Competitive strategy that Easyjet have utilised Analysis

Table of Content

The purpose of this study is to analyze and measure the competitory scheme that Easyjet have utilised in order to develop their current competitory place in the low monetary value no frills air hose market.


  1. Definitions of competitory scheme
  2. Explain Porters generic scheme
  3. Analyse the competitory scheme of Easyjet
  4. Measure the competitory scheme of Easyjet
  5. Recommendation for the hereafter of Easyjet


  1. Porters generic scheme
  2. Investigate the scheme clock
  3. Find out advantage and disadvantages by making a SWOT analysis of Easy Jet
  4. Theories on Easyjet competitory scheme
  5. The Competition
  6. Assorted Recommendation for Easyjet ‘s hereafter

Where the information was found?

  1. University library
  2. Internet
  3. Diaries
  4. Newspapers
  5. Books


From this study, Easyjet can be seen as one of the chief air hoses in its market, and although it has some tough competition Easyjet is going stronger. Its competitory schemes are in front of the competition and are being really successful. This is proven through assorted theories such as Porters generic scheme, the scheme clock and a SWOT analysis of Easyjet ‘s competitory scheme.

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Easyjet is one of the best known European low monetary value no-frills air hoses. Which begun in 1995 by Grecian enterpriser Stelios Haji-Ioannou. He intended to ‘make winging to Europe affordable for more and more people ‘ . Easyjet now calls itself the webs favorite air hose ‘ . ( Thompson, Strategic Management, 2001 ) The air hose is based at Hangar 89, a bright orange edifice adjacent to the chief taxi strip at Luton Airport. In an industry where corporate Headquarters are by and large considered to be the ultimate position symbol, it is the really incarnation of the Easyjet low-priced ethos.


To place and analyze the competitory scheme that Easyjet have utilised in order to develop their current place. To critically measure the competitory scheme that Easyjet have utilised in the development of their current completive place. Besides make appropriate recommendations sing Easyjet.

Competitive advantage

Competitive advantage is the agencies by which a company can surpass its rivals and more net incomes. ( Lomax & A; Raman, 2006 )

The ability to make more economic value than rivals ( Barney, 2010 )

Competitive advantage is more by and large based on the stableness and continuity in relationships between different parts of the administration ( Lynch, 2008 )

Design is a signifier of competitory advantageaˆ¦ Good design allows things to run more expeditiously, swimmingly, and comfortably for the useraˆ¦ Customers appreciate good design. While they ca n’t needfully indicate out what specifically makes it good, they know it feels better. There ‘s a splanchnic connexion. They are willing to pay for it, if you give them a great experience. ( Hackett, 2009 )

Porter ‘s Generic Strategies

This set of schemes consists of three: cleavage scheme, distinction scheme and cost leading

Cost leading scheme pertains to mass production of standardised merchandises to take down the cost. Manufacturing the merchandise in high volumes or by majority would take down the costs of the merchandise because fixed costs are maximized.

Differentiation scheme means making merchandises that are being packaged as unique. Customers believe that the characteristics of the merchandises are uncomparable and superior compared to others therefore the ground for its singularity.

Segmentation scheme means merchandises are focused on few, selected market or the specialised markets. The company creates the merchandise to accommodate the gustatory sensations or demands of a specific market.

( Porter, 1998 )

Main Findingss

Analyse Easy Jet ‘s competitory scheme

Easy jet which is the UK ‘s taking low cost air hose, presently runing in over 400 paths with over 175 aircraft in 27 states is a no frill air hose, the construct started in the beginning of the 1970 ‘s in the USA and so this construct was followed by Airlines in Europe, and the remainder of the universe.

Easy jet is known as No-frills air hoses, where air hoses that have offer low menus but extinguish all unneeded services Easy Jet offers a no frills service at low menus. EasyJet ‘s generic scheme is a typical cost leading scheme. The concern doctrine of easyJet is that money can be made on any path where a bearer can wing three times a twenty-four hours to a low-priced airdrome, based on a minimal market size. The footing of commercial success for such scheme is keeping a 30-40 % cost advantage over established air hoses.

