Impact of Macro Environment on EasyJet's Business Strategies

This report analyzes the impact of the macro environment on EasyJet's business strategies and explores strategic planning techniques. It also examines the market sector and strategic planning for the airline.

Module title: BTEC Higher Nationals in Business
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Assignment title: Unit 43 Business Strategy
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Table of Contents
Report Part A...................................................................................................................................4
Introduction..................................................................................................................................4
Analyse the impact and influence which the macro environment has on an organisation and its
business strategies........................................................................................................................4
Strategic context: Missions, visions and objectives................................................................4
Strategy and role of strategy to achieve business objectives and goals...................................5
Different Strategic Planning Techniques.................................................................................5
Analytical frameworks of the macro environment of EasyJet.................................................6
Environmental analysis............................................................................................................8
Strategic positioning..............................................................................................................13
Organisational audit...............................................................................................................14
Assess an organisation’s internal environment and capabilities................................................15
Organisational internal environment.....................................................................................15
McKinsey’s 7S model............................................................................................................16
Analysis of Strategic Capabilities using the VRIO Framework............................................17
Value chain analysis..............................................................................................................18
Cost-benefit analysis..............................................................................................................19
Report part B..................................................................................................................................20
Analysis of the market sector of the selected airline that operates in and informs strategy......20
Competitive analysis using Porter’s five forces........................................................................21
Stakeholder analysis..................................................................................................................22
Identifying the Strategic Performance Indicators......................................................................23
Strategic Objectives based on the internal and external analysis..............................................24
Ansoff Matrix............................................................................................................................24
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Justification for the use of the appropriate management tool....................................................25
Report part C..................................................................................................................................25
Analysis of the strategic planning for the Airline......................................................................25
Business canvas model..............................................................................................................25
Strategic choices........................................................................................................................25
Porter’s generic strategy............................................................................................................26
Designing the strategic planning to improve the competitive edge and market position of the
airline.........................................................................................................................................27
Conclusion.....................................................................................................................................28
References......................................................................................................................................30
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Report Part A
Introduction
Strategic planning is essential for ongoing growth and development in the aviation industry’s
dynamic and competitive environment. This report is based on EasyJet, a major player in the
airline industry, and its mission to devise a strategy plan for growth management over the
subsequent three years. With 80.2 million passengers transported in 2017, EasyJet Plc, the
second-biggest airline in Europe and the seventh-largest worldwide, managed to maintain an
outstanding capacity factor of 92.6%. In the highly competitive airline sector, EasyJet is well-
known for its low-cost business approach. An extensive internal and external investigation is
necessary since the aviation business is dealing with growing competition and changing
environmental trends. EasyJet’s strategy orientation has been determined by this report, which
will guarantee the company’s sustained success in the dynamic airline industry.
Analyze the impact and influence that the macro environment has on an
organization and its business strategies
Strategic context: Missions, visions, and objectives
The company’s business plan is closely related to its goals, vision, and mission. The company’s
mission statement reflects its fundamental values and acts as a road map for all of its activities. It
summarises the business’s dedication to delivering outstanding air travel experiences while
upholding operational excellence. The company’s goals are summarized in the vision, which is
an optimistic declaration (Deb.ugc.ac.in, 2023).
Within the framework of the business plan, the goal is to establish new benchmarks for
sustainability and customer happiness while rising to the position of global leadership in the
aviation sector. The corporate strategy offers specific, measurable, and time-bound goals as its
objectives. They include growing market share, improving customer service, increasing
operational effectiveness, and attaining sustainable growth. These goals work as specific
milestones to guarantee that the company’s strategic plan is carried out efficiently, which will
ultimately result in the successful completion of its mission and the achievement of its
aspirational goals (Thestrategystory.com, 2023).
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Strategy and role of strategy to achieve business objectives and goals
The term strategy comes from the Greek word “stratçgos,” which combines the words “ago”
(leading/moving) and “stratus” (meaning army). It includes all of the decisions and activities
managers make to accomplish the goals of the organization. It is essentially a detailed road plan
that points a business and all of its components in the direction of the intended destination.
The Role of Strategy in Achieving Business Objectives and Goals
The foundation of each successful company is a well-crafted business plan, which gives
executives the ability to establish specific objectives and get a competitive advantage. It has an
impact on important elements like cost customer-satisfaction-based pricing methods, offering an
organized method of managing resources in line with the goals and objectives of the company.
The driving force behind sustaining competitive advantage or launching revolutionary shifts is
strategic intent, which promotes creativity and flexibility by setting high continuous objectives.
