The case profiles the protagonist, David Neeleman, a serial "airline" entrepreneur (previous founder and CEO of the US Airline, JetBlue), as he develops the concept for Azul Airlines International – a low-cost, customer service-centric Brazilian airline. In particular, it is a case that reflects on if, when, and how to launch a product. The case is chronological, and begins with a biography of Neeleman, a description of his founding role at JetBlue, and his personal interest in both air transportation and Brazil. The case then discusses the viability of his vision for a new, low-cost, customer service-centric airline and provides an overview of Brazil's airline industry and the industry's competitive landscape. The case then discusses where to potentially base the airline's hub and which aircraft model to adopt, using quantitative analysis on market size, competition, and demand.
