External Environment Research and Analysis Portfolio Paper 1

This paper provides a PESTLE analysis of Easy Jet and identifies key drivers of change based on the analysis. The analysis covers political, economic, social, technological, legal, and environmental factors. The key drivers of change identified are technology, globalisation, and government policy. The paper includes references from academic sources.

CW1: External
Environment Research
and Analysis Portfolio
Paper 1

Table of Contents
PESTLE analysis of Easy Jet...........................................................................................................3
Key drivers of change based on PESTLE analysis..........................................................................4
References........................................................................................................................................6

PESTLE analysis of Easy Jet
PESTLE analysis is a strategic tool which is used for analysing external working
environment of a corporate firm. This tool aids towards development of better market
understandings and have potential for creation of effective competitive advantage to the business
firm. Easy Jet which is regarded as the British multinational low-cost airline and is
headquartered in England, UK. PESTLE analysis of chosen firm are as follows (Rana, 2018);
Factors Evaluation
Political High stability in political structure of the
region will provide with more certain market
environment for the company to work in
regards to their operations. Operations of Easy
Jet are being operated throughout the world.
This creates hyper tension in managers of the
firm as, regular changes in political
environment could affect effective productivity
of the corporate firm.
Economic Fluctuations in economic rates such as interest
rates, tax rates, interest on borrowings etc. can
adversely effect on working procedures of the
corporate firm. Operational working at chosen
firm takes considerations of such factors and
develop standard of working accordingly.
Social Social factors in the model constitutes of
demographic trends, equality, gender roles,
social norms etc. which are to be taken into
consideration while operating in a business.
Johan Lundgren being CEO of Easy Jet,
dedicate resources to ensure attainment of
social objectives which also helps firm to
create better goodwill in its operational market

region.
Technological Rapid changes or development of technology
provides opportunity for a business firm to
enable its growth opportunities and gain
competitive advantage. Managers of given
corporate takes use of updated technologies
which is believed to be an effective way to
gain better competitive advantage in its
operational marketplace.
Legal Legal factor are inclusion of legal laws and
restrictions which are to be kept in mind by
managers of the firm to approach desired goals
and objectives of the corporate firm. Easy Jet
maintains strong legal documents such as
licenses, patents etc. which advances firm to
provide strong legal structure and gain
confidence for regulating operations in said
business market.
Environmental This factor is an inclusion of aspects of
climatic conditions in a region. Such factors
are considered by operational firm as, they
forms basis for effective working by avoiding
wastages of resources in the organisational
firm (Zahari and Romli, 2019).
Key drivers of change based on PESTLE analysis Technology: Easy Jet needs to adopt latest technologies which may assist company to
gain better competitive advantage based on better productivity derived through
introduction of effective technical measures for completion of an organisational task.

 Globalisation: With globalisation marketplace have changed this develops importance
for the chosen company to alter its business policies and emphasis on creation of flexible
business policies through which desired goals can be achieved.
 Government policy: Regular changes in government policies can lead to failure of
business strategy. Thus, a good track is to be kept on by managers of the company to
ensure its effective performance in the given marketplace (Fill and Turnbull, 2019).

References
Books and Journals
Fill, C. and Turnbull, S., 2019. Marketing communications: touchpoints, sharing and disruption.
Pearson UK.
Rana, S., 2018. Feasibility Study of Etihad Airways Expansion Into Brazilian Market. Available
at SSRN 3865557.
Zahari, A.R. and Romli, F.I., 2019. Analysis of suborbital flight operation using
PESTLE. Journal of Atmospheric and Solar-Terrestrial Physics, 192, p.104901.