捷蓝的市场营销分析案例英文版

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1、IndividualAssignment2(30points)Due:5:00pmMar07,2013Objective:Studentswilllearnhowtoidentifytheresearchquestionsinthecasestudy;analyzethemarketsituations;andmakesuggestionsorrecommendationstosolvethemarketingproblems.Creativesuggestionsorrecommendationsareespeciallyencouraged!Instructions:-

2、Pleasereadthecasestudyandanswerthe5questionsbelow.-Individualassignment2shouldbeturnedinonBlackboardwithanattachedwordfile(seethe“assignments”)-Pleasenotethedeadline.Ifyoumissthedeadline,butturnintheassignmentwithin3days(5:00pmMar10,2013),5pointswillbedeductedforthedelay.After3dayspassedth

3、edeadline,nolateworkwillbeaccepted.Pleasesubmitthelateturn-intoDr.RebeccaTangbyISUemail.BackgroundStudy:Studentsareadvisedtoconductmarketingresearchbeforeansweringthequestions..(BackgroundstudydoesNOTneedtobeshownintheanswersheetstudentsturnin).Thereareseveralpotentialapproachesofmarketing

4、research:·ConsiderwhetherJetBlue’sPRresponsewasenoughorcouldtheyhavedonemorefortheircustomers?·AnalyzeJetBlue’sresponsetohowotherairlineshaverespondedtosimilarsituations·PrepareaSWOTforJetBlue·RealChoicesatJetBlueWhenlow-costcarrierJetBlueAirwaysbeganoperationsin1999,itpromisedcustomersche

5、apfarescombinedwithexceptionalservice.JetBlueplanesoffermorelegroomandallseatsonJetBlueplanesofferpassengers36-channelDIRECTTV®serviceonseat-backscreens.4Forsevenyears,JetBlue,withafewexceptions,keptitspromisetopassengersandshottothetopofcustomersatisfactionsurveysJ.D.PowersandAssociatesco

6、nducted.OnValentine’sDay,2007,however,theairlinesufferedtheworstcrisisinitshistory.DuetoanunexpectedNewYorkicestorm,nineJetBlueplanesfullofpassengerswerestrandedonthetarmacforover6hours–oneplaneandits130passengerssatonthetarmacfor10hours.Theplanesleftthegateandthenfoundtheycouldn’ttakeoffb

7、uttheairlines,feelingthatthestormwouldletupbymidmorning,didnotallowtheplanestoreturntothegate.Intheend,thewheelsoftheplaneswerefrozenintheslush,unabletomove.InthenextfewdaysthingsgotevenworseforJetBlueasasnowballeffect(pardonthepun)fromthestormcausedhundredsof