Easyjet Casestudy

EasyJet began in 1995 when Stelios Haji-Ioannou had the idea to create a customer-focused brand that would one day revolutionise the concept of stepping onto an aircraft. EasyJet leased it’d first aircraft in 1996 and two years later in 1998 they started easyjet.com which allowed passengers to book flights online. 2002 was a milestone for EasyJet as they bought low-cost airline Go (originally created by British Airways) to create Europe’s no. 1 air transport network. In 2013 60 million passengers flew with Easyjet and they made it into the FTSE 100. In 2014 Easyjet announced a new deal to buy the new generation A320 neo aircraft which will start in 2017. easyJet Airline. (2016) History. [Online] [28th October 2016]

To gain a competitive advantage, most companies tend to implement a brand strategy. What makes easyJet stand out amongst its competitors is their image of a low-budget airline and no-frills services; this brand strategy is simple but strong. EasyJets’ whole company is recognised by their unique orange logo, this color also forms part of the uniform worn by their staff, which in turn is a strong recognised tool by the consumers.

With the BCG Matric analysis, we can argue that Easy Jet enjoys a viable competitive position because of its actual market growth. However, its prices have been compared with those of rival firms. This has clarified that Easy Jet emphasizes on being a low-cost carrier with no surplus in-flight services. Writers such as Quelch & Deshpande (2004, p. 71) argue that the Boston Consulting Group growth/share matrix has offered an opportunity to establish the market share of Easy Jet and the company's growth rate. In the context of the company's low cost market, it is clear that the market is still are still increasing. In addition, with the current fleet volume of 80 aircrafts, Easy Jet can serve 160 routes across Europe. Industry experts have associated such massive penetration with the rise in numbers of passengers and a relative rise in market share. Consequently, it is clear that the company has become a star. Nevertheless, Easy Jet must expand its market share for it to transform into a source of income after the decline of the market's growth rate. With respect to the company's Boston Consulting Group growth/share matrix analysis, we can claim that the cash flow of Easy Jet from operating activities have declined as well as the annual finances. Nevertheless, the acquiring firm's cash flow statement is the main area of focus (Butler &

easyJet has always bought brand new aircrafts which are believed more reliable and need much less maintenance. Consequently, it allows high utilization, minimising the cost .per hour flown cheaper than using older ones. (Stellios Harji Ioannou, 2002)

The essay will firstly introduce the organisation easyJet. Secondly the essay will explain about how easyJet uses its operation strategies and its competitive priorities. Finally the essay will discuss the most important operation decision and explain it further in detail. easyJet is a well known low-cost airline which operates in several European countries and has been founded by serial entrepreneur Sir Stelios Haji-Ioannou in 1995. easyJet undertook intensive research of a United States owned low-cost airline ‘Southwest Airline’. Most of the concepts for easyJet were adopted from Southwest airline; however easyJet added its own touch which reduced operating costs even further. EasyJet was strategically located at London's Luton airport.

| Societal marketing orientation is the idea that an organization exists not only to satisfy customer wants and needs and to meet organizational objectives but also to preserve individuals’ and society’s long-term best interests.

To define customer orientation in respect to the philosophy underlying The Marketing Concept (May, 2014) is to

            The Marketing Concept.  This is a business philosophy that challenges the above three business orientations.  Its central tenets crystallized in the 1950s.  It holds that the key to achieving its organizational goals (goals of the selling company) consists of the company being more effective than competitors in creating, delivering, and communicating customer value to its selected target customers. The Marketing Concept represents the major change in today’s company orientation that provides the foundation to achieve competitive advantage.  This philosophy is the foundation of consultative selling.

A market orientated company is one that organizes its activities, products and services around the needs and requirements of its customers. Burton Snowboards use market orientation because it is Customer focused. Jake Burton creates Burton Snowboards for the love of the sport. He practically invented snowboarding and transforms it to a world-class sport. The company focused in riders for its products developments and always wanting feedbacks from them to satisfy customer's needs and wants.

Easyjet, Plc, has a good competitive advantage as it connects important city-to-city markets in Europe. Easyjet also has one or two market positions at chief airports such as London Gatwick, Geneva, Paris Orly, Paris Charlesde Gaulle, Amsterdam and Milan Malpensa. The company’s market share in European market is about 8% and about 32% in Easyjet’s markets. It has branches in Uk, Amsterdam, France, Switzerland. In Uk the market share of the company is about

Our group will do a report about easyJet’s case-study. First of all, we will get information about EasyJet from the textbook and the Internet. Secondly, we will do the SWOT analysis and find out the reasons for EasyJet’s success by making marketing mix. Thirdly, with all the information, we use them to answer 5 questions about the case-study in the text-book. Finally, we apply these experiences to our job in the future.

Easyjet Plc. was established in 1995 and has grown from flying from London Luton to Edinburgh and Glasgow to 2015 where Easy Jet now flies over 600 different routes and operates across over 30 countries. Easy jet expanded its business activities to include the sale of package holidays and hotel bookings.

Marketing can be define as “the process of creating, distributing, promotion and pricing goods, services and ideas to facilitate satisfying exchange relationships with customers in a dynamic environment” (Pride et al. 2007). Marketing concept shows an organisation always try to provide goods and services to satisfy consumers’ needs and wants. It may help the organisation to achieve their goals. The evolution of marketing concept is from production orientation to sales orientation, continuously it becomes market orientation and societal market orientation (Pride et al. 2007). So, the purpose of this essay is to discuss what market orientation is and whether market orientation is sufficient for business success in the business world. This

LO1.1: Marketing: is defined as a ‘business orientation whose target is to satisfy consumers’ needs or wants at standard levels of revenues and costs’ (Loudon et al., 2010, p.2) (Dudovskiy, 2014).

Businesses can develop new products based on either a marketing orientated approach or a product orientated approach. According to Jaworski and Kohli (1993), marketing orientation is ‘the organization-wide generation of market intelligence pertaining to current and