BUS499 CUNY Queens College Jetblue Airline Presentation Please prepare the presentation based on the contents attached as a word document. Format presenta

BUS499 CUNY Queens College Jetblue Airline Presentation Please prepare the presentation based on the contents attached as a word document.

Format presentation as if you were presenting a real life presentation that you were working on in a company. A template is provided ( See attached tempelate for powerpoint) as a suggestion for the presentation. You can use it or modify as long as the core elements of the presentation are present. Your presentation should also include speaker’s notes and proper citation of sources. You will individually narrate your portion of the presentation for the area assigned. You may use some other presentation tools such as YouTube, present.me, Prezi, podcast, and so on instead of PowerPoint. Here are some tutorials on how to use some of these tools:

• Using GoAnimate on YouTube (Links to an external site.)

Things to Remember!

? Be sure to include speaker’s notes and proper citation of sources in your presentation.

? Be sure to review your writing for grammar and spelling before posting. BUS499 Final Project Team
Presentation
Before You Begin . . .
(Delete this slide from your presentation)
The final project (presentation and report) was designed to give
students/teams the opportunity to investigate, provide evidence
of, and critique the strategies of a pre-assigned publicly traded
organization. During the course, you became familiar with your
assigned firm’s mission, history, organizational structure,
culture, and internal controls. Additionally, you reviewed
corporate/business/functional strategies, and
internal/external/competitive/regulatory/geopolitical
environments in which the organization exists.
Conclusions and recommendations regarding long-term
competitive advantage were required in your report and need to
be included in this presentation.
The Final Project Presentation
(Delete this slide from your presentation)
This template is just that, an outline of items to
include in your team presentation. You can add to
this template, just ensure you cover all required items
and stay within assigned time constraints.
Assigned Company Name
[Company Logo & Home
Webpage]
? [Team Member’s Names]
Company Mission Statement
?
What is the Company’s Mission Statement
?
[A mission statement is a company’s constant reminder
to its employees and customers of why the company
exists.] This should be available on the company’s
homepage
Company Overview
?
?
?
?
?
Mission, Vision, Goals
Brief History
Organizational Structure
Organizational Culture
Corporate Social Responsibility Initiatives
Strategic Analysis
?
?
?
?
?
Internal Strengths & Weaknesses
External Opportunity & Threats
? Include a discussion Porter’s five forces
model as it relates to your company’s
industry
? Industry life-cycle analysis
? External environment factors
SWOT Analysis Evaluation
Financial Analysis
Overall competitive position
SWOT Analysis
?
Include your SWOT Analysis Chart
Porter’s Five Forces Analysis
?
Include your Porter Five Forces Analysis
Corporate Level Strategy Analysis
Include corporate level strategy
? Include strategic business units/divisions
? Include relationship(s) among the company’s
businesses units/divisions
?
Business Level Strategy Analysis
Identify competitive strategies for each the
business units/divisions
? Identify functional strategies that build
competitive advantage through superior
efficiency, quality, innovation, and customer
responsiveness
?
?
Finance, Operations, Human Resource Management,
Marketing
Control Systems
Strategic
? Operational
?
Conclusions
Is this an attractive industry in which to
compete? Why/Why not?
? What can the company do to turn weaknesses
into strengths and threats into opportunities?
? Are current strategies profitable and
sustainable?
?
