Events are unfolding as the case is taught The case is special because the events are unfolding as you read this. You should make a list of factors that have significant impact on the organization and factors that drive growth in the industry. Stelios had a proactive approach to marketing. Stelios was replaced by a new Chairman, Sir Colin Chandler, who has a whole new skill set for management. This is just a sample partial case solution. Macro-environmental factors include; political, economical, social and technological changes to the environment, i.
Business Situation easyJet needed to provide seamless remote-working for its employees, as well as software and systems that performed reliably to create a fully integrated environment. In the above context that marketing is essential for the growth of business by creating products and services that meet customers end, this chapter looks at the importance of marketing in the airline industry and presents review of various authors on marketing, in general as well as on airline industry which will facilitate in understanding the market scenario, consumer preferences and different market strategies available that can be used and developed by EasyJet Airlines. It employs more than 9,000 people, including 2,000 pilots. I believe the implication of certain security measures have also had an influential effect on customers. Together with transport for training sessions, it currently amounts to 20,000 journeys every year. In particular, participants learn how easyJet has made several innovations in their business system that allow them to offer low prices, yet still make money.
The service provided by Total includes travelling out to the hubs and installing the equipment when required as well as imaging and asset tagging servers. EasyJet was one of the first airlines to embrace the opportunity of the Internet when it sold its first seat online in April 1998. They have targeted the middle class families giving them goods and services which are usually affordble by the wealthy people. The airline has potential to invade the present market. In addition, it also helps to avoid activities and actions that will be harmful for the company in future, including projects and strategies. Porter Five Forces is a strategic analysis tool that will help you in understanding the relative powers of the key players in the business case study and what sort of pragmatic and actionable case study solution is viable in the light of given facts. And third, should he go into car rental? The Result easyJet benefits from the economies of scale offered by a single provider with nationwide reach.
The concept behind easyJet was to the masses to offer low-cost airline service, and the airline achieved this by an efficiency-driven operating model, creating brand awareness and maintaining high customer satisfaction. The main substitutes are ship transportations and railways, both these substitutes have higher life security and these modes of transportation are also cheaper than air transportation but these means of transportation require a lot of time for the transportation. Step 8 -Implementation Framework The goal of the business case study is not only to identify problems and recommend solutions but also to provide a framework to implement those case study solutions. Once done it is time to hit the attach button. Moreover, it is also called Internal-External Analysis. Please place the order on the website to your own originally done case solution. The company has grown from two routes to Glasgow and Edinburgh to more than 212 routes serving 64 European airports with an average load factor of 85.
Often readers scan through the business case study without having a clear map in mind. The primary restriction was the carrying-on of liquids or gels including beverages, shampoos, sun tan lotions, toothpaste and hair gel. As air travel continues to remain large and growing industry, competition in this sector has increased simultaneously with various companies entering the market in a bid to provide better and faster service at comparatively low rates. Any firm who has valuable and rare resources, and these resources are costly to imitate, have achieved their competitive advantage. Pest analysis is very important and informative.
Now it wanted to personalize the home page for every visitor, to display relevant flights and content for all, including the 50% who did not have definite flight plans — to make travel planning easier and to convert home page visits into engaged customers. The Case Centre is dedicated to advancing the case method worldwide, sharing knowledge, wisdom and experience to inspire and transform business education across the globe. The Web's Favorite Airline 1. Several low-cost carrier services have been launched by many airlines which makes the competition fierce. You have to recommend business unit level recommendations. The company is focusing on maintaining the quality of the services including punctuality, in-flight hospitality and early booking advantages including low prices.
How would he accomplish this, and what would be involved? This might be a reason why EasyJet was able to undercut its rivals as traditionally airline concepts are based on the fact that airline traffic grows in line with the economy and that cutting prices will only lead to a decrease in revenues. Nor is it a primary information source. Implementation framework helps in weeding out non actionable recommendations, resulting in awesome EasyJet: The Web's Favorite Airline Abridged case study solution. It is further mentioned that anticipating emphasizes the dynamic discipline of marketing where consumer requirements are in a constant state of evolution and change as evident in airline industry and successful airline companies are those who anticipate such changes and make themselves ready with newly reworked, reformulated strategic marketing plan. In 2000, Haji-Ioannou was anxious to try his hand on the introduction of other companies, it began a chain of Internet cafes. A key issue in the case is whether the airline will continue to grow and survive in the highly competitive, low-cost segment of the market.
Whilst these political factors have a direct impact on the economy, such as increasing fuel costs, increased congestion, environmental restrictions, higher security, and insurance, they are intrinsically linked with social-cultural effects i. For example you can recommend a low cost strategy but the company core competency is design differentiation. Therefore organizations have true marketing orientation focus addressing the needs and wants of one or more targeted segments of the market Loudon, Stevens and Wrenn, 2004. It is used for the purpose of identifying business opportunities and advance threat warning. Analysis of the competitive environment through Porter's five forces in 1994 V. Perhaps the less interesting aspect of the case is that it can be used as a conventional entrepreneurial strategy case, responsive to the various analytical structures that teachers in this area like to demonstrate.
Dayal, Zachriah and Rajpal 1996 mentioned that marketing is concerned with the way resources are produced and allocated through the exchange process between buyers and sellers in a market. You have to recommend business unit level recommendations. Marketing is such an appealing, puzzling and prosperous field that no one has been able to sort out its essential elements and their links on a higher theoretical level which therefore stays put on expressive stage with traces of analysis and conceptualization Gummesson, 2002, p. To effect and to offer a consistent and reliable product and fares appealing to leisure and business markets on a range of European routes. Furthermore, they have to acquire some highly skilled employees such as pilots and other crew members and engineers which is also very costly. However, when more than one few companies uses the same resources and provide competitive parity are also known as rare resources. Its changes and effects on company.