All three of the hub's main airlines Wizz Air, Ryanair and easyJet also scrapped flights in and out of the . Stakeholder groups vary both in terms of their interest in the business activities and also their power to influence business decisions. British Airways 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. At the time, EasyJet stated that it intended to introduce electric aircraft into revenue service within 10 years. and Creating brand awareness ( 10% of Easyjet revenue were spent in advertising) The judgement that followed reprimanded the airline in April 2007 after it made comments that its aircraft created 30% less pollution per passenger than some of its rivals. Low-cost carrier You also have the option to opt-out of these cookies. This cookie is set by GDPR Cookie Consent plugin. DON SULL London Business School and Commentators Constantinos Markides Walter Kuemmerle Luis Cabral. A shareholder, though, is someone who has invested in a corporation. 2 Brief history of KLM 3 The figures used were not based on emissions produced by an EasyJet aircraft or emissions produced by the airline overall as the advertisement implied, and ASA declared that the airline had broken advertising rules. For this task I will be looking at two organisations and will be looking at who their stakeholders are and how much influence they have and also what they want from the company. Stakeholder, Stakeholder Expectations This report will consist of an analysis of EasyJet's macro and micro marketing environment. 4.1.1. Stakeholders are individuals (or groups) that can either impact the success and execution or are impacted by a product. Income statement EasyJet was strategically located, Premium easyJet Competition This Case Study details the rapid growth of easyJet which started operations in November 1995 from Londons Luton airport. 3.5 Process 9 Easyjet also managed to lower its underlying pre-tax loss increasing its cash-flow by million to million Management (Jones 2007) In 1996 they replaced the leased aircraft by purchasing four second-hand aircraft. OPPORTUNITIES Development and justification of an Easy Jet strategy map. [48] One main difference EasyJet and Ryanair have from Southwest is they both fly a young fleet of aircraft. All in all marketing is one of the most elements, Premium Low-cost carrier The organization can be of any kind meant to realize certain goals by the society. 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. Primary or secondary. Airline Stakeholder analysis, Stakeholder Relationships Easyjet is a low-cost airline with headquarters in Londons Luton Airport. In addition there are different levels of stakeholders: primary and secondary. The UK alone is a 13bn market and has grown by 6% annually," according to a company spokesperson. [118], Three distinct loyalty products are offered, tailored towards business and frequent flyers. 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 has also led to a class-action lawsuit against the company which 10,000 of its customers have apparently joined. The strengths weaknesses opportunities and threats known as SWOT analysis will also be illustrated along with the external environment better known as PEST analysis which consists of the political environmental social/cultural and technology factors of easyJet. [72][73], EasyJet has campaigned for the UK to replace air passenger duty (APD) with a new tax that would vary depending on distance travelled and aircraft type. Low-cost carrier ( Sull Kuemmerle and Cabral199920-38) In the year 2000 easyJet succeeded, Premium (2020) call for research investigating how specific stakeholders get unvalued during the pandemic. Participating in the development of business processes, reporting, and training to bring easyJet Strategy to life. Being competitive means the ability to withstand the market demand, ability . "The board has concluded that it is in the best interests of all stakeholders to secure the long-term . [60][61] Speaking at the time, EasyJet chief executive Andy Harrison commented that: "We have not developed a new concept. The company offer a number of services from package holidays to car hires bookable via the easyjet.com website the 3rd most searched for airline on a global scale (Google Analytics). 3.7 People 11 [18][20] To encourage the company, Luton Airport chose to give EasyJet free use of a 15,000 square feet building for its headquarters, which it named easyLand; its management style typified minimal overhead, such as an early implementation of the paperless office concept. Customers - they would want cheap flights that are comfortable and safe. How does EasyJet contribute to the UK economy? 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. This Case Study details the rapid growth of easyJet which started operations in November 1995 from London's . [99] The then-CEO of EasyJet, Carolyn McCall, stated of the change: "bigger planes would help EasyJet increase capacity in slot-constrained airports at peak times, such as Geneva, Amsterdam and London Gatwick". [36], On 28 October 2017, EasyJet announced it would lease 25 former Air Berlin A320 aircraft to operate across EasyJet Europe's network, under its European AOC. This website uses cookies to improve your experience while you navigate through the website. Low-cost carrier, As mentioned before Europe has around three thousand short-haul airlines meaning that the competition of easyJet can be very wide. We also use third-party cookies that help us analyze and understand how you use this website. Introduction Strategic management Stakeholders can affect or be affected by the organizations actions objectives and policies. 