EasyJet Porters Five Forces Analysis 2018

By: Prudence K Magezi & Jonathan Kush

The UK aviation industry market is oligopolistic with both legacy airline carriers like British Airways, Virgin Atlantic, and Air France operating at the higher end of the market and low-end airline carriers like Ryan Air and Norwegian Air operating at the lowest end of the market. One of the biggest issues that is changing the nature of competition in the UK airline industry is the introduction of no-frills packages by legacy premium carriers such as British Airways as they attempt to reposition themselves to curtail the challenges of competing with lost cost carriers. This has made the airline industry less attractive as competitive behaviour drives air travel towards commoditization and low profit margins. Using Michael Porter’s five forces, we analyse EasyJet showing major points at which EasyJet is mostly affected by the competition while realizing major opportunities and threats.

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