Strategic Management Plan for Easy Jet Plc

BUSINESS STRATEGY

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK-1............................................................................................................................................3
PESTLE analysis of Easy Jet plc.................................................................................................3
Critical analysis of the macro environment.................................................................................4
SWOT analysis of Easy Jet Plc ...................................................................................................5
Critical evaluation of the internal environment...........................................................................6
TASK-2............................................................................................................................................6
Applying Porter five forces model to evaluate competitive forces..............................................6
Appropriate strategies for improving the competitive edge of Easy Jet Plc ...............................8
Critical interpretation of the competitive analysis.......................................................................8
TASK-3............................................................................................................................................8
Strategic Management Plan ........................................................................................................8
Relevant theories with respect to strategic direction.................................................................10
Justification and recommendation of the strategic direction for the Easy jet plc......................12
CONCLUSION..............................................................................................................................13
REFERENCES................................................................................................................................1

INTRODUCTION
Business strategy can be defined as an amalgamation of different types decisions taken
by an organization for the purpose of achieving all the goals and objectives in order to gain a
competitive edge over other brands in the market. The present report is based on the study of
Easy Jet plc which is headquartered in Luton, England, UK. The Easy Jet plc was founded in the
year 1995 by Stelios Haji-loannou . Currently, it has four subsidiaries which are named as, Easy
Jet UK, Easy Jet Europe, Easy Jet Switzerland and Easy Jet Holidays. The present report aims to
conduct a PESTLE analysis and a SWOT analysis for the Easy Jet UK in order to determine the
strengths and weaknesses of the company. It will also include an analysis based on the Porter's 5
forces model in order to determine the level of competition within the market. The present study
represents a strategic management plan for the Easy Jet plc and formulate certain strategies and
objectives which are to be achieved by the organization.
MAIN BODY
TASK-1
PESTLE analysis of Easy Jet plc
The PESTLE analysis is a framework used by organizations in order to determine the
macro environmental factors affecting the business operations of an enterprise. The same has
been conducted for the Easy Jet Plc.
Political factors
One of the major factors which might hamper the growth of Easy Jet Plc while expanding
its operations into different locations include the Ukrainian war. It has been determined that the
relation between the Russia and the United Kingdom are economically good, and they have
several trade links and relations between them (Dawes, 2018). This might not work in the favour
of the Easy Jet plc. Therefore, Russia's invasion of Ukraine can affect the operations of the Easy
Jet plc negatively and restrict the airlines from entering the Ukraine region.
Economic factors
The United Kingdom is connected with Russia for a number of reasons and therefore the
Russia – Ukraine war has affected the economy of United Kingdom. The Ukrainian war has led
to an increase in the inflation rate within the boundaries of United Kingdom. As a result of which
the Easy Jet plc has to increase the price charged by the company from their customers. This

affects the operations and the profitability of the Easy Jet plc as consumers resist travelling
because of high charges.
Social factors
In today's world, there is a slight shift in the mindset of the people as they plan their
weekends and holidays as soon as they get an opportunity and plan their holidays either within
the country or to another nation. This has increased the opportunities for the airline sector as well
as the Easy Jet plc to expand their business within the boundaries of the united Kingdom as well
as extend its operations to various other nations too.
Technological factors
It has been identified that Ukraine was a major provider of technological services all over
the world. There are around 70,000 to 1,00,000 highly qualified workers specifically from the IT
sector (Matrix, and Ansoff, ). However, due to the Russia Ukraine war, the services will be
disrupted. It will affect the technological advancement with respect to the Easy jet plc and will
affect the changes that they have been wanting to implement within their airlines in order to
improve the customer experience and plan to enhance the operating efficiency of the company.
Legal factors
The rules and regulations applicable on the Easy Jet plc changes with a change in the
nation in which it is providing its services. As the Easy jet plc plans to expand its operations
within the outside the European boundaries, the company needs to abide by several rules and
regulations relating to health and safety, employment law, copyrights, patents, consumer
protection and many more legalities (Cleberg, 2019.). This affects the functioning of the business
operations of the Easy Jet plc.
Environment factors
In the recent scenario, the consumers are well aware of the harmful impacts of business
operations on the environment. Therefore, it is important for the Easy Jet plc to keep in mind
certain guidelines before proceeding with growth and expansion strategies in order to attract new
customers and retain the existing ones with the brand.
Critical analysis of the macro environment
 While planing for growth and development of Easy jet plc, one of the major factor that
will hamper the process of growth will be the Russia-Ukraine war. It has been determined