Questions
References
? Include your presentation references
Running head: M7A3: THE CAPSTONE FINAL PROJECT
M7A3: The Capstone Final Project
Faiga Kurpenia
Jissairis Lajara
Aarohi Patel
Gita Weingarden
Excelsior College
Professor Herbert Sherman
1
M7A3: THE CAPSTONE FINAL PROJECT
2
Table of Contents:
Acknowledgments………………………………………………………………………………………………… 2
Introduction- Company Overview ………………………………………………………………………….. 3
Strategic Anlysis ………………………………………………………………………………………………….. 4
Internal Strenghts and Weaknesses …………………………………………………………………………. 5
External Oppurtunity and Threats …………………………………………………………………………… 7
Industry Life-cycle and External Enviorment Factor Analysis……………………………………. 8
Financial Analysis ………………………………………………………………………………………………. 10
Overall Competitive Position…………………………………………………………………………………11
Corporate Level Strategy …………………………………………………………………………………….. 12
Strategic Buisness Units ……………………………………………………………………………………… 13
Relationship Between Business Units …………………………………………………………………… 14
Business Level Strategy ………………………………………………………………………………………. 14
Business Unit Competitive Strategy ……………………………………………………………………… 15
Functional Strategies …………………………………………………………………………………………… 16
Control Systems …………………………………………………………………………………………………. 17
Conclusions ……………………………………………………………………………………………………….. 18
References …………………………………………………………………………………………………………. 21
Acknowledgments:
This project was done as a team by Faiga Kurpenia, Jissairis Lajara, Aarohi Patel, and Gita
Weingarden.
I.
Introduction- researched and written by Faiga Kurpenia
II.
Strategic Analysis- researched and written by Gita Weingarden
III.
Corporate Level Strategy Analysis- researched and written by Aarohi Patel
IV.
Business Level Strategy- researched and written by Aarohi Patel
V.
Control Systems- researched and written by Jissairis Lajara
VI.
Conclusions- researched and written by Jissairis Lajara
Writings were compiled, edited and arranged by Gita Weingarden
PresentationFaiga Kurpenia wrote short summary for each topic
Jissairis Lajara and Aarohi Patel worked together to put together the presentation.
Jissairis Lajara did the voice recording for the presentation.
M7A3: THE CAPSTONE FINAL PROJECT
3
M7A3: The Capstone Final Project
I.
Introduction- Company Overview
JetBlue Airlines, one of the top airlines in the United States was founded at the end of the
1900’s by David Neeleman. They opened up with the goal of offering a low cost, convenient
airline that will be beneficial and affordable to all. Annually they carry 30 million passengers
around the world to more than 100 destinations. They have been earning a nice profit over the
last few years and are succeeding in the airline industry despite the many competitions out there.
(Chandrappa, 2014)
JetBlue’s mission statement is to “make inspiring humanity happen, a single action at a
time” (JetBlue) whether they are in the air or on the ground. They hold all employees
accountable from day one on the job to ensure that these values are followed, and that all
customers receive the best experience. JetBlue understands the value of public relations and
works hard to maintain it and offer the best service possible to all consumers. “The JetBlue
experience teaches all of us how to come in for a safe landing, in more ways than one” (Cohen,
2006).
The current CEO of JetBlue is Robin Hayes and together with his team he works hard to
continue allowing JetBlue to follow their goals for success in the world. Under the leadership of
Mike Elliott, JetBlue’s People Department works to inspire a culture of humanity at JetBlue that
reflects its core values of safety, caring, integrity, passion and fun. (JetBlue, 2019)
The culture of a company is its DNA. It is what the employees live and breathe daily in
order to provide customers with the best experience they can get. JetBlue’s culture is tied
M7A3: THE CAPSTONE FINAL PROJECT
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together with their mission statement of making humanity happen. Their culture is to do
everything in their power to give the customer the best experience from before they even get on
to the plane, until they reach their destination. They will do everything they can to ensure that
this happens. (JetBlue)
JetBlue works to inspire others in the communities they serve as well. Together with nonprofit organizations, they use their mission of inspiring humanity to make a difference in the
lives of others on the ground and not only in the air. They work hand in hand with local, national
and global organizations to help others as much as they can. (JetBlue Airways) Examples of this
would be they’re recycling campaign and uniform donations. They have a recycling campaign to
recycle all supplies they use on their domestic flights and donate the money they earn from that
to charity. In their first year they recycled approximately 28 million cans and bottles. In 2014,
they switched to new uniforms and donated all their old ones and extra material to be recycled
and sold in support of education and sanitation programs. (Hayes, Robin, 2019)
II.