The plan of action for accomplishing goals, the mission, and the vision are represented by many
strategic directions. They are shaped by a SWOT analysis and guarantee adaptability to the
changing company environment (Online.hbs.edu, 2022).
Different Strategic Planning Techniques
Balanced Scorecard
The Balance Scorecard, made by Kaplan and Norton, gives a careful comprehension of the
objectives and exercises of an organization by planning them with execution markers for inside
and outer tasks, clients, development, and funds (Goelate.com, 2023).
SWOT analysis
SWOT analysis is an essential independent direction and objective setting technique that assesses
an organization’s chances, difficulties, shortcomings, and qualities by thinking about both
internal factors (Puyt, et al. 2023).
Objectives and Key Results (OKRs)
OKRs are an adaptable structure that assists organizations with setting clear objectives and
keeping progress on their development by characterizing exact targets and key results.
PESTLE Model
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According to Ellis, 2020, the PESTLE (Political, Economic, Social, Technological, Legal, and
Environmental) model examines the external elements that are important for a company’s
development considering the impact of factors.
Porter’s Five Forces Model
This model provides an overview of industry competitiveness by taking into account elements
like as the threat of substitutes, competition between current businesses, threat of new entrants,
and customer and supplier bargaining power.
Analytical frameworks of the macro environment of EasyJet
Analytical frameworks are useful tools that are used for evaluating competitive dynamics,
comprehending the macroenvironment, and arriving at well-informed decisions about strategy.
They support organizations in accomplishing their objectives and adjusting to shifting
circumstances.
Stakeholder analysis
Stakeholder Mapping for EasyJet:
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Figure 1: Power interest matrix
(Source: Nngroup.com, 2023)
Keep Satisfied (High Power, High Interest)
Customers
EasyJet’s main source of income and a major factor in the company’s success (Easyjet.com,
2023).
Regulators
EasyJet is required to comply with by rules in order to operate. They establish and uphold
industry standards.
National Government
The national government is concerned with taxes, following the law, and more general industrial
rules.
Manage Closely (High Power, Low Interest)
Investors
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Have significant investments in EasyJet and need financial performance management and regular
updates.
Airport operations
These are crucial to daily operations and require efficient administration as well as funding for
infrastructure upkeep.
Keep Informed (Low Power, High Interest)
Media
Information is needed by them to report on business operations and how they affect clients and
the industry.
Suppliers
In order to facilitate EasyJet’s operations, suppliers must get timely updates on changes and
needs.
Internal Stakeholders (Employees)
Require information about performance, policies, and practices within the company in order to
be in line with organizational objectives.
Monitor (Low Power, Low Interest)
Local Communities
EasyJet should keep an eye on developments in local communities for any possibilities or
difficulties in the local market, despite their limited influence and interest.
This stakeholder mapping has strategic implications for EasyJet, requiring it to align its
operations and communication tactics to the specific requirements and expectations of each
stakeholder group. By doing this, the business will be able to take advantage of growth
prospects, sustain regulatory compliance, and improve stakeholder satisfaction.
Environmental analysis
PESTLE analysis of EasyJet
Factors Description and impact
Political ● Aviation taxes and regulations are
subject to political change.
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● Route disruption may result from
political disputes.
● Brexit has an impact on EU
operations.
● Efficiency is impacted by safety and
environmental regulations.
● Higher security as a result of
political considerations has an
impact on expenses and traveler
satisfaction.
Economic ● Demand for travel is influenced by
the economy.
● Variations in exchange rates affect
revenues and expenses.
● Variations in oil prices affect
profitability.
● Interest rates and inflation have an
impact on capital expenses and
borrowing prices.
● A high rate of unemployment lowers
the demand for travel and disposable
money.
Sociocultural ● Destination choices are influenced
by sociocultural changes.
● Conscious travel decisions become
more significant.
● The demand for services and
destinations is impacted by aging
populations.
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● Cultural awareness is necessary
while operating in various areas.
● Passenger preferences may be
impacted by post-pandemic habits
and health-related concerns.
Technological ● Online reservation systems are
changing, which has an impact on
the clientele.
● Passengers anticipate convenient
mobile services thanks to mobile
technology.
● Passenger expectations are impacted
by technological advancements in in-
flight entertainment.
● Fuel efficiency and aircraft
technology.
● Improvements in maintenance and
customer support
(thestrategystory.com, 2023).
Environmental ● Climate that is unpredictable causes
schedule disruptions and increases
operating expenditures.
