GLOBAL

STRATEGY
Assignment 1

James Alexander Terry

Student I.D Number - 16005653

 Table of contents

1 Executive summary 2

2 Introduction 2

3 Business strategy

i External Analysis 3

ii Internal Analysis 5

4 Ethical assessment of strategy 8

5 Evaluation of strategy 9

6 Conclusion 9

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Executive summary
This assignment will be on the brand easyJet, a low budget airline based in Luton and
operates throughout Europe (Morris, 2018). Analysing the company both the internally
as well as externally. This will be doing by using relevant academic models, theories
to evaluate their current operational strategy. As well as an ethical assessment of the
strategy that easyJet employs followed by an evaluation of their strategy. This will then
be followed up by a comprehensive conclusion on the analysis of the brand as well as
any recommendations as well as solutions that the brand would benefit from.

Introduction
Over the years the demand for traveling, especially for air travel has increased. This
has allowed easyJet to become one of the largest airlines in Europe, second only to
their main competitor Ryan Air (Miller, 2013). Since 2010 easyJet have attracted on
average 49 million customers a year to their service, utilising 136 airports throughout
Europe in 30 different countries (Justtheflight.co.uk, 2018). This has allowed easyJet
to obtain over 1,000 different flight routes (Justtheflight.co.uk, 2018). In order to
achieve this easyJet have been utilising a fleet of aircraft filled with Airbus A320, with
a new agreement that extends their deal until 2023 (Airbus, 2019).

Despite starting off as just a budget airline they have expanded into hotels allowing
them to branch out even further into holiday packages (Corporate.easyjet.com, 2018)
The name easyJet is known and will always be known for being the no frills, budget
and highly efficient airline, where they offer a strip down service at very affordable
prices (EasyJet, P, 2016). This keeps them in-line with their businesses strategy, as
well as their goal of becoming a cost leader in the industry (Corporate.easyjet.com,
2018).

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Business strategy

External Analysis – porters five forces

The use of porters five forces is necessary in order to properly analyse the industry
from an external point of view, and is made up of five separate elements (Arshed,
McFarlane and MacIntosh, 2016). The five elements are competitive rivalry, supplier
power, buyer power, threat of substitution and Threat of new entry (Arshed, McFarlane
and MacIntosh, 2016). This model is used to determine both the strengths and
weakness of the industry (Arshed, McFarlane and MacIntosh, 2016).

Figure 1 - (Kalyani, 2019)

Competitive rivalry
The airline industry is a highly competitive, especially in the budget airline segment
where each brand is fighting to lower costs to in order to make their service cheaper
(Carid and Whitehead, 2018). The top European budget airlines currently are Ryan
Air, Norwegian, Eurowings, easyJet as well as Jet 2 (SKYTRAX, 2018). As easyJets
is one of the leading low budget airlines that operates in Europe, their main
competitors are the other budget airlines, such as Ryan Air, Wiz Air as well as virgin
Atlantic (Uliana, 2018) (Spring To My Mind, 2018).

EasyJet is a well-known brand in the airline industry, they are known for their low cost,
large scale of flight routs and destinations as well as their pre-flight and inflight services
(Corporate.easyjet.com, 2018). Although there is a fierce rivalry between companies
such as Ryan Air and Virgin Atlantic, their woes in recent months do mean that the
competitive pressure has been reduced (Vincent, 2018). Examples of these mistakes
and issues that other companies have faced throughout the year are the collapse of
Monarch, the IT meltdown of British Airways and the recurring issues of Ryanair
(Morris, 2018). Due to these misfortunes EasyJet has had to take over operations from
Air Berlin at Tegel airport as well as other assets (Vincent, 2018) (Sembhy, 2017).

Supplier power
In the airline industry there is a large list of suppliers, from staff recruitment agencies,
fuel to onboard flight attendants as well as pilots that are necessary in order to make

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an airplane function and finally the airport in which the planes take off and land from.
Despite having multiple suppliers the main ones are the manufacturers, on board crew
and airports as well as the fuel suppliers (Corporate.easyjet.com, 2018).

