Jetblue Case Study

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The case revealed that JetBlue was an Airline that strategically entered the market to compete against major market leaders who in some way monopolized the market. People saw JetBlue as a less competitive airline when it first entered the market in the early 2000’s. The company quickly grew to become one of the largest players in the industry. JetBlue did this by strategically differentiating itself from its competitors through competitive rates plus value added services that attracted customers. During JetBlue 's period of growth, the company incurred several challenges, which could have possibly crippled their public perception and business model. Some of the challenges faced by JetBlue as described by the case occurred on Valentine 's Day 2007. On this day and several preceding days, JetBlue unexpectedly faced problems that resulted from inclement weather conditions and poor contingency planning. Hundreds of customers became frustrated, disgruntled and very unhappy with JetBlue 's approach to handling the situation. The result was bad publicity and sensationalism from the media. Not only did passengers endure much chaos being stranded aboard aircrafts but also there were also extensive delays, cancellation of flights, fatigued staff and millions in revenue losses. JetBlue, in essence, suffered from poor corporate communication. As described by Paul Argenti (2013), constituencies form perception of the messages companies send based on the services they perform (p.

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