Jet Blue
Jet Blue defines itself as a "customer
service company." From its innovative
mission statement to the teamwork
displayed by its employees,
Jet Blue is focused on its customers.
Rather than a traditional mission
statement to guide it, Jet Blue has defined
five (5) core values that serve to direct all activity:
safety, caring, fun, passion, and integrity. There is a
constant focus on ensuring that all details are correct;
that courtesy is practiced at all levels. Their rapid
success is attributed to their exclusive focus and
emphasis on their customers.
Through 2002, Jet Blue achieved its efficiencies
from Point to Point routes and flying only one type of
aircraft. As of 2003, however, the company acquired
100 Brazilian made Embry Air jets which resulted in
800 new markets. Despite the new aircraft, the operating
philosophy remains intact--focus on customers.
Strong internal relations and training constantly reinforce
these key principles. Whether the Jet Blue
experience is a sustainable competitive advantage
can only be judged by watching it perform into the
future.
Discussion Questions
How does Jet Blue differentiate its service from
that of its competitors?
What is the "marketing message" of Jet Blue?
Would you consider Jet Blue to be a product
"brand"?
