Analysis of Easy Jet Airlines and Heathrow BAA Airport Operator

Airline Industry
Table of Contents
Part 1................................................................................................................................................3

INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
Easy Jet Airlines:....................................................................................................................3
Strengths................................................................................................................................3
Heathrow BAA (Heathrow British Airport Authority) Airport Operator..............................4
CONCLUSION................................................................................................................................6
Part 2................................................................................................................................................6
INTRODUCTION...........................................................................................................................6
Operational characteristics.....................................................................................................7
Marketing and competitive situation......................................................................................8
Environmental practices.......................................................................................................12
CONCLUSION..............................................................................................................................15
REFERENCE.................................................................................................................................16
Part 1
INTRODUCTION
In this seminar paper there is a focus on strengths and weaknesses of an airline organisation and
an airport authority. For the following purpose an airline company Easy Jet is taken into
consideration established in the year 1995 and headquartered at England, UK. Another is the

airport operator BAA (British Airport Authority) which was formed in the year 1965 and its head
office in Hounslow, England (Han, Yu and Kim, 2019). With it producing a report on strategy
used by them to attract more and more customers, thereafter how it does lacks behind at certain
issues which are not fulfilled by them. The report also shows the efforts they make to do better
and withstand competition and where they require improvements (Zou and et. al., 2017). At last
it presents ten weaknesses and ten strengths from an industry viewpoint of the airline and airport
operator.
PART 1
Easy Jet Airlines:
Strengths
 Cost Advantages: Easy Jet focuses towards strengthening its strategy as such to develop
cost effective trips for customers to have more affordable fares.
 Aircraft Customisation: Configuration of aircraft enables the company to carry more
number of people, helps in space distribution, and low maintenance cost per flight.
 Innovations in Data Reports: With the use of latest technology customer feedback is
obtained and accordingly satisfaction to customers is ensured (Xu, Chan and Zhang,
2019).
 Focus on primary Airports: The flights of the company have obtained a strong foothold
in primary airports to gain loyalty by representing a sense of patriotism.
 Attainment of bigger and Fuel Efficient Planes: It helps to reduce operating costs and
high number of passenger accommodation could be gained.
 Safe and Responsible: There is a provision regarding passenger insurance and safety
during the flight which gives sense of future security to the customers.
 Commitment to Reduce Carbon Emissions: In collaboration to projects towards
offsetting carbon emissions and zero emissions make the company environment friendly.
 Derives Revenue for Country’s Economy: With the continuous rise in supply capacity
the company is able to increase its support to Country’s revenue generation.
 Loyalty Programmes: There are various discount programmes that the company offers to
its most frequent customers through club programme schemes.

 Motivated Workforce: The Company has approximately 15000 people working in that
organisation who are rewarded with packages for their incentives.
Weaknesses
 Inadequate Spacing in aircrafts: The spacing in the aircraft is minimal as its objective is
to fit maximum people in a single flight.
 No Complimentary Services: There aren’t any such services that it provides during the
flights.
 Uncomfortable Terminal Services: There is shortage of seating and food facilities at the
terminals that customer complaint about (Hongli, 2018, January).
 Strict Baggage Allowances: There are strict rules for baggage carrying in the plane and
even the tiny of other things are not allowed.
 Lots of additional charges: There is a package for every trip anything extra than that
package adds to the costs.
 Cancellation and Refunds: There are malwares and viruses in that cause improper
refunds and late refunds for cancelled tickets.
 Mismanagement: Sometimes it happens with the carriages that are lost or misplaced
during the trip.
 Delayed Customer support: The customers may have to wait for long to get in touch to
customer support due to busy lines.
 Unsupportive Air Crew: Most of the flights are very good but sometimes the air crew is
unsupportive to the passengers.
 Inconvenient seating: The seats have very less foot spacing for the smooth seating
experience.
Heathrow BAA (Heathrow British Airport Authority) Airport Operator
Strengths
 Future Scopes for UK Economy: With over approx. 250 million passengers per year in
UK, airports make a scope for future economic advantages.
 Provides Sustainable Growth: It pledge towards sustainability to lower 1.5 º C crises, cut
down emissions to carbon neutral by 2030.
 Among the Largest Airport Operators: It significantly is among the world’s largest
airport operators which have millions of customers.