Easyjets low monetary values scheme can be defined as “ A low monetary value scheme seeks to accomplish a lower monetary value than rivals whilst seeking to keep a similar sensed merchandise or service benefits to those offered by rivals ” ( Johnson, 2005 ) They believe to accomplish competitory advantage through this scheme, the company need two basic picks, one is to happen a section where chief rivals are non interested in. The other 1 is find this section attracts monetary value reasonable consumers. ( Johnson, 2005 )

They utilize this by making the followers ;

Easyjet is a Ticket less air hose which mean All you need to wing is your passport ( or suited photographic ID on domestic flights ) and there verification figure, based on their clip of cheque in at the airdrome, this determines the order in which they board the aircraft ( ) .

Efficient usage of airdrome. Easyjet flies to chief finish airdromes throughout Europe, but additions efficiencies through rapid turnaround times, and progressive landing charges understandings with the airdromes

By cut downing turnarounds to 30 proceedingss and below, Easyjet can accomplish excess rotary motions on the high frequence paths, by maximising utilization rates of its aircraft.

There ‘s no such thing as a free tiffin Easyjet does non offer free nutrient from company, riders are given the pick as to whether they wish to purchase themselves drinks or bites from the in flight. ( McCosker, 2003 )

The absence of concern category means deriving seats and maximizes capacity. Though EasyJet does non supply the same sort of flexibleness as concern category in traditional air hoses, it is possible to alter flights for a premium of ?10, plus the difference in monetary value. Punctuality is a precedence

Direct selling and Internet gross revenues – Stelios recognized the potency for gross revenues on the Internet before it had become widely available. At first a call centre allowed clients to book over the phone, a more familiar communicating channel available to all. By offering price reductions for Internet engagements, Stelios shaped his client ‘s buying wont with the consequence that 80 % of reserves were made on the Internet in 1998. It reduces distribution charges from travel agent committees and computing machine reserve system costs.

Easyjets scheme was modelled on Southwest air, but Stelios claimed he had been inspired by Richard Branson and Virgin Atlantic. His attack to clients and people mirrors that of Branson. He flies on his ain planes some three or four times a hebdomad and hebdomad talk to the riders. He is regularly nowadays at Luton ( his central office ) and willing to go around rider jobs. ( Thompson, Strategic Management 4th editon, 2001 )

Easyjet favours an informal company civilization with a really level direction construction, which eliminates unneeded and uneconomical beds of direction. All office-based employees are encouraged to dress casually. Neckties are banned – except for pilots! Remote working and ‘hot-desking ‘ have been features of easyJet since the beginning.

One of the schemes which easyJet is carrying is a cost leading. In carrying cost advantage, the end of the house is to go the cost leader in its industry or industry section ( Grant, 2002 )

The Easyjet merchandise is, in world, a bundle of service, many subcontracted in. Easy jet provides the planes and their crews, and markets and the sells the flights. As a company, it is focused. Check-in and information services, bites ( for riders to by before they board the airplane ) , luggage handling and fleet care are all bought in from specializers. ( Thompson, Strategic Management, 2001 )

Competition for clients in this sector of the market is intense, Virgin express and Fly Thomas cook are merely a twosome from many have low-price, no frills subordinates, neither of which is reputed to be profitable. The largest of the challengers is Ryanair, over 25 old ages old and based in Dublin, transporting over 75 million riders a twelvemonth.

When Stelios established the place of the Easyjet as one of taking low cost air hose in Europe by “ following an efficiency driven operational theoretical account, making trade name consciousness and keeping a high degrees of client satisfaction ” ( where we are now ) he took a measure further in his perused of the scheme “ to offer low cost air hose to multitudes ‘ ( where we want to be ) which is based on cardinal strengths ( how we traveling acquire at that place ) ( Easyjet: The Web`s Favourite Airline, 2002 )

Another of the schemes persuaded by laminitis of Easyjet can be seen, as “ scheme is perspective, that is, vision and way. ” ( Mintzberg, 1994 )

