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Jetblue - Strategic Analysis

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STRATEGIC MANAGEMENT (EBS5103)
CASE STUDY

INSTRUCTOR: Dr. Ahmet Beşkese

BAHÇEŞEHİR UNIVERSITY
May 2015

1. INTRODUCTION
This report is based on strategic analysis of JetBlue from it’s the establishment date to year 2003. In order to the analysis, a precise strategy is decided upon for JetBlue Company. 2. HISTORY
David Neeleman was born in Brazil, Sao Paulo in 16 October 1959. He attended the University of Utah for three years then he dropped out university and served a mission for The Church of Jesus Christ of Latter-day Saints in Rio de Janeiro, Brazil for two years. He made his beginning in establishing own business by renting out condominiums in Hawaii. Then he established his own travel agency and began chartering flights from Salt Lake City to the islands. He was co-founder with June Morris of charter airline Morris Air, a low-fare airline. From 1984 to 1988, he was an Executive Vice President of Morris Air. From 1988 to 1994, he was the President of Morris Air Corporation. In 1993, Morris Air was then acquired by Southwest Airlines for $129 million. For 5 years, he worked on the Executive Planning Committee at Southwest Airlines. By 1994, he left Southwest Airlines after signing a five year noncompeting agreement. With his experience of aviation, he established a company named Open Skies which a touch screen airline reservation and check-in systems company that acquired by Hewlett Packard in 1999. At the same time, acted as a consultant to another start-up airline, WestJet.
The BlueJet was founded by entrepreneur David Neeleman in August 1998 in Delaware under the name of “Newair”. JetBlue is David Neeleman’s third successful launch in the aviation business. As an ex-Southwest executive, he established JetBlue as a low cost airline company. His main goal was to bring people back to air travel by offering high quality service with low…...

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