Easyjet use a fleet of Airbus A320 to ferry passengers to and from destinations
(Corporate.easyjet.com, 2018). As easyJet use a fleet of Airbus planes they have
increased their bargaining power with the supplier as a result of this (Huber, 2009).
The airline industry is highly standardised, and companies only vary in minor details
making the planes very similar. However it is still very difficult for companies like
EasyJet to swap from one manufacturer to another. Another supplier that is key are
the airports, most short haul flights cut down on costs by flying to secondary airports
such as east midlands airport.

Buyer power
Often customers demand a lot from airlines, and easyJet is no different. Being a
budget airline customers demand the best possible experience whilst paying the
minimum costs possible (Morris, 2016). This shows the amount of power the end buyer
has over the brand, as without their businesses there would be no way of making any
revenue, thus making no profit (Morris, 2016). This adds the pressure on easyJet as
it makes it more and more difficult to keep costs down and to make a profit, although
with their excellent strategy they are doing so (Morris, 2016).

In order to challenge this easyJet must make some changes, those being a larger
customer base and innovating (K, 2015). By building a larger customer base, rapidly
innovating with new products and services (K, 2015). By having a larger customer
base easyJet will be able to reduce the bargaining power of their customers whilst also
being able to provide them with a method of streamlining their sales and production
process (K, 2015).

Threat of substitution
The risk level of substitution for the short haul airline industry within Europe is not very
high, however there is some threat from the rail industry and consumers traveling by
rail as the average cost are lower than flying (Jones, 2018). Although traveling by train
is not the only way to travel (Commission, 2018). There are a variety of options to
choose from when it comes to alternate methods of transport, such as a car, bus, train
or a boat in order to reach their desired destination (Commission, 2018). Despite this
traveling by plane is still one of the most popular methods of transportation (Rosen,
2017). Although there are alternate methods of transport, they do have some
drawbacks. Drawbacks such as cost and the total duration of the journey
(Commission, 2018). Most alternative modes of the transport are usually more
expensive and also a lot more time consuming (Commission, 2018).

There are some cases where flying would be more inconvenient and costly than the
alternatives, although the cost of flying on average is a lot lower as well as being faster
(Jones, 2018). An example of this would be traveling from London to Newcastle. Flying
would be more inconvenient, as you would have to go through immigration and
baggage reclaim making the process longer as well as being more expensive (Carid
and Whitehead, 2018). Whereas taking a train is far cheaper (Justtheflight.co.uk.,
2018).

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Threat of new entry
The threat of new entry for the airline industry is quite low, even more so for budget
airlines such as easyJet (Rosen, 2017). As acquiring the initial resources is very costly,
such as a fleet of planes large enough to provide a suitable service, pilots and cabin
crew to man the aircraft as well as all of the airport fees and extra hidden costs
(boeing.com, 2019). All of this requires a large amount of capital.

As well as the already existing companies having a large cost advantage as well as
having a greater market share an presence, being a more dominate force as well as
being able to handle any competition from new companies trying to enter the market.

Internal Analysis – Value Chain

The main objective for easyJet is to achieve operational effectiveness as well as

efficiency, in order to provide this to their customers easyJet uses Porters value chain.
This consists of the primary activities and the support activities. The primary activates
are inbound logistics, operations, outbound logistics, marketing and sales and finally
service, and the support activates are firm infrastructure, human resource
management, technology development and procurement.

Figure 2 - (Smartsheet, 2019)

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 EasyJet Value Chain

Primary Activities

Inbound logistics
There are four aspects to the inbound logistics of the value chain for easyJet, these
are the storing and distribution of goods and raw materials (Harrison, 2018). Those
aspects are the routs that easyJet provide passengers, the service that is provided to
passengers, pricing as well as fuel. These goods are can be from suppliers of fuel,
aircraft personnel and various other things as well.

EasyJet is an airline that operates throughout Europe, in 30 different countries to 136

destinations with over 1,000 different routes (Justtheflight.co.uk, 2018). This would
only be possible with their cabin crew and piolets, who make up the 4,500 crews that
are available to them on a daily basis (Corporate.easyjet.com, 2018).

In the previous financial year easyJet serviced up to 80million passengers, those also
include passengers that are in need of special assistance or experience disruption
(Corporate.easyjet.com, 2018).

Pricing is a major talking point when it comes to budget airlines, as competing

companies strive to lower their prices and costs to be as competitive as possible
(Gornall, 2013). In an attempt to reduce costs easyJet have altered their seating
arrangement in order to accommodate as many passengers safely as possible on a
single flight (Corporate.easyjet.com, 2018).

