JetBlue Airways Marketing Strategy

JetBlue’s strategy in the marketplace has been behind its continued success. The company has established itself as a low-cost and low-fare airline to various passengers (Wynbrandt, 2004, p. 19). As a matter of fact, the company offers high-quality services to its customers as far as customer service is concerned. In addition, JetBlue has effectively differentiated its products to suit various market needs and expectations.

The company relies on customer intimacy to drive its business in the competitive marketplace. This has enabled it to stimulate the much-needed market demand for its own sustainability (Barbara, 2004, p. 12). In this case, the airline offers low fares to different customers in relation to its diverse and distinct products. It should be known that JetBlue values operational excellence because it has continued to record high profits as far cost – containment is concerned. Operational excellence has been witnessed in the company’s expansion program. As a matter of fact, the company follows a controlled growth plan.

In recent years, the airline industry has attracted a lot of new players and the company should continually enhance its products and services to remain competitive (Wynbrandt, 2004, p. 9). The company has a high amount of fixed obligations that need to be dealt with as time goes by. In this case, the company should reduce its level of debt and other fixed obligations that might derail its operations.

It should be known that the company’s maintenance costs will continue to increase as time goes by. This is because its fleet will continue to age. In this case, JetBlue should look for better ways of replacing its fleets to avoid any unprecedented increase in maintenance costs. The concept of unit-level activities applies to the airline in many ways. As a matter of fact, these are activities that have been performed by the company as time goes by. This is as far as the production of units is concerned.

The airline has a high aircraft utilization rate that it continually uses after the introduction of new units has been done. In a broad perspective, this has enabled it to keep its costs low and effective in the marketplace. The company has taken a lot of steps to manage this activity (Wynbrandt, 2004, p. 8). In this case, the airline has effectively reduced the amount of time that is aircrafts’ spend on air. Routing and scheduling is another activity that JetBlue has performed as time goes by. This is necessary because the company buys new fleets that need to be scheduled on different routes.

To enhance routing and scheduling, the company has continually reviewed its routes every now and then for sustainability. This has been done by clearly assessing each individual route to evaluate its value to the company’s operations (Barbara, 2004, p. 10). The concept of batch-level activities applies to the airline’s operations in a broadway. Batch level activities refer to various production costs that are supposed to be taken care of.

Examples of batch-level activities for JetBlue include the setup time that is needed before the company can fully launch its fleets in the market. To tackle this issue, the company has come up with good measures to reduce the time that it takes before its fleets can be introduced on new routes (Wynbrandt, 2004, p. 13). As a matter of fact, moving new machines and fleets has also come up as a batch-level activity. In this case, the company has continued to employ good and effective measures to move its machines as time goes by.

The company has a good customer loyalty program that serves as an example of a customer-level activity. In this case, TrueBlue flight gratitude has been designed to reward the company’s most loyal customers (Barbara, 2004, p. 7). JetBlue has an organization sustaining activity that revolves around yield management. This activity has enabled the company to understand different markets as time goes by.


Barbara S. P. (2004). Blue Streak. USA: Portfolio.

Wynbrandt, J. (2004). Flying High. USA: John Wiley & Sons Inc.