a SWOT analysis on easyJet.

1. Case Study - 2
easyJet
A presentation by
Group 2

2. 1. Based upon the information given,
here is a SWOT analysis on easyJet.

3. STRENGTHS

4. STRENGTHS
• Connects to all the major
destinations.
• A convenient airliner for the low
budget traveler.
• Attractive pricing.
• Airport network & market share.
• Unit cost per passenger.
• Reserve pricing strategy.
• Encouraging internet
reservations.
• Quick turn around flights.

5. STRENGHTS
• Highly distinctive branding.
• Feature on television airline
series.
•Website painted on the aircraft.
•Bright orange color.
• Catchy slogan:
“Come on, lets fly!”

6. WEAKNESSES

7. WEAKNESSES
• Cost base not as low as Ryanair.
• Brand Vs. Legacy carriers.
• Seasonality of earnings.

8. OPPORTUNITIES

9. OPPORTUNITIES
• Market growth.
• Further cost cutting.
• Fleet.
• Business passengers.
• Allocated seating.

10. THREATS

11. THREATS
• Airport price increases.
• Labour unrest.
• Increasing complexity.
• Return of competitor capacity
growth.
• Stagnant economies / austerity.
• External events.
• Fuel price & currency
movements.
• Air travel taxes.
• Accidents & failures.

12. 2. Compared to Ryanair and British Airways, where
would you place easyJet in terms of Porter’s generic
marketing strategies?
Is this sustainable?

13. • Differentiation strategy:
Target customer segment is not price sensitive,
Market is competitive,
Consumers have specific needs which are under served
The firm has unique solutions to satisfy these needs which
are difficult to copy.
It is considered to be a genuine strategy.
• Cost leadership strategy:
It involves the firm wining the price sensitive market share.
It has the lowest price available for the consumer.
It operates at a lower cost as compared to its rivals and yet
achieves profitability.
It is not a competitive strategy as the customer doesn’t
perceive it, unless it leads to lower prices.

14. AIRLINES
DIFFERENTIATION
STRATEGY
COST LEADERSHIP
STRATEGY
Easyjet
Medium
Medium
British Airways
High
Low
Ryan Air
Low
High
As the table above suggests, easyJet can be placed above
British Airways and Ryanair in terms of Porter’s generic strategy
considering the fact that the target customers belong to the
economy class.

15. • easyJet has not compromised in any of its services offered to its
flyers.
• Reduced airfares to be competitive in low cost airline segment.
• No compromise in passenger safety as in the case of Ryanair
which ran outdated 20 year old aircrafts.
• Increased market share by buying other low cost airlines
Example: “Go”
• Bought accessibility to new routes and landing rights at
different airports.

16. 3. What is the underlying strategy behind all of Stelios’
‘easy’ ventures? Can this strategy be replicated in any
market? What is required for it to work?

17. EASY! IT CAN BE REPLICATED!
• easyJet : one of the first “low cost” airliners in the United
Kingdom.
• easyCar : a car and van rental business.
• easyEverything : a chain of internet cafes and cinemas.
• easyValue : which provides impartial comparisons for online
shopping.

18. “Please fasten your seatbelts, we are about to take off!”
- Thank you -