet Blue’s initial niche and strengths in the market place, review its resources, and suggest a business strategy for continued profitability. Primarily, we will articulate the need to refine its current positioning to regain consumer confidence and grow market share.

Overview

Formed in 1998, Jet Blue (ticker: JBLU) began commercial air travel operations in February, 2000. Designated as an LCC (“Low Cost Carrier”), it did not launch as a typical no-comfort airline. In reality, Jet Blue was seen as a “value player” (Barney & Hesterly. Strategic Management and Competitive Advantage. Pg. 162). As a new entrant in a mature industry, Jet Blue used specific resources to position itself as a cost leader. These resources are the foundation of our Resource Based View (“RBV”) of the company. We will attempt to compare Jet Blue’s standing with that of Southwest Airlines (ticker: LUV), considered a market leader in its designated regions, and build on a strategy to differentiate the airline.

SWOT Recap/Analysis
|Strengths |Weaknesses |
|Little variation in fleet’s aircraft |Aging fleet |
|Low cost/high impact amenities |Lacks economy of...

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