Environmental and Competitive Analysis of Easyjet

IntroductionThis report has been written in order to provide an environmental and competitive analysis of the low-cost airline industry area from the position of Easyjet. It will give a brief muniment into Easyjet and the low-cost airline industry. It will analyse the internal strengths and weaknesses as well as the external threats and opportunities. Competitors will be analysed with the use of porters 5 forces model. Recommendations will be made for easyJet?s marketing strategies for the next three years.

Corporate HistoryEasyjet was founded in 1995 by Stelios Haji-Ioannou who based the firm around the low-cost, no-frills model of the US flight operator ?Southwest?. The concept of Easyjet is based on the fact that short flights within atomic number 63 are expense elastic, meaning the lower the prices the more people will act within Europe.

The deregulation of the European airline industry in 1992 authorised any European airline to operate, fly and acres anywhere within Europe. This allowed airlines to expand routes and operate within Europe with much higher precision.

Easyjet was initially started from its ?hanger? headquarters at Luton drome with two Boeing 737-300?s offering flights from London Luton to Glasgow and Edinburgh at a price of £29 each way.

To date easyJet has now grow into offering 125 routes from 39 major European airports utilise their fleet of 122 aeroplanes.



EasyJet has also expanded into having large basis at not only Luton airport but also Liverpool, Geneva, and AmsterdamBack in 1999 easyJet gained free mass exposure to an audience of around 9 million viewers through ITV?s ?fly on the wall? documentary series ?Airline?.

The launch of easyjet.com in 1997 has become an integral part of the business model and has seen a huge change in the culture of booking expire tickets. Currently easyJet.com provides around 90% of bookings today and in...

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