Porter’s generic strategies fit how Jet Blue positioned itself

by | Oct 18, 2024 | Essays

Which of Porter’s generic strategies fit how Jet Blue positioned itself?
What are Porter’s generic strategies? See slide 21 of Lecture 2.
Find evidence in the case study that suggests that either of these strategies is used by JetBlue.
Has JetBlue made a clear choice for either of these strategies? Justify your answer.
What choices has JetBlue made in their value proposition? (use Lecture 2 slide 23 for support)
Find evidence in the case study that shows these choices were made by JetBlue.
Avoid being too specific, too detailed in your description of the three parts of the value proposition. Stay “high level”, more general.
What do you think are the implications of these choices for JetBlue, focusing on some customers and not on others?
What choices has Jet Blue made in the activities in their value chain? (What does the company do? What activities have they put in place at all levels of the firm?)
Identify and list examples of activities that JetBlue has implemented for each value chain section (from Firm Infrastructure to After-Sales Service – see Lecture 2 slides 25-27 for support).
Highlight where you found this evidence in the case study document!
Focus on where JetBlue has made specific choices in their value chain (e.g. not serving meals) and where they add most value/cut most costs
Are these individual activities in the value chain aligned with the choices made in the value proposition? Justify your answer.

JetBlue is intending to make changes: (a) remove rows of seats and (b) buy Embraer Airplanes. Do these changes align with the existing value proposition of JetBlue? Would you recommend these changes for JetBlue?

Sample solution

Dante Alighieri played a critical role in the literature world through his poem Divine Comedy that was written in the 14th century. The poem contains Inferno, Purgatorio, and Paradiso. The Inferno is a description of the nine circles of torment that are found on the earth. It depicts the realms of the people that have gone against the spiritual values and who, instead, have chosen bestial appetite, violence, or fraud and malice. The nine circles of hell are limbo, lust, gluttony, greed and wrath. Others are heresy, violence, fraud, and treachery. The purpose of this paper is to examine the Dante’s Inferno in the perspective of its portrayal of God’s image and the justification of hell. 

In this epic poem, God is portrayed as a super being guilty of multiple weaknesses including being egotistic, unjust, and hypocritical. Dante, in this poem, depicts God as being more human than divine by challenging God’s omnipotence. Additionally, the manner in which Dante describes Hell is in full contradiction to the morals of God as written in the Bible. When god arranges Hell to flatter Himself, He commits egotism, a sin that is common among human beings (Cheney, 2016). The weakness is depicted in Limbo and on the Gate of Hell where, for instance, God sends those who do not worship Him to Hell. This implies that failure to worship Him is a sin.


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God is also depicted as lacking justice in His actions thus removing the godly image. The injustice is portrayed by the manner in which the sodomites and opportunists are treated. The opportunists are subjected to banner chasing in their lives after death followed by being stung by insects and maggots. They are known to having done neither good nor bad during their lifetimes and, therefore, justice could have demanded that they be granted a neutral punishment having lived a neutral life. The sodomites are also punished unfairly by God when Brunetto Lattini is condemned to hell despite being a good leader (Babor, T. F., McGovern, T., & Robaina, K. (2017). While he commited sodomy, God chooses to ignore all the other good deeds that Brunetto did.

Finally, God is also portrayed as being hypocritical in His actions, a sin that further diminishes His godliness and makes Him more human. A case in point is when God condemns the sin of egotism and goes ahead to commit it repeatedly. Proverbs 29:23 states that “arrogance will bring your downfall, but if you are humble, you will be respected.” When Slattery condemns Dante’s human state as being weak, doubtful, and limited, he is proving God’s hypocrisy because He is also human (Verdicchio, 2015). The actions of God in Hell as portrayed by Dante are inconsistent with the Biblical literature. Both Dante and God are prone to making mistakes, something common among human beings thus making God more human.

To wrap it up, Dante portrays God is more human since He commits the same sins that humans commit: egotism, hypocrisy, and injustice. Hell is justified as being a destination for victims of the mistakes committed by God. The Hell is presented as being a totally different place as compared to what is written about it in the Bible. As a result, reading through the text gives an image of God who is prone to the very mistakes common to humans thus ripping Him off His lofty status of divine and, instead, making Him a mere human. Whether or not Dante did it intentionally is subject to debate but one thing is clear in the poem: the misconstrued notion of God is revealed to future generations.

