SWOT Analysis for EasyJet Case Study Example | Topics and Well Written Essays - 2000 words

SWOT Analysis for EasyJet - Case Study Example EasyJet is based on short haul air transport in a price in-elastic target segment and based on the concept that is that if prices are reduced, more people will fly. EasyJet flies to 33 locations in Europe with a fleet of over 120 aircraft and sells over 95% of its tickets through the internet. SWOT Analysis of EasyJet The SWOT analysis of a company examines the strengths, weaknesses, opportunities and threats faced by the company. Key success factors of the company can be identified from such an analysis and recommendations can be made leveraging on the strengths and opportunities of the company while trying to mitigate the threats and overcome the weakness of the company. There are both micro and macro economic factors influencing the opportunities and threats of EasyJet in the market place. Strengths EasyJet mission statement documents all that the company stands for and represents the key strengths of the company. It states, "To provide our customers with safe, good value, point-to-point air services. To effect and to offer a consistent and reliable product and fares appealing to leisure and business markets on a range of European routes. To achieve this we will develop our people and establish lasting relationships with our suppliers." In addition, the strengths of EasyJet come from the key concepts adopted by it, which is pitfall of traditional large airlines. The concepts include eliminating unnecessary costs and 'frills', which characterise 'traditional' airlines such as (1) Use of the Internet to reduce distribution costs - approximately 95 % of all seats are sold over the Internet, making EasyJet one of Europe's biggest Internet retailers (2) Maximise the utilisation of the substantial assets... In spite of various threats in the market place, EasyJet is a well-established player in the low cost airline segment in Europe and is poised to grow leveraging on their strengths and utilising opportunities available in the market. Though at a micro economic level various changes can be done, macro economic changes at a larger scale will have more benefit and impact for the growth of EasyJet and a few key areas of improvement for growth would include: Target newer markets – The US, Trans Atlantic flights and newer destinations are area of growth; Ã' ontrol costs by becoming a larger player more quickly and have the efficiencies from scale of operation. This could be by merging or buying out a US airline like Air Tran or Jet Blue or other smaller European competitors like Buzz or Niki Air, etc.; aggressive bid for new slots at airports, lock in further volumes of new aircraft from Airbus.