ADVANCED STRATEGIC MARKETING

Advanced Strategic Marketing



Advanced Strategic Marketing

Company Background

JetBlue is an American based international airline company. The company is looking to expand its operations in Mexico and the United States. The airline will have to revise its policies if it wants to be successful in these two countries. The characteristics of both the countries differ a lot which the airline will have to consider before launching its business. This paper will suggest product modifications and pricing strategies based on the industry analysis of both the countries (Shaw & Onkvist, 2004, 2). JetBlue Airways exists to provide superior service in every aspect of their customer's air travel experience. In order to reaffirm this commitment, they set forth this Bill of Rights for their customers. The airline began operating, in the year 2001, from the airport in Long Beach, California, the Long Beach Airport. Later in 2004 it began operating at Logan International Airport in Boston, Massachusetts. Furthermore JetBlue also operates in Washington-Dulles, Fort Lauderdale, and the Orlando International Airport. It provides destinations mainly within the United States, with flights to the Caribbean, Bahamas, Bermuda, the Caribbean, Colombia and Mexico. The airline also maintains a satellite office in Darien, Connecticut and a corporate office in Cottonwods Heights, Utah. The airline, JetBlue, is a non-union airline.

Discussion

Strategic planning in its purest form is deceptively simple and is broken down into the following areas: (1) getting organized, (2) situational analysis, (3) setting direction, (4) refinement and plan adoption, and (5) implementation. Bryson defines it as a “disciplined effort to produce fundamental decisions and actions that shape and guide what an organization is, what it does, and why it does it.”

There are noted benefits (the “whats” and “whys”) to strategic planning. One very important benefit is problem solving and refining results by maintaining focused momentum. Another significant benefit is committed communicative teamwork that influences circumstances to reduce, to the extent possible, unintended consequences (Rooney, 2001, 24).

Planning and Implementing Brand Marketing Programs

Basically the word brand is a name, term, sign or a symbol which is given to recognize the services or the goods of one vendor or group of vendors and to distinguish them from those of its competitors. Therefore, the activities for marketing help facilitate to increase awareness for the brand as well as to create the correct picture of the brand. These activities of marketing can be weaved around pricing, product and the distribution channel. But with the revolutionary change these activities for marketing have been put through and under the modern technological driven world (Kotler and Keller 2005, 22). The creative strategy used by Jet Blue airline seeks to give Jet Blue airline a unique direction. The creativity of Jet Blue airline's strategy is prominent in the fact that Jet Blue airline chooses to market the product as a sophisticated service.

The airline industry is one which requires a huge sum of investment to setup and at first glance, one might think it is a tough industry to break ...