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

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

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

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

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

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

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

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

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

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

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

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