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Introduction

Strategic management is an essential part of any successful business. However, the type of approach chosen depends on prevailing internal and external factors. Consequently, the essay will examine some these factors in relation to the strategic approach chosen.

Question 1

Description of Jet Blue Airline’s business model

Jet Blue’s Business model is a combination of two aspects. The first is that the company continually improves its product offering i.e. it is dynamic. At first, it marketed itself as a low cost Airline. However, with time, the company realized it could improve its image through good customer service and this has been a propelling factor for the Airline. The second aspect of Jet Blue’s business model is to operate with a lean staff base. They only have a small number of employees as they direct customers to deal with flight issues online. This lean business model has been the most important contributor to the company’s profitability. (Schienberg, 2006)

How the concept of improvisation is important to the Airline’s ability to compete

Jet Blue is a low cost Airline and cannot afford an extra team of in-flight kitchen employees. The company realized that offering food is an important segment of customer service. It improvised by substituting food with friendly attendants, personalized television sets and very comfortable seats. Besides this, the Airline’s leg space is adequate enough for it passengers.

Improvisation can also be seen by the fact that company conducts all its booking online. There is no need to employ extra staff to deal with the large numbers directly thus minimizing operating expenses. Additionally, the company deals with the extra workload by offering training and development. Therefore the company equips its staff members to deal with extra tasks and duties. This is also another form of improvisation. (Aguilar, 1997). universite.