Its original advertising consisted of little more than the airline's telephone booking number painted in bright orange on the side of its aircraft. EasyJets Business Model Analysis 1. Marketing [93] Citing diminishing demand on the route, EasyJet ceased all flights to Moscow in March 2016. THREATS Both airlines have adapted this model for the European market through further cost-cutting measures, such as not selling connecting flights or providing complimentary snacks on board. 2. [111] Internet bookings were priced cheaper than booking by telephone to reflect the reduced call centre costs; as a further means of encouraging the use of the website, aircraft were repainted with the web address. 2 Brief history of KLM 3 easyJet. Nowadays aviation is a big, Premium Here is a useful summary: This essay sample on Easy Jet Case Study provides all necessary basic info on this matter, including the most common "for and against" arguments. Other impacts 10 EasyJet Pricing Strategy: Should Low-Fare Airlines Offer Last-Minute Deals? Ryanair The first "upstream" category includes everyone who must contribute to or approve the activities required to design, build, and bring the product to market. EasyJet passengers whose card details were stolen in a "highly sophisticated cyber-attack" say they have been left frustrated and in limbo by the airline's response. EasyJet was founded by Haji-Loannou in 1994. Southwest Airlines and [80], On 27 August 2020, the airline was sued by a woman over discriminatory concerns. Good Essays. The Airline markets success or future lies through marketing because this sector is in competition with other modes of transportation such as bus high-speed train. The company was founded by . [85], EasyJet serves 136 destinations (as of February 2019). To simplify the process we suggest that you start by identifying groups that fall into one of four categories: organizational capital market product market and social. Airline Competition [16] They later closed three of their bases. BMAN72801 for only $11.00 $9.35/page. [7] EasyJet plc is listed on the London Stock Exchange and is a constituent of the FTSE 250 Index. [124][125], On 6 November 2010, the airline started a venture with Low Cost Travel Group, to offer flights dynamically packaged with Low Cost Travel Group's accommodation through the EasyJet Holidays website. For other uses, see, Frequent flyer, business travel and loyalty products, Passengers = Earned seats flown, including "no-shows" (empty paid seats), promotional seats and those provided to staff for business travel, for both EasyJet UK and, Airbus Orders and Deliveries (XLS), accessed via, Last edited on 25 February 2023, at 20:51, United Kingdom Advertising Standards Authority, "Risky business: Why the unpronounceable will achieve the improbable in Britain", "ITV commissions ground-breaking documentary following easyJet's rookie pilots from ITN Productions", "EasyJet grounds entire fleet of planes due to virus", "EasyJet confirms axing of three UK bases", "Ryanair and Easyjet: The history of the peanut airlines", "EasyJet at 20: the low-cost airline, then and now", "Challenges on the horizon as easyJet turns 20", "FL Group's sale of EasyJet holding puts an end to months of takeover speculation", "CFO Chris Kennedy Pilots EasyJet, Lands on FTSE 100 CFO Insight", "Circular regarding proposed acquisition of Go", "From Bland to orange: GB Airways acquisition will make easyJet #1 at Gatwick", "EasyJet plc agrees to acquire GB Airways Limited", "Regulator clears easyJet's GB Airways acquisition", "EasyJet to become North West's largest airline", "EasyJet to set up Austrian HQ to operate EU flights after Brexit", "easyJet clinches parts of Air Berlin for German expansion", "EasyJet Grounds Entire Fleet, Furloughs Crew After Finishing Rescue Flights", "Transport secretary promised EasyJet not to levy green taxes | Business", "EasyJet to resume flights across most European routes by August", "Sir Stelios fails in his bid to get the board sacked at easyJet", "EasyJet reveals cyber-attack exposed 9m customers' details", "EasyJet rejects takeover approach from rival Wizz Air", "After 26 Years, Sir Stelios Loses Control of EasyJet", "A History of easyJet - from 2 routes to European giant", "EasyJet will soon be bigger than Ryanair", "EasyJet to launch allocated seats on all flights", "EasyJet raises further 600m as Covid-19 disruption continues", "EasyJet scales back flying capacity due to lockdowns", "EasyJet slumps to first annual loss amid pandemic", "New headquarters for EasyJet at London Luton Airport", "EasyJet unveils low-emission 'EcoJet' aircraft", "Can easyJet short circuit electric