Jetblue Airlines Strategy Audit Report

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JetBlue Airlines Strategy Audit Report Embry-Riddle Aeronautical University MGMT-436 May 2016 1. History of the Company JetBlue was founded by David Neeleman which was a former employee of Southwest in February of 1999. The original name for the new low cost airline was “NewAir” most of the original members to create the airlines all were former employees of southwest. JetBlue 's founders wanted to originally call the airline "Taxi" and have a yellow paint scheme on the aircraft to associate the airline with New York. But for all of our sakes the ideas was drop by the major benefactor JP Morgan to pull its share ($20 million of the total $128 million) of the airline 's initial funding unless the name was changed. JetBlue…show more content…
High Value Geography – We operate from six focus cities in some of the largest travel markets in the United States. We plan to continue to grow our network, with most of our flights touching at least one of these focus cities (JetBlue, 2016). 3.Financial Overview The JetBlue Airways Corporation (JBLU), incorporated in Delaware in 1998, is the fifth largest passenger carrier in the U.S. based on revenue passenger miles. With an average of 800 daily flights, it serves more than 30 million passengers and provides flights to 82 destinations in the U.S., Caribbean, and Latin America (JetBlue, 2016). JetBlue’s operations are concentrated in the domestic market and generates 28% revenues from international routes. Its passenger revenues accounted for 91% of its total operating revenue. During 2013, JetBlue added seven new cities to its network. It also recorded operating revenue of $5.4 billion(Marketrealist,2016). Plus, it reached its highest net income of $168 million by increasing its diluted earnings per share by 30%, from $0.40 to $0.52, in 2012(Marketrealist,2016). The following chart below shows the current stock information on JetBlue. Fig, 2 (YahooFinance, 2016) JetBlue’s unique selling proposition is providing high-class services to its customers at an affordable price. It ranks first among low-cost carriers for the ninth consecutive year in J.D. Power’s customer satisfaction survey. JetBlue is also the first airline in the
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