Potential threats in terms of changing social trends like holidays outside Europe (many now want to experience the eastern cultures and travel to holiday destinations like China and Japan) and also travelling via the EuroStar to Paris etc. The fuel-efficient jets could help EasyJet reduce its carbon footprint at a time when consumers and governments seemed increasingly likely to hold airlines accountable for their climate impact. EasyJet may be prepared and has to a large extend engaged in price war with competitors via its lower cost structure (economies of scales due to its larger operations) and also has the financial resource capability to fund short to medium-term losses with the aim of driving out competitors in the longer terms. SOCIAL changes in consumer taste and lifestyle represent both opportunities and threats for the industry. But with new, more infectious variants of COVID-19 spreading rapidly in Europe, in October renewed lockdowns were imposed across many parts of the U.K. and from Helsinki to Tel Aviv. EasyJet, on the other hand, flies fewer routes but operates from many more primary airports, with a heavier focus on Western Europe. The second is the threats from substitutes, rail travel v air travel, the growing demand in Eurostar and cruses. (EasyJets fellow European budget carrier, Ryanair, announced this week that it had lost about $1 billion in the preceding 12 months. Investments in assets are also key consideration in value creation in that consideration of the extent to which assets and working capital are being utilised. Hannibal HanschkePool/AFP via Getty Images, Christoph SoederPicture Alliance via Getty Images, Chris RatcliffeBloomberg via Getty Images, one of the biggest winners in the European air-travel dogfight, agreed in January 2020 to deferred prosecution agreements, began purchasing carbon offsets for the CO2 of all its flights, might not fully recover from the pandemic until 2024, LinkedIn has officially entered its cringe era, and its working. Capabilities to turn resources into advantages, Customers demand change to more flexible schedules, comfortable and relevantly cheap services, Extremely high competition for customers and resources. This enables easyJet to be efficient with network choices, with an emphasis on maximising returns. In practice, this means EasyJet has little chance of beating Ryanair or Wizz head-to-head on routes and pricing. EasyJets overall cost leadership strategy uses low costs at each point in the value chain to lower costs. The customers of EasyJet have been using the Internet for making bookings. In addition to that, EasyJet has been offering no in-flight meals, no in flight movies. Also, only one type of aircraft is used, in order to minimise maintenance costs. Study for free with our range of university lectures! These risks may include: Shifts in consumer demand and preferences. Hopes for an early summer 2020 recovery were dashed when the U.K. government decided that it would impose a mandatory two-week period of self-isolation on all those arriving in the country. Continuing to drive product conversions by improving the way ancillaries are sold and product merchandising. Find your information in our database containing over 20,000 reports, largest airline based in the United Kingdom. Porter through the use of the value chain illustrates how resources should be utilised to enhance least-cost production or differentiation strategies (the generic strategies suggested by Porter). EasyJet in its pursuing of low-price strategies may be prepared to accept the reduced margin either because it can sell more fares than competitors. ENVIRONMENTAL The energy sources used, namely oil has vast ecological/environmental implications. LEGAL The European deregulation of the commercial aviation provided both major strategic threats and opportunities, the national mainstream airlines faced severe price competition from discount carriers. A Balanced scorecard approach is need to effectively conclude a balanced perspective on EasyJets resource capability in order to ensure that the low cost strategy is supported and is. Highly utilised fleet of aircrafts that are large, modern, efficient and relatively environmentally friendly. The company benefits from being one of just four airlines globally thatcurrentlyhave an investment-gradecreditrating, according to Gerald Khoo,a transportation analystwith brokerage firm Liberum. He added Barton and Lundgren to the list of scoundrels he wanted to oust.Haji-Ioannou kept upping the stakes. And they are relentlessly focused on keeping per-seat costs down. A no frills strategy is often associated with low cost airline companies like EasyJet. Making it easy, enjoyable and affordable to travel again and again for business and holidays. To enjoy unlimited access to our journalism, subscribe today. That delay exposed EasyJet to greater risk of both hefty fines from Britains chief data protection regulator and class-action lawsuits from customers. It renegotiated contracts with ground handling firms at several airports helping to lower costs. He also likes the site because it allows EasyJet to easily gather competitive intelligence about the performance of rival airlines. Having fought off Haji-Ioannou, Lundgren and EasyJets C-suite faced other foes they couldnt control. Ryanair and Wizz Air cater almost exclusively to leisure travelers. This analysis outlines for EasyJets management how individual activities may be altered to reduce costs of operation or improve the value offered to customers. TECHNICAL Changes in retailing methods as such ticket sales via the Internet is now a common place in air