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. Between 2003 and 2007, it opened additional bases in Germany, France, Italy, and Spain, establishing a presence in continental Europe. Easyjet and its rivals are not exception and have been communicating to their stakeholder mainly through their websites. 3 Marketing Mix (7Ps) 4 EasyJet company 1 Avianca, the characteristics of this category of product. 2.6.2 Legal factors that influence Easyjet Plc. younger fleet and advantaged fleet deal reducing ownership and maintenance costs. Thirdly with all the information we use them to answer 5 questions about the case-study in the text-book. EasyJet is a well-known low-cost airline which operates in several European countries and has been founded by serial entrepreneur Sir Stelios Haji-Ioannou in 1995. Ryanair, report is based on EasyJet founded in 1995 by Stelios Haji-Ioannou. However their expectations are plenty. [52] In November 2020, EasyJet announced that, due to the pandemic and the lockdowns in many countries, it would scale back its reduced flying schedule to no more than 20 percent of capacity. 3.1.5 Credit terms 5 The aim of this business is to provide and develop products for athletes of every ability and to make sure their products help athletes reach their potential. Easyjet stakeholders. US Airways. Identifying all of a firms stakeholders can be a daunting task. "Stakeholders of easyjet" Essays and Research Papers. Passengers can pay an additional fee for certain seats such as the front few rows and overwing seats (which have extra legroom). Memmingen or "Munich West", which is about 1.5 hours west of Munich to be precise). Marketing 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. Ryanair 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. Additionally its total revenue per seat grew by 5.1&capacity measured in seat flown. 3.1 Price 4 Kyoto Protocol These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc. Popular books for Law and Public Services . [11][31][32][33][34], In June 2011, the airline opened its eleventh British base at London Southend Airport, offering flights to Alicante, Amsterdam, Barcelona, Belfast, Faro, Mlaga, Jersey, Palma de Mallorca and Ibiza. Below are the introduction, body and conclusion parts of this essay. You'll get a detailed solution from a subject matter expert that helps you learn core concepts. Thu 28 May 2020 04.59 EDT. Total revenue ( million) 2,362.8 1,797.2 31.5%. EasyJet UK staff would continue to be based in Luton. [54], EasyJet's head office is Hangar 89 (H89), a building located on the grounds of London Luton Airport in Luton, Bedfordshire; the hangar is located 150 metres (490ft) from EasyLand, the previous headquarters of the airline. EasyJet Pricing Strategy: Should Low-Fare Airlines Offer Last-Minute Deals? 1 Brief history of Easyjet 3 Government grants permission to purchase new Aircrafts. Also, its recent vow to become the world's first major airline to operate net-zero carbon flights has been received by stakeholders with much enthusiasm. I have found this less to be the case with easyJet, and most of the . Employment safeway new westminster station parking; pluto conjunct prenatal solar eclipse; shandon hotel balance back The company sells its own tickets directly to the user trough the Internet, Premium Executive Summary 1 Severe disruption hits airline, with a major factor being its reliance on capacity-constrained airports such as Gatwick . Despite some previous concerns about the purchase from key shareholders, the need to . During 2017, 'Air Time' was introduced on some EasyJet Switzerland flights, which enables passengers to connect to watch a selection of films and read books through an on-board WiFi network; this service is provided by Rakuten. 5. A press release issued by KCC, and copied to the Ghana News Agency, in Accra, said the . Background 3 London Gatwick Airport, despite a significant increase in passenger taxes and economic instability around the world. easyJet is one of the largest airlines in the world, with 308 aircraft, operating 927 routes across 34 countries and 153 airports. This service offers free allocated seating (including extra legroom), priority check-in, fast-track security, speedy boarding and extra cabin baggage. [112], The airline's main fleet, comprising Airbus A319, A320/A320neo and A321neo aircraft, carry up to 156, 180/186 and 235 passengers respectively, depending on layout. 3.1.2 Allowances 4 The Company operates through two segments: Airline business and Holidays business. Profit before tax - underlying ( million) 123.1 191.3 (35.7)%. Low-cost carrier European Countries Collaboration and good relationship making EU politically stable. With the acquisition of GB Airways in 2007, easyJet inherited nine Airbus A320 and six Airbus A321 aircraft. Each of the types of stakeholders in a business are categorized in 3 ways: Internal or external. Low-cost carrier Low-cost carrier He threatened to call a general meeting to remove a director every three weeks unless subsequent action was taken. Three investors in easyJet <EZJ.L> have thrown their weight behind the British airline's management in their battle with the founder and biggest shareholder Stelios Haji-Ioannou over a 4.5 billion . The two organisations I will be looking at are Tesco and Macmillan. Its people management strategy has contributed to customer loyalty which is another great strength of easyJet (easyJet, 2022). [85], EasyJet serves 136 destinations (as of February 2019). Although the main threat in terms of competition for easyJet is the low-cost Irish company named Ryanair. Pricing The marketing decisions of the industry are to an extent based on political decisions. Equally, EasyJet strives to maintain the same standard of fundamental human rights in respect of its customers and is committed to the responsibility of the equal treatment of all passengers regardless of their personal characteristics or social status. [21], Until October 1997, all of EasyJet's aircraft were operated by GB Airways, and subsequently by Monarch Airlines and Air Foyle, as EasyJet had not yet received its Air Operator's Certificate. Stake holders are tenet to the development and performance of the organization without which the organization either cease or collapse completely. 