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Strategic Analysis of Jet Blue Airlines Executive Summary JetBlue is a company built on a focus strategy of low-priced no-hassle ticketing and refreshingly efficient customer service The company began with the goal to eliminate many of the complexities and asininities of commercial air travel and set a new standard for customer service Thus far the company has flown beyond these goals and everyones expectations while returning a handsome profit to whomever chooses to invest in this airline industry success From his humble beginnings as a University of Utah drop-out CEO David Neelman shorlty became a self-taught airline industry guru - gaining a comprehensive understanding of the inner workings of the industry as the co-founder of WestJet CEO of Open Skies and President of Morris Air His experiences gave him a first hand knowledge of what worked and what needed improvement in the airline business - knowledge that he believed would help him to create an innovative new airline able to revolutionize the market In 1999 Neelman announced his plans to start a new airline called New Air What New Airs name lacked in originality was later made up for in Neelmans innovative strategies Within a year Neelmans airline by then dubbed JetBlue successfully completed the airline application process and its inaugural flight took place on February 11 2000 By JetBlues first birthday it had already flown its one millionth passenger and reported 100 million in flying revenue Soon after JetBlues second anniversary JetBlues IPO was announced Demand for the IPO was so high that the original offering price had to be raised - one of select few IPO Darlings during the bear market economy As the other airlines were suffering from the aftermath of the 911 terrorist attacks JetBlues revenues were on a continual rise In September 2002 JetBlue had already flown its eight millionth customer Why are people flocking to JetBlue One answer is the luxury treatment at an economy cost All seats
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