JetBlue airways is dedicated to bringing humanity back to

VALUE(VRIO framework)

airtravel Mission Statement : We strive to make every part of your experience as simple as pleasant as possible Inbound logistics -Strong internet presence (jetblue.com,Trueblue,Facebook,Twitter) -Web-based ticketing Operations -Crew-scheduling software -Automated baggage handling -No meals : efficient turnaround time and reduced costs

 Outbound logistics - Airports are chosen wisely

Marketing & Sales

- Call Centre employees all work out of their homes in

and around Salt lake City, Utah - -No office rentals, cubicles space, etc - -Specific market segment is identified and targeted - -Effective and attractive pricing Service -Emphasis on customer service Customer Bills of Rights -Focus on We encourage you to use the Call Button Source : Journal of Air transportation

Adding Value while Differentiating and Reducing Costs

Removed 6 seats from the A320 fleet
Net savings of $30 million over five years Additionally plan to reduce the inflight crew Reduces the weight of the aircraft by 904 pounds Marketed to customers more inches of legroom than

any other U.S. airlines coach cabin Source : Boorstin, J. (2002). Final boarding callJetBlues IPO takes off. Fortune Magazine.