● Investments that come with a cost
might result from regulatory
pressure.
● Fuel operations and costs may be
impacted by adoption.
● Airport regulations have an impact
on activities regarding noise
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pollution.
Legal ● Policies have an impact on expenses
and operations.
● Employment laws have an impact on
labor expenses and hiring
procedures.
● Compliance with data protection
legislation is essential.
● Rules affect operations and
expenses.
● The EU’s operations and rules may
be impacted by legal changes
(getlucidity.com, 2023).
Porter’s five forces
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Figure 2: Porter’s 5 forces framework
(Source: fernfortuniversity.com, 2023)
Force Description How EasyJet Can Tackle
It
Threat of New Entrants Lower prices and creative
value propositions could be
offered by new competitors.
● Offer unique goods
and services to
innovate.
● Develop economies
of scale to cut fixed
expenses.
● Invest in R&D to
prevent new entrants
and develop industry
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standards.
Bargaining Power of
Suppliers
Strong suppliers can impact
profitability by imposing
greater costs.
● Establish a
productive supply
chain by partnering
with several vendors
(Eusébio, 2020).
● Experiment with
different materials
and product ideas.
● Develop a devoted
supply base that is
reliant on the
business.
Bargaining Power of Buyers Customers are looking for
offers, thus discounts and
promotions are more
important.
● Increase the
consumer base to
lessen the negotiating
power of the buyer.
● Develop innovative
products quickly in
order to reduce
customer impact
Threat of Substitute
Products/Services
Threats might come from
substitute goods or services
that meet consumer wants in
a different way.
● Put more of an
emphasis on
providing services
than product-
oriented.
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● Recognize the
essential demands of
the client.
Rivalry Among Existing
Competitors
In a highly competitive
business, intense rivalry
might put pressure on prices
and lower profitability.
● Increase scale to
improve competition.
● Work together with
rivals to increase
market share.
Strategic positioning
Ansoff matrix
Figure 3: Ansoff matrix
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(Source: self-created)
Organisational audit
SWOT analysis
Strengths
● Strong brand reputation
● Excellent customer service
● Advanced technology and financial
stability
● Strong advertising and promotion
● Strategy innovation and
implementation
Weaknesses
● High remuneration for employees
and directors
● Strong competition from profitable
rivals
Opportunities
● Efficient employees and
administration
● Cost efficiencies for further
expansion
● Offering free flights to boost profits
● Strong employee relationships and
rule adherence
Threats
● Impact of global financial downturn
on tourism sector
● Potential entry of new competitors
● Limited expansion in non-EU
regions
● Increasing competitive intensity
among rivals
Assess an organization’s internal environment and capabilities
Organisational internal environment
Strategic capabilities of the company
The unique assets and abilities that a business possesses to get a competitive edge in the market
are referred to as strategic capabilities. EasyJet’s strategic competencies are centered around
three primary components. EasyJet prioritizes cutting expenses and simplifying its business
processes (Oliveira, 2023). This allows it to provide its clients with reasonable costs, which is a
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key component of its low-cost business strategy. The airline exhibits flexibility in adapting to
shifting market circumstances. It can swiftly adjust to changing client needs and market trends,
guaranteeing its competitiveness in the quick-changing aviation business. EasyJet can quickly
adapt its services, routes, and overarching business plans.
EasyJet’s competitive advantage in the aviation industry is derived from its low-cost model,
which enables the airline to operate with efficiency, speed, and flexibility. These attributes are
key components of its strategic competencies.
Resource-based view strategy
Gaining sustained competitive advantages is a fundamental goal of the resource-based view
(RBV) strategy (Assensoh-Kodua, 2019). In order to get a competitive advantage in the market,
it emphasizes utilizing a company’s resources rather than external ones. According to RBV,
organizations develop special resources that, when wisely used, provide better long-term results.
Businesses can successfully take advantage of outside opportunities by developing specialized
abilities and effectively employing their current resources. By empowering companies to
improve their total capabilities, this internal analysis-driven strategy eventually establishes a
durable and enduring competitive edge.
McKinsey’s 7S model
An effective management tool for examining EasyJet as an airline is the McKinsey 7S
Framework.
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Figure 4: McKinsey’s 7S model
(Source: Researchgate.net, 2023)
Strategy
The core of EasyJet’s approach is to offer a “value for money” offering. A balanced strategy that
takes into account both cost reduction and preserving a competitive edge is necessary. It needs to
give top priority to tactics that keep the caliber of its goods and services unaffected.
