Case Details: |
Price: |
| Case Code |
: |
BSTR057 |
For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges
ThemesCost Leadership |
| Case Length |
: |
16 Pages |
| Period |
: |
1995 - 2003 |
| Organization |
: |
EasyJet |
| Pub Date |
: |
2003 |
| Teaching Note |
: |
Available |
| Countries
|
: |
Europe |
| Industry |
: |
Airlines |
Abstract:
|
EasyJet is one of the most successful low-cost airlines in Europe. With the acquisition of Go, the low-cost subsidiary of British Airways in 2002, easyJet became the biggest low-cost airline in Europe, overtaking rival Ryanair to the top position. The case outlines the genesis of easyJet and the major events that occurred in the airline since its inception in 1995. It describes the operational policies adopted by the airline to support its strategy of becoming a cost leader, by cutting out unnecessary frills and non-value added services. The case also describes the marketing initiatives of the airline and some of the controversies it got involved in, because of its attacking ads.
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Issues:
» To analyze the business model and operating strategies adopted by a successful low-cost airline in order to emerge as the leader in a highly competitive market
» To identify the sources of competitive advantage for the airline and the differentiating strategy it adopted to overcome competition and environmental factors
Contents:
Keywords:
EasyJet, low-cost, airlines ,Europe, acquisition, Go, British Airways,2002, Ryanair, events, airline, 1995,operational policies, airline, strategy, cost leader, frills, non-value added, services, marketing, controversies
EasyJet: The 'Easy' Way to Succeed
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