Evaluate Easyjet competitory scheme

Competitive advantage grows out of value a house is able to make for its purchasers the exceeds the house ‘s cost of making it ( porter,1985 ) A company comparative place within an no frill Airline industry is given by its competitory advantage which is cost leading and distinction, from other frills air hose companies and with its pick of competitory range. Introducing new engineerings new or switching purchaser needs the outgrowth of a new industry section and handiness alterations in authorities ordinances are competitory advantages. Where Differentiation is the house ‘s merchandise, associated services, and other activities affect its purchaser ‘s activities.A All the activities in the value concatenation contribute to purchaser value, and the cumulative costs in the concatenation will find the difference between the purchaser value and manufacturer cost. ( Porter, 1985 ) Easy jet additions competitory advantage by executing strategically of import activities more cheaply or better than its rivals. ( ) Competitive advantage can come non merely from great merchandises or services, but from anyplace along the value concatenation. To understand how a house fits into the overall value system includes the value ironss of its providers, channels, and purchasers. Generic schemes are utile because they characterize strategic places at the simplest and broadest degree. Porter maintains that company accomplishing competitory advantage requires and makes a pick about the type and range of its competitory advantage. ( Porter, 1985 )

Refering competitory advantage, Easyjet concentrates on costs therefore achieves overall cost leading. It inhabits a low cost Niche place.

“ The low cost air hoses developed sufficient lead times and competitory advantage to restrict any new entrants to niche places – and we still do non believe that the full service air hoses have the civilization to successfully develop sustainable in house low menus subordinates ” ( Binggeli, 2002 )

However, there are jobs associated with the thought of sustainable cost leading as this entails that Easyjet has the lowest cost compared with rivals over clip. This is improbable to be achieved merely by cutting back costs nevertheless their rivals i.e. Ryanair will make this excessively.

The hunt of a cost-leadership scheme will necessitate Easyjet to hold a strong focal point on cost direction, scale economic systems, and have experience curve cost advantages through the upholder of volumes. In world, it can be questioned whether cost leading is a separate scheme. ( Crisp 1991 )[ 1 ]stated, ‘having a cost advantage is simply a facilitator to distinguish, normally on monetary value ‘ , adding that low-priced signifier seeks to take bases for distinction, so as to offer a generic service to the full market, hence cut downing differences between sections.

Another type of scheme persuaded by Stelios Haji Ioannou is express by sentence ( Casell, 2002 )

It could be argued that cost leading can be a unstable scheme, which may rush up the move towards a trade good market in which ; finally, no 1 benefits ( Partridge, 1994 )


Scheme Clock

The ‘Strategy Clock ‘ is based upon the work of Cliff Bowman. It ‘s another Suitable manner to analyse a company ‘s competitory place in comparing to the offerings of rivals. As with Porter ‘s Generic Strategies, Bowman considers competitory advantage in relation to be advantage or distinction advantage. Easyjet are situated extremely in strategic option 1 ( low monetary value, depression added value )

The eight nucleus strategic options are:

1. Low price/low added value – Likely to be section specific.

2. Low monetary value – Hazard of monetary value war and low margins/need to be a ‘cost leader ‘ .

3. Hybrid – Low cost base and reinvestment in low monetary value and distinction.

4. Differentiation – ( A ) Without a monetary value premium: perceived added value by user, giving market portion benefits.

( B ) With a monetary value premium: Perceived added value sufficient to bear monetary value premium.

5. Focused distinction – Perceived added value to a ‘particular section ‘ justifying a premium monetary value.

6. Increased price/standard – Higher borders if rivals do non value follow/risk of losing market portion.

7. Increased price/low values – merely executable in a monopoly state of affairs.

8. Low value/standard monetary value – Loss of market portion.

The scheme clock diagram

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Easyjet SWOT analysis


Easyjet has a strong trade name name in the low cost air hose industry ; the company besides owns the general popularity among clients, concern or leisure, for its low menus and high efficiency

Most seats are sold through Internet. Ticketless air hose makes Easyjet different from challengers.

Flattened construction and insouciant civilization give efficiency in direction and operation. Easyjet is often able to profit from the latest engineering and working patterns.

Efficient usage of airdromes and aircraft is another critical strength of Easyjet. The sound web helps the company to cut costs.

Paperless operation has simplified and given the immense flexibleness in the direction working patterns.

Easyjet standardise on a individual aircraft type and purchase new aircraft in majority, thereby minimising care costs.

