CASE STUDY JETBLUE
Nguyễn Thục Quyên – 50K31E – 241123098124
1. Give examples of needs, wants, and demands that JetBlue
customers demonstrate, differentiating these three
concepts. What are the implications of each for JetBlue’s
practices?
Definition
‘Needs’ is thing that is essential for a person or a group of people to survive and
develop. According to Maslow’s hierarchy of needs, it can be divided into three
groups:
- Basic Needs: Biological and Physiological (Food, Sleep, Water) and Safety
(Health, Finances, Security)
- Psychological Needs: Love/Belonging (Friendship, Intimacy, Family,
Connections) and Esteem (Respect, status, recognition, strength, self-esteem)
- Self–fulfillment Needs: Self – actualization
‘Wants’ is needs that are formed by the culture and individual personality
‘Demands’ is wants that are backed up by purchasing power of customers.
Analyze JetBlue case study
Needs:
- Basic Needs: Safety needs (JetBlue’s customers need efficient, safe and
punctual flights)
Wants:
- JetBlue’s customers want more legroom, comfortable leather seats, gourmet
snacks, LCD entertainment at every seat, and free e-mail onboard (this is
based on their likings and cultures)
Demands:
- Customers want both affordable prices and well-equipped flights.
Implications for JetBlue’s practices
- Innovate to meet both customers’ demands and the Balance company’s
wants
- Balance between added value and affordability to attract potential customers
in the low-cost airline market.
2. Describe in detail all the facets of JetBlue’s product. What
is being exchanged in a JetBlue transaction?
Core Product Safe, reliable, and punctual transportation on air
Actual Product more legroom, comfortable leather seats, gourmet snacks,
LCD entertainment, free email onboard, and friendly customer service from
staff
Augmented Product JetBlue’s brand experience – focus on customer
experience, handling customers’ concerns promptly, and loyal customers’
privilege.
In a JetBlue transaction
- Customer: Exchange money, time, and trust for comfortable and efficient
flights with friendly customer service
- JetBlue: Exchange comfort, convenience, and positive demeanor of staff
towards customers in return for customer value (such as profits, trust to
become loyal customers, more customers through word-of-mouth)
3. Which of the five marketing management concepts best
applies to JetBlue?
The marketing management concepts best applied to JetBlue are the product
concept, the marketing concept, and the societal marketing concept.
Because:
- The product concept definition is the idea that consumers will favor
products that offer the most quality, performance, and features; therefore,
the organization should devote its energy to making continuous product
improvements.
Case study: JetBlue makes continuous product improvements such as more
legroom; comfortable leather seats; gourmet snacks; LCD entertainment; free
email onboard; hiring and training employees according to the company’s core
values.
- The marketing concept definition is a philosophy in which achieving
organizational goals depends on knowing the needs and wants of target
markets and delivering the desired satisfactions better than competitors do.
Case study: JetBlue knows customers demand convenient, well-equipped flights
and positive customer services from staff. Therefore, they provide customers
with added value and customer-centered service.
- The societal marketing concept is the idea that a company’s marketing
decisions should consider consumers’ wants, the company’s requirements,
consumers’ long-run interests, and society’s long-run interests.
Case study: JetBlue emphasizes customer satisfaction by providing high-quality
service and niceties at competitive prices. Their focus on “Happy Jetting” and
delighting customers is a clear demonstration of this approach.
4. What value does JetBlue create for its customers?
- Added comfort (extra legroom, leather seats)
- Enhanced services (entertainment systems, free Wi-Fi, snacks)
- A positive, customer-focused experience, all at relatively low prices.
The brand’s dedication to service and customer satisfaction makes flying more enjoyable
and less stressful without having to increase the price too high, which is a significant
value in the airline industry.
5. Is JetBlue likely to continue being successful in building
customer relationships? Why or why not?
JetBlue is likely to continue their success in building strong customer
relationships just in case they ensure these factors:
- Maintain its focus on customer service, innovation, and value. Its
dedication to hiring the right employees and instilling a customer-centered
culture is a solid foundation.
- Keep differentiating itself and innovating to stay ahead (Due to
increased competition, especially from Southwest Airlines)
- Balance service improvements with cost-effectiveness