Strategic Analysis
Strategic Analysis is a procedure that includes researching and analyzing a company’s
industry and environment that it operates in. This analysis helps a company create for itself goals
and missions that it would like to achieve. The planning and analysis are a constant thing that
companies have to do to make sure their company will be able to continue to operate and bring
them revenue. There are many different kinds of strategic analysis this analysis both involves the
internal and external parts of the company. Companies can use many different kinds of analysis’s
an example of some of them being Porter’s five force analysis, and the SWOT analysis. We will
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analyze JetBlue using the Porter’s analysis, SWOT analysis, and look at their financial
statements.
Internal Strengths and Weaknesses
The S and W of SWOT are the factors that influence the internal part of the company.
The S represents the strengths of the company and what makes it greater then another company.
The W represents weaknesses of the company, and what the company is lacking in and needs to
work on.
The strengths of a company are what makes it more superior then it’s competitors. In
order for a company to do well they always need to aim to be better than their competitors. To
begin with JetBlue services many locations. They service more than 100 locations in many
different countries (JetBlue, n.d.). They are also known to be one of the lowest costing airlines in
America. Hopper Media rates JetBlue as the second to cheapest airline to fly in the United States.
The company is also run by a very strong and confident leaders and executives. When comparing
the cost of operation for JetBlue and United Airlines, JetBlue came up as the company with the
lowest cost of operation (Macrotrends, 2019). On JetBlue’s website one can find that JetBlue
offers some in-flight entertainment, unlike the entertainment that many other airlines don’t offer.
This would include TV screens by every seat, and other sources of entertainment (JetBlue, n.d.).
Besides for JetBlue having a very strong standing in their current market, they have also tested
the grounds and tried accessing new markets, and working on appealing to new customers. They
were, “the first airline in the world to put doors on business class seat (Ben, 2019)”. The
company has always maintained a very high level of customer satisfaction process through their
dedicated Customer Relationship Management (CRM) department that has helped them in
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providing best of services to their existing customers and achieve a good brand equity amongst
the potential customers. Although after 9/11 many airlines profit decline, JetBlue’s continued to
grow. By analyzing macrotrend’s 15-year profit statement, one can see that their profit has only
gone up (Macrotrends, 2019). To service most of their clients JetBlue has set up a website that is
fairly easy to navigate. In 2018, “JetBlue officials announced the launch of the airline’s
redesigned website as part of the brand’s ongoing digital transformation (Wood, 2018)”. As an
extra asset to the company JetBlue is adding more airplanes to their flight, and are thinking of
adding a few additional ones besides for those (JetBlue, 2019).
Weaknesses in a company are the areas that a company is lacking in, and can use some
improvement. Sometimes these weaknesses get in the way of the companies’ strengths, so they
should be taken care of. A big weakness that JetBlue has is that they don’t have that many
international destinations. They are mostly servicing the United States. Also, they aren’t always
following with current industry, and listening to customers supply and demand. Inside the
company when researching to see what employee satisfaction is, one gets mixed understandings.
It appears as though most people are satisfied with their job, but there are those that aren’t so
happy. There is a larger employee turnover then most companies, and some employees don’t
really have such a great work moral. Jessica Wick in 2018 rated JetBlue in 2018 as 4th to top
airline in employee satisfaction. Also, the net contribution percentage and the profitability ratio
percentage of the company is below the industry average. Another large issue that JetBlue and
many other airlines are coming up with is the cost of fuel is going up. This rise in cost effects the
total cost and profit that the company makes. The rise in fuel cost can also affect the price of
tickets. Executives are warning consumers that the price of tickets may go up due to the rise in
cost of fuel (White,2018).
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External Opportunity and Threats
The O and T of SWOT represent the external factors that affect the company’s operation
and profit. The O represents the opportunities that exist in the external world of the company that
can help the company be successful. The T signifies the threats that stand in the way of the
company’s success.
Opportunities are the chances in the external world that the company can take to
enhance their success. There are many opportunities for a company to make themselves greater.
