1. How has JetBlue positioned its brand in the past?
2. What is JetBlue doing to become more adaptable and gain more market share?

JetBlue, the well-known discount airline, is changing its marketing mix to compete with other airlines. It has lost market share. While the low-cost model appeals to many flyers, those who have to travel long distances will pay higher prices for more comfortable seats. JetBlue is introducing premium seating on some of its cross-country flights. Flyers will have the option of simply more leg room at the front of the plane or, if they rather, they can opt for suites. Suites are seats equipped with a massager and density adjuster that converts into a bed.