BUSINESS

Business Strategy

Introduction3

Discussion3

SWOT Analysis of EasyJet Company3

STRENGTHS4

WEAKNESSES4

THREATS4

OPPORTUNITIES4

Distinctive Capabilities of EasyJet Airlines5

Mission Statement6

Mission Statement of EasyJet Airline6

BCG growth share matrix7

Learning Organization10

Approach to Strategic Management11

Strategic Decisions Different11

Planning Mode of Strategic Decision Making12

PEST Analysis12

Legal and Political Factors12

Economic Factors12

Social Factors13

Technological Factors13

Porter Five Forces Analysis14

Buyer Power14

Supplier Power14

New Entrants14

Substitutes14

Competitive Rivalry15

Conclusion15

Reflective Report17

References19

Business Strategy

Introduction

EasyJet is an airline that was launched in 1995 as an impetuous young upstart under the umbrella of European airline industry and it widely tipped to failure due to various issues. In the beginning 6 hired aircrafts were working on the route but by 2006 it increased its aircrafts to 22 that were flying on 262 routes to 74 airports and it was carrying more than 33 million passengers in a year and this helped in generation of higher revenues. The organization moved towards profitability with the help of effective business strategies. The company adopted an effective strategy that made the business activities of the company smoother. No frills' was an effective strategy that helped the company in gaining effective market presence as well as market share. This research is based on identifying the factors that can help in developing and implementing effective business strategy for EasyJet Airline that would help the company in attaining successful business. Effective management skills are required in developing quality business strategy, as it will help in defining the goals and objectives of the business through developing mission statement.

Discussion

SWOT Analysis of EasyJet Company

SWOT analysis is a detailed study of organization's Strengths, weaknesses, opportunities and threats. Resource-based or internal analysis view shows the strengths and weaknesses of an organization that can help an organization in strategy formulation for achieving a competitive edge in the industry (De, 2012, p.145).

STRENGTHS

Competitive lowest fare service provider airline with quality fleet

Flights availability round the clock due to the flexible hours given to employees in shifts

Use of massive internet booking services

Awesome staff relations by taking care in terms of salary, work- life balance and other benefits

Distinctive customer services

WEAKNESSES

Traditional growth strategy often becomes a weakness

Depends only on its own booking service

Limited space to carry cargo or freight

Does not have international flights

Does not offer any special class seating options

THREATS

Recession in the state created threat

Rise in oil prices

JetBlue, AMR Corporation, Continental Airline competitors

Criminal or terrorist activities

OPPORTUNITIES

Introduction of International flights

adding new technologies to make travel experience more comfortable and exciting

improving customer satisfaction and value by adding customer preferences

Distinctive Capabilities of EasyJet Airlines

The distinctive capabilities of EasyJet include: Efficiency in processes, Quality flight services, innovative ideas (no frills, amenities, low cost) and above all customer responsiveness that what customers require from them? Firm infrastructure, quality human resource management, technology up-gradation and procurement activities of EasyJet are key for achieving highest profitability in Airline industry (Keupp, 2011). Each employee and board of members is kept responsible for his/her own compliance with the company's code of conduct.

All these qualities add value for the EasyJet in the European Airline industry. There is a difference between resources and capabilities: resources are inputs for production but capabilities are the capacity to perform a ...