Unfortunately, early last year, it became the victim of a cyber-attack in which data of 9 million of its customers was compromised. But stakeholders can also be employees, bondholders, customers, suppliers and vendors. Low-cost carrier Henderson, L. Neasham . Business model, EasyJet is originally discovered by a Greek named Sir Stelios - Loannou in 1995. [4], Since its establishment in 1995, EasyJet has expanded through a combination of acquisitions,[10][11] and base openings fuelled by consumer demand for low-cost air travel. It has reinforced its position in short-haul travel aviation increasing its market share from 6.5% to 7.6%. 3.5.2 Boarding the plane 10 Airline Global Politics A. Heywood. Name: Doancan Yksel Also the condition of the world economy determines the nature of its marketing policies. Germany This website uses cookies to improve your experience while you navigate through the website. [41], On 19 May 2020, the company revealed that it had been the subject of a cyber-attack resulting in the release of the personal information of 9 million customers. Strengths EasyJet has established a brand reputation for being the most economical airline in Europe. As of March 2011, EasyJet Holidays has provided holidays and city breaks to all of the airline's routes. Easyjet Plc managers can use Porter Five Forces to understand how the five competitive forces influence profitability and develop a strategy for enhancing Easyjet Plc competitive . Travel Transport and Logistics Primary or secondary. Customer service Initially they started off with two leased aircraft that only flied from Luton to Edinburgh and Glasgow. [16] They later closed three of their bases. How does EasyJet contribute to the UK economy? Secondly we will do the SWOT analysis and find out the reasons for EasyJets success by making marketing mix. Read more: http://www.businessdictionary.com/definition/stakeholder.html#ixzz2PXLmU8iH DALLAS - Esken, the owners of London's Southend Airport (SEN), could be put up for sale after the pandemic saw passenger numbers plummet by 90%. [18] While studying various business models in the industry, Stelios took a significant interest in the American operator Southwest Airlines, which had successfully adopted the practice of price elasticity to be competitive with traditionally cheaper buses and attract customers that wouldn't normally have considered air travel. EasyGroup Holdings Ltd, the investment vehicle of the airline's founder, Greek-Cypriot businessman Stelios Haji-Ioannou,[8] is the largest shareholder with a 15.27% stake (as of September 2021). In addition, Marketing Analysis of easyJet [28], On 25 October 2007, EasyJet purchased the entire share capital of GB Airways from the Bland Group. [76] In separate incidents in 2012, paralympians received similar treatment,[77] and a French court found the airline guilty of three counts of disability discrimination. The company has clearly identiable operational and marketing, Premium Stakeholders are individuals (or groups) that can either impact the success and execution or are impacted by a product. OPPORTUNITIES McDonalds PLC is one of the largest fast food chains in the world with 32000 outlets in 117 countries. easyJet is one of the world's most successful low-cost airlines. Powerful Essays. Total revenue ( million) 2,362.8 1,797.2 31.5%. Introduction What we do. Customer, Airline Assignment Despite some previous concerns about the purchase from key shareholders, the need to . In 2006, the airline did not always refund tickets in a timely fashion. Best EasyJet Topic Ideas & Essay Examples. Good Essays. Previously EasyJet had only operated from Berlin-Schnefeld Airport and Berlin-Tegel Airport, where EasyJet had taken over some of Air Berlin's old services. [25 marks] EasyJets mission statement: to provide our customers with safe good value point-to-point air services. Creating brand awareness ( 10% of Easyjet revenue were spent in advertising) grand wailea pool menu; under armour ignite slides waterproof. EasyJet has increased the amount of modern aircraft to easyJet gold coast shark attack video; giant schnauzer service dog for sale They have expanded massively and now in England there are now over 3300 stores in the UK alone, Premium You also have the option to opt-out of these cookies. The organisation mainly expands through acquisitions 4. These are Flexi Fare, EasyJet Plus and a new frequent traveller loyalty programme called Flight Club. 2008 2007 Change. [53] It also announced its first annual loss during the 25 year history of the company. Southwest Airlines PESTEL stands for - Political, Economic, Social, Technological, Environmental & Legal factors that impact the macro environment of Easyjet Plc. In the UK the first restaurant opened in 1974 and now in the UK stores alone the chain serves 2.5 million customers daily. This cookie is set by GDPR Cookie Consent plugin. Airline, MARKETING RESEARH PROJECT [101], On 15 May 2017, EasyJet announced the conversion of 30 A320neo orders into A321neo aircraft to be used on busier routes. [70][71], EasyJet has been criticised in Germany for not observing European Union law on compensation (and assistance to passengers) in cases of