travel, passengers receive an email containing their travel details and booking reference when they book online. And he was not a happy shareholder: For a decade, he had sparred with a succession of EasyJet CEOs and boardsfaulting them for overly ambitious and costly expansion plans and for ordering too many new aircraft from manufacturing giant Airbus. So having considered the internal strengths and opportunities above, what are the potential opportunities available to EasyJet and what are the threats faced by EasyJet both from within the Airline industry and as a result of the world economy itself. All rights reserved. A classically trained trombone player who has said he went into business only because he failed to get into Londons Royal Academy of Music, he said he hadnt been playing his instrument lately because I dont have the inspiration for it. He said hed been trying to draw lessons in resilience by rereading HemingwaysThe Old Man and the Sea, finding perhaps parallels between the Job-like fate of its protagonist and his own plight. Still, it wasnt spared from the industrys general carnage. And the government has said the second of these has to be a more accurate PCR test, which can cost as much as 219 ($302) per passenger. We are seeing significant benefits already from operational resilience processes and predictive maintenance. EasyJet was able to operate at only 18% of its 2019 capacity. Protecting and building brand awareness and consideration. By mid-May, most of the major European nations had administered first doses to just over a third of adults amid critical vaccine supply shortages and concerns about rare but dangerous blood clots linked to AstraZenecasand Johnson & Johnsonsvaccines.Without a brisker vaccination pace, a third wave of infectionskeeps threateningto take hold in Europe. Strategical moves like this have enabled it to reduce cost and improve the convenience for the customers. The EasyJet brand is established in the European market, but brand awareness is required outside the continent. We will consider the value chain for EasyJet in more detail later in our discussion. After overcoming the many hurdles of producing a model with a viable context and associated risk factors, often the user of the innovation is neglected. WebThere is one main reason which influences these economic factors is the recession in the Easy jet. The first step in the risk analysis process is identifying risks you think could affect your project. Appendices 1. EasyJet through its use of an overall cost leadership strategy can use internet-based technologies to reduce value chain costs in a variety of ways: On-line bidding and order processing to eliminate the need for sales calls and decrease sales force expense. FORTUNE may receive compensation for some links to products and services on this website. Any opinions, findings, conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of UKEssays.com. easyJet holidays is on track to meet the medium-term target of 100m+ PBT. EasyJet is known for its low-cost competitive pricing. Today, a year after Easy Jets announcement, those perils still hang over the airline. Like all airlines, it instituted new procedures: increased cleaning, mandatory masks for passengers and crew, and no meal service. And, finally threats of any takeover bids from national airlines. Market Development. The concept of the value chain is particularly useful in understanding an organisations strategic capability since its concentrates on value activities and the linkages between activities rather ran just resources. This eliminates the need to any commissions to external sales agency. Those airlines are more dependent on business travel, which many analysts forecast might not fully recover from the pandemic until 2024if it ever recovers at all. Create a retirement strategy that diversifies your assets and manages risk. But the strategy also burdens EasyJet with higher costs as it tries to recover from the pandemic. EasyJet announced it had lost more than $1 billion in the 12 months through September 2020. It moved aircraft maintenance at three of its U.K. airports, which had been contracted out, back in-house. Although mostly private now, many of these airlines were once state owned, and some still have not insignificant government stakeholdings. He said he had discovered a secret meeting in Switzerland, arranged by Airbus, between top EasyJet executives and a lawyer who, according to documents revealed in the Panama Papers leak, may have helped clients evade international sanctions through offshore shell companies. Its not clear what role Haji-Ioannous pressure played in this decision. In 2019, excluding fuel and in constant currency, it cost EasyJet 4.45 European pennies per available seat kilometer, a key industry cost metric. This will provide an evaluation of the external business environment in which the company operates. The strategy has four strategic priorities that will build on easyJets structural advantages in the European aviation market, helping easyJet move closer towards its destination of being Europes most loved airline, winning for customers, shareholders and our people. That move also diluted Haji-Ioannous stake in the companys stock from more than 34% at the beginning of 2019to just under 30%, making it easier for EasyJets board to ignore the demands of its querulous founder. Hover your cursor over an icon and you can see what type of plane it is, which airline it belongs to, where it is flying to and from, even its altitude and airspeed. The airline has differentiated itself from other budget carriers by serving top-tier European airports. The