1IndividualAssignment2(30points)Due:5:00pmMar07,2013Objective:Studentswilllearnhowtoidentifytheresearchquestionsinthecasestudy;analyzethemarketsituations;andmakesuggestionsorrecommendationstosolvethemarketingproblems.Creativesuggestionsorrecommendationsareespeciallyencouraged!Instructions:-Pleasereadthecasestudyandanswerthe5questionsbelow.-Individualassignment2shouldbeturnedinonBlackboardwithanattachedwordfile(seethe“assignments”)-Pleasenotethedeadline.Ifyoumissthedeadline,butturnintheassignmentwithin3days(5:00pmMar10,2013),5pointswillbedeductedforthedelay.After3dayspassedthedeadline,nolateworkwillbeaccepted.Pleasesubmitthelateturn-intoDr.RebeccaTangbyISUemail.BackgroundStudy:Studentsareadvisedtoconductmarketingresearchbeforeansweringthequestions..(BackgroundstudydoesNOTneedtobeshownintheanswersheetstudentsturnin).Thereareseveralpotentialapproachesofmarketingresearch:ConsiderwhetherJetBlue’sPRresponsewasenoughorcouldtheyhavedonemorefortheircustomers?AnalyzeJetBlue’sresponsetohowotherairlineshaverespondedtosimilarsituationsPrepareaSWOTforJetBlueRealChoicesatJetBlueWhenlow-costcarrierJetBlueAirwaysbeganoperationsin1999,itpromisedcustomerscheapfarescombinedwithexceptionalservice.JetBlueplanesoffermorelegroomandallseatsonJetBlueplanesofferpassengers36-channelDIRECTTV?serviceonseat-backscreens.2Forsevenyears,JetBlue,withafewexceptions,keptitspromisetopassengersandshottothetopofcustomersatisfactionsurveysJ.D.PowersandAssociatesconducted.OnValentine’sDay,2007,however,theairlinesufferedtheworstcrisisinitshistory.DuetoanunexpectedNewYorkicestorm,nineJetBlueplanesfullofpassengerswerestrandedonthetarmacforover6hours–oneplaneandits130passengerssatonthetarmacfor10hours.Theplanesleftthegateandthenfoundtheycouldn’ttakeoffbuttheairlines,feelingthatthestormwouldletupbymidmorning,didnotallowtheplanestoreturntothegate.Intheend,thewheelsoftheplaneswerefrozenintheslush,unabletomove.InthenextfewdaysthingsgotevenworseforJetBlueasasnowballeffect(pardonthepun)fromthestormcausedhundredsofflightstobecancelled–JetBlue’sflightattendantsandpilotswerenotwheretheywereneededandthecompany’scommunicationsystemstaffpeoplewerenottrainedtotellthemwhattodo.Atsomeairports,policehadtobecalledintohelpcalmdowntheiratecustomers.WhiletheairlinewasfarlessthansatisfactoryinitsresponsetotheValentine’sDayicestorm,itsresponsetothecrisiswasamodelofexcellentPR.Seekingtoquicklyrespondtothecrisisandappeaseangrycustomer,CEODavidNeelemanquicklyapologizedtocustomersandexplainedwhatwentwrong.Hesaidhefelt“mortified”and“humiliated.”Togethismessageacross,heappearedonCNN’sAmericanMorning,Today,FoxandFriends,andSquawkBoxearlythenextday.ButJetBluedidmorethanjustapologizetoconsumers.TheairlineofferedpassengerswhowerestrandedonJetBlueplanesforthreehoursormoreafullrefundplusafreeround-triptickettoanyJetBluedestination.Inall,theairlinespent$30milliononvouchersforpassengersofthe1,102cancelledflights.InadditiontoitsimmediateresponsetotheFebruarycancellations,JetBlueciteditsdedicationto“bringinghumanitybacktoairtravel”andestablishedaCustomerBillofRightsretroactivetoFebruary14.TheBillofRightsoutlineswhatJetBluewillprovidetoitscustomersincasesofflightcancellations,departuredelays,overbookings(customerswhoaredeniedboardingwillreceived$1000),andevenwhentheDIRECTTV?isinoperable.Butwillthesechangessatisfycustomers?Mostcustomers...
