STRATEGIC MANAGEMENT

Strategic Management

Introduction3

Mission Statement3

Values4

Objectives6

Analysis7

SWOT Analysis7

Competitive positioning9

Nature of Competition11

Growth Targets & Strategic Options12

Recommendation13

Proposed Competitive Strategy13

Required Time Scale15

Implementation and Control16

Resource Implications & Requirement16

Needed Change17

Conclusion18

Strategic Management

Introduction

EasyJet is one of the top of the line airlines in Europe. Currently it is operating in 30 countries covering 600 routes with a fleet of 200 aircrafts. The number of employees at EasyJet at the spur of the moment is 8000 in total, within them; the cabin crew staffs are around 4500 while 2000 are pilots. On an average, EasyJet fulfill the commuting demand of 59 million people EasyJet was established in the year 1995 by Stelion Haji-Loannaou, as a division Easy Group conglomerate. On initial stages, EasyJet started its operations with two aircrafts including the Boeing 737-200, whose routes were from London Luton to Glasgow and Edinburgh. In the subsequent year, this airline extended its routes to Barcelona, Abreden Amsterdam and Nice. Coincidently it was the same year when the airline acquired own aircrafts (EasyJet.com, 2013).

As a matter of fact, EasyJet purchased 40 percent shares of TEA Basel AG, the Swiss based charter airline after some time revamped it as EasyJet Switzerland. EasyJet became listed on the London Stock Exchange, this also fostered to extend the route across the Europe. Furthermore, EasyJet established her bases at the different airports including France, Italy, Germany and Spain; this helped to penetrate more within the Europe. In the following years, the value of EasyJet enhanced, and it became one of the prominent airlines across the industry. EasyJet acquired GB Airways and stepped into a strategic partnership with HostelWorld.com, in order to fulfil the accommodation needs of the passengers (EasyJet plc, 2012, p. 3).

Mission Statement

“Leverage EasyJet's cost advantage, leading market positions and brand to deliver point-to -point fares with operations efficiency and friendly service for our customers” (EasyJet plc, 2012, p. 08), this is the official mission statement of EasyJet. The strategic position of EasyJet is its cost benefit, presence at prominent airport, low cost fares with the pleasing and efficient service. EasyJet is dedicated to providing sustainable growth and returns in the European short-haul aviation. Usually, the European short-haul airlines engender their major profits on in summer season and try to offset losses in winters; however, during the initial six months of the financial year, it reduced her winter losses by 45.5 percent primarily due to her proactive approach.

This approach actually curtailed the competitors overall capacity by 2.8 percent on its routes. Low fares serve as the backbone of EasyJet since it is also the central idea of her mission statement, and also vivid in her strategies. Mission statement and strategies of EasyJet go hand in hand as there is much congruence between the two.

Values

Safety

EasyJet puts more emphasis over the element of safety. Safety serves as the guiding principle for EasyJet, before taking any major decision, the element which receives much focus is Safety. The decision of any company does influence the stakeholder of the firm, so as EasyJet, in order to mitigate it, EasyJet always give a ...