threats are in terms of alternative holidays Disneyland Paris via Eurostar (Euro tunnel) and P&O cruise. It now owns just over half its fleet, down from 70% in 2019and six of every 10 planes it does own have been pledged as collateral against its loans. A prime example of this was the subsequent takeover of Go by EasyJet. Porter explains that there are five forces inherent in a market, which will jointly determine the intensity of competition and profitability of EasyJet and the airline industry. On the other hand, risks which produce This results in a very strong competitive rivalry in the industry. Adjust your investments to Not that he was going away. None would fly again until June 15. Balance your retirement plan with your other financial goals. Such lower costs benefit EasyJet initially as innovation is rewarded. The company has also grown in terms of its acquisitions of GO and also increase in purchases of its own aircrafts. The threemost prominent firms that advise shareholders onhow to cast ballotsin proxy votesISS, Glass Lewis, and Pircall recommended against backing his proposals. In a vast hangar on the outskirts of Gatwick Airport, one of EasyJets big hubs, sit a row of five space-age pods, painted in EasyJets trademark orange-and-white colors. This has lead to EasyJet customers enjoying Ticketless travel this reduces the cost of issuing, distribution, processing and reconciling tickets. Do you have a 2:1 degree or higher? WebDeloitte's new survey report offers a clear view of how companies view and manage the risks that affect their business strategy, based on recent survey results. EasyJets overall cost leadership strategy uses low costs at each point in the value chain to lower costs. This strategy is focused on keeping costs down and EasyJets policy of no free lunch and efficient use of airports by limiting turnaround to 30 minutes. Just two EasyJet aircraft were in the air, one en route from Londons Gatwick Airport to Lyon in France; another from Belfast to the English Channel island of Jersey. With so much uncertainty, leisure travelers are holding off on booking summer flights, prolonging EasyJets pain. To accomplish that, Lundgren has taken drastic steps. e-commerce) and support activities such as fir infrastructure (e.g. When the pandemic struck, Haji-Ioannou decided to renew his pressure to convince the airline to abandon the purchaseultimately mounting a proxy campaign to remove directors from the board. As hard as it has tried to inoculate itself against the pressures of the pandemic and to convince passengers it will be safe to fly, its fate remains up in the air, subject to unexpected and unwelcome turbulence. Each node of the supply chainsuppliers, plants, warehouses, and transport routesis then assessed in detail (Exhibit 1). The U.K. requireseven those returning from green countriestake COVID-19 tests before boarding a plane to return to the U.K. as well as within two days of returning. A focus strategy can be implemented to resolve these issues as well. Front and center was the existential risk of the coronavirus. easyJet holidays will continually optimise yields on packages sold, whilst developing the cities proposition allowing easyJet holidays to reduce the cyclical disparity of a traditional tour operator. EasyJets new holiday division launched in December 2019, just months before the pandemic took hold. But the training center is the only part of EasyJets operation at Gatwick still humming. Lundgren had been an industry leader in trying to position EasyJet for this new world. There is national pride, not to mention jobs and pension payments, resting on their wings. Introduction Company Background, Financial Performance and Key Services EasyJet is an airline company based in Britain They fly into second- and even third-tier airports, where they control a dominant share of the gates and can drive tough bargains on any airport fees and charges for ground crews and baggage handlers. This results in high levels of asset utilisation and reduced unit costs. Enabling risk management through a easyJet has a cost advantage over its major competitors on the primary network that it operates. Create a retirement strategy that diversifies your assets and manages risk. Background Coronavirus disease-19 emerged in December 2019. POLITICAL Following the European deregulation of commercial aviation, a fleet of low cost carriers are reshaping the local airline landscape. In terms of strategy, many factors are outside the control of the company, such as use of high quality components and low defect rates for its aircrafts. This analysis outlines for EasyJets management how individual activities may be altered to reduce costs of operation or improve the value offered to customers. The primary weakness is the perception of low quality low cost can also be seen as low quality service than that offered by the established national airline i.e. The54-year-old Greek-Cypriot entrepreneur hasnt had a formal management role in the airline since he stepped down as chairman in 2002, but he remained a major shareholder, owning more than a third of the company before the pandemic hit. To export a reference to this article please select a referencing stye below: If you are the original writer of this essay and no longer wish to have your work published on UKEssays.com then please: Our academic writing and marking services can help you! The airline also managed to reduce itsfuel cost per seat flown by 2.9% through a series of small changes: instructing pilots to use only one engine when taxiing, for example, and to climb to cruising altitude as fast as possible, since level, higher-altitude