JetBlue Airlines Case Analysis

Name: JetBlue Airlines Case Analysis
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Author: Mason Bennett

JetBlue Airlines case study analyzing market forces, competition, and strategy using Mullin's framework, Porter's Five Forces, PESTEL, VRIO, and Business Model Canvas for strategic insights.

Mason Bennett

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JETBLUE AIRLINES 1
JetBlue Airlines Case xAnalysis
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JETBLUE AIRLINES 2
Executive Summary
This essay entails an analysis of a case study of JetBlue airlines using key concepts. The
essay uses Mullins framework to analyze the company. It highlights the market attractiveness
from a macro-level perspective. In terms of benefits of market segment, the analysis focuses on
the kind of consumers that the company is focused on. In of industry attractiveness. Porter's 5-
forces has been used to determine the external forces that may impact the company. As part of
internal analysis, the essay also highlights different components of JetBlue's sustainable
advantage and uses VRIO analysis to assess the ability of these components to provide a
competitive advantage, looking at both merits and demerits. Other aspects of Mullin's framework
discussed include mission, aspirations, & propensity for risk, ability to execute on Critical
Success Factors, and connectedness up, down and across value chain. Again, PESTLE analysis
has been used to determine the key market forces impacting JetBlue. Finally, the essay highlights
the key resources, internal resources, customer segments, and cost structure among other factors
using a Business Model Canvas.

JETBLUE AIRLINES 3
Mullin's model framework for JetBlue
Market attractiveness
Market attractiveness is studied here from a macro (global) viewpoint The company need
to consider the market as a whole; the number of regular customers, the amount of money being
made, and annual sales. Next consideration is given to market tendencies: has there been
expansion during the recent years? If ±at’s the case, how sustainable is this expansion? Making
sure the market is big enough to support the expansion being sought is the first step toward
growing the business successfully [ CITATION Sha23 1 1033 ]. Because of the high average
fares in large metropolitan regions and underserved markets, JetBlue initially focused on serving
those areas. JetBlue has found it difficult to keep its appeal to customers in the face of
intensifying competition. Costs were reduced byr adding more seats to JetBlue’s A320 aircraft,
but the airline's appeal to passengers and the quality of the flying experience suffered as a result.
Market segment benefits and attractiveness
In all likelihood, not all consumers will find what they're looking for in JetBlue’s new
business. Focusing on satisfying the wants of a certain subset of the market increases the
likelihood of a product's commercial success (Shaiq, 2023). This subset of the market can be
found by doing a detailed analysis of market niches. JetBlue’s objective was to "bring humanity
back to air travel' by offering superior service to passengers flying between specific cities.
Because of this companyr’s emphasis on its clients' satisfaction, it has been able to attract a niche
of the market prepared to pay more for superior service. JetBlue has had a hard time keeping this
demographic interested due to the declining quality of the flying experience.
Industry attractiveness and micro level

JETBLUE AIRLINES 4
Mullins proposes considering the influence of Porter's Five Forces on rhe industry's
profitability. JetBlue filled a need for customers who wanted an alternative to both full-service
network and ultra-low-cost air carriers. JetBlue has found it challenging to retain its industry
attractiveness in the face of rising competition and a general degradation in the quality of the
flying experience.
Porter's 5-Forces
Competitive Rivalry: JetBlue face stiff competition from other airlines in the industry’ such as
Delta Airlines, and American airlines among others which are full-service. The industry is highly
competitive and JetBlue face pressure to distinguish itself by finding ways of improving its
quality and pricing.
Threat of New Entrants: Risk of New Entrants: It is difficult to enter the airline business due to
the high costs involved e.g. purchasing, new aircrafts. JetBlue, which is an already’ established
airline, can still shake up the industry and put pressure on new entrants.
Threat of Substitutes: Flying faces competition from other modes of transportation, such as
driving., taking a bus, or even using video chat software. Because of these alternatives, airlines
are under more pressure than ever to provide a compelling value proposition.
Bargaining Power of Customers: Consumers can easily transfer to a different airline if they are
unhappy with the pricing or services theyr are receiving, giving them significant negotiating
power in the airline sector. This increases the stakes for JetBlue to provide a superior service at a
reasonable price.

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JetBlue Airlines Case Analysis

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