JETBLUE HISTORY 3.

1 BRIEF DESCRIPTION Founded by discount airline veteran David Neeleman in 2000, JetBlue Airways (JetBlue) has quickly become one of the largest discount airlines in the United States. Starting primarily by serving the East coast, the airline has since expanded throughout the country and entered the international market. Growth both financial and geographicalhas continued despite a challenging economy in recent years. 3.2 INDUSTRIAL OVERVIEW JetBlue operates under the constraints of the airline industry and its unique dynamics: intense federal regulation, customers driven mainly by price and route with low brand loyalty, heavy capital costs, and monopolistic conditions among its suppliers. 3.3 WHERE WE STAND? Today, JetBlue operates primarily on point-to-point routes with its fleet of 110 Airbus A320 aircraft and 41 EMBRAER 190 aircraft serving over 60 destinations in 20 states, Puerto Rico and eleven countries in the Caribbean and Latin America. Focus cites are Boston, Fort Lauderdale, Los Angeles/Long Beach, New York/JFK, and Orlando.

3.4 SITUATION ANALYSIS JetBlues differentiation is its amenities such as in-flight entertainment, (e.g. Live TV on every seat, premium movie channel offerings and satellite radio), free and unlimited snacks and beverages, and leather seats with extra legroom. Its mission is "to bring humanity back to air travel" through the JetBlue experience. It established the Customer Bill of Rights in 2007 which provides compensation to customers who experience avoidable (and some unavoidable) inconveniences. In November 2009, JetBlues improved customer loyalty program, True Blue, was launched.

3.5 CODE OF BUSINESS CONDUCT AND VALUES The Jet Blue cod of business conduct govern all actions of Jet Blue crewmembers, which include the members of the companys Board of Directors. The members of the Board of Directors are also held to the high Jet Blue values of Safety, Caring, Integrity, Fun and Passion, which are integral to the Jet Blue experience for customers and crewmembers, alike. 3.3 DEBTS-TO-SALES ASSESMENT