Organizational Structure
The epidemic has brought up issues with the supply chain and hierarchy. In order to enhance
resilience, EasyJet should diversify its suppliers and lessen its reliance on China. It is advised
that the organization be reorganized with smaller teams and more flexible decision-making to
accommodate changing demands.
Systems
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For effective operations, internal procedures, risk management, CRM, and data visualization
must all be improved. In today’s changing corporate world, putting in place tools to facilitate
remote work and improve data and cybersecurity is crucial.
Employees
In order to establish a welcoming atmosphere, EasyJet should prioritize remote onboarding and
encourage open communication. Establishing a transparent and approachable culture is essential
for sustaining employee engagement.
Skills
In order to address skill gaps and maintain the workforce’s competitiveness, remote workers can
benefit from a systematic training program that is developed and from the employment of new
personnel.
Style
It is important for leadership styles to adjust to both remote and physical contexts. Developing
inclusive, cooperative leadership is crucial to efficiently managing teams.
Shared Values, EasyJet’s purpose, vision, and core values complement its profitable business
plan. The organization may prioritize sustainability and integrate the Triple Bottom Line idea
into its Environmental, Societal, and Governance (ESG) reporting to better fit with investor
expectations and current trends.
Analysis of Strategic Capabilities using the VRIO Framework
Capability Valuable Rare Inimitable Organized Results
Global
presence
Yes No NO Yes Temporary
advantage
Brand equity Yes Yes Yes Yes Competitive
advantage in
the aviation
sector
Customer
loyalty
Yes Yes No Yes Advantage in
market
Marketing Yes Yes Yes Yes Competitive
advantage
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Value chain analysis
Primary Activities
Inbound Logistics, EasyJet places a high priority on supplier engagement, making sure to
maintain a close relationship with its subcontractors and conducting methodical performance
reviews (Healy, 2022).
Operations
EasyJet is highlighted by its technology innovations, encouraging online reservations and
providing excellent service via IT. Its competitive edge stems from its focus on operational
efficiency and technology.
Outbound Logistics
Its outbound logistics are highlighted by the strategic decision to operate in profitable areas. Its
service areas are carefully chosen to maximize market penetration and profitability.
Marketing and Sales
EasyJet aims to increase brand recognition and awareness through its promotional activities and
initiatives. The organization tries to communicate a low-cost strategy while upholding
operational effectiveness, resolving any possible quality issues that may emerge from low-cost
positioning.
Service
EasyJet’s promise to provide services in the languages that its customers understand is indicative
of its commitment to their happiness and allegiance. This strategy fits with its emphasis on
creating and preserving a solid brand reputation.
Secondary Activities
Firm Infrastructure
EasyJet’s low-cost strategy, operational efficiency, and great brand recognition and reputation
are essential components of its firm infrastructure.
HR Management, the company’s emphasis on employing younger workers and giving them the
training they need fits with its development of a corporate culture, which strengthens its staff.
Technology Development
In order to increase productivity, EasyJet has to take advantage of technical advancements in
data analytics, automation, and customer service.
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Procurement, for the whole value chain to be optimized, proper input selection and management
from suppliers to airplanes are essential.
Cost-benefit analysis
EasyJet is one of the biggest airlines in Europe. A cost-benefit analysis shows the main reasons
for its success as well as the difficulties it faces:
Costs
Operational efficiency
EasyJet’s low-cost business strategy places a strong emphasis on cost-cutting measures, high
capacity utilization, and quick flight turnaround times (Savenkovs, and Sztorc, 2021). Because of
its size, the airline can negotiate advantageous landing rates and manage airport inflation.
Fuel costs
EasyJet insures against changes in the price of gasoline, which is a major cost factor for the
airline. At $519 per tonne, it was 76% hedged in 2018.
Brexit Uncertainties
Brexit raises questions about expenses and revenues. The financial performance of the airline
may be impacted by prospective interruptions in travel and difficulties in recruiting, in addition
to the necessity of ensuring EU ownership and control.
Benefits
Revenue growth
By growing its route network, adding more passengers, and boosting its supply capacity, EasyJet
has significantly increased its revenue. The hub-and-spoke network that links 130 locations
enables network economies of scale, increasing the number of people carried.
Ancillary revenues
With services like priority boarding, seat preference, checked baggage, and hands-free bags, the
airline efficiently generated approximately £1 billion in auxiliary revenues in 2017.
