Case Study Jet Blue Airways
In December 2006, Getable announced another component of the ART, when they explained the reasoning behind their decision to remove a row of seats off their Asses. The removal of the seats will lighten the aircraft by 904 lb (410 keg), and will reduce the infilling crew size from four to three (per FAA regulation requiring one light attendant per 50 seats), thus offsetting the lost revenue from the removal of seats, and further lightening the aircraft, resulting in less fuel burned In January 2007, Getable announced it had returned to profitability with a fourth quarter profit for 2006, reversing a quarterly loss in the year-earlier period.
As part of the ART plan, sass’s full year loss was $1 million compared to sass’s full year loss of $20 million.
Getable was one of the few major airlines to post a profit in the quarter. While its financial performance started showing signs of improvement, in February 007, Getable faced a crisis, when a snowstorm hit the Northeast and Midwest, throwing the airline’s operations into chaos. Because Getable followed the practice of never canceling Talents, It celesta Trot calling Talents or, even when ten Ice storm and the airline was forced to keep several planes on the ground.
Because of this, passengers were kept waiting at the airports for their flights to take off. In some cases, passengers who had already boarded their planes were kept waiting on the tarmac for several hours and were not allowed to disembark. However, after all this, he airline was eventually forced to cancel most of its flights because of prevailing weather conditions.
The fiasco reportedly cost Getable $30 million. David Barge after a presentation in October 2010 On May 10, 2007, Getable announced Barge’s appointment as CEO, who also retains the position of President.
Melanin, who was named non-executive Chairman of the Board, said “This is a natural evolution of our leadership structure as Getable continues to grow. As Chairman of the Board of Directors, I will focus on developing Stable’s long-term vision and strategy, and how we can continue to be a preferred reduce in a commodity business. ” On July 24, 2007, Getable reported that its second- quarter revenue increased to $730 million, compared to $612 in 2006. Second quarter net income grew to $21 million for the quarter, from $14 million the previous year.
CEO David Barge said the airline will take delivery of three fewer planes this year and will sell three planes from their current fleet, “slowing capacity growth… To strengthen our balance sheet and facilitate earnings growth”, but will continue to add two to four new destinations each year. In July 2007, the airline partnered with 10th Century Fox’s film The Simpson Movie to become the “Official Airline of Springfield. ” In addition a contest was held in which the grand prize would be a trip on Getable to Los Angles to attend the premiere of the film.
The airline’s website was also redecorated with characters and their favorite Getable destinations and the company was taken over by the show/film’s businessman villain Montgomery Burns. In August 2007, the airline announced the addition of exclusive content from The New York Times in the form of an in-flight video magazine, conducted by Times’ journalists and content from Anytime. Mom. On October 1 1, 2007, Getable announced expanded service to the Caribbean with service to SST. Marten and Puerco Plat commencing January 10, 2008.
With these additional destinations, Stable’s service expanded to a total of twelve Caribbean/Atlantic destinations including Aruba; Barbados; Bermuda; Canјn; Nassau; Gaudily, Pence and San Juan, Puerco Rice; and Santiago and Santos Domingo, Dominican Republic. On November 8, 2007, Getable announced the appointment of De Barnes as interim CUFF, following the resignation of former CUFF John Harvey. On December 13, 2007, Getable and German-based Lufthansa announced their intent to sell 19% of Getable to Lufthansa, pending approval from US regulators.
Following the acquisition, Lufthansa stated they plan to seek operational cooperation with Getable. Lufthansa plans to offer connections to Getable flights in Boston, New York OFFS), and Orlando International Airport. In the March edition of Airways Magazine, it was announced that Getable partnered with Yahoo! And BlackBerry producer, Research in Motion, that the airline would offer free, limited Wi-If capabilities on NINJA, an Airbus AWAY-200 dubbed “Beatable.
” People can access e-mail with a Wi-If capable Blackberry, or use Yahoo! S e-mail and instant messaging with a Wi-If capable laptop.
On March 19, 2008, Getable announced the addition of Orlando, Florida as a gateway focus city to international destinations in e car Dean, Mexico, Ana south America. New International routes Trot Orlando International Airport include Canјn, Mexico, Bridgetown, Barbados, Bogota, Colombia, Nassau, Bahamas, San Joss©, Costa Rica and Santos Domingo, Dominican Republic. In conjunction with the addition of new routes the airline will continue significant expansion of operations at Orlando International Airport including a landed 292-room lodge that will house trainees attending the existing “Getable University” training facility.