airliner flight? This cookie is set by GDPR Cookie Consent plugin. [22] By 2007, EasyJet was claiming to be operating more flights per day than any other European airline. EasyJet was strategically located, Premium Creating brand awareness ( 10% of Easyjet revenue were spent in advertising) we will get information about EasyJet from the textbook and the Internet. This cookie is set by GDPR Cookie Consent plugin. Explore the key stakeholders of EasyJet and map in terms of their power and interest. Stakeholder analysis The owner of the business can be role models for the employees. Primary or secondary. How does EasyJet create value for the customer? Free EasyJet Essay Topic Generator. Airline Management Internal stakeholders are those from within the, Premium [18], Early promotional activity focused on the airline's relatively low pricing compared to incumbent operators. [22], On 5 November 2000, EasyJet was floated on the London Stock Exchange. Between 2003 and 2007, it opened additional bases in Germany, France, Italy, and Spain, establishing a presence in continental Europe. [55], EasyJet's early marketing slogan was "making flying as affordable as a pair of jeans". Early on, EasyJet operated as a paper airline, the aircraft themselves being flown and maintained under a lease. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor. Creating a corporate culture implementing educating programs.Stelios, Premium The primary driver of the cost is the re-registering of aircraft in an EU AOC jurisdiction. During the 2000s, the airline adopted a different approach, deciding to make accommodations for unions. Executive Summary 1 The other kind is more responsible where profit maximization is subject to ethical restraints, appropriate discharge of the company's social responsibility, and a balanced concern for the needs of all the stakeholders, not just the promoters. The vote confirmed a tentative order with the Toulouse plane maker, with Airbus announcing the firm order shortly afterward. Since its launch the site had taken more than 800000 bookings by March 2000. Due to this seating arrangement, to satisfy safety requirements the airline's Airbus A319 aircraft have two pairs of overwing exits, instead of the standard one-pair configuration found on most Airbus A319 aircraft. Airline, MARKETING RESEARH PROJECT Brief Introduction [22], In December 1997, one of EasyJet's design and advertising agencies suggested to Stelios Haji-Ioannou that he should consider trialling a website for direct bookings. [122][123], On 28 June 2007, the airline expanded its relationship with Hotelopia by launching EasyJetHolidays, which offers Travel Trust Association protected package holidays made up of EasyJet flights and Hotelopia accommodation products. Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors. Low-cost carrier What we do. At the time, EasyJet stated that it intended to introduce electric aircraft into revenue service within 10 years. Table of Contents Tesco are a one of the largest retailer stores in the world. This Case Study details the rapid growth of easyJet which started operations in November 1995 from London's . Table of Content [99] The then-CEO of EasyJet, Carolyn McCall, stated of the change: "bigger planes would help EasyJet increase capacity in slot-constrained airports at peak times, such as Geneva, Amsterdam and London Gatwick". [63], In February 2011, the airline painted eight of its aircraft with a lightweight, thin "revolutionary nano technology coating" polymer. [118], Three distinct loyalty products are offered, tailored towards business and frequent flyers. An example of this is when ''Go'' a budget airline owned by British Airways was taken over by EasyJet in 2002. INTRODUCTION We also use third-party cookies that help us analyze and understand how you use this website. Air France Start a SWOT and Porter's 5 Forces Analysis for the company; Make a list of the issues/problems you face. When EasyJet received H89, it had a 1970s-style office setup. [50], Initially, EasyJet's employment strategy was to maintain control with minimal union involvement. [103], On 20 November 2018 EasyJet ordered an additional 17 A320neo, taking their total neo order, including the A321neo, to 147. Environmental impacts 9 but lacking of traditional service. Name: Doancan Yksel I/ Easy Jet : General Overview Marketing Read more: http://www.businessdictionary.com/definition/stakeholder.html#ixzz2PXLmU8iH You'll get a detailed solution from a subject matter expert that helps you learn core concepts. Germany Q1: How do easyJets marketing objectives and marketing mix strategy affect its pricing decision? TABLE CONTENT ii This