항공사마케팅사례,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot
항공사마케팅사례,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot
JetBlue : Green with Envy
6
Company Logo
Contents
1
3
4
5
Introduction: Jetblue Airways
Jetblue’s Strategy
Challenges
Recommendation
2
Industry Analysis
1. Introduction : Jetblue Airways
Low-cost Airline Company
in U.S (domestic)
Founded in 1999
Listed in 2002 (NASDAQ)
Market Cap. : $ 4,233,723
Market Share : 4.2% (8th)
Earned profits for 12
consecutive quarters
2. Industry Analysis
Going through “difficult time”
2.1 U.S Passenger Airline...JetBlue : Green with Envy
6
Company Logo
Contents
1
3
4
5
Introduction: Jetblue Airways
Jetblue’s Strategy
Challenges
Recommendation
2
Industry Analysis
1. Introduction : Jetblue Airways
Low-cost Airline Company
in U.S (domestic)
Founded in 1999
Listed in 2002 (NASDAQ)
Market Cap. : $ 4,233,723
Market Share : 4.2% (8th)
Earned profits for 12
consecutive quarters
2. Industry Analysis
Going through “difficult time”
2.1 U.S Passenger Airline Industry
Economic Downturn since 2000
9.11 terrorist
attacks
conflict in the
middle east
the SARS
epidemic
soaring
oil price
2. Industry Analysis
Revenue Passenger ton-miles (in thousand)
2. Industry Analysis
Composite Input Cost
2. Industry Analysis
Seat Load factor
2. Industry Analysis
Market Share
(Revenue Passenger Miles of Sep.2006~Aug.2007)
2. Industry Analysis
Ex..
Passenger revenue ($ million)
Unit costs (cents)
Operation profit margin
(%)
Network carriers
US Airways, Northwest, United,
19,163
(72%)
13.4
9.2
Low-cost
carriers
Southwest Airlines, Jetblue Airways,
5,019
(19%)
9.6
8.2
Regional
carriers
American Eagle ,
2,465
(9%)
14.1
5.7
2nd Quarter 2007
3 Groups of U.S. passenger airline company
2. Industry Analysis
competitive methods
2.2 Low-Cost Carriers
High-Quality
Customer
Service
Cost
Efficiency
Distribution
Strategy
3 leading companies
Market share (%)
Operation profit margin (%)
Unit costs (cents)
AQR
1
Southwest
12.2
12.7
9.0
6th
2
4.2
10.2
8.0
2th
3
America West
3.8
-2.6
13.1
n/a
2. Industry Analysis
AQR: Airline Quality Ratings
100% e-ticketing system
Operating Cost reduction
3. Jet Blue’s Strategy
Inefficiency IT system
250 Compaq servers & three centers
Joint development program for .NET
Complicated environment
Radically changing customers’ taste
Increasing factors to affect choice
3. Jet Blue’s Strategy
Integrating Web service platform of MS
XML normalizes every data on the Internet
Information system based on Web services
Interoperable and Web-enable interface for application and to make computing activities through the web
Jet Blue’s IT system based on Web
What is . NET
3. Jet Blue’s Strategy
Local server
Company
Partner
Customers
Company’s
Central Server
Internet
Partner
Customers
System integration
Real time update data
Real time access to data
3. Jet Blue’s Strategy
Lower information technology cost
Business efficiency
Scalability
Manageability
Faster & more personalized service
Benefits of new information system
4. Challenges
Part of the low cost stems from flying an almost all new planes
Employees all started at the introductory pay rate
Cost
4. Challenges
Company Logo
Data of 11/15/2007
Source: U.S. Energy Information Administration
Skyrocketing Oil Price
5. Recommendation
If custome
| [1] | [2] | [3] | [4] | [5] | [6] | [7] | [8] | [9] | [10] |
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- 우리나라 템플스테이 성공요인, 경제적 효과, 문화적 효과, 등장배경, 과정, 문화활동, 지역 경제 발전, 비교, 특징, 현황, 관리, 역할, 시사점, 미래 전망 조사분석
- 마케팅 성공 사례 - 녹차 오설록 분석 (SWOT, STP, 4P 모두 포함, 고급 발표자료)
- 빌 게이츠의 성공경영 원칙과 거대한 업적
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