On April 8, 2008, Getable introduced a new “Happy Jetting” brand campaign.
The marketing campaign, developed in partnership with JET New York, emphasizes competitive fares, service and complimentary onboard amenities such as free satellite television and radio, snacks and leather seats. On May 21, 2008, Getable named Joel Peterson chairman and Frank Sick vice chairman of its board of directors, replacing David Melanin, who stepped down as CEO in 2007.
On August 4, 2008, the Associated Press reported that Getable would replace their cycled pillows and blankets with an “experienced” pillow and blanket package that passengers would have to purchase for use. Each package will cost $7, and will include a $5 coupon from retailer Bed, Bath and Beyond. This decision is the latest in a series of moves designed to increase revenue.
Getable told the Associated Press that it expects to collect $40 million from passengers selecting seats with extra legroom and $20 million from passengers paying $15 to check a second bag.
As of September 8, 2008 Getable charges passengers $10-$30 for an extended-leg-room seat depending on the length of the flight. In September 2008 Getable began operating Republican Vice-presidential candidate Sarah Paling’s campaign aircraft, an IEEE. On October 13, 2009, the airline unveiled a modification to its livery in commemoration of the upcoming 10th anniversary of the airline in February 2010. Besides a new tail design, the revised livery includes larger “billboard” titles extending down over the passenger windows at the front of the aircraft. The logo word Getable’ will no longer be silver and blue but now a dark, Ana blue.
On October 22, 2008 Getable opened its new primary hub at John F. Kennedy International Airport OFFS), Terminal 5, or simply TO. The mostly new terminal, costing approximately $800 million, partially encircles the historic TWA Flight Center, the former Trans World Airlines terminal designed by Error Searing, which remains closed. According to the plan, passengers will eventually be able to check in for flights in the landmark building, then transfer to the new structure via the original passenger departing-arrival tubes from Sardine’s original terminal and its 1969 addition by Ruche-Dandelion.
The first flight arrived from Bob Hope Airport (86#358) at 5:06 am followed by arrivals from Oakland International Airport and Long Beach Airport, respectively. The last flight to operate out oft was a departure to Rafael Hernandez Airport in Gaudily, Puerco Rice, departing at 1 1 pm.
201 so On June 16, 2010, Getable began selling snack boxes on Airbus AWAY flights over 3 hours, 45 minutes. There are 5 options for $6 each.
In March 22, 2010, Getable turned down incentives from the City of Orlando and announced its headquarters would keep its Forest Hills office, start leasing and using a new office in the Brewster Building in Long Island City, New York. In Queens Plaza in Long Island City, move its nonstarters tense In mom 2, an s art Joint Dragging deal wit n New York s sing the iconic I Love NY logo. On October 14, 2010, the California Council of the Blind and three individuals with visual impairments have filed a lawsuit against Getable Airways in Federal Court on allegations that Stable’s website and airport kiosks are not accessible.
On October 18, 2011, Getable announced that Chief Financial Officer De Barnes had resigned effective immediately.
The company’s treasurer, Mark Powers, was appointed interim CUFF until a replacement for Barnes could be found. On June 13, 2012, Getable ranked ‘Highest in Customer Satisfaction Among Low Cost Carriers in North America’ by J. D. Power and Associates, a customer satisfaction recognition received for the eighth year in a row. Over View of History of Getable Airways Getable was founded in 1999 as “Unaware” by David Melanin, formerly employee of Southwest Airlines.
First Airbus AWAY aircraft arrived in early December, 1999 * Unaware started commercial operations in mid-February, 2000, with its inaugural flight between JEFF and Fort Lauderdale, FL. * During 2000, new aircraft Joined the fleet, and a lot of destinations were added to the network, and by the end of the year, Getable flies its one millionth customer, reporting $100 million in loon revenue. * During the downturn in airline travel that followed the September 1 1, 2001 attacks, Getable was one of only a few U. S. Airlines that made a profit, with strong financial results throughout the 2002-2004 years. * In March, 2002, Getable flies its five millionth customer.
* On the 31st of January, 2003, Getable reports $54. 9 million net income for 2002, and by the end of the year, new aircraft Join the fleet, and new destinations are being added. * In early January, 2004, Getable announces new in-flight entertainment options to be added: 100 Hansel of XML Satellite Radio and movie channels featuring 20th Century Fox movies and TV programming. * On the 13th of July, 2004, Getable flies its 25 millionth customer. During 2005, new routes are being added to the network, new planes continue to be delivered, and at the end of the year, online check in, with online baggage check in is being added to the website.