Demand growth
Demand is influenced by the economic cycles of EU member states. EasyJet has profited from
higher GDP growth and several competitors’ bankruptcies. Price sensitivity in the airline sector
also fuels demand expansion.
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Report part B
Analysis of the market sector of the selected airline that operates in and informs
strategy
Balance scorecard
Financial Perspective
Objective KPIs
Lean cost advantage Cost per seat excluding fuel cost
Maintaining the strength of a low-cost
business model
The fares are affordable
Growing more revenue in the market Revenue per user
Learning and growing perspective
Objectives KPIs
Environmental Sustainibility Carbon footprint
Building a positive image of the brand Brand Equity
Reduction in gender imbalance and inequality Employ more female employees
Customer Perspective
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Objectives KPIs
On-time performance management Minimise disruptions
Enhancing the loyalty of the customers Increasing the retention rate of the customer
Improve Customer satisfaction Service
Internal Perspective
Objective KPIs
Promote diversity Diversity Index
Recruit and retain the right people Employee engagement level is quite high
Innovation and improvement in the digital
leadership strategy
Page views
Table 1: Balance scorecard of Easy jet
(Source: Self-Developed)
Competitive analysis using Porter’s five forces
The threat of New Entrants
There are many Airline companies like Easyjet that can reduce the price of the services and pull
more customers towards them. even they can have a great amount of innovation in the company
which can make them improve their customer base. EasyJet might be facing threats from the
new entrants. They can reduce the cost of the company and will some effective barriers in the
market for the Easy Jet to step in.
Bargaining power of the suppliers
The threat might be low because there are a lot of suppliers in the consumer sector from whom
the company can gain supplies. The company can also bargain with their end of price with the
suppliers which will give them a different standpoint in the market.
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Bargaining power of the buyers
The threat is less in this case because the company has a profitable market. The company has a
huge customer base in the market.
Threats of substitutes
This threat is high because Easy Jet often has to face trouble with the substitutes in the company.
The competitors have different types of ideas to attract their customers.
Rivalry of the competitors
Easy Jet has their competitors so profit earning is tough and will be able to make more customer
in the market.
Stakeholder analysis
Figure 2: Stakeholder analysis
(Source: Self-Developed)
Keep satisfied
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Easy Jet has to work on keeping the stakeholders satisfied. The needs of the people must be
fulfilled. Easy jet has to focus on its goals and also let them take part in the decision process.
Manage Closely
The company can make decisions based on the comments of the stakeholders. The decisions are
based on the people and the investors.
Monitor
The monitoring process is also important because the company has to make sure that they can
keep note of the stakeholders and the actions that they are taking.
Keep informed
The stakeholders can be kept connected with the help of different technologies.
Identifying the Strategic Performance Indicators
Return on investment
The company have earned less profit in the market and this has happened due to the
underperformance the company had in their market.
Profit margin
Easy jet is profitable in the market. This means that the company is much more focused on
selling the services to customers who are capable of handling it easily. It is easy for them to keep
the record strong and they have a good record for the financial services. They have to work on
the financial services and the customer must have the option of cheap rate flights.
Total company revenue
Easy Jet has a total company revenue of 5.8 billion British pounds. The company’s revenue
collapsed for some time but later it started to rise when the company decided to improve its
workforce. The company also must have some innovative ideas to work with so that they are
able to beat the competitors in the market.
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Strategic Objectives based on the internal and external analysis
Ansoff Matrix
Figure 3: Ansoff Matrix
(Source: Bethany, 2021)
Market Penetration
Easy Jet workers have been working hard to place the services in the market and pull more
customers towards their company. Easy Jet has also placed a lot of loyalty programs that will
give customers different kinds of benefits when they are loyal to the company. The company has
also changed a lot of services which would make the customer feel easier while boarding the
airplane. The main motto of the company is to provide comfort to the customer so they are
always ready to innovate the services in order to make the customer happy about their products.
Another factor is that Easy Jet is able to promote its services quite easily with the help of social
media which is also creating a law and customer base around the company
Product development
In this case the first strategy the companies use is to innovate the products that are existing in the
market. this makes them more innovative in the market and makes the customer come to them.
the airplane services are innovated in order to make them more comforting for the customer.
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Every individual service in the airplane is improved to make the customer feel happy and also
not let the customer waste their money. The business classes that the airplane has been changed
and is made more comforting. the price of the classes has also been reduced so that every
customer can try at least one of the traveling business classes.
