EASY JET CASE STUDY By : GROUP 1

Question 1Based upon this information, undertake

a SWOT analysis on the easy jet ?

Low cost strategy

High mechanical & operating efficiency

More bums on seats as he follows aggressive promotional strategy

No commission agents,point to point service

STRENGTH

No Safety policies Don’t offer frills Inefficient management of

baggage transportation No flexibility No backup Planes Poor customer satisfaction Market is Limited.

Weakness

OPPORTUNITIES Real bargain hunters can convert their airlines

into cargo business pre-booking for seasonal

quarter go international

Lack of market awareness

Security issue

emerges of new low cost airlines

There is no slag in the system

few cabin crew members

Question 1Compared to Ryanair British

Airways,where would you place easy jet in term of Poter’s

Generic marketing strategies ? Is sustainable ?

Easy-jet

A.Cost Leadership: As compared to R & BA .Easy jet provided low price travel

B.Differentiation strategy: Easy jet had lower & Middle class group

C.Focus strategies: Easy jet provided both cost leadership & Differentiation.

Low cost(No-frills)

High operating efficiency More customer centric

Globalised

Diversified market

Learned from failure