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JETBLUE AIRWAYS

2020-05-20 来源: 51Due教员组 类别: 更多范文

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下面51due教员组为大家整理一篇优秀的代写范文- JETBLUE AIRWAYS CORPORATION,供大家参考学习。这篇文章讲述的是捷蓝航空公司是一家规模相对较小的航空公司,以其坚韧不拔的精神,在实现深度折扣的同时,恢复人性化的飞行而闻名。几位商业上非正统的创始人曾经受雇于西南航空公司,西南航空是一家航空巨头,从低价机票和高效的航班安排开始。这家经验丰富的老牌航空公司就像一个高速运转的机器人,迫使其他航空公司完全或部分仿效其模式,这可以解释捷蓝航空创始人在近几十年的发展中打破世界航空公司所追求的惯例的决心 

JETBLUE AIRWAYS CORPORATION

1. Introduction and problem definition

JetBlue Airways Corporation is a relatively small-size airline renowned for its perseverance to achieve the deep discount meantime to restore humanity to flying. Several commercially unorthodox founders were once employed by Southwest Airlines—an aviation giant starting off with low-price tickets and high efficient flight arrangement. This seasoned veteran airline works like a robot in high gear and forces other airlines to fully or partly copy its mode, which can explain the determination of JetBlue’s founders to break the conventions pursued by the world-wide airways during the recent decades’ development. JetBlue consistently insists on an enjoyable aircraft inner circumstance and continuously introduces a greater variety of services and promotion activities (Dodds, 2011). JetBlue’s positive and delightful image attracts giants from other fields, for instance, Amazon, to lend it a hand for a win-win development.

1.1 Target market

National-wide recognition and compliments about JetBlue cannot be totally listed. According to the recent aviation industrial development in the U.S., severe competition in this industry will render the chance of JetBlue fleeting. Therefore, JetBlue should choose a direction early—segmenting current markets or expanding more lines and foreign destinations. Currently, JetBlue governs its unique market. JetBlue predominantly avails Airbus 320 because of its availability of 156 seats. Secondly, JetBlue provides airlines covering domestic and foreign destinations within North and South America. Compared with the most successful low-cost airline- southwest, JetBlue is committed to every flight's profit which is almost the three times of the single flight profit in Southwest Airlines (Wu, 2012). Therefore, in case JetBlue would prefer to maintain its current superiorities in the future, it is essential to identify the most vital features that benefit this energetic most.

1.2 Relevance of research

In order to deeply and comprehensively analyze the expansion of core business during JetBlue’s growth stage, this research will build on a SWOT analysis. This analysis will initially mention the status quo of the U.S. civic aviation industry including the complete description of this market and JetBlue’s market share. Then this research will concentrate on the current services and successful sales history which assist this company to survive in the severe competition and keep its own territory. Finally, this research will learn lessons from the existing promotional strategies to improve the future business development plans.  

2. Situation analysis (SWOT)

2.1. Strengths

The U.S. civic aviation industry, in fact, is already fully explored by those giants. Different aviation corporations all do their utmost to compete for domestic even overseas customers. Southwest Airlines, as the forerunner of low-price airways, concentrates on the routes between domestic second-tier cities to avoid the direct competition from United Airlines, Delta Airlines and American Airlines. Virgin Airways, another powerful competitor, seeks the mid-range market and get ground between millstones. JetBlue insists on the domestic market and overseas market in America. Low-priced tickets and enjoyable flights can be achieved at the same time. Although in recent years, the market share of JetBlue maintains 5.5% or so. Compared with those giant companies, JetBlue succeeds in the efficiency of its planes and employees. Small-size companies can dedicate more attention to make the most of its resources. The load factors keep above 83%, meantime the airplane daily working time reaches 12hours or higher (Lohmann & Koo, 2013). High efficiency ensures the low-cost business mode, but most low-price airlines should accomplish this goal. The high-level services win JetBlue the favor of its increasing loyal customers and serve the success mostly. JetBlue’s free Wi-Fi service and streaming service assist this company conquer the headlines in the worldwide, which can be deemed as a free advertisement to gain more reputations and recognition from the inside and outside market. During its seventeen-year history, due to JetBlue’s proactive attitude and its outstanding tradition to place itself as one of customers, people can hardly discover negative news about this corporation. In case a company can harvest the confidence from its market, this company has only to avoid straying from its initial concepts and insistence.