The amalgamation of Go accelerates the company growing


Easyjet is limited at the present clip to regional operations, which does non let it to develop a more balanced portfolio of services.

Although EasyJet ‘s benefits from the trade with airbus in many ways, it besides causes a job – the company will run on a assorted Boeing/Airbus fleet. Staff preparation and coordination in future are important to the move

For the senior people or the people who do non utilize the cyberspace, it is non convenience to book on line. They truly should hold more ways to book

There is no concern category in aeroplane of EasyJet, which makes it lose some concern travelers


From a political position, the deepening and broadening of EU provides new chances industry broad. New paths can be introduced to those states that will fall in EU in close hereafter. Furthermore, Airlines are now able to run a base out of any European Country, which gives many more chances for enlargement.

Comparing to US market, the European market is still an immature market, which provides chances to all participants.

General slack forces most companies and single support in a tight budget, hence low cost air hoses now have more opportunity to contend their expensive challengers.


The low-priced bearers are confronting lifting costs, peculiarly in the countries of fuel, airdrome charges and wages.

Unpredictable incidents ( e.g. Iraqi war, SARS ) give uncertainnesss in fuel supply, clients ‘ sentiment, etc.

Competition from challengers is another menace, including new concerns copying ‘low monetary value and no frills ‘ scheme


This study has shown that Easyjet has done really good since it begun in 1995, it is dong about everything right utilizing their competitory schemes to go successful and stay in front of their challengers. Although the immense profitable company that it has become, it ‘s of import that they do non go over confident, and be cognizant of what their rivals are making, they should ever hold adequate capital to them to do extremist alterations if needed to. There are a figure of ways in which Easyjet could better to take the administration forward and do the company more profitable and up public presentation.

First Easyjet could collaborate with other easy concern, such as Easycar which could make trades on conveyance and parking at airdromes, Easyfinance could offer a particular rate for loans used on flights. Easyhotel could give price reductions on hotels around the airdromes. This could non merely assist easyjet and doing it better for clients but besides increase other easy concerns.

It could be really good for Easyjet to construct confederations with transatlantic operations. This would construct a better relationship with the transatlantic operations intending it could make more mobs. Easyjet have over 400 paths which means they have many more paths which they could add. This would intend deriving more clients that could n’t make finishs before in which other air hoses visited.

As fast as the cyberspace has grown over the last few old ages, non everybody has it or cognize how to utilize, more frequently its senior people, whom could add a bigger market if Easyjet could happen out a manner to make them and do a better manner of purchasing flights for them. Although Easyjet do hold a phone figure to book flights it has been stated “ Telephone engagements are more expensive and are non encouraged ” ( Lowfareflights ) which is really away seting. Possibly free phone calls or some kind of broacher sent through the station could allow the people without cyberspace find out about Easyjet and be able to buy with no fuss.

As the figure of low cost bearers is turning another possibility could be created some kind of trueness strategy such as trueness card or member card. The client would so roll up points whenever they travel with Jeasyjet, which would add up and when they have adequate points, they could have some kind of wages such as a price reduction on flights, free flights etc. This would profit Eeasyjet every bit good as the clients because the client would desire to go with Easyjet alternatively of another company because they know they can salvage points and be rewarded with Easyjet. Major companies in the UK such as Tesco utilizing clubcard who introduced it in 1994 to derive clients trueness, it proved to be really successful, doing clients from other shops switch to Tesco as they knew they would b rewarded with this strategy. David Sainsbury, so president of J Sainsbury plc, rejected the thought of presenting a similar strategy. However, the consequence that Clubcard had on Sainsbury ‘s gross revenues led to the reversal of that determination, with the launch of the Sainsbury ‘s Reward Card in June 1996. ( Randall, 1996-06-23 ) This will therefore stop clients exchanging to Easyjets challengers.

From this study, Easyjet can be seen as one of the chief air hoses in its market, and although it has some tough competition Easyjet is going stronger. Its competitory schemes are in front of the competition and are being really successful. No company is perfect and ever necessitate betterments therefore Easyjet could go of all time more successful and rule the market despite of the stiff competition.

Reference List

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