Analyze the Competitive Strategy of EasyJet Plc.
Mariam Peyton is a professional Financial Analyst. She holds a Masters degree in Economics. She specialises in financial analysis and forecasting. Her expertise includes studying the financial performance of companies, markets and entire industries looking for trends, insights and information that can help you glean rich insights for use in academic and market research.
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This report analyzed and evaluated the competitive strategy of EasyJet that has enabled it to develop its current competitive position in the low-cost airline market. In this report, EasyJet was seen to be one of the leading and strongest low-cost airlines in the market despite its tough competition from its rivals such as Ryan Air and Norwegian Air. The company’s competitive strategies are very strategic and ahead of its rivals, resulting in its growth and development. This report used strategic tools such as Porter's generic strategy, the strategy clock, a SWOT analysis, and a PESTLE analysis to clearly understand the competitive strategy of EasyJet.
EasyJet is one of the largest airlines in the world with over 308 aircraft, operating 927 routes across 34 countries and 153 airports. It is a low-cost European point-to-point airline with its headquarters at London Luton Airport, United Kingdom (UK). In 2022, it carried more than 69.7 million passengers, making it one of the biggest airline carriers in Europe by passenger numbers, behind Ryanair (Annual Report 2022).
In essence, EasyJet follows a cost leadership and broad focus strategy and some of the core competencies include Technology, operation, and inbound and outbound logistics. Thus from the above analysis, it can be concluded that EasyJet believes in putting the employees before the customer and providing excellent customer care. These capabilities of EasyJet cannot be replicated by its major competitor Ryanair and become distinctive capabilities. The above capability becomes the core competence of EasyJet.
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Analyze the Competitive Strategy of EasyJet Plc. Case Study
Key Learning Outcomes
By the end of the case, students should be able to:
- Identify the main features of Easy Jet’s competitive strategy, such as low cost, differentiation, and customer focus.
- Evaluate the strengths and weaknesses of Easy Jet’s strategy in relation to its competitors and the external environment.
- Apply relevant strategic frameworks and tools to analyze Easy Jet’s performance and suggest possible improvements or alternatives.
1.0 INTRODUCTION
Founded in 1995, EasyJet is one of the largest airlines in the world with over 308 aircraft, operating 927 routes across 34 countries and 153 airports. It is a low-cost European point-to-point airline with its headquarters at London Luton Airport, United Kingdom (UK). In 2022, it carried more than 69.7 million passengers, making it one of the biggest airline carriers in Europe by passenger numbers, behind Ryanair (Annual Report 2022). The latest revenues for the year ending 2022 were £5.8 billion up from £1.5 billion in 2021(Annual Report 2022). As of September 2023, EasyJet has a market capitalization of $3.82 Billion.
The primary aim of this report is to critically evaluate the competitive strategy that EasyJet has utilized in the development of its current competitive position and also to make appropriate recommendations regarding the company. In this report, we will analyze EasyJet using a number of strategic tools such as Porter's generic strategy, the strategy clock, Pestle, and a SWOT to gain an in-depth understanding of the company's strengths and weaknesses. We will also make a summary analysis of the current threats emanating from its industry environment in the UK and EU including the Ongoing COVID-19 impact, the impact of Russia’s invasion of Ukraine, inflation, rising labor costs, and many others. The analysis will go ahead to examine the external environment for positive key drivers of change in the airline industry, which may become sources of future competitive advantage.
EasyJet is a No-frills airline, which means that it offers low fares to customers but it eliminates all unnecessary services such as complimentary food, in-flight entertainment systems, and business-class seating. The primary objective of the company is to offer low costs of flight with short-haul air.
Generic Strategies
According to Porter (1998), the generic strategy is a method that an organization applies in order to achieve its long-term goals and he notes that a company may achieve its goals by following any one or a combination of the following three generic strategies, cost leadership, differentiation, and focus. EasyJet enjoys profit by having low-cost leadership in the airline industry.
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