Swot Analysis For Jet Blue

Jet Blue’s target market focuses on a large social group known as the “Middleburbs”, which includes a mix of homeowners and renters as well as high school graduates and college alums. With good jobs and money on hand, the members of Middleburbs tend to have plenty of discretionary income to experience nightlife and casual-dining restaurants, shop at midscale department stores, and travel across the United States and Canada. However, Jet Blue more importantly is focusing in on the segment within the Middleburbs known as the “Blue-Chip Blues”. Blue-Chip Blues is known as a comfortable lifestyle for ethnically-diverse, young, sprawling families with well-paying blue-collar and service jobs. The segment's aging neighborhoods feature compact, modestly

priced homes surrounded by commercial centers that cater to child-filled households.

QUANITATIVE

Within the United States, out of the 7,063,699 households identified as contributing to the Middleburbs social group, there are 1,436,575 households that are referred to as the Blue-Chip Blues segmentation group. Ages range from 25 to 44 years old and the average median income as of 2015 is $53,602.

PRODUCT

Our new service would be unique and one of a kind. The new family style seating areas and all exclusive Disney packages make for an ideal family getaway. We as Jet Blue wanted a more family friendly design, where new technology would allow for seats to move and allow easier boarding and convenience. Combining both of these ideas would also in turn create sitting area that could easily be turned into coach/economy if our flying families who purchased our
Disney packages didn’t fill family seating. We will also be providing special access to family room inside the airport and within Disney. These room will only be accessed by families that buy or JetBlue Disney family package.

PRICING

Our company is not concerned with setting low prices to match the competition, nor is it attempting set extravagant prices to signal luxury or prestige, we solely want an affordable price that conveys how the overall service will be centralized around the family traveling.

The company price for an all–inclusive packet has been placed at a higher rate than the competition with a beginning price of $6,000 ranging to $18,000 for a family of four staying at a Disney resort for 5 days and 6 nights. Various airline companies offer similar vacation packets for $4,000-$5,500 but without the added benefits JetBlue provides. Resembling our reservation style that also gives guests the freedom to dictate what they want in their vacation from a standard room to the presidential suite and beyond but don’t offer any form of family style seating areas or resting room with in Disneyworld and the airport. Due to the fact that our product offers an exclusive family seating area of the airplane the company implemented a skimming strategy. Individuals are motivated to spend up to $1,000 extra to have a piece of mind and avoid the stress that derives of flying with children. Value based pricing tactics additionally offers the company a prospect to give the guest not only a great product, but a pronominal experience that will lead to many magical moments that are made possible in this one of a kind vacation packet. Seasonal promotions would be in place during the months of March and April for

lower pricing, these months are the slowest out of the year and we’d like to increase guest traveling. As another seasonal promotion there would be winter packages for Disney at Christmas which is the busiest time of year, if the guest pays in full their entire package months in advance they will receive a special discount. Our entire pricing strategy is based on the guest needs and wants that would be over look with other airlines.

PLACE

JetBlue and Disney both have a strong guest focus and commit to providing the best customer service possible.

We want this vacation to run as smoothly as possible starting the first step, reservations. Families will be able to create their own personalized reservation on an online website from JetBlue, this webpage will contain all the different flight times, various Disney hotels to choose from, Disney Park passes, and other amenities. As for parents who aren’t as tech savvy, they will have the opportunity to speak with a sales rep that will guide them through all reservations that need to be made. Our distribution would be direct channel with the customer when the transaction happens online. However, we’d have an agent channel when the reservation process occurs in

person.

PROMOTION

JetBlue uses the pull strategy more because it is more important to advertise. Using pull strategy, through newspaper and magazine advertisements would be the best way to start out our JetBlue/Disney collaboration. Our promotional mix for social media would be to persuade our target market to want to be a part of our vacation plan. Our advertisements on social media would have to show a fun and enjoyable plane ride. Through social media, we would use Facebook and Pinterest to promote the Disney trip through JetBlue. JetBlue would have to post cool pictures of Disney World and rides there to make middle aged mothers want to take their children there.