捷蓝的市场营销分析案例英文版.docxVIP

Individual Assignment 2 (30 points) Due: 5:00pm Mar 07, 2013 Objective: Students will learn how to identify the research questions in the case study; analyze the market situations; and make suggestions or recommendations to solve the marketing problems. Creative suggestions or recommendations are especially encouraged! Instructions: Please read the case study and answer the 5 questions below. Individual assignment 2 should be turned in on Blackboard with an attached word file (see the “ assignments ”) Please note the deadline. If you miss the deadline, but turn in the assignment within 3 days (5:00pm Mar 10, 2013), 5 points will be deducted for the delay. After 3 days pas sed the deadline, no late work will be accepted. Please submit the late turn-in to Dr. R ebecca Tang by ISU email. Background Study: Students are advised to conduct marketing research before answering the questions. . (Background study does NOT need to be shown in the answer sheet students turn in). There are several potential approaches of marketing research: Consider whether JetBlue ’ s PR response was enough or could they have done more for their customers? Analyze JetBlue ’ s response to how other airlines have responded to similar situations Prepare a SWOT for JetBlue Real Choices at Jet Blue When low-cost carrier JetBlue Airways began operations in 1999, it promised customers cheap fares combined with exceptional service. JetBlue planes offer more leg room and all seats on JetBlue planes offer passengers 36-channel DIRECTT? V service on seat-back screens. 1 For seven years, JetBlue, with a few exceptions, kept its promise to passengers and shot to the top of customer satisfaction surveys J.D. Powers and Associates conducted. On Valentine ’ s Day, 2007, however, the airline suffered theriwsiosrisnt c its history. Due to an unexpected New York ice storm, nine JetBlue planes full of passengers were stranded on the tarmac for over 6 hou–rsone plane and its 130 passengers sat on the tarmac for 10