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1a) What do you consider the important issues for JetBlue to consider from concepts and

material of Chapters 1, 2, 3 and 4 text and lecture notes?

JetBlues marketing mix was very well executed during the inception of the company. They

focused on customer satisfaction and ensured that the marketing communication was targeted

to the middle class consumers who desired to experience luxury travel without the denting

their budgets. JetBlues slogan, Bringing Humanity Back to Air Travel, communicated a

service quality guarantee that increased the level of customer expectations and perceptions

even above other major airline in the industry. This marketing strategy gave them a very

profitable competitive advantage. I also believe the leadership in the company aligned the

employees perceptions with the customers perceptions; which I think was a strength for

company in the beginning. Although, as stated in the case study, I am not sure how scalable this

could have been overall as I think that this type of success is directly related to the leaders and

not the company overall.

JetBlues marketing mix appeared to be balanced as the company took off. They focused on

producing quality inflight amenities. I thought the hand selected wine from a sommelier was a

nice touch. The price was low enough to attract their middle class target of customers, they

clearly communicated that their customers came first via their marketing messages, and they

focused on airports that lacked the flight services they provided keeping their demand for

service high. They also appeared to focus on their process, people and physical evidence by

training their employees thoroughly and providing additional in-flight comfort like additional

leg room and leather seats. It is apparent the employees where happy and loyal, as evidenced

by the blog poster and the pilot that would walk through fire with Neeleman.

In light of all the positive items listed above, I JetBlue should focus on creating and or improving

some key processes. I also think that the marketing message (promotions) should be revised topresent establish more realistic customer expectations and perceptions.

JetBlue failed to act quickly and effectively immediately the weather disruption occurred. They

took a Wait and See approach because an effective process was not in place to handle a

disaster like this. They failed to cancel flights on time thereby leaving customers stranded for

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over 10 hours on the tarmac. This reaction does not align with the customer expectations they

communicated. Customers were even more irate because they had an inflated perception of

customer satisfaction. The company failed to deliver on its promise Brining Humanity Back to

Air Travel. My recommendation is that JetBlue establishes a proper process to handle any

type of weather emergency to mitigate the risk of other service failures.

Another issue that should be focused on is information technology as it relates to

communication and the ticket reservation system. The internal system led to poor

communication between the staff. Since the staff had been separated, the company did not

have the trained staff to go find them and communicate with them. There were so many people

disconnected. Internally, the company had relied so much on the reservation system that there

were not enough people physically to help them when the reservation system finally came

crashing down.

1b) What do you consider the important issues for JetBlue to consider from concepts and

material of Chapters 5, 6, 7, 8 and 10 text and lecture notes?

As difficult as it may seem at first, JetBlue should focus on the customer comments. Particularly

the comments on the blog. I think this will help establish the realistic customer perceptions.

There is a lot to gain from customers who were one time customers over ongoing customers.

There are were customers on that flight that were flying with JetBlue for the first time and their

reaction to this event would determine if they would be repeat customers can lie on how they

react to the customer comments and reactions. Paying attention this the comments should

help identify valued customers so they can maintain the relationships so these customers can

remain loyal. In this case, customers with discrete transactions should be identified but not

focused on at this point. The important transactions to recognize and maintain are the

customers who have had continuous transactions with the company.

JetBlue should also focus on the customer complaints received directly and indirectly. From

the case study it is apparent that the company received unprecedented attention from the

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media globally due to the customer comments via blog posts and social media. This could prove

detrimental over all to the company if not addressed immediately.

1c) What do you consider the important issues for JetBlue to consider from concepts and

material of Chapters 13, 14, and 15 text and lecture notes?