Technological Advancements, Deregulation, and Competitive Pricing: Marketing Strategies of JetBlue

5068 Words Jan 7th, 2018 20 Pages
This paper argues that technological advancements, deregulation and competitive pricing and marketing strategies are what have driven change in regards to JetBlue. The paper goes on to explain how each of these factors affects and drives change in the other three. Deregulation occurred to increase competition; competition in turn affects innovation in marketing and pricing as well as technology, yet this process has no specific order with regards to where the change starts as innovation and competition, can then affect the way the market is regulated. The paper begins by giving a history of pricing strategies and how the deregulation that occurred in 1978 revolutionized the business and it's pricing. It then goes on to the industry analysis which discusses how travel agencies affected pricing due to the percentage that they took from sales. Yet with the advent of the Internet, brick and mortar travel agencies became basically obsolete as more and more passengers began choosing the cheaper online alternative. This new technology cut out the middleman, and also allowed airline industries to diminish their own costs by diminishing personnel, as they developed company websites from which the passengers could purchase flight tickets. The Internet also allowed airline companies to develop dynamic pricing models, where they could monitor their competitors'…

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