Select ONE of the following mini-case studies and propose a market research plan designed to provide the organization with the data they need to navigate the post-Covid world.I would suggest that you start your answer with a brief review of the current situation at the organization, with a focus on what Covid has done to the organization, how far back from Covid they currently are, and a review of the big challenges ahead of them post-Covid
The meat of your answer should be a comprehensive market research plan designed to understand how the marketplace has changed during Covid and to identify the business threats and opportunities going forward.After identifying the critical issues facing the organization, you should consider the market research approaches we have reviewed and discussed over the semester and develop the specific research programs you think will provide the insight your organization will need to thrive in the post Covid environment.
Option A: Jetblue Airlines: Jetblue has been one of the few success stories of recent years in the airline business. Founded in 1998, in an empty wing of what had been the TWA terminal at JFK airport, and offering service from JFK to cities in upstate New York and Florida, Jetblue created a unique combination of economy, hipness, and customer service. Jetblue has grown to be the nation's sixth largest airline, serving many US cites and selected international destinations from a newly built hub at JFK which replaced the now- demolished original terminal. Jetblue has evolved over time and has been criticized for lowering their service standards to match those of their competitors, but they have maintained two critical differences from the "legacy" large airlines - American, Delta and United. Specifically, Jetblue (like Southwest, now the 4th largest airline) has kept their operating costs low by limiting their fleet to only a very few airplane models and keeping wages lower than competitors. And, perhaps more importantly, Jetblue has continued to focus on leisure travelers, rather than business travelers. The other airlines have preferred business travelers, as they are perceived to be less cost-conscious than leisure travelers, while Jetblue has aligned their "casual and fun" attitude with leisure travel. This is especially true internationally, where the Legacy airlines focus on major world capitals while Jetblue international locations are all vacation resort oriented. Like all airlines, Jetblue was massively affected by Covid. Jetblue radically cut back its flights, stopped selling middle seats, and radically downsized its staff, through a combination of lay-offs and furloughs. That said, the losses occurred since Covid have been huge, and continue to mount. As the world begins to recover from Covid, Jetblue faces significant issues and needs to make some critical decisions. They have already begun selling middle seats, and passengers have accepted that change. Now they are beginning to add back flights and destinations, and rehire the personnel needed to staff these activities. As the head of Market Intelligence at Jetblue, the CEO has asked you to develop a plan for fielding the research needed to manage the pathway to the new normal. Please develop a market research plan designed to provide Jetblue management with the data they need to plot a course for the future of the airline. Please use whatever tools we have discussed over the semester that you think should play a role in understanding where the airline business is now, and where it will be going over the next year. Remember that you are not being asked to plan the future here - you should not be making assumptions. Rather, you should identify the research which needs to be done to provide the information needed to make large, important decisions without too many assumptions
