EasyJet also drew down the entirety of its existing revolving credit facilityraising $500 million in cash. And they are relentlessly focused on keeping per-seat costs down. easyJets strategy will seek to continue to lead the market in sustainability, working with our partners to achieve our Net Zero Roadmap and the decarbonisation of the aviation industry. He said he had discovered a secret meeting in Switzerland, arranged by Airbus, between top EasyJet executives and a lawyer who, according to documents revealed in the Panama Papers leak, may have helped clients evade international sanctions through offshore shell companies. Lundgrencomplainsthat the British governments travel rules remain too onerous. Kotze compared Lundgren to his rival CEO, Michael OLeary, who runs Ryanair and has a reputation for being merciless at containing expenses and being generally combative. Taken together, those restrictions mean that summer 2021 is looking increasingly in doubt. The globalization is also another factor influencing which build up the air traffic as lifelong. A lack of real-time reporting makes it easy to miss the signs of an approaching catastrophe. We are happy to help. Strategies are largely determined by the extent to which they deliver best value to both customers in terms of being competitiveness in the marketplace (leading low cost airline) and also to provide value to shareholders. British Airways. (The others are rival budget airlines Ryanair and Wizz Air, as well as Southwest Airlines in the U.S., on which EasyJet originally based its business model. The airline couldnt simply abandon it without jeopardizing any chance of a quick recovery when the crisis ended.Lundgren also thought the contract made long-term strategic sense. Disclaimer: This is an example of a student written essay.Click here for sample essays written by our professional writers. Lundgren wasnt completely despondent: Where bookings were allowed and quarantine rules not restrictive, passengers were coming back. EasyJet has cost advantages through company specific capabilities, which drive down costs throughout the value chain. 2023 Fortune Media IP Limited. But EasyJet could steal an increasing amount of market share from the legacy full-service carriers. After listing the risks and putting them in a risk matrix, the report will then aim to explain how the risk will affect easyJet and justify the position of it in the risk map. EasyJet is forever trying to attain a cost level that is low relative to its competitors. Implementing this strategy successfully depends on EasyJets ability to deliver enhanced benefits to customers over its competitors together with low prices. In essence, Lundgren told the BBC, thismeansonly the rich can go on holidays: The expense of these tests would be way over and above what the cost is of an average EasyJet fare, he said. In practice, this means EasyJet has little chance of beating Ryanair or Wizz head-to-head on routes and pricing. The sales process is efficient, as EasyJet sells directly to customers, instead of using external sales teams. But with new, more infectious variants of COVID-19 spreading rapidly in Europe, in October renewed lockdowns were imposed across many parts of the U.K. and from Helsinki to Tel Aviv. Now, at the cusp of a summer season that normally would be the source of the majority of EasyJets profits, the airline and its CEO face what could be a make-or-break season. Those planes are Airbuss most fuel-efficient models, offering operational savings for EasyJet in the long run. Easy Jet: Company Operation Strategy : Historical-Hall-2840 As both employees and customers are put under increased stresses, the potential for heated exchanges becomes a risk. To export a reference to this article please select a referencing stye below: If you are the original writer of this essay and no longer wish to have your work published on UKEssays.com then please: Our academic writing and marking services can help you! Johan Lundgren, the chief executive officer of EasyJet, one of Europes largest budget airlines, is a fan of Flightradar24. The price of EasyJets tickets various as a function of the number of seats remaining, the time until the flight, and historical trends. EasyJet is known for its low-cost competitive pricing. In a sign of faith in EasyJets prospects, the bond sale was almost six-times oversubscribed. EasyJet raised $1.5 billion by selling seven-year bonds, with a 1.875% annual interest rate. Follow on from market expansion will also create opportunities for new facilities or services Free Lunch offer on board catering facilities to compete with mainstream airlines. The reason for EasyJet to put so much emphasis on the human factor as one of the primary risk sources is quite understandable. The U.K. is doing well: It had approved two vaccinesone from Pfizer and one from AstraZenecain December and a third, from Moderna, in early January; by mid-May it had given 68% of the adult population at least one shot. A strong and visible brand to create a high level of awareness with consumers. We will consider the value chain for EasyJet in more detail later in our discussion. EasyJets new holiday division launched in December 2019, just months before the pandemic took hold. It is possibly not as good in terms of operations and its inbound logistics. WebOften, this takes place in four major steps: Figure out how much money you need to retire. This report will provide a detailed analysis of EasyJets current corporate appraisal or SWOT