1. the strategies managerial
"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." (source easyjet website).
EasyJet is a low cost airline company. They have been in competition with all the major flight operators and remain one of the most popular alternative airlines. Their success comes from adaptability and forward thinking .
EasyJet intensively operates modern aircraft on competitive routes - they currently own 36 aircraft and by 2004, the fleet will consist of 44 aircraft with an average age of less than four years. These aircraft operate on 31 routes between 16 European destinations, and as the fleet grows, so will the number and intensity of these routes.
At a time when airline prices were "sky-high" in 1997, EasyJet was formed to fill a gap in the market. Its business model, attempts to cut out no value adding activities and push a low cost philosophy. The company is mainly run from it's automated website, and really, just sells directly to the customer rather than going through the middle-man companies.
Also driving down costs is the fact, due to flights being short, that there are no complimentary in-flight meals. Cabin staff double as cleaners to save time at airport changeovers and most importantly, EasyJet use smaller airports to keep congestion and costs to a minimum.
EasyJet consistently breaks new ground. In developing its business, it has scored many firsts - particularly in its exploitation of the Internet. Yet there is more to EasyJet than meets the eye. It has shaped its operation to look at the mass market, and has tried to deliver for both passenger demand and consumer preferences.
The result has been rapid and sustainable growth in the face of competition from the bigger airlines.
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