EasyJet is a company which has a clear strategy by following, which it manages to be successful. Namely, EasyJet’s strategy involves offering low fares for short-haul flights to different destinations in Europe (“Strategy,” n.d.). Essentially, the company provides the lowest prices on the market, making air travel affordable for thousands of people. One factor enabling EasyJet to embrace the aforementioned strategy is the high competition in the airline industry (Dileep, 2019). Essentially, to attract customers, the company has to differentiate itself by providing a unique customer value proposition in the form of low fares. Another factor that allowed EasyJet to offer affordable prices and ultimately make them the core of its strategy is the fact that its short-haul flights do not require much fuel (Doganis, 2019). As a result, due to lower fuel consumption, EasyJet manages to save money and reduce its costs. Finally, the third factor which helped EasyJet to use its current strategy is its small fleet consisting of aircraft of the same manufacturer, which decreases the company’s maintenance costs (Doganis, 2019). Thus, these three factors enable EasyJet to utilize its strategy to be competitive.
In order to support its strategy, the company has both appropriate ethos and strategy which allow it to function properly. The ethos of EasyJet stems from its values which include safety, responsibility, efficiency, and being on the customer’s side (“Our values,” n.d.). In other words, the company encourages its employees to be customer-oriented and perform their duties in an effective manner. EasyJet’s structure is functional where all employees work in departments corresponding to their skills, and the governance is executed through committees responsible for certain areas such as finance and safety (“Governance,” n.d.). Thus, EasyJet manages to stay competitive and maintain its brand’s popularity while providing quality services to clients.
Dileep, M.R. (2019) Tourism, transport and travel management. London: Routledge.
Doganis, R. (2019) Flying off course: Airline economics and marketing. London: Routledge.
Governance (n.d.) Web.
Our values (n.d.) Web.
Strategy (n.d.) Web.