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Essay on Marketing strategies of Jet Blue Airlines
Abstract
This paper discusses a brief overview of Jet Blue Airlines, how effectively they use the Four P’s marketing strategy and what is their SWOT Analysis.
Introduction
David Neeleman launched jet Blue Airlines in Delaware in August 1998. It operates a total of 280 daily flights out of twelve states as well as Puerto Rico, the Dominican Republic, and the Bahamas. By the end of December 2004, Jet Blue employed 5,956 full-time and 1,443 part-time non-unionized employees. Jet Blue has found its niche in the airline industry by focusing on serving markets previously underserved or large metropolitan markets in which the average airline fare is high. Through this growth strategy, Jet Blue has been able to develop their company at such an incredible rate that as of January 1, 2005, they became a major U.S. airline faster than any other airline.
The goal of Jet Blue is to “establish the company as a leading low-fare, low-cost passenger airline by offering customers high-quality customer service and a differentiated product.” The way they have tried to achieve this goal of the company is by focusing on stimulating demand with low fares in selected markets. The marketing strategy used by Jet Blue is as follows:
Product
Jet Blue operates a fleet of 70 Airbus A320 aircraft across 30 destinations. In 2005, Embraer E190 aircraft will be introduced in order to penetrate the midsized market segment. E190s have a seating capacity of 100, 56 less than the A320, and a range of 2000 nautical miles making them ideal for short haul and certain long haul markets. Their advanced design features such as integrated avionics, fly-by-wire flight controls, efficient GE engines, and dual Heads Up Displays make them some of the most advanced, safe, and efficient aircraft on the market....
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