problem has been solved! Influences the aims and objectives of Tesco as they have a large say in the company so, Premium Branding 11 Easyjet. It has reinforced its position in short-haul travel aviation increasing its market share from 6.5% to 7.6%. (2020) call for research investigating how specific stakeholders get unvalued during the pandemic. [41], On 19 May 2020, the company revealed that it had been the subject of a cyber-attack resulting in the release of the personal information of 9 million customers. [94], EasyJet has a reward miles sharing agreement with Emirates. In 2017, EasyJet Plc flew 80.2 million passengers on flights that carried 86.7 million seats. Upon launch, it employed just 70 people; the company is based at London Luton Airport, which was traditionally used only by charter flights. [28], On 25 October 2007, EasyJet purchased the entire share capital of GB Airways from the Bland Group. Strategic Management Essays, Term Papers & Presentations . 3.2 Product and services 6 Pricing.In competing against legacy carriers, easyJet's main advantage is its price structure, which sees its average fares somewhere around 50% lower than those of the major carriers on short haul routes and 20% to 40% below those of most other lower cost competitors. Management [10][27], In 2002, the airline opened its base at Gatwick Airport. WJEC Level 3 Applied Certificate and Diploma Criminology C.A. [74], In July 2008, the United Kingdom Advertising Standards Authority (ASA) criticised a press campaign by the airline, over a misleading environmental claim that its aircraft released 22% fewer emissions than rival airlines. 2.6.2.1 Employee protection laws (discrimination and health and safety) Easyjet Plc. 4 min. Porter Five Forces Analysis is a strategic management tool to analyze industry and understand underlying levers of profitability in a given industry. The two organisations I will be looking at are Tesco and Macmillan. Internal stakeholders are people who are on the inside of the business that already serve the organisation these include staff managers board members etc. 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. [21], Until October 1997, all of EasyJet's aircraft were operated by GB Airways, and subsequently by Monarch Airlines and Air Foyle, as EasyJet had not yet received its Air Operator's Certificate. Sort By: Satisfactory Essays. [63] The propulsion system is said to comprise a series of eight electrically driven ducted fans that are buried in the wings, which are powered by numerous battery packs distributed underneath the cabin floor; it is claimed to possess a range of roughly 335 miles, suitable for about one-fifth of EasyJet's current city routes, and facilitate zero-emission flights, as well as being 50% quieter and 10% less expensive to operate than conventional jet airliners. easyJet is one of the largest airlines in the world, with 308 aircraft, operating 927 routes across 34 countries and 153 airports. Previously EasyJet had only operated from Berlin-Schnefeld Airport and Berlin-Tegel Airport, where EasyJet had taken over some of Air Berlin's old services. Table of Contents Also the product that airlines serve is a somewhat typical service. Easyjet and its rivals are not exception and have been communicating to their stakeholder mainly through their websites. In spite of the threats and risks associated with airline travel, this company should strive to accomplish its set objectives which will ensure that it thrives even amidst hostile environments (Ballesteros 2007). "The board has concluded that it is in the best interests of all stakeholders to secure the long-term . 1. Finally we apply these experiences to our job in the future. Easyjet Plc PESTEL analysis is a strategic tool to analyze the macro environment of the organization. Alternatively, customers can book accommodation separately at the EasyJetHotels website. The woman had been asked to switch seats twice in a row, to accommodate two ultra-Orthodox Jewish men. It may have little or nothing to do with the products market price and depends on the products availability to satisfy his or her needs or requirements1 Easyjet is really focusing on this aspect because they are expanding and they are already flying to 129 destinations, Premium . EasyJet expects a one-off cost of around 10 million over two years with up to 5 million incurred in the 2017 financial year. This company bases its competitive strategy in cost leadership approach (supply same service at lower cost) and is double the size of easyJet in terms of profit. A person group or organization that has interest or concern in an organization. Pressure groups and