Fuel makes up almost 32% of easyJet’s costs which equates to almost £1billion a
year, being a budget airline means that their management of fuel is critical in order to
have an efficient operation (Foster, 2018). In order to manage costs up to 85% of the
fuel that is used has been pre-bought in order to drive down costs as a way to manage
the constant fluctuation of fuel prices (Foster, 2018).

Operations

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EasyJet run a large scale continent wide operation that involves thousands of
employees (Corporate.easyjet.com, 2018). Their operations include onboard services,
safety services and all ground operations (Berti, 2018). Those include check-in
counters and flight crews and scheduling (Berti, 2018).

At every airport that easyJet operate in and out of there is a check in desks in place,
these are in place for passengers(Hewitt, 2019). Although recently there has been an
increase in checking in online. This has been implemented to reduce the time taken
when checking in to improve the efficiency of easyJet’s operation (Hewitt, 2019).
Operationally easyJet performing very well as they are organising 500 flights a day
through the use of 4500 crews that consist of cabin crew and piolets.

The airline industry has always taken safety in the utmost importance. Safety services
are in place to provide high level security to crew management teams around the
network ensuring the safety of the crew as well as passengers (Ratings, 2019).

As a budget airline easyJet, much like their competitors do not provide food or any
inflight entertainment for passengers (Ratings, 2019). However they do have buy
foods they like and they can also do shopping there, and as they only do shot haul
flights there is not a need for any entertainment.

Outbound Logistics
easyJet do not provide much in terms for outbound logistics, as passengers are only
able to have one carry on item and hold luggage is not included as standard
(Easyjet.com, 2019). Although there are options that you can purchase to have extra
baggage allowance (Easyjet.com, 2019).

Marketing and Sales

The two marketing communication tools that easyJet use to market themselves are
advertising and promotion (Morris, 2018). Through the use of these tools easyJet are
able to easily and effectively market themselves towards their intended target market

Service
As a budget airline they do not provide many services besides the basics (Clement,
2006). easyJet is known for being a very good budget airline, using their no frills policy
they cut out any of the extra nonsense and only provide the bare essentials (Clement,
2006). Without any of the frills of they aim to provide a service that aims to reach
minimum customer satisfaction, Internet and telephone, no pre assigned seating using
a first come first serve seating system and a punctual and efficient service (Clement,
2006). All in all easyJet provide their passengers with a satisfactory service, without
the extra frills in order to achieve competitive ticket prices.

Support Activities

Firm Infrastructure
EasyJet as a brand are growing In popularity day by day, expanding into new markets
(Easyjet.com, 2019). Markets such as Morocco, Egypt, Jerez and many more
destinations (Easyjet.com, 2019). This will help the business grow as the brand gains
customer attention, loyalty and the brands awareness is increased overall (Tims,
2017). Based on the businesses low cost model this is a very cost effective method of

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expanding, however the only downside to this is the public’s perception on low budget
airlines (Tims, 2017).

Human Resources
EasyJet consider their workforce to be one of their main drivers in achieving success
within the airline industry, therefore they do invest considerably in their employees
(Crew, 2019) (Role, 2019) . Job involvement, commitment and team work are all
major aspects that easyJet look for when recruiting (Crew, 2019) (Role, 2019). Human
resources links with the operations as the crew and pilots are needed in order to
operate the plane (Role, 2019). Not only does easyJet benefit but so do the
employees, as they greatly improve their core skills through training programs,
coaching and mentoring (Crew, 2019).

Technology
Since its launch easyJet have implemented their business model, in order to create a
unique user experience. This has led to the implementation of technologies that have
helped easyJet grow into one of the best budget airlines. With the latest and greatest
technologies that are available to them being implemented, such as online bookings,
an easyJet app as well as e-tickets. With 95% of all bookings coming from their online
service, this allows the user to have a more seamless experience.

Procurement
Airbus are the only manufacturer supplier that they have, as they only operate Airbus
A320 (Corporate.easyjet.com, 2018). EasyJet also deal with other businesses, in
order to maintain their businesses, whether it be for the I.T side or another segment
of the businesses (Brocklesby, 2016). They have developed and designed an
innovative system that measure the performance of their suppliers, as well as
encouraging them to be more proactive increasing the end products quality
(Brocklesby, 2016).