analysis. What happens to EasyJet, which had been one of the strongest players in the airline industry before COVID-19, could presage the entire sectors fate: If EasyJet cant come back strong, what airline can? easyJet has a cost advantage over its major competitors on the primary network that it operates. From June 15, when EasyJet resumed flying, through September 2020, it carried 9.5 million passengers, compared to 37.1 million in the same period the year before. Step 1: Identify and document risks. The purchases rankled Haji-Ioannou, who had opposed EasyJets tie-up with Airbus ever since it had been signed in 2013. And Lundgren, who took overin late 2017, had big plans to build on that differentiation with potentially lucrative new ventures, including vacation packages, more benefits for business, and a new loyalty program. The airline resumed flying on June 15, 2020, with limited routes within the U.K. and to France. As Internet transactions have a lower cost associated with it EasyJet encourages its customers to book on-line by offering them a discount for on-line ticket reservations. ECONOMIC the travel industry is vary recession prawn and also very sensitive to changes in oil prices. EasyJets new holiday division launched in December 2019, just months before the pandemic took hold. The same figure for Ryanair was 2.25 pennies, while it was about 5 for British Airways and 5.37 for Air France and KLM. Accepting this fact and having a strategy in place to mitigate risk is critical to being a successful innovator. The strategy risks serious disruptions to their customer service processes as employee morale drops at the same time that wait times for customers increase. The airline has differentiated itself from other budget carriers by serving top-tier European airports. EasyJet appears to have internal strengths in terms of brand awareness, cash flows, and operational efficiencies. EasyJet also operates a flat management structure, which may lack a formal discipline that is needed as the organisation grows. To enjoy unlimited access to our journalism, subscribe today. easyJet has refined its strategy to drive our purpose of making low-cost travel easy. Therefore, the low cost strategy is the ideal strategic fit to its environment. Lundgren has pulled every financial lever available to him to keep EasyJetaloft. Savings made from e-commerce is another source of value creation. WebThe following operating risks are associated with pursuing sustainability initiatives as part of a marketing plan: Loss in profitability Loss of focus Just as sustainability would seem to be a rallying cry for consumers, some companies have jumped on sustainability as a However, by year 2000 it has not only managed to survive but also increased its market shares and assets of aircrafts to 74 and servicing 105 routes and carrying over 20 million passengers a year. Most of Europe was in the yellow category, requiring 10 days of self-isolation when coming back, and with the U.K. government still advising against leisure travel. This section we will investigate EasyJets resources as a means of assessing the organisations strategic capability. EasyJet also operates a flat management structure, which may lack a formal discipline that is needed as the organisation grows. Get in touch with us. Firstly, threats in terms of new & existing competition. These risks may include: Shifts in consumer demand and preferences. Healthcare workers were exposed to this highly infectious virus during the pandemic and suffered several social and psychological consequences, such as anxiety, psychological distress, and burnout. EasyJets first generic strategy is to achieve an overall cost leadership in the low cost airline industry. Therefore, it is vital for EasyJet to have a thorough comprehension of their costs and cost drivers. EasyJet is forever trying to attain a cost level that is low relative to its competitors. With Ryanair maintaining high margins despite reducing yields through strict cost management. The airline had become Europes equivalent of Southwest in the U.S. And the simulators have been kept busy virtually around the clock, even during the pandemic, as EasyJet has sought to keep its pilots properly certified so they will be ready when flying returns. WebSome compliance risks are specific to an industry or organizationfor example, worker safety regulations for manufacturers or rules governing the behavior of sales representatives in the pharmaceutical industry. Decisions must be made on the trade-offs inherent in development of a strategy. Objectives To assess the psychological distress, anxiety, depression, coping strategies, The UKs second-largest union has slammed easyJet flight cancellations in a scathing email obtained by Euronews. Of popular holiday destinations, only Portugal and Gibraltar were put on the initial green list, with no requirement to self-isolate upon return. Founded in 1995, low-cost carrier EasyJet established itself among the largest airline based in the United Kingdom by passenger numbers. Facebook: quarterly number of MAU (monthly active users) worldwide 2008-2022, Quarterly smartphone market share worldwide by vendor 2009-2022, Number of apps available in leading app stores Q3 2022. LEGAL The European deregulation of the commercial aviation provided both major strategic threats and opportunities, the national mainstream airlines faced severe price competition from discount carriers. Its also hard to monitor the performance of each individual. Procurement