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Jet Blue Activity Map (Inner circles, themes). Outer, Activities. (Speed…
Jet Blue Activity Map (Inner circles, themes). Outer, Activities.
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Speed
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Leather seats, (faster to clean)
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Based out of JFK, 80% of flights out of peak time
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Activities
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Satalite TV in the back of every seat, funded by no inflight meals ,$1 per passenger
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Mint
The curse of straddling
Moving from current position to gain value, but end up stuck between markets. As value chain and unique value proposition is not set up to deliver value in new area.
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Critique
Positing is a ploy, or only for a few firms. Not applicable for the many
Market determines choices available, should not operate outside of industry.
Assumes stable environment where you have time to rationally choose and align firm and resist pressure to stick with choices made.
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Growth Trap:
Growth should come by managers understanding what growth and development will be valued by customers to add value.
This will deepen the position in which the firm operates.
Firms should look for opportunity to extend the stratagy by leveraging the existing activity system by offering features/ services that rivials would find impossible or too costly to match
Deepening position: making firms activities more distinctive, strengthening fit and informing customers who value it.
This is not always the case with firms, they often add hot features without proper screening to the strategy .
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