denied boarding, delays or cancellations (Regulation 261/2004). Easyjet offers a reliable, on-time travel service with value-added features. As such any organization must strive to identify its stakeholders and their specific needs, Premium TABLE CONTENT ii 3.1.4 Payment period 5 [78] In January 2017, the company was fined 60,000 by another French court because it had refused to allow a disabled passenger to board in 2010; the company cited security concerns and internal regulations, but said it would not appeal against the ruling. [124][125], On 6 November 2010, the airline started a venture with Low Cost Travel Group, to offer flights dynamically packaged with Low Cost Travel Group's accommodation through the EasyJet Holidays website. However, its operating profit has decreasing which may influence take more loans from financial institutions. These are stakeholders who are directly affected by a project, such as employees. [39] In June 2020, EasyJet announced their intention to resume flights, flying half of their routes in July 2020 and up to 75 per cent in August 2020, though with reduced frequency. Most EasyJet Topics to Write about. 2.6.2.1 Employee protection laws (discrimination and health and safety) Easyjet Plc. Thats why, for every single flight we operate, we offset all the carbon emissions from the fuel used, by supporting projects that protect against deforestation, plant trees or drive the uptake of renewable energy. European Countries Collaboration and good relationship making EU politically stable. For this task I will be looking at two organisations and will be looking at who their stakeholders are and how much influence they have and also what they want from the company. Southwest Airlines EasyJet Plus is an annual subscription product targeted at frequent flyers,[120] both business and leisure. Good Essays. They can consist of e-tickets, online booking and travel services. [121], On 14 December 2004, EasyJet and Hotelopia, a subsidiary of First Choice Holidays, launched the co-branded EasyJetHotels accommodation booking service. Stakeholders are individuals who hold a particular interest in a business, they are affected by the activity of the business. Conclusion 13 Brief Born on 14th February 1967, in Athens, Greece, his father was a self-made Greek-Cypriot shipping magnate. This stability is a significant advantage for the growth of Easyjet Debt Economical impacts 6 EasyJets Business Model Analysis Explore the key stakeholders of EasyJet and map in terms of their power and interest. 5 Recommendations Guided by analysis of survey results, the report offers some key recommendations on areas for future work: Develop capacity-building and learning activities to support meaningful and inclusive stakeholder engagement, especially online engagement. Although the main threat in terms of competition for easyJet is the low-cost Irish company named Ryanair. The level of stakeholders depends on the political economic and social environment. Q1: How do easyJets marketing objectives and marketing mix strategy affect its pricing decision? 1 Brief history of Easyjet 3 Low-cost carrier The two strategic choices offered include 1) expanding into new market segments and 2) modernization of brand image. 2.2.4. Easyjet stakeholders. ( Sull Kuemmerle and Cabral199920-38) In the year 2000 easyJet succeeded, Premium [22][100] Since then, all orders have been from the Airbus A320 family, and the Boeings have been phased out. and We also use third-party cookies that help us analyze and understand how you use this website. The Holidays business segment sells holiday packages. [104], On 19 November 2019 EasyJet ordered an additional 12 A320neo, taking the total neo orders, including the A321neo, to 159. What Stakeholders Want From Easyjet 2022-11-21. EasyJets Business Model Analysis Based on this evaluation, EasyJet exchanged 25 A319 orders for A320s in July 2008 and later removed the A321 aircraft from the fleet. It does not store any personal data. Easyjet Plc. Stelios and his family members are the highest stakeholders in EasyJet and own about 34% of shares, which are calculated worth 6.8bn as of 2015 . Offsetting can however only be an interim solution, while the zero-emissions technology that we need is developed to reinvent aviation. 4. http://www.london.edu/facultyandresearch/research/docs/CM_04-904.pdf The cookies is used to store the user consent for the cookies in the category "Necessary". (Coauthor(s): Premium Three investors in easyJet <EZJ.L> have thrown their weight behind the British airline's management in their battle with the founder and biggest shareholder Stelios Haji-Ioannou over a 4.5 billion . In 2017, EasyJet Plc flew 80.2 million passengers on flights that carried 86.7 million seats. Table of Contents Strategic management Identifying all of a firms stakeholders can be a daunting task. Better Essays. For other uses, see, Frequent flyer, business travel and loyalty products, Passengers = Earned seats flown, including "no-shows" (empty paid seats), promotional seats and those provided to staff for business travel, for both EasyJet UK and, Airbus Orders and Deliveries (XLS), accessed via, Last edited on 25 February 2023, at 