The strategic analysis of EasyJet and Easy Group --the...

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 easyJets assets, then mainly concentrate on its critical capability which formed its core competence. Essentially, historical comparison approach was adopted to evaluate the organizations 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 easyJets assets: 1.1 Physical assets†¦show more content†¦Now approximately 90% of all seats are sold over the Internet, making EasyJet one of Europes 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 expensiveShow MoreRelatedCase Study148348 Words   |  594 PagesIntroducing Strategy The Environment Strategic Capabilities Strategic Purpose Culture and Strategy Business Strategy Corporate Strategy and Diversification International Strategy Innovation and Entrepreneurship Mergers, Acquisitions and Alliances Evaluating Strategies Strategy Development Processes Organising for Success Leadership and Strategic Change The Practice of Strategy Pages 30 37 47 59 69 79 88 99 108 115 122 132 144 150 162 Case Teaching Notes The LEGO Group: Working with Strategy The GlobalRead MoreStrategic Marketing Management337596 Words   |  1351 PagesStrategic Marketing Management Dedication This book is dedicated to the authors’ wives – Gillian and Rosie – and to Ben Gilligan for their support while it was being written. Acknowledgements Our thanks go to Janice Nunn for all the effort that she put in to the preparation of the manuscript. Strategic Marketing Management Planning, implementation and control Third edition Richard M.S. Wilson Emeritus Professor of Business Administration The Business School Loughborough University Read MoreExploring Corporate Strategy - Case164366 Words   |  658 Pagesand 15 case examples which have been chosen to enlarge speciï ¬ c issues in the text and/or provide practical examples of how business and public sector organisations are managing strategic issues. The case studies which follow allow the reader to extend this linking of theory and practice further by analysing the strategic issues of speciï ¬ c organisations in much greater depth – and often providing ‘solutions’ to some of the problems or difï ¬ culties identiï ¬ ed in the case. There are also over 33 classic