Development and justification of an Easy Jet strategy map. London Gatwick Airport [26] By 2015, the company was flying routes to more than 130 destinations in 31 countries, operated 26 bases centred around Europe, and had a total of 10,000 employees. Afrikaans; ; Asturianu; ; Catal; etina; Cymraeg; Dansk; Deutsch; Eesti; ; Espaol; Euskara; . The level of stakeholders depends on the political economic and social environment. [121], On 14 December 2004, EasyJet and Hotelopia, a subsidiary of First Choice Holidays, launched the co-branded EasyJetHotels accommodation booking service. The new airline is headquartered in Vienna and will allow EasyJet to continue operating flights across and within European countries after the UK leaves the EU. Due to the research (EasyJet.com 2011) has noticed that over 600 routes across more than 30 countries have been functioned. [22] In 2002, rival airline Go Fly was purchased for 374 million; the airline inherited three new bases from Go, at Bristol Airport, East Midlands Airport and London Stansted Airport; the acquisition of Go almost doubled the number of Boeing 737-300 aircraft in the EasyJet fleet. This company bases its competitive strategy in cost leadership approach (supply same service at lower cost) and is double the size of easyJet in terms of profit. The group, along with associate companies EasyJet UK, EasyJet Europe and EasyJet Switzerland, operates 308 aircraft. Internal stakeholders are, as the name suggests, stakeholders that exist inside a business. Staffing and recruiting 10 It has 29 bases across Europe, the largest being Gatwick. Business model, brand and the way the brand owner defines what the brand stands for overlap as much as possible. Several of these aircraft were based at Berlin-Tegel Airport, before its closure. To achieve this we will develop our people and establish lasting relationships with our suppliers, Premium This service offers free allocated seating (including extra legroom), priority check-in, fast-track security, speedy boarding and extra cabin baggage. [75], In July 2011, the airline tried to refuse carriage of a boy with muscular dystrophy because he had an electric wheelchair. Easyjet is one of the FTSE250 companies and 3rd largest airlines ranked among 10 IATA listed airlines in terms of passengers carried [Ref.11, 12, FTSE, IATA (2010)]. Primary or secondary. This had a negative impact on customers, EasyJet has . The Company operates through two segments: Airline business and Holidays business. Strategic management, Stakeholders of marks and spencer and their influence. [16] They later closed three of their bases. Designing the workspace to have a nice environment for the employees to work well in this will increase the efficiency of the company. EasyJets mission statement: to provide our customers with safe good value point-to-point air services. But opting out of some of these cookies may affect your browsing experience. A shareholder, though, is someone who has invested in a corporation. The first strategy is believed to enable EasyJet to attain the student segment of the market and the second one should help to boost brand awareness (Bader 2015). [104], On 19 November 2019 EasyJet ordered an additional 12 A320neo, taking the total neo orders, including the A321neo, to 159. easyJet is a European airline that uses its cost advantage and favorable network positions in strong markets to deliver low fares and operational efficiency on point-to-point routes, while offering friendly service to customers. Due to this seating arrangement, to satisfy safety requirements the airline's Airbus A319 aircraft have two pairs of overwing exits, instead of the standard one-pair configuration found on most Airbus A319 aircraft. [76] In separate incidents in 2012, paralympians received similar treatment,[77] and a French court found the airline guilty of three counts of disability discrimination. Provide an explanation for each stakeholder position and identify the potential strategic implications. Below are the introduction, body and conclusion parts of this essay. What Stakeholders Want From Easyjet 2022-11-21. Pricing The vote confirmed a tentative order with the Toulouse plane maker, with Airbus announcing the firm order shortly afterward. [10 marks] b) Explain the positioning of each stakeholder and the strategic implications for EasyJet. 1. British Airways Columbia Business School 0 Columbia University New York NY 10027- ok2018@columbia.edu [51], Since the start of the COVID-19 pandemic until August 2020, EasyJet raised over 2.4 billion in new finance. Marketing Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors. March 3, 2023. Haji-Ioannou criticised the airline's decision not to seek to cancel the outstanding Airbus order, claiming it would create an additional 4.5bn of capital which the airline could not afford to spend. Easyjet is a low-cost airline with headquarters in Londons Luton Airport. About easyJet. Low-cost carrier, MATCH TO EVVIRONMENT & DEVELOPMENTS To achieve this, the EcoJet was described as using propfan engines, as well as being constructed with extensive use of carbon fibre composite material. This essay sample on Easy Jet Case Study provides all necessary basic info on this matter, including the most common "for and against" arguments. [113][114][115], EasyJet does not provide complimentary meals or drinks on its flights (except for some occasional charter flights operated by the airline). BMAN72801 Stakeholder analysis Offsetting can however only be an interim solution, while the zero-emissions technology that we need is developed to reinvent aviation. ( Sull Kuemmerle and Cabral199920-38) In the year 2000 easyJet succeeded, Premium First published on Thu 28 May 2020 03.16 EDT. It does not store any personal data. [85], EasyJet serves 136 destinations (as of February 2019). The space saved by having smaller galleys allowed for the installation of 156 seats. EasyJet younger fleet and advantaged fleet deal reducing ownership and maintenance costs. Introduction 3 Figure 1: