8/18/2019 Jet Blue Airways: Starting From Scratch

1/2

David | Fernandez | Ng | Ong | Sarayba | BA 152 Case: JetBlue AirwaysCase Problem. !w "an JetBlue sustain t#eir gr!wt#$Analysis. JetBlue%s strengths lie in being able t! re"ruit e&&i"ient e'(l!yees) !&&ering Airbus

 A*2+ and 'a,ing e&&e"tive use !& te"#n!l!gy t! a"#ieve !(erati!nal e&&i"ien"y and in"rease"!nsu'er satis&a"ti!n- .eanw#ile) t#eir weaknesses lie in being a relatively new airline) as"ust!'ers w!uld l!!, &!r '!re establis#ed "arriers wit# a re(utati!n &!r sa&ety- JetBlue%s

wea,ness "!uld als! be attributed t! t#eir use !& Airbus A*2+s w#i"# were n!t in (!(ular use att#e ti'e) #!wever '!re e&&i"ient and bene&i"ial t! t#e "ust!'er- And due t! t#eir "!'(any(#il!s!(#y t! (r!vide l!w "!st #ig# servi"e &lig#ts) t#ey li'it t#eir servi"e !&&ering t! "ater t! t#e'iddle "lass- As a result !& trying t! (r!vide #ig# servi"e at a l!w "!st) JetBlue sustains #ig#'aintenan"e "!sts-

Due t! t#e deregulati!n !& t#e industry) airlines were given '!re dis"reti!n in (ri"ingt#eir servi"es- /#e &ailure !& !t#er start0u( l!w0"!st "arriers led t! #ig#er ti",et (ri"es-/#is gaveJetBlue an !((!rtunity &!r industry e(ansi!n) by (r!viding l!w (ri"e t! "!nsu'ers- /#isall!wed JetBlue t! (r!"eed wit# r!ute &leet e(ansi!n at t#e JF3 air(!rt- 4it# a &!"us !nserving t#e "ust!'er needs) t#ey !(ened '!re r!utes at a l!wer (ri"e and t#ey re"ruited '!resta&& t! 'an t#e in"reasing nu'ber !& (lanes- JetBlue was &a"ing str!ng "!'(etiti!n &r!' '!reestablis#ed airlines) but built !n t#eir "!re "!'(eten"ies in !rder t! gain a #!ld !& t#eir "ust!'er 

base-JetBlue a"ts !n t#e visi!n !& leveraging !n te"#n!l!gy and (e!(le t! deliver a l!w0"!st

#ig# servi"e e(erien"e- JetBlue inn!vated t#eir servi"e t! (r!vide "ust!'er satis&a"ti!n andsustained '!'entu' by (ra"ti"ing e'(l!yee0!riented (ra"ti"es- S!'e !& t#eir e&&!rtsin"lude:Recruitment - 6n re"ruiting (il!ts) 'e"#ani"s and !t#er te"#ni"al (ers!nnel) t#ey #ired #ig#lytalented and "!''itted (e!(le w#! &it wit# t#e JetBlue%s "ulture and (#il!s!(#y- Alt#!ug# it'eans in"reased "!sts wit# t#e "!'(any) es(e"ially wit# "ust!'ized bene&its (a",ages)JetBlue wanted t! leverage !n a (e!(le0"entered a((r!a"# as a "!'(etitive advantage- 6nre"ruiting !t#er e'(l!yees su"# as reservati!n agents) Neel'an 'ade use !& #!ades%e(ertise as &!r'er ee"utive !& S!ut#west airlines-Selection- 6n re"ruit'ent &!r t#e '!st vital (!siti!ns) JetBlue l!!,ed &!r a((li"ants w#! were &it

wit# t#e "!'(any%s es(!used values !& sa&ety) "aring) integrity) &un and (assi!n- 4it# integrityand sa&ety (la"ed ab!ve all) JetBlue #ad t! 'a,e sure t#at &!r ea'(le) t#e (il!t w!uld (ri!ritize"ust!'er sa&ety des(ite any et#i"al dile''as #e 'ay &a"e-Performance Appraisal & Employee Benefits- /#e syste' 'ust be n!ndis"ri'inat!ry) in line wit#"!'(any values and (#il!s!(#y) and used in t#e &!r'ulati!n !& bene&its (a",ages- /! d! t#ist#e use !& *7+ (er&!r'an"e 'anage'ent was intr!du"ed) in !rder t! (r!vide a steady s!ur"e !& &eedba",- /#is way) JetBlue "an gauge t#e a((r!(riate bene&its &itting &!r t#e e'(l!yeeConclusion. 4#ile t#eir "urrent syste's (r!ve t! be e&&e"tive) t#e &ir' 'ust ad!(t a strategi"l!ng ter' (lan in !rder t! 'aintain its su""ess in lig#t !& its e(ansi!n-

6n ter's !& t#eir (ra"ti"es) e'(#asis s#!uld be (la"ed !n devel!(ing its eistingtalent- /#ey s#!uld be able t! &!r'alize t#eir *7+ (er&!r'an"e evaluati!ns and standardize it in!rder t! e&&e"tively use it t! 'a,e de"isi!ns w#en t#e need arises as well as 'aintain t#e 8uality

!& t#eir servi"e- 9iven t#e "!ntet !& re"urring a l!t '!re e'(l!yees in t#e &uture) t#e &ir' willneed t! be able t! identi&y w#i"# e'(l!yees will be (art !& inv!luntary turn!vers- JetBlue%sdi&&erent de(art'ents s#!uld be able t! su((!rt t#e "urrent (ra"ti"es !& - s#!uld ensuret#at 'anagers are "!!(erative in (er&!r'an"e evaluati!ns- 4#en JetBlue%s e'(l!yee basee(ands) t#e Finan"e De(art'ent s#!uld ensure t#at it "an still a""!''!date t#e bene&its(a",ages regardless !& its !(erati!nal (er&!r'an"e-

8/18/2019 Jet Blue Airways: Starting From Scratch

2/2

Sin"e its e'(#asis !n s#ared "!r(!rate values dr!ve all a"tivities and be"a'e t#e &!undati!n

&!r t#e devel!('ent !& t#e !rganizati!n) "!re "!'(eten"ies integrated in t#ese values 'ust be

de&ined and 'aintained-