(slide) gaps & recoveries, swot analysis, recommandation.........

1. Case study on jet blue Airline
Prepared for:
Mr.Abul Khair Jyote
School of Business
IUB
MKT 350, SEC 1

2. Group member
Marketing Sailors
Name
ID
MD. Akib Uddin Bhuiyan
1030077
Ruhul Amin
1120648
Navid Ahsan
1121089
Sajib Uddin Ovi
1030396
Saquiba Binte Ali
1010023

3. 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 pointto-point.
• On April 11, 2000 they announced their initial public offering
of its common stock.
• Currently operates 180 flights per day.

4. 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

5. Company profile
(cont.)

6. 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

7. 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.

8. 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

9. 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

10. SWOT Analysis

11. SWOT
• Strength
• Weakness
 low cost carriers
 JetBlue’s website and airport
 Airline staff is highly trained
and experienced
 Good customer service
 Effective use of technology
 fast and safe way to travel.
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

12. SWOT
• Opportunity
• Threats
 JetBlue financial position is
 Terrorism
strong so it can think of
 Rise in fuel prices
expanding nationally and
 Strong competition
internationally
 Employee unions
 Add up more services for
passengers
 Increase number of flights

13. Major challenges
• Bad weather
• Compensate passengers with long waiting hours
• Failure of regular flights

14. 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.

15. Thank You
Feel free to ask any question