MNGT 322 Project Case Analysis using Strategic Audit

MNGT 322 Project Case Analysis using Strategic Audit

Case 20 JetBlue Airways Growing Pains

Weight 40% (Presentation & referencing 25 marks, Structure 25 marks and Analysis 50 marks)

Instructions to students

Students will need to complete all sections of strategic audit according to the attached document: 3. Appendix 1.A Strategic Audit Detailed Instructions.

Be sure to incorporate the EFAS, IFAS and SFAS tables. Don’t forget to also include a brief background of the case which should not exceed one page. For each section of the strategic audit students will provide a summary of their analysis.

CASE OBJECTIVES

Consider the following issues when completing the strategic audit:

· The growth of a startup turbulent and highly competitive industry, and the challenges it faces.

· The difficulties in sustaining the initial momentum of growth for a company operating in a volatile business environment.

· The effects of a dynamic business environment on a company’s performance and the importance of strong strategic planning in sustaining long term growth.

· A study of JetBlue’s growth and expansion during one of the most turbulent times in the history of is aviation.

· The reasons for JetBlue’s initial popularity and success, and whether the airline’s initial growth had been unsustainable

· The factors that caused JetBlue’s growth to falter, and whether the airline could have avoided any of its problem through better strategic planning.

· JetBlue’s future prospects in light of its main strengths and weaknesses.

· The steps that JetBlue can take in the future to avoid hurdles in its growth.