英國易捷航空公司(EasyJet)商業(yè)分析(英文)

EasyJet

Introduction

EasyJetisaBritishairline,operatingunderthe

low-costcarrier

model,basedat

LondonLutonAirport.

[4]

Itoperatesdomesticandinternationalscheduledservicesonover820routesinmorethan30countries.

[5]

[6]

Theorganizationisapublic-tradedcompanywhichislistedonthe

LondonStockExchange

andisaconstituentofthe

FTSE100Index.

[7]

EasyGroup

HoldingsLtdisthelargestshareholderwitha34.62%stake(asofJuly2014).

[8]

Itemploysnearly11,000people,basedthroughoutEuropebutmainlyintheUK.ThisreportisgoingtodiscusshowthecompanyoperatesandanalyzehowwellitscurrentbusinessmodelworksbyusingSWOTAnalysisandTowsMatrixandthenoffersrecommendationsandconclusion.

EasyJetAirlineCompanyLimitedisalow-costAirlinewhichadvocatestonotprovidingunnecessaryservice.OnaccountofprovidinglowpricesandterseservicewaspopularwithBritishpublic.EasyJetwouldratheradapteddirectsalesthanhiringagenttoselltickets.Inairplane,thecompanydoesnotprovidingmealsanddrinksdirectly.Customersalsocanbuyaninflightmealanddrinkastheywish.

EasyJethas1,600staffandtheircorporatecultureisbasedon“Orangeness〞(thecorporatecolor):meaningtheyare“upforit〞,“passionate〞,“sharp〞,“madaboutsafety〞,and“l(fā)owcost〞.“Orange〞iswhatmakestheirdifferent.

Itsstrategyandbusinessmodelisbasedonsixkeysstrengthsthatsupporttheircompetitiveness,scalabilityandsustainablegrowth

Commitmenttosafetyandcustomerservice;

Simplefarestructure-bookearlyforlowprices;

Lowcosts；

StrongBranding;

Multibasenetwork-densepoint–to-pointservices,mainlybetweenmajorEuropeanairport;

Strongcorporateculture；

EasyJettakesdirectsalesanddoesnotthroughtheagenttoselltheirtickets.Itdonotprovidemealsanddrinks.ThebiggestdifferencebetweenEasyJetandotherAirlinesisthatEasyJethasnoticketingagentandonlyacceptsdirectreservations.

Britishairlinecompany,EasyJetwasestablishedin1995bySteyLeos.Themoststart-upoperationofEagleAirlinesreliedontwoleasedaircraft.ThefirstdestinationisGlasgow,to29poundstolaunchultra-low-costflights,advertisingsloganis"LondontoGlasgow,cheaperthanapairofjeans!"ThistrickimmediatelyinthebusinesspeopleandFetushasbeensuccessful,completeflightFullhouse.

EasyJetbeganearningmoneyattheendofthesecondyear.

In1997,YiJiecarriedoutaboldbusinessadventure;invested500millionUSdollarsandBoeingsignedacontracttobuyanewaircraft.

Initially,EasyJetfleetoperatedasinglemodelBoeing737.

In2004,EasyJetordered120AirbusA319s,andEasyJetbecamethelow-costairlineusingAirbusA319asthemainmodel.

InOctober2007,EasyJetacquiredBritishAirways’GBAirways,aleadingshort-haulcarrierinLondonGatwickAirport.[1]

Easytoenjoytheaviationpicture

YiJieaviationpictureappreciation(4photos)

In2010,YiJieairpassengervolumereached49million,Europeanlow-costairlinerankedsecond.

EasyJetoffersairplanesthroughoutEurope.Inaddition,easyJetisconnectedtomanyhotelsinmanyEuropeancountriesandofferscheapaccommodationreservations.EasyJetsinglemodelstrategyonlyneedtodoaseatarrangement,justprepareatypeofspareparts,maintenancemoresimpleandefficient,canreducecosts.EasyJetAirwaysisapoint-to-pointdirectflight,notaradialnetwork;EasyJetchoseLutonAirportinsteadofGatwickAirporttomakeiteasytoreduceeachfixedcost.

EasyJethaschangedthetraditionalmodelintwoways.Firstcanceledtheticketandcanceledtheboardingpass,savingintermsofticketprinting,productionandmailing.Afterbooking,thecustomerwillreceiveauniqueflightnumberviathenetworkandwillthenreceivealetterconfirmingbookingdetailsandbookingnumber/password.Inaddition,EasyJetdoesnotprovidefoodandbeverageservicestosavefoodcosts,equipmentcosts,toensurethattheserviceneedsadditionalstaffcostsandstorage,transportationcosts.

ThenumberofcrewmembersinEasyJetislessthanthatofotherlargeairlinesbecausethereisonlyonetypeofservice.Second,comparedtoBritishAirways'standarduniforms,theiruniformsaremuchmorecasual.

Strategy

EasyLandislocatedinLondon'sfourthlargestairport-LutonAirport,theappearanceofeye-catchingorange.Thecompanyencouragesemployeestodresscasual,officeenvironmentisveryopen,theentireoperationasmuchaspossibletotakepaperlesstransmissioninformationsystem,low-coststrategythroughouttheidea.

Becauseofthebadimpressionoftheoriginalcustomersoncheapflights,EasyJethastakenanunattractivepsychologicalstrategyforcustomers:"Ourcostislowandcheap,andthat'swhatweexpect,Thenewaircraftonboardwithpleasantemployeeshavegonebeyondtheexpectationsofmanycustomers,ratherthantheold,crowdedplanesoperatedby"low"operators.

EasyJetquicklybecametheworld'slargestonlineticketingairline,andbecamethe"Internet'sfavoriteairline."EasyJetdoesnotreserveseatsforthecustomer,accordingtothelocalairportsystemthroughtheboardingcardandre-useofhardplasticnumberplatetoarrangeseats.Thecustomeronlyneedstoselecttheremainingseatsaccordingtotheboardingnumber.Initially,theregistrationservicewascarriedoutbyanexternalgroundserviceperson.Later,inlargeairportssuchasLuton,EasyJethasitsownregistrationservice.Butothergroundservices,suchasbaggagedelivery,arestilldeliveredtotheoutside.

EasyJetoffersSpeedyBoardingandoffersSpeedyBoardingPlusservice.SpeedyBoardingPlusgivespassengersmorechoicetocustomizetheirjourneysaccordingtotheirneeds,suchasonlinecheck-in,freeadvancecheck-in,pay-offname,date,timeordestination,tobusinesslounge.Onlinereservationscanbemadeduringtheregularflightbookingandwillbemarkedintheconfirmationemail.

EasyJetallroutesareindependent,therearenointerconnectedflights