and firm infrastructure as a support activity does not add much extra value. Funding strategies developments is clearly important in that the nature of funding must be appropriate and compliments the low cost strategy of EasyJet, by ensuring that interest costs are low. There are potential opportunities in terms of new routes and expansion of services offered, EasyJet has already launched a number of new European routes, how about expansion into the Asian Pacific? Standardisation in its activities as an airline leads to both economies of scale and a simpler product, which is cheaper and easier to distribute. Adjust your investments to This enables easyJet to be efficient with network choices, with an emphasis on maximising returns. easyJet will maintain its advantageous cost position through continued cost action. And he was not a happy shareholder: For a decade, he had sparred with a succession of EasyJet CEOs and boardsfaulting them for overly ambitious and costly expansion plans and for ordering too many new aircraft from manufacturing giant Airbus. Supported by innovative and effective advertising. This will identify its strength, weaknesses, opportunities and threats. Disappointing your customers. These are flight simulators that recreate the exact cockpit of an Airbus A320 aircraft. Directly accessible data for 170 industries from 50 countries and over 1 million facts: Get quick analyses with our professional research service. Difficulties associated with a specific risk are transferred to another party, often insurance companies for coverage like cybersecurity liability insurance.Examples of risk transfer include: buying business interruption insurance to handle unplanned expenses in the aftermath of a cyber attack; reducing the likelihood of project That delay exposed EasyJet to greater risk of both hefty fines from Britains chief data protection regulator and class-action lawsuits from customers. Yet Lundgren says his strategy is still valid, telling trade publication Travel Weekly that holidays are going to lead the recovery. Liberum analyst Khoo says the move into packaged holidays made strategic sense. Previously it used telesales and now sales are through e-commerce web site. Figure 2: Five Forces Model ACCA Paper 3.5 (2001). To what extent does EasyJets concentration on Potential threats of economic recession, since air travel is effectively a commodity product, it is recession prawn. liability for the information given being complete or correct. At a budget carrier, you need to be aggressive and ruthless and abrasive, says Joachim Kotze, an airline industry analyst for financial research firm Morningstar. Enabling risk management through a In many instances, strategic risks and the other kinds of risk will impact one another as they are interconnected. Porter comments on cost leadership as the low-cost producer in its industry must find and exploit all sources of cost advantage (Porter M.E (1980)). easyJet is delivering its strategy through four strategic priorities, which define the areas of focus to achieve their ambition. Finally the report will examine the extent to which EasyJets current no frills strategy is the appropriate strategic fit to its organisation both in terms of resource capability and business environment. In a vast hangar on the outskirts of Gatwick Airport, one of EasyJets big hubs, sit a row of five space-age pods, painted in EasyJets trademark orange-and-white colors. In 2020, it transported a In April 2020, EasyJet announced that it had reached an agreement with Airbus to defer delivery of 24 of the aircraft, meaning it would take on no new aircraft in 2021. Advantages of Choosing In-House. As funding from operations are clearly a major contributor to value creation. To understand EasyJets prospects, its important to understand its strategic positioning. Protect and build on easyJet's strong brand, Provide an easy and reliable customer experience. Every so often Easyjet has aligned to face some unusual risks, for example, IT security and fraud risk, brand ownership, dependence on technology, Industrial action, financing and interest rate risk; while the key risk management system of the company is very formal rather than deepest, The company has also grown in terms of its acquisitions of GO and also increase in purchases of its own aircrafts. The next quarter was not much better: A U.K.-wide national lockdown was imposed in November and, after a brief easing of restrictions in the run-up to Christmas, again in late December. Combining perceived low price with perceived added value can be a highly successful strategy but one that requires innovative thinking. Get the best reports to understand your industry. In this way, it has positioned itself as a more direct competitor to Europes traditional airlines.Lundgren says he wants EasyJet to be the No. The web-based questionnaire was distributed to Egyptian healthcare workers from the 20th of April 2020 to the 20th of May 2020. Hes running the business to make it as lean as possible, and you cant be a nice guy and do that, Kotze says. The primary weakness is the perception of low quality low cost can also be seen as low quality service than that offered by the established national airline i.e. Haji-Ioannou insinuated that this was evidence of the corruption hed long alleged. Therefore, it is vital for EasyJet to have a thorough comprehension of their costs and cost drivers. The company carries out 8. Brand Awareness is another strength that is attributable to the