government. This service offers free allocated seating (including extra legroom), priority check-in, fast-track security, speedy boarding and extra cabin baggage. Collect and evaluate economic factors which might influence EasyJet general business environment. Airline EasyJet had a permanent base at London Southend Airport before the first Covid-19 lockdown . Stakeholders can affect or be affected by the organization s actions objectives and policies. Airline, Britain S0263-2373(98)00059-0 0263-2373/99 $19.00 0.00 L) would need to merge or be taken over as the industry consolidates in the wake of the COVID-19 pandemic. [53] It also announced its first annual loss during the 25 year history of the company. They influence the companys decisions as they are the main say of it. A shareholder, though, is someone who has invested in a corporation. DON SULL London Business School and Commentators Constantinos Markides Walter Kuemmerle Luis Cabral. Aviation is a strategically important sector making a vital contribution to Europe's overall economy and employment. 2.2.4. Debt Stakeholders are individuals (or groups) that can either impact the success and execution or are impacted by a product. Stakeholder The cookies is used to store the user consent for the cookies in the category "Necessary". [24] However, in April 2006, the threat of takeover receded as FL sold its stake for 325million, securing a profit of 140m on its investment. Low-cost carrier, Case: EasyJet: Staying Ahead in the Pricing Game Brand [84] In May 2018, EasyJet confirmed that it was very close to achieving the required majority EU27 share ownership and that the UK government will nevertheless continue to consider it as a UK airline. 1. British Airways Low-cost carrier [104], On 19 November 2019 EasyJet ordered an additional 12 A320neo, taking the total neo orders, including the A321neo, to 159. The international standard providing guidance on social responsibility, called ISO 26000, defines a stakeholder as an "individual or group that has an interest in any decision or activity of an organization." Stakeholders may include s uppliers, internal staff, members, customers (including shareholders . DALLAS - Esken, the owners of London's Southend Airport (SEN), could be put up for sale after the pandemic saw passenger numbers plummet by 90%. should consider the following legal factors when exploring a new market. Trade union Equally, EasyJet strives to maintain the same standard of fundamental human rights in respect of its customers and is committed to the responsibility of the equal treatment of all passengers regardless of their personal characteristics or social status. Working in partnership with other stakeholders across the broader Commercial team and other departments to bring together a more holistic approach to Trading and Revenue Management. For this task I will be looking at two organisations and will be looking at who their stakeholders are and how much influence they have and also what they want from the company. Interpersonal relationship, EasyJet has a unique geographical location because it was born in England. EasyJet the airline industry was founded in 1995 by Stelios Haji- Ioannou and from thence struggled to maintain their competitive position in the airline industry. Weaknesses. Strategic management First published on Thu 28 May 2020 03.16 EDT. EasyJets Business Model Analysis This ticket offers additional flexibility, including unlimited free date changes within a set period, free route changes, complimentary checked baggage (1x20kg), an increased carry-on baggage allowance, and a 7.50 on-board refreshment voucher. The company sells its own tickets directly to the user trough the Internet, Premium But opting out of some of these cookies may affect your browsing experience. In terms of cost leadership, easyJet takes the second position after Ryan. Employment, Stakeholder 1: Owner as they have the biggest say on the company and its decision. 