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Marketing Strategies and Marketing Programs of JetBlue Airways Corporation

Marketing Strategies and Marketing Programs of JetBlue Airways Corporation - Research Paper Example

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The paper "Marketing Strategies and Marketing Programs of JetBlue Airways Corporation" tells that JetBlue Airways Corporation, also known as JetBlue, is an American low-cost airline with main offices in the Long Island City neighbourhood of the New York City borough of Queens…

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Marketing Strategies and Marketing Programs of JetBlue Airways Corporation

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Subject: Marketing
Type: Research Paper
Level: Ph.D.
Pages: 21 (5250 words)
Downloads: 4
Author: zschuppe

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The key competitors of JetBlue Airways Corporation are Southwest Airlines, Delta Air Lines, American Airlines, US Airways, and United Airlines (Cederholm, 2014a). Although it has its bases in JFK International and New York City, the airline’s other focus cities are Fort Lauderdale – Hollywood International Airport, Logan International Airport (Boston), Long Beach Airport, Luis Muñoz Marín International Airport (San Juan), and Orlando International Airport (Wynbrandt, 2004). The company’s fleet size is 310 reaching more than 87 destinations.

The organization’s slogan with which it has spearheaded its marketing strategies is ‘You Above All’ (Handley, 2013). The company has more than 15,000 employees. Its net income, total assets and total equity are US$ 401 million (2014), US$ 7.1 billion (2012), and US$ 1.9 billion (2012), respectively. JetBlue Airways Corporation runs low-cost passenger airline services in the US. It mainly operates on point-to-point routes across the USA from its principal bases in Boston, Fort Lauderdale, Los Angeles/Long Beach, New York/JFK, or Orlando (Bomkamp, 2010).

Its fleet consists of 120 Airbus A320 aircraft and 49 EMBRAER 190 aircraft, travelling to over 20 states (Schlangenstein, 2007). Through its subsidiary organizations, JetBlue provides extra services such as in-flight entertainment, voice communication and data connectivity services. These services by its subsidiaries target both commercial and general aviation aircraft. Moreover, JetBlue Airways has vacation packages provided by its subsidiary, the JetBlue Getaways website. This website also offers hotel and car rental reservations alongside vacation packages.

The company has numerous resources with which it can achieve greater heights through astute marketing. First, being among the latest entrants into the airline industry, JetBlue has one of the youngest and newest fleets in the skies. Second, it is a low-cost airline. Third, JetBlue Airways boasts of effective use of technology. Fourth, the airline has good customer service. The other strengths of the company are efficient employees, being relatively new, low operating cost.

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