Charting a Good Strategy

The Strategy Diamond

Arenas
Vehicles
Differentiators
Staging & Pacing
Economic Logic

Strategy Diamond
Strategy is an
integrated set
of choices.

Arenas

Staging

Economic
Vehicles
Logic

Differentiators

Arenas
Where are we going to be
active?

Arenas

Product categories
Channels
Economic
Staging
Vehicles
Logic
Market Segments
Geographic Segments
Differentiators
Core Technologies
Value-creating strategies

Vehicles
How are we going to
get there?
Means of participating
in chosen markets
Internal
Joint Venture
Licensing/Franchising
Alliances
Acquisition

Arenas

Staging
Development

Economic
Vehicles
Logic

Differentiators

Differentiators
Product/service
attributes that beat
competitors, for
example
Image
Customization
Price
Styling
Product reliability
Speed to market
Safety

Arenas

Staging

Economic
Vehicles
Logic

Differentiators

Staging
Timing, pace and
sequencing of strategic
moves
When to launch moves
Function of
urgency and market
signals

Staging
resources,

Arenas

Economic
Vehicles
Logic

Differentiators

Economic Logic
How will returns be
obtained?

Arenas

Low cost through scale,

scope design, or process
Economic
advantages
Staging
Vehicles
Logic
Premium prices through
superior products or
Differentiators
service

JetBlus Strategy
Low-fare commercial
airliner in
underserved/overprice
s US markets, focusing
on JFK
Focused initial
growth in NE
corridor, with
westward
expansion

Arenas

Low-costs through uniform,

fuelefficient fleet, saving on
maintenance, and training.
Favorable gate fees at JFK.
Secondary airports

Economic
Staging
Vehicles
Logic

Completely
internalized growth

Low price, mixed with exceptional

service, e.g. leather seating and inseat satellite TV

JetBlus Strategy
Low-fare commercial
airliner in
underserved/overprice
s US markets, focusing
on JFK
Focused initial
growth in NE
corridor, with
westward
expansion

Arenas

Low-costs through uniform,

fuelefficient fleet, saving on
maintenance, and training.
Favorable gate fees at JFK.
Secondary airports

Economic
Vehicles
Logic

Completely
internalized growth

Low price, mixed with exceptional

service, e.g. leather seating and inseat satellite TV

JetBlus Strategy
Low-fare commercial
airliner in
underserved/overprice
s US markets, focusing
on JFK

Arenas

Focused initial
growth in NE
corridor, with
westward
expansion

Low-costs through uniform,

fuelefficient fleet, saving on
maintenance, and training.
Favorable gate fees at JFK.
Secondary airports
Completely
internalized growth

Differentiators

Low price, mixed with exceptional

service, e.g. leather seating and inseat satellite TV

JetBlus Strategy
Low-fare commercial
airliner in
underserved/overprice
s US markets, focusing
on JFK
Focused initial
growth in NE
corridor, with
westward
expansion

Staging

Arenas

Low-costs through uniform,

fuelefficient fleet, saving on
maintenance, and training.
Favorable gate fees at JFK.
Secondary airports
Completely
internalized growth

Low price, mixed with exceptional

service, e.g. leather seating and inseat satellite TV

JetBlus Strategy
Low-fare commercial
airliner in
underserved/overprice
s US markets, focusing
on JFK
Focused initial
growth in NE
corridor, with
westward
expansion

Arenas

Economic
Logic

Low-costs through uniform,

fuelefficient fleet, saving on
maintenance, and training.
Favorable gate fees at JFK.
Secondary airports
Completely
internalized growth

Low price, mixed with exceptional

service, e.g. leather seating and inseat satellite TV