3 Marketing Mix (7Ps) 4 [102] The company took delivery of the first A321neo on 18 July 2018 at the Farnborough International Airshow. Employees - they want to be . Low-cost carrier Airline [101] The current generation A320s and fifty of the A320neos will replace current A319 aircraft. Airline However, its operating profit has decreasing which may influence take more loans from financial institutions. School Number: 110131060 ", "EasyJet paint job makes fuel bills less of a drag", "EasyJet looks to AI to cut delays and deliver its bacon butties", "easyjet will launch first electric plane in 2019", "EasyJet makes progress with electric aircraft plan", "EasyJet to offset carbon emissions from all its flights", "Sustainable flights, easyJet and Airbus work on zero-emission aircraft | SmartGreen Post | news from the environment", "EasyJet urges new tax to replace air passenger duty as part of green push", "EasyJet ads criticised over green claims", "EasyJet discriminatory wheelchair policy", "EasyJet accused of discriminating against disabled passengers", "EasyJet loses disability discrimination case in France", "French court fines easyJet over refusal to let disabled passenger board", "EasyJet threatens not to let passenger board after he criticises airline on Twitter", "Passenger sues easyJet after crew told her to move seats to satisfy ultra-Orthodox Jews", "EasyJet Europe nimmt Betrieb mit sterreichischem AOC und Betreiberbewilligung auf", "EasyJet confirmed as UK airline, despite EU ownership", "Transaero Airlines and EasyJet Sign Commercial Agreement Press Statement", "Transaero to Cease Operations October 26", "EasyJet to Halt Moscow Flights on Slumping Demand", "easyJet (Group) Fleet Details and History", "Pictures: EasyJet's first A321neo makes Farnborough debut", "Snub for Boeing as Airbus lands EasyJet deal", "EasyJet's losses widen on sterling weakness", "easyJet takes delivery of first A321neo", "EasyJet orders 12 more Airbus A320neo aircraft", "easyJet confirms order for a further 56 A320neo Family aircraft | Airbus", "easyJet Firms Order For 56 Airbus A320neo And Upsizes 18 To A321neo", "Q&A with easyGroup's Stelios Haji-Iaonnou", "EasyJet wins reservation system copyright case", "EasyJet Boosts Order For Airbus A319s By 52 Aircraft", "EasyJet launches EasyJetHotels with Hotelopia as its new exclusive accommodation partner", "The death of traditional, inflexible package holidays EasyJetHolidays gives total flexibility of hotel and low-cost flight combinations", "Financial Protection for package holidays booked with EasyJet", "EasyJet relaunches package holiday business", https://en.wikipedia.org/w/index.php?title=EasyJet&oldid=1141591126, Older aircraft are to be retired and replaced by A320neos, In the Airbus Cabin Flex (ACF) configuration, Both aircraft (G-BECG/G-BECH) were transferred to, This page was last edited on 25 February 2023, at 20:51. Introduction Southwest Airlines. In other words, your project's stakeholders are the . and therefore a decline in fuel prices mean an opportunity to earn big profit margin (Flattou et al 2015). Designing the workspace to have a nice environment for the employees to work well in this will increase the efficiency of the company. 3.7.2 Managing, Premium 2.6.2 Legal factors that influence Easyjet Plc. Stock market The airline operates on a low cost budget, flying more than 15 million people a year and offers services for leisure and business passengers and it flies to 100 top European routes . See Answer. They have the interests in the activities of an organization and can be divided into internal and external stakeholders. Political and Legal impacts 5 [22][109][110], In December 2001, the airline switched from a third-party reservation system to an in-house system. In addition to this average fare advantage, easyJet's highly dynamic revenue management system . (Jones 2007) In 1996 they replaced the leased aircraft by purchasing four second-hand aircraft. Stock, A stakeholder is any individual or group who can affect or is affected by the actions decisions policies practices or goals of the organisation (Freeman 1984 25). Southwest Airlines easyJet is one of the world's most successful low-cost airlines. This Case Study details the rapid growth of easyJet which started operations in November 1995 from Londons Luton airport. [22] In October 2004, the FL Group, owner of the airlines Icelandair and Sterling, purchased an 8.4% stake in the airline. They successfully bought 40% of Swiss charter operation Tea Basel AG in 1998. EasyJet was founded by Stelios Haji-Ioannou, when he was just 28, in the year 1995. Best EasyJet Topic Ideas & Essay Examples. These cookies track visitors across websites and collect information to provide customized ads. 3.5.1 Check-in 9 Stakeholder Main Interests, Premium Despite some previous concerns about the purchase from key shareholders, the need to . One of the largest airlines in the United Kingdom and Europes leading airline operating on over 600 routes across more than 32 counties. Southwest Airlines They contracted to buy 12 brand new 737s from Boeing in 1997. You also have the option to opt-out of these cookies. Therefore it has to be differentiated with marketing processes. A stakeholder can be a wide variety of people impacted or invested in the project.
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