1. Charting a Good Strategy
The Strategy Diamond
Arenas
Vehicles
Differentiators
Staging & Pacing
Economic Logic

2. Strategy Diamond Strategy is an integrated set of choices…. Arenas
Economic
Logic
Staging
Vehicles
Differentiators

3. Arenas Where are we going to be active? Product categories Channels
Market Segments
Geographic Segments
Core Technologies
Value-creating strategies
Arenas
Economic
Logic
Staging
Vehicles
Differentiators

4. Vehicles How are we going to get there?
Means of participating in chosen markets
Internal Development
Joint Venture
Licensing/Franchising
Alliances
Acquisition
Arenas
Economic
Logic
Staging
Vehicles
Differentiators

5. Differentiators
Product/service attributes that beat competitors, for example…
Image
Customization
Price
Styling
Product reliability
Speed to market
Safety
Arenas
Economic
Logic
Staging
Vehicles
Differentiators

6. Staging Timing, pace and sequencing of strategic moves
When to launch moves
Function of resources,
urgency and market
signals
Arenas
Economic
Logic
Staging
Vehicles
Differentiators

7. Economic Logic How will returns be obtained? Low cost through scale,
scope design, or process advantages
Premium prices through
superior products or
service
Arenas
Economic
Logic
Staging
Vehicles
Differentiators

8. JetBlu’s Strategy
Low-fare commercial airliner in underserved/overprices US markets, focusing on JFK
Low-costs through uniform, fuel-
efficient fleet, saving on maintenance, and training. Favorable gate fees at JFK. Secondary airports
Arenas
Focused initial growth in NE corridor, with westward expansion
Economic
Logic
Completely internalized growth
Staging
Vehicles
Low price, mixed with exceptional service, e.g. leather seating and in-seat satellite TV

9. JetBlu’s Strategy
Low-fare commercial airliner in underserved/overprices US markets, focusing on JFK
Low-costs through uniform, fuel-
efficient fleet, saving on maintenance, and training. Favorable gate fees at JFK. Secondary airports
Arenas
Focused initial growth in NE corridor, with westward expansion
Economic
Logic
Completely internalized growth
Vehicles
Low price, mixed with exceptional service, e.g. leather seating and in-seat satellite TV

10. JetBlu’s Strategy
Low-fare commercial airliner in underserved/overprices US markets, focusing on JFK
Low-costs through uniform, fuel-
efficient fleet, saving on maintenance, and training. Favorable gate fees at JFK. Secondary airports
Arenas
Focused initial growth in NE corridor, with westward expansion
Completely internalized growth
Differentiators
Low price, mixed with exceptional service, e.g. leather seating and in-seat satellite TV

11. JetBlu’s Strategy
Low-fare commercial airliner in underserved/overprices US markets, focusing on JFK
Low-costs through uniform, fuel-
efficient fleet, saving on maintenance, and training. Favorable gate fees at JFK. Secondary airports
Arenas
Focused initial growth in NE corridor, with westward expansion
Completely internalized growth
Staging
Low price, mixed with exceptional service, e.g. leather seating and in-seat satellite TV

12. JetBlu’s Strategy
Low-fare commercial airliner in underserved/overprices US markets, focusing on JFK
Low-costs through uniform, fuel-
efficient fleet, saving on maintenance, and training. Favorable gate fees at JFK. Secondary airports
Arenas
Focused initial growth in NE corridor, with westward expansion
Economic
Logic
Completely internalized growth
Low price, mixed with exceptional service, e.g. leather seating and in-seat satellite TV