Situation:
In 2007, JetBlue transitioned to a new CEO following a very public operational collapse at JFK airport during a February blizzard. The board put it upon the management team of the $4B airline to create a system for strategy that engaged the full cadre of leaders and articulated specific, unique objectives to grow the airline from a start-up to a major player in the industry.
Solution:
The leadership team engaged in the design of a strategic blueprint with detailed strategic objectives to deliver unexpected customer service, create an iconic brand, sustain a low cost structure, attack the seasonality profile of revenue, and make JetBlue a great place to work for all crew members.
Most notably, JetBlue went on to receive the JD Power for customer service for eight consecutive years and now operates as the largest carrier at both JFK and Boston airports. The airline has successfully evolved from a leisure airline to a major carrier in the East coast business corridor.