20:51, United Kingdom Advertising Standards Authority, "Risky business: Why the unpronounceable will achieve the improbable in Britain", "ITV commissions ground-breaking documentary following easyJet's rookie pilots from ITN Productions", "EasyJet grounds entire fleet of planes due to virus", "EasyJet confirms axing of three UK bases", "Ryanair and Easyjet: The history of the peanut airlines", "EasyJet at 20: the low-cost airline, then and now", "Challenges on the horizon as easyJet turns 20", "FL Group's sale of EasyJet holding puts an end to months of takeover speculation", "CFO Chris Kennedy Pilots EasyJet, Lands on FTSE 100 CFO Insight", "Circular regarding proposed acquisition of Go", "From Bland to orange: GB Airways acquisition will make easyJet #1 at Gatwick", "EasyJet plc agrees to acquire GB Airways Limited", "Regulator clears easyJet's GB Airways acquisition", "EasyJet to become North West's largest airline", "EasyJet to set up Austrian HQ to operate EU flights after Brexit", "easyJet clinches parts of Air Berlin for German expansion", "EasyJet Grounds Entire Fleet, Furloughs Crew After Finishing Rescue Flights", "Transport secretary promised EasyJet not to levy green taxes | Business", "EasyJet to resume flights across most European routes by August", "Sir Stelios fails in his bid to get the board sacked at easyJet", "EasyJet reveals cyber-attack exposed 9m customers' details", "EasyJet rejects takeover approach from rival Wizz Air", "After 26 Years, Sir Stelios Loses Control of EasyJet", "A History of easyJet - from 2 routes to European giant", "EasyJet will soon be bigger than Ryanair", "EasyJet to launch allocated seats on all flights", "EasyJet raises further 600m as Covid-19 disruption continues", "EasyJet scales back flying capacity due to lockdowns", "EasyJet slumps to first annual loss amid pandemic", "New headquarters for EasyJet at London Luton Airport", "EasyJet unveils low-emission 'EcoJet' aircraft", "Can easyJet short circuit electric airliner flight? In addition there are different levels of stakeholders: primary and secondary. The Company operates through two segments: Airline business and Holidays business. [44], EasyJet, like Ryanair, uses a business model pioneered by Southwest Airlines. P2 M1 and D1 3.2 Product and services 6 Easyjet. [60][61] Speaking at the time, EasyJet chief executive Andy Harrison commented that: "We have not developed a new concept. Strategic management [16] This came after the company had flown 650 'rescue flights', taking 45,000 people back home. [63] In October 2018, EasyJet stated that progress was being made on its electric ambitions and that the partnerships planned to test a nine-seater electric plane as early as 2019. [14], EasyJet was featured in the television series Airline, broadcast on ITV (19982007), which followed the airline's operations at London Luton and later at other bases. The Airline markets success or future lies through marketing because this sector is in competition with other modes of transportation such as bus high-speed train. Initially they started off with two leased aircraft that only flied from Luton to Edinburgh and Glasgow. Profit before tax - underlying ( million) 123.1 191.3 (35.7)%. Thu 28 May 2020 04.59 EDT. What are three ways that railroads affected the economy? London Gatwick Airport, despite a significant increase in passenger taxes and economic instability around the world. Internal stakeholders are people who are on the inside of the business that already serve the organisation these include staff managers board members etc. Once Haji-Ioannou saw the results, he changed his mind and an e-commerce website capable of offering real-time online booking went live in April 1998; this was the first such website for a low-cost carrier in Europe. Practical Legal Skills R. Hyams, S. Campbell. 1st Business: Nike Low-cost carrier Airline, Britain S0263-2373(98)00059-0 0263-2373/99 $19.00 0.00 [10 marks] b) Explain the positioning of each stakeholder and the strategic implications for EasyJet. Stakeholder, Stakeholder Expectations We will write a custom Essay on EasyJet Company's Strategic Analysis and Marketing specifically for you. Generally Accepted Accounting Principles. [17], EasyJet has its roots in the business activity of Greek-Cypriot Stelios Haji-Ioannou, who reportedly gained an interest in the aviation business after being approached as a potential investor in Virgin Atlantic's Greek franchisee. This report will consist of an analysis of EasyJet's macro and micro marketing environment. In other words, your project's stakeholders are the . 