Strategic Evaluation Consultation Document For EasyJet

Topics: Low-cost carrier, Airline, Southwest Airlines Pages: 19 (4697 words) Published: February 4, 2015
Table of contents
Strategy Evaluation4
SWOT analysis on EasyJet4
PEST Analysis on EasyJet.9
Economic 9
eMarketing Strategy11
Balancing of online and offline promotion strategy12 The impact of the implementation of emarkting strategy14 Legal and ethical issues of EasyJet14
Budget for developing site17

Strategic Evaluation Consultation document for EasyJet.
1. Introduction
EasyJet Airline Company Limited is a British company which advocates no-frills low-cost airline company. Because of its low-cost, simple service, was welcomed by the British public. EasyJet is the largest budget airline company in UK with major routes coverage in Europe. Called as “Orange culture.” Listed on the London Stock Exchange and is a constituent of FTSE 250 with 2011’s revenue reached 3,452 million GBP, revenue 4.98 p/ASK, 15% increased from 2010. EasyJet was founded by Sir Stelios Haji-Ioannou, is a British entrepreneur of Cypriot origin. He is the scion of a wealthy, ship owning family and with the start-up fund by his father to beginning of a series of ventures under the Easy brand. Haji-Ioannou started EasyJet in 1995 when he was 28. EasyJet is take direct sales rather than through an agent. The most difference with other airline companies is EasyJet does not provide meals and drinks, there is no ticket agent and only accept direct booking. The beginning of EasyJet is relying on two rented aircraft. And the first destination was Glasgow, and launched with ultra-low-cost flights, the advertising slogan is “London to Glasgow, cheaper than a pair of jeans!” This trick immediately success in businessman and individual customers. EasyJet became profitable at the end of second year. In 1997, the EasyJet was a bold business venture, signed a contract with Boeing invested $500 million to buy new aircraft. Initially, EasyJet operates a single type of Boeing 737. In 2004, EasyJet has ordered 120 Airbus A319, EasyJet became the company which using Airbus A319 as main model in low-cost airline companies. In October 2007, EasyJet acquisition of GB Airways under British Airways. Became the short-haul air carrier leading the London Gatwick Airport. In 2010, the passenger volume of EasyJet reached 49 million, ranked second in budget airline in Europe. EasyJet provide the flight destination throughout the whole Europe, in addition, EasyJet has connections with many European country hotels, so it is easy to provide cheap accommodation booking service as well. EasyJet single model strategy is simply to do one seating arrangement, just prepare one type of spare and maintenance is simple and efficient. It can reduce the cost. EasyJet is taken direct point-to-point routes. Instead of radial network. Easyjet choose Luton Airport instead of Gatwick Airport, it makes EasyJet reduce fixed cost per seat. EasyJet has changed the traditional pattern in two parts. First of all it canceled flight tickets, and cancels the boarding card. Save in ticket-printing, production and mailing costs. After booking, customers will receive a unique number though network, and will receive a confirmation of booking details and ticket number. And EasyJet does not serve food to save the beverage costs, equipment costs and ensure service needs additional staff costs as well as storage and transportation cost. EasyJet the number of flight crew are less than other major airlines, because there is only one type of service, and the uniforms compared with standard British Airways, their uniform is much more casual. EasyJet Corporation Easy Land is...
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