EasyJet stakeholder map. Easyjet stakeholders.Then evaluate the other options which will bring to the fray better returns. Participating in the development of business processes, reporting, and training to bring easyJet Strategy to life. [41], On 19 May 2020, the company revealed that it had been the subject of a cyber-attack resulting in the release of the personal information of 9 million customers. Henderson, L. Neasham . Analytical cookies are used to understand how visitors interact with the website. At the time, EasyJet stated that it intended to introduce electric aircraft into revenue service within 10 years. Finally we apply these experiences to our job in the future. The airline offers headphones for purchase, along with a travel pillow and eyeshades, subject to stock. easyJet Changing pictures of the political sphere have a deep impact on the aviation industry scene. It urged travellers to cut out the travel agent. Government guidance and assistance available to travel and tourism businesses. The cookie is used to store the user consent for the cookies in the category "Analytics". Airline, Stakeholders [18][20] Competitors responded to the emerging EasyJet in different ways; while BA was largely indifferent, KLM allegedly chose to respond with a predatory pricing strategy that led to an investigation by the European Union over unfair competitive practices. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc. All three of the hub's main airlines Wizz Air, Ryanair and easyJet also scrapped flights in and out of the . INTRODUCTION Geneva was EasyJet's first new base outside the United Kingdom. Hangar 89, built in 1974, has 30,000 square feet (2,800m2) of office space and can house three aircraft the size of an Airbus A319 at one time. Born on 14th February 1967, in Athens, Greece, his father was a self-made Greek-Cypriot shipping magnate. Easyjet stakeholders. Marketing When EasyJet received H89, it had a 1970s-style office setup. EasyJet Marketing and Management in the Airline Industry Case Study Analysis discusses that This is a competitive world, mainly, for business as it has to face competition from its rival in its market industry while giving stiff competition to others. INTRODUCTION vii 3.1.1 Price List 4 Memmingen or "Munich West", which is about 1.5 hours west of Munich to be precise). It is more suitable for students and ordinary income people. Strategic management, Stakeholders In fact as we will note again shortly a list of stakeholders that is too long actually may reduce the effectiveness of this important tool by overwhelming decision makers with too much information. The easyJet Marketing Channels TV Advertising conveys a message that easyJet is the consumers friend and raises brand awareness. Initially they started off with two leased aircraft that only flied from Luton to Edinburgh and Glasgow. Business Model Analysis Net profit also significantly increased by 60.8 % comparing to last year which is a healthy figure and mainly a result of improved total revenue figure and can result in any future investments in order to generate more profits. The owner of the business can be role models for the employees. easyJet shareholders voted to approve the purchase of 56 Airbus jets at an extraordinary general meeting on Wednesday. Stakeholders of easyjet Free Essays 2022-11-05. The cookie is used to store the user consent for the cookies in the category "Performance". Stakeholder Engagement Given that the Company's principal activity is to operate an AOC and provide seat capacity to a fellow easyJet Group subsidiary and is part of the easyJet Group, to ensure an efficient and more effective approach much of the Company's stakeholder engagement takes place at a Group level. To effect and to offer a consistent and reliable product and fares appealing to lesuire and business markets on a range of European routes. Working in partnership with other stakeholders across the broader Commercial team and other departments to bring together a more holistic approach to Trading and Revenue Management. Airline A typical Airbus A319 carries 150 or 156 passengers depending on layout in a single-class configuration, but as the airline does not serve meals on its shorter flights, it opted for smaller galleys and had a lavatory installed in unused space at the rear of the aircraft. [44], EasyJet, like Ryanair, uses a business model pioneered by Southwest Airlines. [28], Originally, much like Southwest, EasyJet did not allocate seats passengers took any available seats, with the option to pay for "Speedy Boarding", which allowed them to be first onto the aircraft. A press release issued by KCC, and copied to the Ghana News Agency, in Accra, said the . The group will thus comprise three airlines, EasyJet UK, EasyJet Europe, and EasyJet Switzerland, all of which are owned by EasyJet plc, which is itself EU owned and controlled, listed on the London Stock Exchange, and based in the UK. [11][31][33][34], On 18 June 2013, the airline announced an intention to acquire subject to shareholder approval 35 Airbus A320 aircraft, for delivery between 2015 and 2017, and 100 Airbus A320neo aircraft for delivery between 2017 and 2022. EasyJet operates 580 routes around all of Europe and 104 between Europe and airports in northern Africa. When flights are cancelled, passengers are supposed to be reimbursed within one week. Competition Marketing [103], On 20 November 2018 EasyJet ordered an additional 17 A320neo, taking their total neo order, including the A321neo, to 147. Recommendations: 15 Low-cost carrier Clarity is important so that the mission statement is understood by all relevant stakeholders of Easyjet Plc Company. The other kind is more responsible where profit maximization is subject to ethical restraints, appropriate discharge of the company's social responsibility, and a balanced concern for the needs of all the stakeholders, not just the promoters. [9] It employs circa 13,000 people, based throughout Europe but mainly in the UK. Mainstream airports (mostly): One of the main complaints I have about budget airlines in Europe is often they fly out of the most random little airports that are actually miles and miles away from the actual city they claim to be in (e.g. EasyJet was founded by Stelios Haji-Ioannou, when he was just 28, in the year 1995. I have found this less to be the case with easyJet, and most of the . should consider the following legal factors when exploring a new market. 