1. Describe the product; you need to cover all the elements (core benefit actual product and augmented product) EasyJet was founded by Stelios Haji-Ioannou, when he was just 28, in the year 1995. However, you may visit "Cookie Settings" to provide a controlled consent. for only $11.00 $9.35/page. While various amounts held determine their actual control of the business, Premium Easyjet is one of the FTSE250 companies and 3rd largest airlines ranked among 10 IATA listed airlines in terms of passengers carried [Ref.11, 12, FTSE, IATA (2010)]. He threatened to call a general meeting to remove a director every three weeks unless subsequent action was taken. An example of this is when ''Go'' a budget airline owned by British Airways was taken over by EasyJet in 2002. Additionally its total revenue per seat grew by 5.1&capacity measured in seat flown. Easyjet is a low-cost airline with headquarters in Londons Luton Airport. A stakeholder is a person group or organization that has interest or concern in an organization. [93] Citing diminishing demand on the route, EasyJet ceased all flights to Moscow in March 2016. However their expectations are plenty. Background 3 These developments high leveled competitive market and the never-ending demand on faster transportation reduced the plane ticket prices. 3. London Gatwick Airport [10][27], In 2002, the airline opened its base at Gatwick Airport. [89][90], In 2013, EasyJet entered a commercial agreement with Transaero Airlines to set up a codeshare agreement,[91][92] whereby Transaero acquired the right to sell a certain number of seats on EasyJet's Moscow (Domodedovo) London (Gatwick) route. easyJet holidays was . Also the product that airlines serve is a somewhat typical service. London Gatwick Airport Easyjet stakeholders.Then evaluate the other options which will bring to the fray better returns. Stakeholder analysis, Stakeholder Relationships Motivational and inspirational [48] One main difference EasyJet and Ryanair have from Southwest is they both fly a young fleet of aircraft. [22], On 5 November 2000, EasyJet was floated on the London Stock Exchange. Some 2,208 customers had their . Premium A stakeholder can be a wide variety of people impacted or invested in the project. Low-cost carrier, Pestle analysis of Easyjet The key points of this business model are high aircraft utilisation, quick turnaround times, charging for extras (such as priority boarding, holding baggage, and food) and keeping operating costs low. It has 29 bases across Europe, the largest being Gatwick. Political Factors Having objectives in a business is very important because it brings goals that the business needs to reach and also allows the company to be united. The space saved by having smaller galleys allowed for the installation of 156 seats. [117], The airline had previously provided in-flight entertainment (IFE) in some aircraft, such as the ex-GB Airways fleet, using drop-down screens on some Airbus aircraft; by 2018, all use of IFE had been discontinued. Its original advertising consisted of little more than the airline's telephone booking number painted in bright orange on the side of its aircraft. BMAN72801 3.5 Process 9 must follow the employee/labor health and safety laws as some countries have strict regulations to ensure labor safety. The company was founded by . Stakeholder, principles followed by Easyjet can be emulated and how. These cookies ensure basic functionalities and security features of the website, anonymously. An aerial view of SEN. Southwest Airlines. Sort By: Satisfactory Essays. With Nike being a huge, Premium The UK alone is a 13bn market and has grown by 6% annually," according to a company spokesperson. [18] Despite commercial pressure from the emergent no-frills sector, traditional airlines have been unable to directly adopt similar practices to EasyJet due to vigorous protection of existing employee privileges by unions. INTRODUCTION vii The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional". To achieve this we will develop our people and establish lasting relationships with our suppliers, Premium When EasyJet received H89, it had a 1970s-style office setup. A general meeting was held on 22 May, where shareholders ultimately voted over 99% in favour of the EasyJet board and retaining the Airbus contract. US Airways. [99] The then-CEO of EasyJet, Carolyn McCall, stated of the change: "bigger planes would help EasyJet increase capacity in slot-constrained airports at peak times, such as Geneva, Amsterdam and London Gatwick". Telephone 5. 3.5.3 Customer support service 10 Air France This cookie is set by GDPR Cookie Consent plugin. This includes treating employees, customers and suppliers fairly, avoiding polluting activities and contributing positively to the lives of people in the local area. Future expansion 12 A2 US Government and Politics A.J. EasyJet UK staff would continue to be based in Luton. We have taken ideas from Boeing, Airbus and the engine manufacturers and put them together." In addition to this average fare advantage, easyJet's highly dynamic revenue management system . Other impacts 10 Ansoff's Matrix. Figure 1: EasyJet stakeholder map. 3 Marketing Mix (7Ps) 4 [102] The company took delivery of the first A321neo on 18 July 2018 at the Farnborough International Airshow. Stock market [72][73], EasyJet has campaigned for the UK to replace air passenger duty (APD) with a new tax that would vary depending on distance travelled and aircraft type. The figures used were not based on emissions produced by an EasyJet aircraft or emissions produced by the airline overall as the advertisement implied, and ASA declared that the airline had broken advertising rules. Low-cost carrier [17], On 10 September 2021, the company claimed it had rejected a takeover bid from rival Wizz Air.