In 2018 America was the largest economy in the world according to the data from International
Monetary Fund (Smith, 2018). Being that America was the largest market, JetBlue could work
on servicing more to America which is their largest market. JetBlue can also open up more to the
international market, and add more destinations around the world. Due to the great advancement
of usage in social media around the world, JetBlue can spend more of their time and faculties
advertising and servicing customers online. Also, recently there has been a large increase in
tourism around the world due to the fact that travel has become cheaper. JetBlue can take
advantage of that and look to enhance their consumers vacation. As the year’s advance
technology advances, and JetBlue has to take this opportunity to make sure their airline is
advancing with the times.
Threats are obstacles on the external of the company that gets in the way of the business.
A company has to learn how to deal in the environment where the threats exist, and still flourish.
A very oblivious threat that most companies are faced with especially JetBlue are competitors
joining the market. When new competitors join the market there is a chance that they can grab
JetBlue’s customers and then JetBlue is at loss. JetBlue has to work on keeping themselves on
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top of the market, and that none of their current customers would want to switch airlines. Besides
for new competitors joining the market, there is also the threat of current competitors advancing
with social trends ahead of them. They have to work on advancing with times and not stay in the
past. Another threat that JetBlue and other airlines face is the fluctuation in demand due to
terrorism. “When events like the bombings in Paris or Brussels happen, we as human beings let it
affect the decisions that we make. We tend to become more cautious about traveling to certain
parts of the world, which is directly related to dips in airline stock (Bryant, 2018).” Also, there is
the issue of irregular demand schedule because of when most people want their vacations. This
irregularity makes profit not evenly distributed, and it isn’t always so predictable. Lastly, as an
international and domestic business JetBlue has to make sure to update and follow the rules and
regulations that keep on changing. If they don’t follow these rules and regulations it will affect
their permitted operation, and they may have to pay fines.
Industry Life-cycle and External Environment Factor Analysis
An industry life cycle illustrates the stages where a business will operate, progress, the
businesses prospect, and when it will fall through in the industry. This life cycle usually contains
a few stages; the startup, growth of the industry, revamp, maturity stage, and then the industries
decline (CFI, n.d.). Additionally, there are always external factors that will affect an industry’s
growth and profit. The airline industry is a very unpredictable industry and it is easily affected by
events that go on in the world. The commercial aviation industry has been in existents for a long
time, the first flight was in 1914 (Sharp, 2018). We will see how the commercial airline industry
has progressed over the past 100 years and at what makes it do well economically.
M7A3: THE CAPSTONE FINAL PROJECT
In 1950’s it became more common for people to fly to get to their destination. Until now
it was a faraway dream for many. Not many airlines existed before. Airplanes were mostly used
for war to carry soldiers, and shoot missiles. At this point airplanes were flying faster and it
became more of a convenience then a novelty for people (Smithsonian, n.d). In the 50’s people
still believed that flying was something special and magical, and some believed it was an actual
vacation. They would wear their finest when they flew (Strutner, 2014). This being part of the
growth and revamping of the aviation industry. As the years progress more are able to afford
flying and need to get to their destinations faster, so the airlines need to accommodate their
needs.
The commercial airline industry works in a cycle, its business is dependent on the
country and world’s economics. When the world and country is flourishing economically and
people are just looking to dispose of their income the airline industry does well. In such times
people don’t really care what they spend their money on, so airlines bring in a high revenue
(Schmidt, n.d.). Airlines are dependent on the people to continue operating and making revenue.
Currently we are in the maturity stage of the airline industry. This industry is relying on the
economics and people to keep them operating and flourishing.
The airline industry is affected greatly by the external environment. There are many
factors that affect the industry, and by affecting the industry they affect the industries life cycle.
Airline industries currently are being affected very hard by the cost of fuel. Their profits are
going down, way lower then what they were in a long time. One of airlines biggest expenses is
jet fuel, and the costs have been rising and there are no real better alternatives (Wings Journal,
2019). Another factor that affects the industry is terrorist attacks like 9/11 that instill fear in the
people to fly. “Airlines experienced at least a 30 percent reduction in demand during the initial
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shock period immediately following the reopening (Logan, 2018)”. Although this affected the
industry greatly in the beginning, the industry really has grown much more.
The airline industry has flourished greatly since its slow beginnings in the early 1900’s.
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