GROUP 5

JETBLUE AIRWAYS
ANDHIKA MAULUDI
ARDITA SOFYANI
CHAULLA JAWWAS
RIZKY MUBARAK

Firms business strategy

The industry: was to combine common sense
with innovation and technology to bring
humanity back to air travel.
Business strategy aggressive growth
strategy, one
new
plane was bought every five
weeks.
Low cost carrier approach
Functional strategy:
Operation aircraft model, Airbus 320 :
Burns less fuel
Better
and
wider
cabin
techonology
Each seat get an extra inch,
relative to boeing 737
Paperless
Single flight service

Firms business strategy

Functional strategy:
Marketing segmentation: medium low
targeting: people who previously
would not
go by plane
positioning: low cost carrier
customer friendly
Human capital customized employment
package
Selecting the right people based on
corporation value
Keep small company feeling inside the
organization
5 values: safety, caring, integrity, fun, passion
No labor union

Competitive advantage
-

Use technology
New Planes with Airbus A320
Low Fares (%65 less than others)
Great Personal Service
Customer friendly
Paperless Quick service / no long lines
More Snacks

Firms Business process

1.
2.
3.
4.
5.

Create a new concept of business

Capital funding
Recruit top management team
Operation strategies
Running the business

Key success factors

Focus to shared corporate values which
drove all activities and were the basis for the
development of the organization
Cost advantages -> Aggressive cost cutting
without compromising on quality and comfort
Manage to build a new system of competitive
environment that influence team behavior,
attitudes, and performance

Firms HR practices
Recruit expertise
Close recruitment for Top Management
Non-union environment
Customize employee package
Not fully develop formal HR
Orientation program and link this
companys values and behaviors
- Good communication in firm
-

to

Lessons-learnt
o Create a new concept business
o Recruit people who have expertise in airlines
industry
o More added value for customer
o Share visions between stakeholders
o Developing people through competency
based

Firms values
Vision to establish itself as a leading low-fare,
low-cost passenger airline by offering high
quality customer service and differentiated
products.
Focus on underserved markets
Aim
to be the first paperless airline,
substituting
computers
and
information
technology for everything from flight planning
to aircraft maintenance to the sole use of etickets.