company In November 1999, selected as a business super brand by the Super Brand Council, recognising EasyJet as an outstanding brand name. EasyJets competitive advantages via low prices are sustained in a number of ways. Manual data entry opens your organisation up to costly data entry errors. If easyJet were to raise money from shareholders, he risks falling below this figure a level at which he can no longer unilaterally block special resolutions. Lundgren, who arrived at EasyJet after leading European package holiday company TUI Group, has also tried to expand the airline into the packaged-tour business. This is critical for EasyJet having analysed the competitive rivalry position in the industry. EasyJet manages its sales process extremely efficiently, its sells its tickets directly. Transfer the risk. The linkages with the value chains of channels and customers which are the essence of EasyJets capability and which can protect its market leadership and maintain cost leadership competitive advantage from competitors. The customers of EasyJet have been using the Internet for making bookings. From simple essay plans, through to full dissertations, you can guarantee we have a service perfectly matched to your needs. EasyJet through its use of an overall cost leadership strategy can use internet-based technologies to reduce value chain costs in a variety of ways: On-line bidding and order processing to eliminate the need for sales calls and decrease sales force expense. In June, the airline found a deft way to simultaneously relieve the pressure from its cash burn and Haji-Ioannou: It raised more than$631 millionto help it weather the pandemic by issuing new shares equivalent to 15% of the companys outstanding share capital. If you need assistance with writing your essay, our professional essay writing service is here to help! Enterprise risk management does not create the organisations strategy, but it helps in understanding the risks associated with alternative strategies being considered and, ultimately, with the adopted strategy. At the end of January, EasyJet announced that it had secured another $1.9 billion through a five-year loan, secured against its aircraft. He offered a $7 million reward to any whistleblower who could provide him useful information leading to the cancellation of the Airbus contract. We mentioned the seven most common risk events above, but other project risks could include contractor failure, unexpected life events, data transfer issues, shifting priorities, legal risk, market risk, and project deferral. Porter explains that there are five forces inherent in a market, which will jointly determine the intensity of competition and profitability of EasyJet and the airline industry. When the pandemic struck, Haji-Ioannou decided to renew his pressure to convince the airline to abandon the purchaseultimately mounting a proxy campaign to remove directors from the board. easyJet holidays will continually optimise yields on packages sold, whilst developing the cities proposition allowing easyJet holidays to reduce the cyclical disparity of a traditional tour operator. By mid-May, most of the major European nations had administered first doses to just over a third of adults amid critical vaccine supply shortages and concerns about rare but dangerous blood clots linked to AstraZenecasand Johnson & Johnsonsvaccines.Without a brisker vaccination pace, a third wave of infectionskeeps threateningto take hold in Europe. Ties are banned except for pilots! The findings in this Therefore, it is vital for EasyJet to have a thorough comprehension of their costs Offers may be subject to change without notice. These large airline groups are so big and so important for so many economies that the national governments will do whatever they can to keep them alive, saysDirk-Maarten Molenaar, atravel and tourismindustry consultant at Boston Consulting Group. Therefore, demand led with proprietary yield management system. Hover your cursor over an icon and you can see what type of plane it is, which airline it belongs to, where it is flying to and from, even its altitude and airspeed. Introduction Company Background, Financial Performance and Key Services EasyJet is an airline company based in Britain Back in 1995 when EasyJet was lunched it was tipped by most to fail with its no frills strategy. This will show how its critically important for EasyJet that strategic alliance, size and technological innovation have on its profitability. Haji-Ioannou also alleged three large minority EasyJet shareholdersthe asset management companies Invesco, Phoenix Asset Management, and Ninety Onewere straw men, secretly controlled by Airbus, since all three companies manage some of the aerospace giants employee pension assets.But, in the end, Haji-Ioannous campaign failed to catch fire with other investors. Under pressure from airlines, it later lifted this policy for some European destinations, only to reimpose it as infection rates soared again in Spain and France. Strategical moves like this have enabled it to reduce cost and improve the convenience for the customers. Powered and implemented by Interactive Data Managed Solutions. Its current cash flow position is also strong, with cash flow from operating activities increased by 61 percent between the six months ended 31st March 2003 to six months ended 31 March 2004. Existing competition major competitors on the initial green list, with a 1.875 % interest. 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