The strategic analysis of EasyJet and Easy Group --the analysis of organisational assets and Growth-share Matrix analysis for the Easy Group

3795 WordsMay 6, 200416 Pages
Introduction The assignment was based on a strategic marketing analysis of Easy Jet and Easy Group. It will be carried out through two exclusive parts. In the first part, firstly, we are going to give a general overview on easyJet's assets, then mainly concentrate on its critical capability which formed its core competence. Essentially, historical comparison approach was adopted to evaluate the organization's relative strengths and weakness. The second one is by constructing a Growth-share Matrix for the Easy Group to better understand the balance portfolios of its different Easy companies in it and then the core competence of Easy group will be discussed in detailed. Part One 1. The overview of easyJet's assets: 1.1 Physical assets…show more content…
Now approximately 90% of all seats are sold over the Internet, making EasyJet one of Europe's biggest Internet retailers. This approach eliminates the distribution costs charged by the middlemen. (Cranfield School of Management, 2001) Ticketless travel easyJet confirm the booking of seats by e-mailing passengers, which cuts the cost of issuing, distributing and processing tickets.. This is going to be a sustainable basis for easyJet to continue to be as successful as it has been in the year ahead. (biz/ed, 2004) High utilization of aircraft 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) Simple service model Ending of free on-board catering reduces costs and unnecessary management. It is also a key differentiator, a potent reflection of their low-cost approach, between easyJet and other airlines. Passengers have choice to purchase food if desired and pay less for the flight. The concept also reflects a more general point of eliminating other unnecessary, complex-to-manage and costly services, such as pre-assigned seats; interline connections with other airlines and cargo/freight carriage. ( go-fly.com. 2004f.) Efficient use of airports EasyJet flies to main destination airports throughout Europe and uses less congested and less expensive

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