EasyJet: Past, Present and Future Operations

Foundation Year Research Project
The vision of EasyJet is to provide better quality of services to its customer at affordable price that enhances the growth and profitability of business. EasyJet is
also focusing on implementing sustainable practices for reducing the negative impact on environment. The different values which are offered by EasyJet to its
customer are safe and responsible travel, always efficient, forward thinking and customer's priority. The main motive of company is to attract more and more
customer towards the brand due to which they offer high quality of services at low fares. People generally get attracted by the airline company that offers
cheapest tickets and better quality of services (Leuenberger and Lutte, 2022). The vision of EasyJet is to become Europe's leading platforms and also gain strong
position in Europe market. In order to gain competitive advantage in market, company is providing low fare services to its customers. The strategy of the brand is
effective as it includes various factors such as efficient low cost model, strong balance sheet, unparalleled network and market position, well known brand and
delivering sustainable growth. Thus, the main motive of the brand is to gain competitive edge in market by delivering high quality of services to customers.
Company Overview
Goals
Vision
The main goal of EasyJet is to provide easy, affordable and enjoyable travel to customers in order to enhance the performance and efficiency of business.
The brand ensures that their consumers must avail better travel experience which helps in increasing the customer base.
The other goal of company is that it provides safe, point to point and good value to consumers.
EasyJet focuses on preventing passengers from experiencing cancellations and delays.
The goal of brand is to ensures the safety and health of customers and employees in order to increase the growth and profitability of business.
The past operation of EasyJet was good as the brand focuses on managing the business activities at effective and efficient manner. EasyJet operates their business in 34 countries and 153 airports with 927
routes. In order to operate their business in appropriate manner, EasyJet have highly skilled workforce that contributes their best performance in making business profitable. The brand also carries millions
of passengers due to which they become second largest budget airline (Zhang and et. al., 2021). EasyJet have strong position at slot constrained airports with high customer demand which allows the brand
to deliver resilient returns over the long term and profitable growth. The cost efficiency of EasyJet is also achieved by long term strategic partnership with ground handling operators and key airports.
Organisation has also focuses on providing services which adds value to customer and also they deliver holiday offering which has been tailored to the needs of EasyJet generation. The resources which are
used by company in order to manage the functioning and performance are financial capital, aircraft, people, suppliers, slots and brand and technology and data (Taneja, 2021). These resources helps in
managing the overall business performance in effective and efficient manner due to which company can gain competitive edge in market (Jones, 2020). The brand also uses digital technology in order to
provide better services to its customers. Digital technology helps company to attain the competitive edge in market by smoothing the process of booking tickets. EasyJet focuses on operating domestic and
international flights across different countries. Thus, the company has created its strong presence in market by offering low fare to its customer so that they can make decision to travel with the brand (Cui,
Hu and Yu, 2022). In 2007, the brand has purchased the share capital of GB Airways so that they can expand their business operation at Gatwick. In Austria, the brand has opened its new European
Headquarter after the Brexit situation.
Past Operations
The chosen company for this poster is EasyJet, it is a low cost airline industry which was founded in 1995 by Sir Stelios Haji-loannou. The brand generally operate their business at domestic and international level. The subsidiaries of EasyJet are EasyJet UK, EasyJet Europe,
EasyJet Switzerland and EasyJet Holidays. EasyJet focusses on providing low cost services to its customer in order to increase the customer base and also enhance the profitability of business. The organisation is considered as one of the largest airline in the world as it includes
308 aircraft and operates their business in 927 routes across different countries and airports. EasyJet uses business model pioneered by Southwest Airlines. The brand has focuses on providing service which increases the value of customer and also the cost efficiency of company is
achieved through long term strategic partnership with ground handling operators and key airports. Due to pandemic, the brand has faced severe loss due to which it becomes difficult to survive in the competitive environment. The organisation has faced huge loss due to COVID
19 which creates an influence on their performance and productivity. EasyJet also have its own website through which customer can book their flights and avail relevant information related to brand in effective and efficient manner.
Present Operation
The pandemic has badly hit the performance and growth of EasyJet due to which it becomes difficult to survive in the competitive environment. In the tough time of
COVID 19, it becomes challenging for the company to operate and manage their business in effective and significant manner. EasyJet has suspended all the flights due to
lockdown and travel restriction imposed by the government (Dube, Nhamo and Chikodzi, 2021). The other issue which is faced by Easyjet is dispute with shareholders and
owner in 2020. EasyJet is also facing issues related to the managing and implementing effective CSR practices in pandemic. It is important for company to implement CSR
activities as it helps in bringing sustainability. Company is responsible to implement sustainable practices in order to enhance their brand image and value. The operation
activity of EasyJet is challenging as they have to develop the strategies for attracting and retaining the customer (Sun, Wandelt and Zhang, 2021). In post pandemic, it
becomes difficult for company to operate their business activity in effective and efficient manner (Rice and et. al., 2020). Organisation is focusing on retaining customer so
that they can manage and run the business activities in systematic way.
In pandemic, company also faces issues related to finance as they were not able to operate their flights due to which the revenue generation of company reduces. The employees of Easyjet are also
leaving their job due to lack of income. Thus, the brand has faced severe loss due to pandemic which has created a great impact on the functioning and performance of company. For sustaining in
market, company has also adopted digital technology that helps in reaching to customer and also attracts more and more consumers towards the brand. EasyJet has its effective website which provides
detailed information related to the company and also helps customer to book their tickets online. For overcoming the issues, company is focusing on providing discount coupons and low price of
tickets so that customers can be retain. The brand is also building trust among audience by ensuring their safety and health. EasyJet provides safety kit, PPE kit and medical facility to its customers so
that they can travel within airline comfortably. They are also implementing sustainable practices for eliminating the negative impact from the environment. The CSR activities of EasyJet include
reduction in water and energy consumption and also they focuses on supporting local people, culture and businesses. Along with this, Covid 19 has a negative impact over business performance and
success on an organisation. In this situation, the company has faced the issue of lack of customers that automatically impacts on their business performance and growth.
Future Operation
EasyJet focuses on expanding their business activities and functioning in order to become the largest airline brand in the world. The future operation of organistaion is to expand their reach by targeting
new customers and new country so that they can gain competitive edge in market. EasyJet ensures that they adopt new digital technology that helps in improving the customer experience and also
increases the productivity and performance of business (Kılıç, Uyar and Karaman, 2019). In future, EasyJet will be more focused on adopting digitalisation as it helps in attracting more and more people
towards the brand. In COVID 19, organisation is relying on mobile application so that their customers can avail the relevant information related to the pandemic and flights. The future operation of
organistaion also ensures that they implement sustainable practices by committed towards reducing carbon emission. Company also eliminates greenhouse gases and weight from airline which helps in
improving fuel efficiency (Ragbir and et. al., 2021). The brand will also focus on adopting health and safety policies for their workers so that employees can work comfortably in post pandemic. In future,
company will focuses on adopting new technologies such as robotics that helps in improving the qulaity of services in airport and also reduce human error.
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