4 How does easyJet affect the environment? access_time21 junio, 2022. person. What are three ways that railroads affected the economy? 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). Columbia Business School 0 Columbia University New York NY 10027- ok2018@columbia.edu Since 2012, all passengers are allocated numbered seats before boarding commences, as it was found that this does not slow down boarding times and could earn more revenue than Speedy Boarding. [53] It also announced its first annual loss during the 25 year history of the company. Stakeholders are individuals who hold a particular interest in a business, they are affected by the activity of the business. Shareholder [28], On 25 October 2007, EasyJet purchased the entire share capital of GB Airways from the Bland Group. London Gatwick Airport Easyjet Plc. EasyJet was founded by Stelios Haji-Ioannou, when he was just 28, in the year 1995. [102] The company took delivery of the first A321neo on 18 July 2018 at the Farnborough International Airshow. EasyGroup Holdings Ltd (the investment vehicle of the airline's founder, Greek-Cypriot businessman Stelios Haji-Ioannou, and his family) is the largest shareholder with a 15.269% stake (as of September 2021). 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. 3.7.2 Managing, Premium Business Model Analysis 3.1.4 Payment period 5 Employment, Stakeholder 1: Owner as they have the biggest say on the company and its decision. Easyjet Plc PESTEL analysis is a strategic tool to analyze the macro environment of the organization. Easyjet was founded in 1995 by Sir Stelious Haji-Ioannou, it's a private limited company owned by Easy Group and it's also listed on the London Stock Exchange. Initially it used Boeing 737 aircraft exclusively, but in October 2002 it ordered 120 Airbus A319 aircraft, plus 120 options. The space saved by having smaller galleys allowed for the installation of 156 seats. The cookie is used to store the user consent for the cookies in the category "Performance". It is more suitable for students and ordinary income people. To effect and to offer a consistent and reliable product and fares appealing to lesuire and business markets on a range of European routes. In 2006, the airline did not always refund tickets in a timely fashion. [6] It operates domestic and international scheduled services on 927 routes in more than 34 countries via its affiliate airlines EasyJet UK, EasyJet Switzerland, and EasyJet Europe. [18] While studying various business models in the industry, Stelios took a significant interest in the American operator Southwest Airlines, which had successfully adopted the practice of price elasticity to be competitive with traditionally cheaper buses and attract customers that wouldn't normally have considered air travel. [22] By 2007, EasyJet was claiming to be operating more flights per day than any other European airline. EasyJets Business Model Analysis This is particularly shared among young travellers and several business travellers. Pricing We are a low-cost European point-to-point airline. As a result the low-cost airlines (LCA) are flourished. EasyJet derives the most from the perceived quality. 4.2.2 BIBLIOGRAPHY [103], On 20 November 2018 EasyJet ordered an additional 17 A320neo, taking their total neo order, including the A321neo, to 147. Early on, EasyJet operated as a paper airline, the aircraft themselves being flown and maintained under a lease. It was claimed to possess improved fuel efficiency over contemporary airliners. Its theory might affect the perception of air travel with the vision of building a customer focused brand. Low-cost carrier, Case: EasyJet: Staying Ahead in the Pricing Game Low-cost carrier, EasyJet is originally discovered by a Greek named Sir Stelios - Loannou in 1995. It has 29 bases across Europe, the largest being Gatwick. Butterworths Company Law Handbook K. Walmsley. Good Essays. With Nike being a huge, Premium Introduction Collect and evaluate economic factors which might influence EasyJet general business environment. Harrison claimed that the EcoJet, combined with other improvements in the industry, would enable a 50% reduction in greenhouse gas emissions within eight years. EasyJet had a permanent base at London Southend Airport before the first Covid-19 lockdown . The woman had been asked to switch seats twice in a row, to accommodate two ultra-Orthodox Jewish men. She added that the A321neos would help to cut costs by 9 per cent. [10 marks] b) Explain the positioning of each stakeholder and the strategic implications for EasyJet. Customer service It covers the main destinations of Europe offering around 27 different countries and main cities in, Premium . These were flown on two routes: Luton to Glasgow and Edinburgh. But its time that we took responsibility