flying is more fuel-efficient. Whats more, it included maintenance and avionics support for EasyJets existing fleet. Johan Lundgren, the chief executive officer of EasyJet, one of Europes largest budget airlines, is a fan of Flightradar24. EasyJet says the funds will give it the firepower to grab slots at premium airports like Paris Orly, Lisbon, Milan Linate and London's Gatwick. For an independent carrier like EasyJet, finding money was more complicated, especially since the U.K. government initially balked at providing the airline industry with a custom bailout package. The airline couldnt simply abandon it without jeopardizing any chance of a quick recovery when the crisis ended.Lundgren also thought the contract made long-term strategic sense. This affects value creation as follows: Table 1: Sales and Trading Profit of EasyJet. Given EasyJets cash burn, it needed to raise more moneyand quickly. EasyJet has cost advantages through company specific capabilities, which drive down costs throughout the value chain. Standardisation in its activities as an airline leads to both economies of scale and a simpler product, which is cheaper and easier to distribute. Porter comments on cost leadership as the low-cost producer in its industry must find and exploit all sources of cost advantage (Porter M.E (1980)). This level of disruption and deterioration of the operation cannot continue," the email reads. Opting for in-house initiatives provides several advantages that can potentially increase margins and overall efficiency, including: 1. Still, Lundgren could not have been happy with the Flightradar24 map on a Tuesday morning in late April. If COVID doesnt ease more quickly, and leisure travel doesnt rebound as hoped,EasyJetshole will only get deeper, and its plans to grow could be spiked indefinitely. EasyJet may be especially good at outbound logistics lined to its marketing and sales operations and supported by its technology development. There are potential opportunities in terms of new routes and expansion of services offered, EasyJet has already launched a number of new European routes, how about expansion into the Asian Pacific? If it failed to do so, he threatened to call a vote to remove one director from the board every seven weeks, until the board acquiesced. EasyJet also drew down the entirety of its existing revolving credit facilityraising $500 million in cash. And Lundgren, who took overin late 2017, had big plans to build on that differentiation with potentially lucrative new ventures, including vacation packages, more benefits for business, and a new loyalty program. EasyJet is an international example, The introduction of Airbus A319 aircraft, combined with the retirement of old generation Boeing 737 aircraft, will result in a two-type new technology fleet, which will commonality and lessen complexity and deliver high level of asset utilisation and reduce unit costs. The airlines hopes for summer 2021, like those of almost all airlines, rest on vaccinations. The first is to reduce the bottom line costs of operation (low cost strategy) and the second is to increase the value of the organisation and its reputation to customers, so that they will demand more or pay more for what they receive (differentiation strategy) (ACCA Paper 3.5 (2001)). ECONOMIC the travel industry is vary recession prawn and also very sensitive to changes in oil prices. Implementing this strategy successfully depends on EasyJets ability to deliver enhanced benefits to customers over its competitors together with low prices. Given that they were doing almost nothing before, there is a big opportunity to move from zero to something, he says of the holiday tours. Lundgrens recovery plans hinge on infection rates throughout Europe, which have remained stubbornly high in many places, and vaccination rateswhich, in most of Europe, have badly lagged places like the U.S., U.K., and Israel. Additionally, various firms pursuing focus strategies may be able to achieve even greater differentiation in their market segments. Budget airlines that rely on the leisure market make most of their money from April to August. The companys Online booking facility in October 1999 aided Internet sales to pass the one million mark. In the May showdown vote, the disgruntled founders effort was roundly defeated, with 99% of the shares not held by the entrepreneur and his family casting ballots against removingthe directors. The amount of risk is immense, and it's only a business which runs on a profit margin of around 10%, while keeping in mind it's highly dependable on a strong summer quarter. As both employees and customers are put under increased stresses, the potential for heated exchanges becomes a risk. Decisions must be made on the trade-offs inherent in development of a strategy. Our mission to make business better is fueled by readers like you. The development of the next generation aircraft will also lead to technological opportunities in term of fuel efficiencies. Thats the day the U.K. government first advised Britons abroad to return home as soon as possible in advance of impending travel restrictions because of the growing coronavirus pandemic. This text provides general information. Disclaimer: This is an example of a student written essay.Click here for sample essays written by our professional writers. Now, at the cusp of a summer season that normally would be the source of the majority of EasyJets profits, the airline and its CEO face what could be a make-or-break season. Managing for value involves managing both value activities and cost drivers. 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