Two years ago, JetBlue Airways (NASDAQ: JBLU) tried to buy trendy West Coast rival Virgin America. However, it ultimately lost a bidding war to Alaska Air (NYSE: ALK), which was eager to expand its strong position in the Pacific Northwest to the rest of the West Coast.
JetBlue responded with an aggressive plan to gain market share on transcontinental routes. The linchpin of this strategy was the expansion of Mint, JetBlue’s highly acclaimed premium service, to a slew of new routes. So far, this strategy has been extremely successful, and it is putting a ton of pressure on Alaska Air in the transcontinental market.
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