Jet Blue Case Study by Jay Writtings LLC

Jet Blue
A case study analysis of Jet Blue, the airline company and the success of their internal branding.
# 119255 | 3,904 words | 11 sources | APA | 2010 | US
Published on Apr 13, 2010 in Business (Companies) , Business (Consumer Behavior)

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This paper examines the company, Jet Blue within the airline industry. It specifically examines how Jet Blue has successfully delivered a corresponding message to the public through the practice of successful internal branding. The paper also provides recommendations for internal brand advertising that will create a means by which JetBlue can bolster its internal growth.

Table of Contents:
Introduction: JetBlue and its Overall Strategy in the US Airline Business
The Dynamics of the Airline Industry
Factors Driving Change in the Airline Industry
JetBlue Airways, the Niche Market Player

From the Paper:

"The speed and sequence of moves should be very rapid, actually. The staging and pacing of core business technology, and information to the consumer rapidly informs travel. The speed of expansion and the sequence of initiatives can be based on the need to sell tickets that deliver current value, in order to stay ahead of rising fuel conditions and government and airport taxes; filling more flights at a current value levels which Jet Blue can provide are fortify consumer trust, and demonstrate assumed value in the Jet Blue product, whereby understanding value will increasing value by helping to stay ahead of rising operational costs, and rising fuel costs, and increasing prices as perceived by customers."

Sample of Sources Used:

  • Doganis, R. 2001. Airline Business in the 21st century. Florence: Routledge-Martin.
  • Fact Sheet: Industry Statistics 2008:
  • Financial data: Jet Blue Airways Corporation (2008):
  • Grossman, David (2007). An Airline Industry Wish List. Retrieved August 6, 2008:

Cite this Case Study:

APA Format

Jet Blue (2010, April 13) Retrieved May 31, 2020, from

MLA Format

"Jet Blue" 13 April 2010. Web. 31 May. 2020. <>