Business Strategy for Easyjet

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Table of Contents

1.Introduction 2

2. Mission statement, Aim & Objectives 2

3.PESTEL Analysis 2

3.1 Political 2 3.2Economic 3 3.3Social 3 3.4Technological 3 3.5Legal 3 3.6Environmental 3 \

4.SWOT Analysis 4

4.1 Internal Analysis 4 4.2External Analysis 4

5.Porter’s five forces 4

6.Porter’s value chain 5

7.Stakeholders Mapping 6

8.Ansoff Matrix 7

9.BCG Matrix 7

10.Strategy position and selected strategy 8

11.Conclusion 11

12.Appendices 12

13.Reference 15

1. Introduction
Easyjet Airline Company is a British airline headquartered at London Luton Airport which operating domestic and international scheduled services on 500 routes between 118 European, North African, and West Asian airports (Theairdb, 2005).

The company was founded in 1995 by Stelios Haji-loannou. And currently the management of easyjet is formed by Andrew Harrison as CEO, Cor Vrieswijk as COO and Jeff Carr as CFO (Easyjet, 2009). Up to 2009, easyjet had nearly 7000 employees throughout Europe.

Apart from low-cost tickets, easyjet has improved in network quality, lower cost deals with key suppliers and enhancements to easyjet.com and so on (Easyjet, 2009).

2. Mission statement, Aim & Objectives
Mission statement of easyjet is “to provide customers with safe, good value, point-to-point air services. To effect and to offer a consistent and reliable product and fares appealing to leisure and business markets on a range of European routes” (Easyjet, 2002). The company will develop its people and establish lasting relationships with its suppliers.

Vision| Easyjet’s vision of the future is built on developing its strength to be the largest and best low cost airline in Europe (Bized, 2002).| Value| 1. Safety 2. Teamwork 3. Pioneering 4. Passionate 5. Integrity (Easyjetcareers, 2010)|

The aim & objectives of Easyjet are similar to its mission statement. The company underpins its long-term prospects matter its business with safety, customer satisfaction, future financial performance, people and environment (Easyjet, 2009).

3. PESTEL Analysis

3.1 Political
The political environment includes tax policy such as Air Passenger Duty and carbon tax. “APD tax is raised about £2.4bn for government every year. The airline Easyjet also supported for a green tax on air travel based on carbon produced (BBC, 2007). Increasing tax is not effective for customers to pay more but “easyjet has realized it and apologized to customers” (Easyjet, 2007). Cheap first and expensive later is what Easyjet always does.

According to appendix 1, more immigration coming to UK gives easyjet more marketing opportunity. However, national insurance puts employees wage up so that increases company’s costs (Telegraph, 2010).

3.2 Economic
According to appendix 2, “some experts predict that the UK interest rate will increase to 3% in 2010 and 2011”...
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