EasyJet Strategy Case Study
Key Learning Outcomes
- Understand the broad macro-environment of Easyjet and the UK airline industry in terms of political, economic, social, technological, environmental and legal factors (PESTEL/PEST/STEEPLE).
- Use our swot analysis example to gain an overall understanding of Easyjet's strengths and weaknesses and strategic options arising from the opportunities and threats that have been identified from the Pestle analysis example on it's business environment.
- To apply strategy business models and frameworks such as Pestle/Pest/Steeple, Swot etc to real company cases.
1.0 INTRODUCTION
EasyJet is a British airline carrier that operates on a low cost model, based at London Luton airport. It is the largest airline carrier in the UK by passenger numbers carried. In 2016, it carried more than 73 million passengers, making it the second biggest airline carrier in Europe by passenger numbers carried, behind Ryanair (Annual Report 2016). Latest revenues for the year ending 30 September 2016 were £4,669 million on operating profits of £495 million (Annual Report 2016).