_SLIDE_1_
JetBlue¡¯s Crisis on Valentine`s day
JetBlue Case Analysis
_SLIDE_2_
Contents
Case Analysis
01 About JetBlue
02 Timeline
03 Objective
04 Response
05 Analysis of crisis type & strategy
06 Evaluation
_SLIDE_3_
01. Company Description
_SLIDE_4_
JetBlue Airways
Company Description
Part 1.
One of American low-cost airlines in Queens, NY
Hub airport : John F. Kennedy International Airport (JFK) / more than 60% of jetBlue planes use a day
Unlike other low-cost airlines,
Differentiated services such as wide and comfortable
seats, serving free snacks, seat-back TV Service, etc.
- Recruitment of ¡®outgoing¡¯ employees
- Fun, young, friendly and energetic corporate image.
Founded by David Neeleman in 1999
¡°bringing humanity back to air travel & making the experience of flying happier and easier for everyone.¡±
JetBlue grew rapidly in airline industry.
_SLIDE_5_
02. Timeline
_SLIDE_6_
JetBlue Airways
Timeline
Part 2.
[Feb. 14th. 2007]
¡¦(»ý·«)
|
LIDE_9_
JetBlue Airways
Timeline
Part 2.
[Feb. 17th]
JetBlue started to reset the operation by removing 23%
of its scheduled Flights for Feb. 17th and 18th
_SLIDE_10_
JetBlue Airways
Timeline
Part 2.
Most of JetBlue¡¯s operation was normalized.
[Feb. 18th]
_SLIDE_11_
03. Objective
_SLIDE_12_
JetBlue Airways
Objective
Part 3.
Minimize the Crisis + Rebuild Jetblue¡¯s Reputation
Sincere apology and adequate compensation.
Prevention of reoccurrence.
Customers
Media
Deliver accurate information.
Clearly express the company`s position.
_SLIDE_13_
04. Response
_SLIDE_14_
JetBlue Airways
Response
Part 4.
Time of accident happened:
Provided snacks and beverages for passengers trapped
inside the plane.
Helped to recharge the battery of passenger`s mobile phone .
Provided voucher to all passengers.
voucher(a free round-trip airfare to any of the airline¡¯s destinations)
At night:
JetBlue issued apologetic news release a