for the effect flying has on the environment. [25 marks] Afrikaans; ; Asturianu; ; Catal; etina; Cymraeg; Dansk; Deutsch; Eesti; ; Espaol; Euskara; . This had a negative impact on customers, EasyJet has . [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. [44], EasyJet, like Ryanair, uses a business model pioneered by Southwest Airlines. To have happy customers a firm ha sto create expectations and meet them. Influences the aims and objectives of Tesco as they have a large say in the company so, Premium This principle became a cornerstone of EasyJet's operations. EasyJet undertook intensive research of a United States owned low-cost airline Southwest Airline. [14], EasyJet was featured in the television series Airline, broadcast on ITV (19982007), which followed the airline's operations at London Luton and later at other bases. 1. As argued by Sharma & Starik (12) a stake holder is that which is affected by the operation of an organization entirely or can affect the organization directly. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor. Return on capital, Premium [12] In 2014, the airline carried more than 65million passengers,[13] making it the second-largest budget airline in Europe by number of passengers carried, behind Ryanair. Despite the global recession the Easyjet is making significant profits. In order to see how Easyjet performs in the three financial years from 2006 to 2008 following objectives have been set. Low-cost carrier Customers booking flights through the airline's website are provided with quotes for several hotels at their destination. Strategic management 3. It is very difficult to classify easyJet's social responsibility activities. It has reinforced its position in short-haul travel aviation increasing its market share from 6.5% to 7.6%. EasyJet focus its value proposition to business travelers around time savings. EasyJet is offering shareholders 31 new shares for every 47 already held, at a price of 410p. The airline's loyalty programme is called Flight Club. GNA. Airlines which fail to comply with strict, Premium The group, along with associate companies EasyJet UK, EasyJet Europe and EasyJet Switzerland, operates 308 aircraft. Other impacts 10 [84] In May 2018, EasyJet confirmed that it was very close to achieving the required majority EU27 share ownership and that the UK government will nevertheless continue to consider it as a UK airline. There is no incentive for travel agents to book flights on the airline because it does not pay commissions, which is an industry-standard practice for low-cost carriers. In April 1998 EasyJet went online. In addition, Marketing Analysis of easyJet These are stakeholders who are directly affected by a project, such as employees. Figure 1: EasyJet stakeholder map. These developments high leveled competitive market and the never-ending demand on faster transportation reduced the plane ticket prices. EasyJet the company is a low cost airline looking to undercut traditional carriers that were already known and established in the industry. The company was founded by . Easyjet Plc managers can use Porter Five Forces to understand how the five competitive forces influence profitability and develop a strategy for enhancing Easyjet Plc competitive . Many companies are now using websites to communicate with stakeholders. 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. Southwest Airlines. 2008 2007 Change. The perceived quality refers to; A customer opinion of a product value to him or her. Changes in the macro-environment factors can have a direct impact on not only the Easyjet Plc but . Based on this evaluation, EasyJet exchanged 25 A319 orders for A320s in July 2008 and later removed the A321 aircraft from the fleet. Airline, MARKETING RESEARH PROJECT Future expansion 12 Unfortunately, early last year, it became the victim of a cyber-attack in which data of 9 million of its customers was compromised. Charitable organization Here is a useful summary: 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. [65], On 27 September 2017, EasyJet announced its partnership with an American start-up company Wright Electric with the purpose of developing and introducing a short-haul 120-seat all-electric airline. EasyJet plc is listed on the London Stock Exchange and is a constituent of the FTSE 250 Index. London Gatwick Airport 3.2 Product and services 6 However, its operating profit has decreasing which may influence take more loans from financial institutions. [15], On 30 March 2020, EasyJet temporarily grounded its entire fleet of planes due to the COVID-19 pandemic. The authors' study argues that the social . The airline's monthly inflight magazine is called The Traveller. They have the interests in the activities of an organization and can be divided into internal and external stakeholders. Also the product that airlines serve is a somewhat typical service. ( Sull Kuemmerle and Cabral199920-38) In the year 2000 easyJet succeeded, Premium Weaknesses. More than 29 million passengers carried by the largest airline company EasyJet in the UK. Germany They also offer other advantages to business passengers as for example: boarding the plane among the first, going through fast-track . EasyJet Case Study easyJets $500 Million Gamble [16] This came after the company had flown 650 'rescue flights', taking 45,000 people back home. [39] In June 2020, EasyJet announced their intention to resume flights, flying half of their routes in July 2020 and up to 75 per cent in August 2020, though with reduced frequency.

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