* In February, 2006, Getable announced its first quarterly loss ever, but returned to profitability by January, 2007. * In October, 2007, Getable was named Best U. S. Airline by Condo© Nasty Traveler readers for the 6th year running. New destinations continue to be added, and refundable fares are introduced in late January, 2008.
Bogota, Colombia becomes Stable’s first South American destination in late January, 2009, and on the 26th of March, 2009, San Joss©, Costa Rica becomes Stable’s first destination in Central America. * In 2010, Getable Airways signs interline agreements with EL AL Israel Airlines and South African Airways. * In March 2011, Getable Airways begins interline service with a transatlantic leader, Virgin Atlantic. * In June 2011, Getable Airways introduced 2 new products and services: Even More Space, replacing
Even More Legroom and offering extra legroom and early boarding, and Even More Speed, giving access to expedited airport security. * In November 2012, Trouble Mosaic Elite Program, an enhancement to the existing loyalty program, is launched. * In 2012, Getable Airways signed interline and icosahedra agreements with new or existing partners: Emirates, Hawaiian Airlines, Japan Airlines, Korean Air, and Turkish Alertness.
In areaway 2013, Getable Airways Introduced Module Boarding Passes along with new phone app. * In March 2013, Getable Airways announced its 80th Publicity – Worcester, Massachusetts.
No deadly incidents involving Getable aircraft have been recorded so far. Partnerships Getable Embrace 190 (NINJA) and Airbus AWAY (NINJA) * On February 6, 2007, USA Today reported that Getable plans to enter into an alliance with Irish flagship carrier Are Lingua. The alliance will facilitate easy transfers to both airlines’ customers, but will not allow either airline to sell seats on the other airline, unlike traditional icosahedra alliances, meaning customers must make individual reservations with both carriers, the newspaper said. On February 1, 2008, Getable announced the details of this alliance.
Passengers will be able to connect between Are Lingua and Getable in New York/JEFF or Boston Logan on a single ticket, which can be booked through both airlines’ websites. The booking will be started with one airline, and then transferred to the other airline’s website to complete the booking. CEO David Barge was quoted as saying if this alliance is successful, Getable may be interested in partnering with other international carriers. * On March 12, 2008, Financial Times reported Lufthansa revealing its plans made with Getable. Lufthansa and Getable are reported to be investigating linking serration systems and frequent flyer programs.
By making use of Stable’s North America routes as a feeder network, Lufthansa would be in a position to operate a quasi-hub at New York-JEFF and Boston Logan International Airport.
* As of February 2010, Getable transitioned reservation systems from Pennies to Saber per agreement with European partner Lufthansa. The new system allows Getable to icosahedra and transfer bags and passengers better between the two carriers. * According to Dave Barge, CEO of Getable Airways, the airline is currently considering becoming a member of a global airline alliance.
Since Lufthansa owns a 19% stake in Getable, Star Alliance’s to be the most likely choice. Getable already partners with Lufthansa, as well as Are Lingua, which currently is not part of an alliance. * On March 31, an official announcement was made by the airlines.
The agreement includes the interlining of routes between the airlines. Eighteen of Stable’s destinations that are not served by American and twelve of American’s international destinations from John F. Kennedy International Airport and Boston Logan International Airport are included in the agreement. The deal began in July 2010.
Also, American is giving Getable 16 slots at Ronald Reagan Washington National Airport for 8 round trips and 2 at Westchester County Airport.
In return, Getable is giving American 12 slots or 6 round trips at JEFF Airport. * On Friday May 7, 2010, Getable announced an interline agreement with South African Airways to take effect on May 12, 2010. The agreement enables passengers to travel on a single electronic ticket with both carriers, and permits the through- checking of baggage in both directions. * On March 22, 2011, Getable announced an interline agreement with Virgin Atlantic Airways on transatlantic travel.
On November 2, 2011 ,Getable announced an interline agreement with Jet Airways to connect customers traveling Trot Getable cycles Trot ten us to Brussels, Belgium Ana beyond India.
* On June 12, 2012, Getable announced an interline agreement with Air China to connect passengers between both carrier’s networks at New York-JEFF as well as Los Angles. Both carriers also plan to enter a icosahedra agreement by Fall 2012 subject to government approval. Incident and Accidents Getable has had several incidents involving its aircraft, although none have resulted in any hull losses or casualties.