 

References

Babor, T. F., McGovern, T., & Robaina, K. (2017). Dante’s inferno: Seven deadly sins in scientific publishing and how to avoid them. Addiction Science: A Guide for the Perplexed, 267.

Cheney, L. D. G. (2016). Illustrations for Dante’s Inferno: A Comparative Study of Sandro Botticelli, Giovanni Stradano, and Federico Zuccaro. Cultural and Religious Studies, 4(8), 487.

Verdicchio, M. (2015). Irony and Desire in Dante’s” Inferno” 27. Italica, 285-297.

JetBlue’s Strategic Positioning

Porter’s Generic Strategies

Michael Porter’s generic strategies outline three competitive strategies that firms can adopt:

  1. Cost Leadership: This strategy involves offering products or services at a lower cost than competitors while maintaining comparable quality.  
  2. Differentiation: This strategy involves offering products or services that are perceived as unique or superior to those of competitors.
  3. Focus: This strategy involves targeting a specific market segment and tailoring products or services to meet their unique needs

JetBlue’s Strategic Positioning

Porter’s Generic Strategies

Michael Porter’s generic strategies outline three competitive strategies that firms can adopt:

  1. Cost Leadership: This strategy involves offering products or services at a lower cost than competitors while maintaining comparable quality.  
  2. Differentiation: This strategy involves offering products or services that are perceived as unique or superior to those of competitors.
  3. Focus: This strategy involves targeting a specific market segment and tailoring products or services to meet their unique needs

JetBlue’s Strategy

JetBlue has primarily adopted a differentiation strategy. The airline has focused on providing a unique and superior customer experience, emphasizing low fares, free snacks and drinks, and a more relaxed and enjoyable travel experience.

Evidence from the Case Study

The case study provides several examples of JetBlue’s differentiation strategy:

  • Low fares: JetBlue has consistently offered lower fares than its competitors, attracting price-sensitive customers.
  • Free snacks and drinks: JetBlue provides complimentary snacks and drinks to all passengers, a feature that sets it apart from many other airlines.
  • Comfortable seating: JetBlue offers more legroom and comfortable seats than many other airlines.
  • Exceptional customer service: JetBlue has a reputation for providing excellent customer service, with friendly and helpful flight attendants.

Value Proposition

JetBlue’s value proposition is based on providing a high-quality, low-cost travel experience. The airline focuses on offering customers:

  • Affordable fares: JetBlue’s fares are generally lower than those of its competitors.
  • Exceptional service: JetBlue strives to provide excellent customer service, with a focus on friendliness and helpfulness.
  • Comfortable travel: JetBlue offers more legroom and comfortable seats than many other airlines.

Implications for Customers

JetBlue’s focus on low fares and exceptional service may appeal to a wide range of customers, including budget-conscious travelers, families, and business travelers. However, this strategy may not be suitable for customers who prioritize premium features or luxury amenities.

Value Chain Activities

JetBlue has implemented several activities along its value chain to support its differentiation strategy:

  • Procurement: JetBlue has negotiated favorable terms with suppliers to reduce costs and ensure a reliable supply of aircraft, fuel, and other essential resources.
  • Operations: JetBlue has invested in efficient operations to minimize costs and improve on-time performance.
  • Marketing and Sales: JetBlue has focused on building brand awareness and attracting customers through effective marketing and sales campaigns.
  • Customer Service: JetBlue has prioritized customer service and trained its employees to provide exceptional care to passengers.

Alignment with Value Proposition

JetBlue’s individual activities in the value chain are aligned with its focus on providing a high-quality, low-cost travel experience. For example, the airline’s focus on efficient operations and cost management helps to keep fares low, while its investment in customer service ensures a positive travel experience.

Proposed Changes

While removing rows of seats and buying Embraer airplanes may seem like a way to reduce costs and increase profitability, these changes could potentially undermine JetBlue’s differentiation strategy. Customers who choose JetBlue often do so because of the comfortable seating and spacious cabin. Removing rows of seats could compromise this aspect of the customer experience.

Additionally, the decision to buy Embraer airplanes may not be aligned with JetBlue’s long-term strategy. While these smaller planes may be more fuel-efficient, they may also limit JetBlue’s ability to expand its network and compete with larger airlines.

Therefore, I would recommend that JetBlue carefully consider the potential implications of these changes and evaluate whether they are consistent with its overall strategic goals.

 

 

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