Strategic Management Report of EasyJet
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Added on 2020-07-22
Strategic Management Report of EasyJet
Added on 2020-07-22
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STRATEGICMANAGEMENT
Table of ContentsINTRODUCTION...........................................................................................................................11. Explanation on pestle analysis of easy-jet and its competition within Austria.......................12. Description on VRIO framework of easy-jet resources as well as competencies in order toget the competitive advantage in relocating in Austria...............................................................43.Comparative analysis of the vision and mission statement of the Easy jet..............................64. SWOT analysis on easy-jet and recommendation on changing business level strategy.........6CONCLUSION................................................................................................................................8REFERENCES................................................................................................................................9
INTRODUCTIONThe term strategy means formulation of a process and to execute them in the terms ofachieving particular task in the organisation. The preparation of task is usually done by the toplevel of managers. The strategic function is required to perform at the organisation in order toachieve the firm success. Strategic management is the process which is inclusive of the processlike goal setting, strategy execution, implementation and monitoring. In this project report it hasbeen addressed to develop the strategic plan in order to relocate headquarters from UK to Austria(Ma and et.al., 2017). There recent competitors are legacy airline and charter airlines. They haveaffordable rate of fares. With effective strategic planning they can promote the growth in themarket. Easy jet is British airline operating under the low cost carrier in London. It operates indomestic and international routes in over the world. Easy jet wants to expanding their businessand airline services in the Europe after the Brexit.1. Explanation on pestle analysis of easy-jet and its competition within Austria.There are many factors which are directly or indirectly effect on the establishment andoperation of the airline industry. PESTLE analysis is providing all the information about causeand effect of the establishment of easy jet in Austria.Political factors- Easy jet wants to open a headquarters in the Europe but to continue theflights after Brexit is unable. Easy jet searching and trying to get license from EU country whilethere are many uncertainties in business. Without the license easy jet unable to continue flightsbetween the European countries. For reconstruction of the business they will involve into 110aircraft in Austrian economy (Mohapatra and et.al., 2017).Economical factor-There are many economic factors which are faced by the easy jetduring the expansion of the air line business in Austria. The revenue is increasing by 2.2% on theconstant currency but upcoming four months booking is secured by 67%. By the Brexit bookingof seats and revenue is increasing simultaneously but after the quarter the revenue can bedecreased by 2%.Inflation rate, oil prices, economic growth is also considered in this segment.Social- Air travel has given all nations the freedom to travel. It connects people,countries, and cultures, providing access to global markets. In addition to tourist travel, airtransport also provides the essential function of allowing the speedy delivery of medical supplies,1
organs for transplantation, and emergency. By easy jet there are many opportunities for thesociety and many job vacancies are providing by the company.Technological-In airline market technology evolves very speed and this technology is adifferential of the others companies. Research and development has a high impact on industry.The company that has a high R&D will have less wastage, less time spent and will always focuson the product to be developed. Online system and digital media information are very easilyreached and paper work is reduced. Through the technological impact on the easy jet in Austriaresearch and development is very crucial.Legal factor- In legal factors easy jet tries to get the license to the EU country but thereis the currency changes by Brexit their government does not provide the licenses to stating theairlines. International laws are another big challenges for the industry. The government sets theirstandard and air control rules in their regions. Agreements should be required in this sector aboutthe passenger, destiny and other relate information.Increasing regulation by government isaffecting the growth of airline company.Environment factors- environment regulation and government are set their standards toavoid are pollution and the emission from the carbon is reduced by 2020.company has to reducethe materials which can be hard for the environment and recycling as much as possible tocontribute to make a “green” environment. Use of environmentally products which are not harmthe nature and environment.Competition in the easy jet on the basis of five Porter forces-The competition is on high level in Austria among airlines. Due to increase incompetition the fair rates is pulling down. The rise of competition among the easy jet airline isdue to its low cost of travelling (Chiu and et.al., 2017). The main competitor of the easy-jet is theRyanair which is the low cost airline of the Eu before obtaining operate certificate by Austria.This both airline have similar routes. The main object of easy-jet is to provide good and safe airservices to their customers.The competition of market can be managed by evaluating Porters five forces with regardto easy-jet-Bargaining powers of buyers- The main source of gathering customer attraction is basedon the low fares as compare to the other airlines. The easy-jet has the cost advantage power inorder to create the competition in the market. The Ryanair and easy-jet both follow the same2
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