Getable Flight 292, an Airbus AWAY(NINJA), makes an emergency landing atlas Angles International Airport September 21, 2005 Flight 292 en route from Burbank, California, to New York City performed an emergency landing at Los Angles International Airport (pictured on the right) following a failure of the front landing gear during retraction when it turned 90 degrees. The plane landed after holding for about three hours to burn fuel and lighten the aircraft.
The aircraft came to a stop without incident on runway ALL, the third-longest runway at LAX.
The only apparent image to the plane upon landing was the destruction of the front wheels, which were ground down to almost semicircles, and the tires; the front landing strut held. The passengers were unable to see themselves landing despite the Direct service in each seat, as it was turned off well before landing. March 27, 2012 an incident on Flight 191 involved the captain being locked out of the cockpit and being subdued by passengers following a panic attack. Marketing strategy Stable’s first major advertising campaign incorporated phrases like “Unbelievable” and “We like you, too”.
Full-page newspaper advertisements boasted low-fares, new aircraft, leather seats, spacious legroom, and a customer-service oriented staff committed to “bringing humanity back to air travel. ‘With a goal of raising the bar for in-flight experience, Getable became the first airline to offer all passengers personalized in-flight entertainment. Flat-screen monitors installed in every setback allow customers live access to over 20 DIRECT channels at no additional cost. As Getable gained market share, they found a unique positioning where they competed with other low-cost carriers (I. E.
Southwest, Raritan) as well as major carriers (I. E.
Delta, United,continental). Amenities such as their live in-flight television, free and unlimited snack offerings, comfortable legroom, and unique promotions fostered an image of impeccable customer service that rivaled the major airlines while competitive low fares made them a threat to low-cost no-frills carriers as well. During the company’s growth stage, advertising messages moved from customer oriented and engaging to less personal slogans and campaigns.
Frequent changes in value statement resulted in mixed and frequently wasted marketing dollars spent. Slogans varied from “More” to “Happy Jetting” and many other failed attempts.
A new marketing strategy has been partnerships with professional sports teams and venues. As the official airline of the New York Jets, Getable has specially painted the exterior of one of their Airbus Asses (NINJA) in the team’s colors. Aircraft NINJA is based on the design of the Boston Red Sox road uniform and sports a grey fuselage with Ana lettering. This aircraft was unveiled in February 2012, Just in time for the opening of the Red Sox new spring training facility in Fort Myers, FL named Getable Park at Fenny South.
Additionally, Getable and Mastered have pledged to refund elect Talent purchases mace online at Getable. Mom slung a Mastered. Getable NAS also partnered with various other sports teams and sporting venues in cities they serve. Getable also utilizes various forms of advertising media. They use print, online, and television ads as well as advertisements on popular social media sites including Hull.
Com and Youth. Com. Getable emphasizes a secondary slogan “If you wouldn’t take it on the ground, don’t take it in the air” poking fun at competitors with hidden fees, little or no amenities, and what Getable considers an unacceptable level of customer service.
According to Martin SST. George, senior vice president of marketing and commercial strategy at Getable, the new Mimi Above All” campaign was created to get Getable back to their “DNA” and speak to the “core of who we are as a brand.
” This motto is meant to support their efforts to always put the customer first and “bring humanity back to air travel”. * Customer Bill of Rights * In February 2007, a Valentine’s Day storm triggered an “organizational meltdown” leading to an extremely high level of cancellations and controversies.
For example, some passengers were held on board their plane awaiting clearance for sake off for nearly 11 hours before they returned to their gate and the flight was canceled. * Various consumer rights organizations and activists called for the creation of a government mandated “Bill of Rights” to protect air travelers from future experiences similar to the one previously described. On February 20, 2007, Getable released an apologetic response to the events that had taken place less than a week before with the creation of their Customer Bill of Rights, which offers financial reciprocation if a customer’s flight is delayed or canceled. Trouble * Stable’s frequent-flyer program is called Trouble.
Under the original Trouble program, flights were worth two, four or six points based on distance of the flights, and double points were awarded for flights booked online. * In September 2009, Getable announced changes to its Trouble program. Flying with Getable at least once a year will prevent point expiration. In the new program, members receive three points for every dollar spent toward a flight, excluding taxes and fees; members earn an additional three points for every dollar spent on a flight if they book online.