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(slide) gaps & recoveries, swot analysis, recommandation.........
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Case study on jet blue Airline
Prepared for:Mr.Abul Khair JyoteSchool of BusinessIUB
MKT 350, SEC 1
Group memberMarketing Sailors
Name ID
MD. Akib Uddin Bhuiyan 1030077
Ruhul Amin 1120648
Navid Ahsan 1121089
Sajib Uddin Ovi 1030396
Saquiba Binte Ali 1010023
Introduction
• Low-fare passenger airline with a differentiated product
and a high-quality customer service.
• Serving underserved markets and large metropolitan areas.
• Offering both short-haul and long-haul routes that are point-
to-point.
• On April 11, 2000 they announced their initial public
offering of its common stock.
• Currently operates 180 flights per day.
Company profile
• The jet blue was founded in 1998 by DAVID NEELMAN.
• Its motto was “bring humanity back to air travel”
• offering nonstop service.
• 11th place in the top 25 U.S airlines by the end of 2004.
• It was the first airline to deploy the new Embracer 190
regional jet.
• Jet blue was the first to offer free live television.
• Start a company-combined the low fares of a discount
airlines
Company profile(cont.)
Company profile(cont.)
• Customer have- cheap and affordable flights-US
and abroad
• make customer service no1 priority
• aircraft that comfortably-equipped with modern
entertainment options
Key elements of JetBlue’s new strategy:
• Reevaluate the ways the company was using its
assets.
• Reduce capacity and cut costs.
• Raise fares and grow in selected markets.
• Offer improved services for corporations &
business travelers.
• Form strategic partnerships.
Gaps and recoveries
Listening gap (Knowledge gap)
• Lack of upward communication
• Inadequate service recovery
• Lack of knowledge about customer expectation
Service design and standard gap
• Poor service design
• Absence of customer driven standards
• Inappropriate physical evidence and service cape
Gaps and recoveries(cont.)
Service performance gap
• Role dilemma, inappropriate compensation
• Problem with service intermediaries
• Failure to match supply and demand
Communication gap
• Overpromising
• Ineffective management of customer expectation
• Inadequate horizontal communication
SWOT Analysis
SWOT
• Strength
low cost carriers
Airline staff is highly
trained and experienced
Good customer service
Effective use of
technology
fast and safe way to
travel.
• Weakness
JetBlue’s website and
airport cabin are not easy
to get.
It only covers 11 countries
Does not have presence in
Asia and other
unsaturated areas
Weak financial reporting
It has been using a single
fleet
SWOT
• Opportunity
JetBlue financial position
is strong so it can think of
expanding nationally and
internationally
Add up more services for
passengers
Increase number of flights
• Threats
Terrorism
Rise in fuel prices
Strong competition
Employee unions
Major challenges
•Bad weather
•Compensate passengers with long waiting
hours
•Failure of regular flights
Recommendation
• strategic changes
the rescheduling,
more air craft’s in same routes,
decentralization of power,
take quick action according to the necessity.
• Operational changes
proper coordination between the crews,
proper communication with the customers about the
needed information.
Use mobile as a media.
Thank You
Feel free to ask any question