3.1.3 Discounts 4 3.5.3 Customer support service 10 Strategic management Customer service Stock, A stakeholder is any individual or group who can affect or is affected by the actions decisions policies practices or goals of the organisation (Freeman 1984 25). Alternatively, customers can book accommodation separately at the EasyJetHotels website. Shareholders This gave the airline some time to evaluate the feasibility of operating these larger aircraft. Despite some previous concerns about the purchase from key shareholders, the need to . Previously EasyJet had only operated from Berlin-Schnefeld Airport and Berlin-Tegel Airport, where EasyJet had taken over some of Air Berlin's old services. These are Flexi Fare, EasyJet Plus and a new frequent traveller loyalty programme called Flight Club. It covers the main destinations of Europe offering around 27 different countries and main cities in, Premium EasyGroup Holdings Ltd, the investment vehicle of the airline's founder, Greek-Cypriot businessman Stelios Haji-Ioannou,[8] is the largest shareholder with a 15.27% stake (as of September 2021). Its people management strategy has contributed to customer loyalty which is another great strength of easyJet (easyJet, 2022). Premium They want an affordable price for the flight and in-flight products, as well as a safe, smooth journey. 1. Pricing.In competing against legacy carriers, easyJet's main advantage is its price structure, which sees its average fares somewhere around 50% lower than those of the major carriers on short haul routes and 20% to 40% below those of most other lower cost competitors. Low-cost carrier The first aircraft, an Airbus A320, was re-registered as OE-IVA. The organization can be of any kind meant to realize certain goals by the society. EasyJets Business Model Analysis Lorem ipsum dolor sit amet, consectetur. Quality Glossary Definition: Stakeholder. Income statement 1. Profit before tax - underlying ( million) 123.1 191.3 (35.7)%. (Jones 2007) In 1996 they replaced the leased aircraft by purchasing four second-hand aircraft. With the acquisition of GB Airways in 2007, easyJet inherited nine Airbus A320 and six Airbus A321 aircraft. Avianca, the characteristics of this category of product. The development prospects of low-cost airline like easyjet are promising the company is exploring in the dark becoming a good business success stories, Premium EasyJet plc is listed on the London Stock Exchange and is a constituent of the FTSE 250 Index. Necessary cookies are absolutely essential for the website to function properly. This cookie is set by GDPR Cookie Consent plugin. Within a year, over 50% of bookings were made using the website; by April 2004, the figure had reportedly jumped to 98%. [126], A mid-November 2019 report indicated that the company planned to relaunch the package holiday business, after the bankruptcy of former competitor Thomas Cook.[127]. Easyjet also managed to lower its underlying pre-tax loss increasing its cash-flow by million to million The cookies is used to store the user consent for the cookies in the category "Necessary". CSR, credibility, employees' rights and legitimacy during a crisis: a critical analysis of British Airways, WizAir and EasyJet cases - Author: Rasha Kassem, Aly Salama, Chanaka N. Ganepola . History of the Internet, look of easyJet and will also discuss an analytic research that was made to demonstrate aspects of the history of the airline along with the marketing strategy and brand strategy used and implemented by the low-budget airline. However, its operating profit has decreasing which may influence take more loans from financial institutions. Our strategy has three pillars: tackling our carbon emissions; stimulating carbon innovation; and going beyond carbon. Despite the global recession the Easyjet is making significant profits. In other words, your project's stakeholders are the . This company bases its competitive strategy in cost leadership approach (supply same service at lower cost) and is double the size of easyJet in terms of profit. Airline, Britain S0263-2373(98)00059-0 0263-2373/99 $19.00 0.00 Some examples of key stakeholders are creditors directors employees government (and its agencies) owners (shareholders) suppliers unions and the community from which the business draws its resources. [74], In July 2008, the United Kingdom Advertising Standards Authority (ASA) criticised a press campaign by the airline, over a misleading environmental claim that its aircraft released 22% fewer emissions than rival airlines. Easyjet stakeholders.As fare is, low buyers bargaining power is poor, threats of substitute are low as market is saturated. easyJet is one of the world's most successful low-cost airlines. I/ Easy Jet : General Overview This method is incorporated into a strategy map that will form the basis for the development of a . Stansted, Southend, as well as Newcastle from the end of August due to low levels of air travel demand as a result of the COVID-19 pandemic. easyJet is one of the largest airlines in the world, with 308 aircraft, operating 927 routes across 34 countries and 153 airports. Germany [63] The propulsion system is said to comprise a series of eight electrically driven ducted fans that are buried in the wings, which are powered by numerous battery packs distributed underneath the cabin floor; it is claimed to possess a range of roughly 335 miles, suitable for about one-fifth of EasyJet's current city routes, and facilitate zero-emission flights, as well as being 50% quieter and 10% less expensive to operate than conventional jet airliners. Strategic management