Easy Jet Ecommerce
Introduction
EasyJet was launched in November 1995 with a fleet of two Boeing 737-300 aircraft flying from London to Glasgow and Scotland. Its mission was to offer low-cost airline service to the masses. This was successfully achieved by offering customers low fares with its no frill flights and adopting an efficiency-driven operational model; high brand awareness, maintaining a high level of customer satisfaction making it one of the leading low-cost airlines in Europe. One firm that has successfully followed the low-price strategy is easyJet, founded by Stelios Haji-Ioannou, a graduate of London Business School, in 1995 with £5 million borrowed from his father, a Greek shipping tycoon. Copying, similar operations in the USA, and Ryanair flying out of Ireland, easyJet was one of the first ‘low-cost’ airlines in the UK, flying from Luton to Scotland. He then launched similar low-cost, no-frills services to continental Europe. The company has transformed the European air travel market and has spurned many rival imitators. easyJet was floated on the Stock Market in 2000 at 310p a share, making Stelios £280 million profit.
Vision: To Be The Best Low Fares Airline in the World.
Strategic Priorities
1. Safety * Flight management data. * Safety management system. 2. Building Europe 's No 1 Air Transport Network * Build frequency and stability to core routes. * Number of aircraft based in countries is constantly being reviewed. 3.Develop a winning customer proposition * Arrive at destination within 15mins of scheduled time. * Tailored marketing email offer according to preference of individual customer. 4.Deliver low cost and maximize margins * Focus on fuel conservation. * Own family of aircraft which is cheaper to operate.
Strategic Evaluation - Situation Analysis
SWOT ANALYSIS
STRENGTHS
* Low Pricing - Easy Jet 's strategy is growth with margin improvement and therefore the management team continually
EasyJet was launched in November 1995 with a fleet of two Boeing 737-300 aircraft flying from London to Glasgow and Scotland. Its mission was to offer low-cost airline service to the masses. This was successfully achieved by offering customers low fares with its no frill flights and adopting an efficiency-driven operational model; high brand awareness, maintaining a high level of customer satisfaction making it one of the leading low-cost airlines in Europe. One firm that has successfully followed the low-price strategy is easyJet, founded by Stelios Haji-Ioannou, a graduate of London Business School, in 1995 with £5 million borrowed from his father, a Greek shipping tycoon. Copying, similar operations in the USA, and Ryanair flying out of Ireland, easyJet was one of the first ‘low-cost’ airlines in the UK, flying from Luton to Scotland. He then launched similar low-cost, no-frills services to continental Europe. The company has transformed the European air travel market and has spurned many rival imitators. easyJet was floated on the Stock Market in 2000 at 310p a share, making Stelios £280 million profit.
Vision: To Be The Best Low Fares Airline in the World.
Strategic Priorities
1. Safety * Flight management data. * Safety management system. 2. Building Europe 's No 1 Air Transport Network * Build frequency and stability to core routes. * Number of aircraft based in countries is constantly being reviewed. 3.Develop a winning customer proposition * Arrive at destination within 15mins of scheduled time. * Tailored marketing email offer according to preference of individual customer. 4.Deliver low cost and maximize margins * Focus on fuel conservation. * Own family of aircraft which is cheaper to operate.
Strategic Evaluation - Situation Analysis
SWOT ANALYSIS
STRENGTHS
* Low Pricing - Easy Jet 's strategy is growth with margin improvement and therefore the management team continually
References: Easyjet - Latest news and analysis about Easyjet - Telegraph. 2013. Easyjet - Latest news and analysis about Easyjet - Telegraph. [ONLINE] Available at: http://www.telegraph.co.uk/finance/newsbysector/epic/ezj/. [Accessed 12 April 2013]. EasyJet - Poor customer service. 2013. EasyJet - Poor customer service. [ONLINE] Available at: http://easyjet.pissedconsumer.com/easyjet-poor-customer-service-20110511236953.html. [Accessed 12 April 2013] Latest news - easyJet plc