2.2. Weaknesses

Recently more and more companies in this industry eagerly would prefer to dispute for JetBlue’s market share and copy its business concept. Therefore, several companies establish its subsidiaries to threaten the current place that JetBlue gains. Actually, it is obvious that although JetBlue is committed to provide increasing kinds of services and promotional activities, the target market and consumers are relatively stable. Therefore, sometimes if there are some external shocks emerging, JetBlue may be easily influenced and have little room to adjust its business. Moreover, David Neeleman, the founder of JetBlue, once frankly admits that due to the expansion sometimes this corporation cannot be completely under his thumb (Wynbrandt, 2010). He cannot easily adjust the development route and communicate with clients to obtain more first-hand information about their needs and the company’s inferiorities. Furthermore, Dave Barger, the previous CEO of JetBlue, once confirms his worries about the acquisition and merge mode during JetBlue’s growth period. He holds the viewpoint that this rapid expansion mode may shake the stably increasing corporate finance and consequently weaken the power to deal with some emergencies perfectly (Kawamori & Lin, 2013). Therefore, the weakness of JetBlue is that a competitive expansion plan insisting on its initial concept is still in a mist. Applying and increasing more course will overlap the current business of Southwest Airlines, which may cause this giant to compete on price. Therefore, segmenting the current market and providing different-level flights may be more promising and well-advised.

2.3. Opportunities

Airbus 321 fully equipped by premium flatbeds may be another promising service that can assist JetBlue to discover another developing pattern. Because the Generation Y or the Millennials gradually become the backbone of consumption, JetBlue’s concepts and market slogan may conquer the preference once belonging to the top four airline corporations, especially in the domestic and short-distance foreign flights. More and more business travelers and small business owners would prefer to take a more enjoyable flight during their business trip (Sunday & Awara, 2014).

2.4. Threats

The most possible external threat comes from the oil price fluctuation. Therefore, JetBlue should start its arrangement to cope with the possible fuel shock and start a research on new energy resources or how to share the possible burden with customers or how to leave a portion of money to deal with these emergencies.

3. Research plan/design

3.1. Hypotheses and research questions

Airbus 321 fully equipped by premium flatbeds may be another promising service that can assist JetBlue to discover another developing pattern. Therefore how many courses should be arranged to use Airbus 321? Then the timetable about this relatively luxury flights including both time and seasons should be discussed, which depends on the questionnaires from those business travelers and small enterprise owners who belong to the Generation Y. Surveys should cover JetBlue’s current customers and potential customers.

3.3. Recruitment strategy

Initially about 10 participants should be particularly employed to accomplish this research and draw up a feasible program. 4 participants should be good at market survey and statistics. These four participants should be respectively responsible for existed customers and potential customers. 4 participants will assume the responsibility to investigate other companies’ related programs about Airbus 321, for instance Virgin has started its premium services. The last 2 participants should do well in the technological arrangement and questions when the group draws up a plan with details and concrete data. They are pointed to test the feasibility of this program.

All the participants will be awarded by the corresponding company shares. Finally this group will shoulder the responsibilities to continuously adjust the problem according to the feedbacks from the target market and consumers.

3.4. Timeline

2 weeks to recruit 10 participants.

3 weeks to accomplish the survey about existed customers and potential customers’ feedbacks and preferences, including time schedule and services.

       to accomplish the investigation about competitors’ programs and their current operation.

1 week to analyze the first-hand data and second-hand data then summarize.

2 weeks to draw up an initial project

1 weeks to technically adjust the project and ensure its feasibility.

 

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