JetBlue Airways: Deicing at Logan Airport Case Study Solution
JetBlue was not prepared for these hard times and sudden natural issues, so in order to keep its services up to mark in sudden issues, company was unable to plan these issues.
The critical issue which company faced was internal. It was the system itself, management and resources that needed management attention. The whole mess was created due to these issues. And increasing customer expectations and demands was also very critical for JetBlue to respond efficiently.
1.Alternatives
At Logan Airport JetBlue had to maintain the deicing system of the airlines, but for that JetBlue had two options both options are discussed below:
Juliet Pad
It is off- gate deicing, that is kept as an option to prevent airline departure time. in this method airport was allocating a tarmac space for off-gate deicing. It is a big space. Five airlines can use the space at same time. Along with that there was also area where three airlines can wait and decide the departure of the flight. That was enough space for JetBlue to perform the deicing process and also manage the schedule of flights of the day from first flight to the last flight of the day. This option was not a cost centric and do not require any full time investment.
Earhart Pad
Another option that JetBlue had was the leasing of a space which was unused with Juliet pad. The Logan airline was willing to lease this space, the cost of leasing the space was same as leasing the gate. For Logan operational staff it was a potential option but they were still striving to convince the JetBlue management executives.
2.Recommendations and action plan
The option two Earhart pad would be most suitable for JetBlue to use for deicing operations. As for Logan Airport management team it was a bit hard to convince JetBlue management to use this option. According to me this option is better to use, because it would allow JetBlue to strengthen Its financial performance as well as its competitive edge in the market. No doubt many other airlines are also struggling with the same deicing issue and leasing the gate to other airlines will increase the demand within the industry and JetBlue will reap huge profits. To earn extra income it is important for JetBlue to invest in this option. And on the other hand it incur same cost that JetBlue was facing for gate leasing. The action Plan to implement this option would be that the airline will lease the unused space and two other spaces for lease. After that they will offer these spaces to other airlines to mitigate the risk and increase the company performance. This option will allow JetBlue to improve the financial performance of company and initiate a new revenue stream.
3.Key operations and management terms
Operations
By 2010, JetBlue had already become the largest carrier in the Boston Logan in terms of the number of tourist attractions and seats sold. Jet blue was opposed to promoting sustainable growth. it operates about 80 departure per day increasing from 60 in 2009 and reaching about 90 in February and March.
The operations provided by Jet blue are as following:
- Facility of online booking: Jet blue provides online booking facilities for their customers. More than 70% of the passenger’s tickets were booked from home......................
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