1.
（1）Vision/Mission/Objectives:

JetBlue’s “mission of bringing humanity back to air travel” (Jetblue Airways 2006 Annual Report, n.d.) is supported by their core values of safety, caring, integrity, fun, and passion. JetBlue’s vision is to establish itself as the leading U.S. low-fare carrier. Since their first official flight on February 11, 2000, their primary goal has been to grow enough to be successful, but to remain small enough to preserve their original strategic direction.

JetBlue’s major goals and objectives are to offer a low fare, low cost passenger airline that provides high quality customer service, and to build an organization where the employees take pride in their company (JetBlue Airways 2006 Annual Report, n.d.).

（2）Strategies:

Present strategy/strategies
Some of JetBlue’s most important strategies are:
• Limiting operating costs
• Flying with a new Airbus A30 Fleet
• Developing a quality brand
• Hiring dedicated employees
• Pursuing the latest technology
Its overall strategy has been to identify routes with high average fares and beat the competition price, as well as to distinguish itself with service offerings such as TV and radio programming.

（3）Time-bound:

2.
（1）customer segmentation:
Major carriers, regional carriers, and low-cost airlines. Currently there are 16 major carriers, the largest of which are American, Continental, Delta, Northwest, Southwest, and United (JetBlue Airways 2006 Annual Report, n.d.). These airlines offer scheduled flights to most large cities, and except for Southwest, use the traditional hub and spoke network route system (Flint, 2005).

Regional airlines such as SkyWest and Mesa generally operate smaller aircraft on lower volume routes. These airlines generally form alliances with the major carriers and provide service from their hubs to smaller cities in the region.