Ethical Assessment of strategy

EasyJet have cut down on their use of fuel, in an attempt to reduce the amount of
greenhouse gasses released when their planes are in operation, this also has a knock
on effect. By reducing the amount of fuel used it also saves the brand money as well
as making them more efficient (Reports.mintel.com, 2018). In a Mintel study it shows
that the amount of greenhouse gasses per passenger was reduced by a significant
margin (Reports.mintel.com, 2018). They also focus on other impacts environmentally
that they may have, another aspect of this is their ticketing system. They have
swapped from the old paper tickets to digital tickets. Implementing this system helps
reduce the amount of waste that easyJet as well as the consumer creates.

The employment of easy jet is something to be looked at as they state that their
employees or staff are the face of the brand and they take pride in themselves (Crew,
2019). This is an area in which they excel, as they recruited around 12,000 new
employees through the European network since 2017 (Association, 2017). This results
in a well diverse employee list and crew that are able to handle any situation on board
in a variety of different languages (Association, 2017). EasyJet has begun to
encourage more and more female pilots to start their training, in an effort to add more
diversity within their own ranks (Female, 2019). This shows that the brand is aiming to
tackle the gender equality issues as well (Barr, 2018). This approach towards CSR

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has made easyJet become a much more appealing towards customers than their
competitors, as well as becoming a much more ethical company.

Evaluation of strategy
The strategy that easyJet employ is using a low-price strategy by using smaller
airports, as well as routes with less coopetition so they can capture a more diverse
customer base. The use of the smaller airports is to help drive down their costs,
allowing for more customers to be able to afford their services. As well as investing in
new aircraft to increase fuel efficiency (EasyJet, 2016). Despite having. Very efficient
fleet of planes and. Although their competitors are also able to implement this strategy,
taking away easyJet’s competitive advantage (EasyJet, 2016).

As this is a privately owned company the stake holders are taken into account when
evaluating easyJet. The return on capital must be met due to the stakeholders
demands. Although easyJet has begun to struggle with not ideal performances in 2016
– 2017 as shown in the report made by the guardian (Topham, 2017). Profits fell from
£494m to £408m despite easyJet saving on fuel costs as well as reducing running
costs of their fleet altogether (Topham, 2017). This indicates stagnation in the growth
of the company, this may be due to competitors like Ryan Air implementing a similar
strategy (EasyJet, 2016).

From the outside it appears as though easyJet are a secure and a very stable
businesses, with the stakeholders shares increasing by 5% (EasyJet, 2016). EasyJet
expect to increase by a 6% in 2019 through acquisitions, for example the accusation
of Air Berlin (EasyJet, 2016). As a result of this funding for the brand it very important
(EasyJet, 2016).

Conclusion
The budget airline or short haul airline industry is a very competitive space where
brands such as easy jet face both direct and indirect competition. This has led to
already existing airlines such as easyJet to investment in future developments, making
them one of the leading brands operating throughout Europe. Despite this they do face
fierce competition from primary competitor Ryanair, as both brands are implementing
the same low cost strategy. Although their target audiences do slightly differ, as they
target different audiences. Looking back at the value chain it shows how well easyJet
have implemented their strategy as they have a very strong market position, although
in a changing environment.

EasyJet is a very efficient and ethical brand that do not need much change in order to
make them , however there are some small improvements that they could make in
order to stay ahead of their competitors. In order to keep growing as a business
easyJet need to make some adjustments, first they must invest more into employee
training, secondly they should make use of primary airports instead of just using
secondary ones and finally minimising as much of the negative publicity as possible.

An investment must be put into employee training, as one of their biggest assets are
their staff, whether it be pilots or cabin crew (Crew, 2019). They mention that one of
their goals is to attract retain and develop their employees, but there needs to be a
better effort than what they currently have (Crew, 2019).

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Despite the greater costs of using primary airports, by flying to these airports they are
likely to attract more business as they can widen their customer base, generating more
revenue thus increasing their overall profits.

Bad publicity is something everyone should avoid, especially for a budget airline like
easyJet. An example of what not to do would be easyJet’s main competitor Ryan Air,
with their cancelation of flights last year (Pratley, 2018). This brought about a
tremendous amount of bad publicity bring the brands reputation down (Pratley, 2018).

Word Count – 3,183

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