Market development
Diversification
Justification for the use of the appropriate management tool
Report part C
Analysis of the strategic planning for the Airline
Business canvas model
Figure 4: Business Canvas Model
(Source: Self-Developed)
Strategic choices
Organizational sustainability
Easy Jet is a company who have focused on creating a zero-emission policy that would have
them to protect the environment and also make sure that there is a low carbon strategy followed.
The company is focusing on having energy that would help them to run the airplanes without any
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kind of carbon emissions (Lozano and Barreiro‐Gen, 2023). They are also avoiding the use of
any kind of natural resources to fuel their airplanes and their focus on creating natural energy.
This attracts people towards them and they are able to focus on the goals of the company
(Lozano and Barreiro‐Gen, 2023).
Selection of fit-for-purpose strategy
The company has been providing luxurious flights to people who are willing to have different
types of people onboard and give them a safe flight to their home (Gatto et al., 2023). The
company is focusing on the goals and they are trying to make sure of the problems that they
have. The companies also trying innovative services so that they can bring more customer
towards their company and give them a good amount of services.
Porter’s generic strategy
Cost leadership strategy
The companies totally focus on providing low-cost services to the customers so they have
decided to provide hideless services to the customer of any background. This has increased the
diversity and at the same time, they are able to handle the cost fluctuation based on the fuel and
other prices that are seen in the market (Larkins et al., 2023). Also, the landing process is much
more cheaper because it helps them to focus on the reduction in the landing taxes that every
airport provides to the company. So this helps them to define the cheaper fair as much as
possible.
Differentiation strategy
The company has to innovate its services in order to attract customers. The customers having the
services given to them have to be proper. Also, the company should avoid any kind of problems
related to it. The company is also focusing on providing an equal amount of seats to the
customers of every class (Bansal and Bashir, 2023). No matter the price that they are paying the
company has provided the proper amount of services to the customers. In this case, the company
has to make sure that they have all the customers in hand and that the services that they are
providing to them are not offending them by any means.
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Differentiation and cost strategy
The company has enhanced the importance of the people and working hard for the customer in
the market. The company has to make sure that they are able to work on a low-cost strategy in
the market. The company has to make sure that they are able to work hard based on affordable
prices (Bansal and Bashir, 2023). On-time performance is also based on the low cost of people
in the market. They are able to increase the profit in the market. They try their best to give cost
and care with convenience.
Designing the strategic planning to improve the competitive edge and market
position of the airline
Bowman’s Strategic Clock
Figure 5: Bowman’s strategy clock model
(Source: Admin, 2021)
The company has been using the hybrid method to impact the international market. The company
is advertising its content on both social platforms and directly to the customers. The company is
able to handle the market coverage that they get from the media. The company is focused on
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using traditional methods of media and modernized methods of media in order to share its
services with numerous customers (Alnoor et al., 2023). The companies totally focused on
understanding the needs of the customer and according to the needs they share their services with
them. Also, the company has been focusing on using different kinds of communication methods
that would allow them to communicate directly with the customer and let them know about the
new type of services they are providing (Alnoor et al., 2023). Also, this allows them to solve a
marketing conflict that often companies' competitors face with each other. The hybrid marketing
method is used by the company to reach more customers and make them aware of the company.
in this with their able to increase the value of their brand and at the same time they are able to
handle different kinds of problems.
Integration
Easyjet has been following the horizontal integration process. This helped them to increase the
company's market share and at the same time, they were able to handle problems related to the
customers in the company (Boehm and Sonntag, 2023). With the help of the vertical integration
process, the company was able to have more customers with them and also they have a lot of
market space for expansion. the company can expand its business in other countries and also
increase its customer base.
Mergers and Acquisitions
The company has merged with other companies that can give them services based on low-cost
passenger-holder vehicles. the reason behind this is the world focusing on having cheap services
so that they can reduce the price of the ticket for the customer. The company of merged with
various kinds of fuel companies that can provide them with cheap fuel but efficiently which
would help them to save a lot of profit for themselves (Cumming et al., 2023). They have a lot of
low-cost carriers which can actually help them to improve their journey with the customer and
also have them save a lot of fuel. the company can work on handling pressure from the
customers and understanding how they can be more innovative.
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Conclusion
From this study it can be said that the company Easy Jet has to improve its functions in the
market. There are a lot of competitors who are innovating every day and they are focusing on
understanding how the innovation can be helpful for them and the customers they are serving.
The company has also faced a lot of complex cities in the market but with the help of good
employees, they were able to analyze the problem and understand the issues related to it. so it is
important to have a strategic plan in order to run a business and understand the flaws in it.
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