Leadership & Change Management: EasyJet Market Analysis Report

This report presents a comprehensive analysis of EasyJet's leadership and change management strategies, particularly in light of the market changes following the demise of Thomas Cook. The report begins with an introduction outlining the consultant's perspective and the essay's structure, which includes internal and external audits, and a SWOT analysis. The internal audit examines EasyJet's corporate vision, culture, strategic direction, resources, and capabilities. The external audit focuses on market demand, customer expectations, competitor analysis, and external pressures. The SWOT analysis assesses EasyJet's strengths, weaknesses, opportunities, and threats, with detailed discussions on pricing strategies, brand perception, financial performance, market growth, cost reduction, and external factors such as fuel prices and airport expenses. The report concludes by emphasizing the importance of affordable pricing, customer satisfaction, and strategic adaptation in the competitive airline industry, offering a valuable resource for students studying leadership and change management.

Running head: LEADERSHIP AND CHANGE MANAGEMENT
LEADERSHIP AND CHANGE MANAGEMENT
Name of the Student:
Name of the University:
Author Note:

1LEADERSHIP AND CHANGE MANAGEMENT
Introduction
The essay is going to be proposed on the impact of the strategies related to leadership,
along with change management. The study will be based on the case, which is related to the
condition of the market for Easy-jet after the demise of Thomas Cook. The topic will be
based on the strategy consultant’s perspective that can provide the right advice to maintain
the organisation as well as attaining higher-level decisions. It should be unbiased and should
be advised at the highest level of any organisation. The knowledge of the industry is
delivered in order to get the desired outcomes appropriately. The essay will be structured in
three parts on internal audit, external audit, and SWOT so that the analysis can be
acknowledged appropriately. The internal audit will be discussed under the following aspects
such as corporate vision, culture, strategic direction, contribution towards performance, and
potential capabilities towards the organisation. The external audit will determine the outer
layers of an organisation such as market demand, customer expectations, analysis of
competitors and external pressures influencing the market and the marketing strategies. The
third part will be focused on the SWOT analysis, and it will be provided so that the readers
can stimulate their ideas on the opportunities and activities of the market.

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Discussion
PART 1:
Internal audit is the department that engages particular people within an organisation.
It is a system of reviews as well as independent reviews of any business organisation and
further processes (Abbott et al. 2016). The internal audits are utilized to assess an
organisation’s control over the internal processes such as collective governance as well as
accounting systems. They assure an agreement with rules and regulations of government and
aid to manage appropriately. Time management is equally essential in order to prepare the
financial report and data collection from various sources (Endaya and Hanefah 2013). In the
present generation, intense and healthy competition is quite significant factors that can affect
the increasing factor or the diminishing factor of an airline industry especially, Easy-jet
(Malighetti, Paleari and Redondi 2015). There are some other essential factors such as
fluctuating prices of fuel, shifting preferences of the customers and loyalties that make the
transportation services an immensely demanding field of industry. Several strategies can
benefit transportation as well as logistics organisations by applying swift, active actions, and
ensure smart innovations in order to improve the technological and operational challenges.
Those challenges will determine success in this airline industry.
It is the prime duty of a strategic consultant to ensure and assist the organisation with
the best ideas and innovations that help to raise the profits and success in the upcoming future
along with a prosperous growth.
PART 2:
According to numerous researches, the brand EasyJet has been quite brand conscious
and the carrier accredits the higher levels. In their own country, the UK, the brand rose for
about a hundred per cent in 1H2013 from ninety-eight per cent in the previous years

3LEADERSHIP AND CHANGE MANAGEMENT
(Cattaneo et al. 2016). Easy-jet should apply new strategies in order to raise their market
value. Their overall share in the market is quite less than in their own country, the UK. It has
been attaining a keen brand awareness for about ninety-two in Italy and ninety-eight per cent
in France. Brand awareness is not familiar like choosing between several airlines, but it has
been recognised that Easy-Jet has improved and developed its preferred brand scores. In
the UK, thirteen per cent of the respondents examine Easy-Jet as the first preferred airline,
which is starting from twelve per cent the previous year. In France, it has been the first prime
which is about nineteen per cent of consumers as well as twenty-one per cent in Italy. In both
of the countries, the score of Easy-Jet has risen to over thrice in the past few years. The brand
has a quite weaker state in the UK score that follows a higher preferred of airlines along with
the significance in the market share in London, where British Airways is strongly
featured and continuing without delay (Fedosova 2016).
Easy-Jet has believed that stronger and active relationships may provide a stronger
long-term, beneficial partnerships which helps to develop customer services (Thelle and la
Cour Sonne 2018). The brand needs to engage more passengers in order to increase
financially and it has been recorded for about eighty-eight million passengers in the year
2013. The flexibility should be there so that the brand can adopt various ideas to attract the
consumers and they possess better flexible option than Ryanair. Undoubtedly, Ryanair has
left behind Easy-jet in the field of price structure.
PART 3:
The SWOT analysis is provided in order to understand the depth of understanding of
the organisations' strengths as well as weaknesses. An analysis will, and it will be based on
threats and opportunities for this particular industry in the UK and EU including the Brexit.
Therefore, the airline industry has numerous strengths in order to establish their industry as
well as the increasing factor of active competitors may provide a severe threat to any airline.

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The external environment, as well as the internal environment, serves as a positive aspect in
the airline industry. It can facilitate significant resources for the rising growth along with
other advantages.
Easy-jet has been Europe’s second-largest low-cost carrier which shows the share
price up to thirteen per cent since the update of trading facilities. It has ended up to ninety-
seven per cent over the past twelve months. The shareholders have successfully persuaded the
company Easy-jet and have flourished several strengths and threats in the present time as well
as in the upcoming future.
STRENGTHS:
The pricing factors are highly essential in order to survive in this world and to
maintain the old customers along with the new customers. The competition that lies beyond
the legacy carriers is the main advantage that the company, Easy-jet, is sustaining its market
value. The pricing structure has been acknowledged as average fare cost which is about fifty
per cent less than significant carriers in the shortest carrier routes. It has been enrolled that
twenty to forty per cent is lower than its other competitors. The strategy for maintaining the
average fare price is a compelling idea and it can affect the customer’s decision whether they
are new or old ones. The management for revenue system has been adjusted due to the
demanding situation so that they can maximise revenues and diminish the extra expenses. As
being a strategy consultant, the pricing structure should be kept in mind and it should be kept
lower than the reasonable price. Their biggest competitor is Ryanair and the prices are quite
low compared to their competitor (centreforaviation.com 2019).
The brand is another important factor that may establish their reputation or diminish
their reputation if they do not present the brand in front of the customers appropriately
(centreforaviation.com 2019). Fortunately, Easy-jet has improved its perception and image
quite nicely among the customers. It has been many years that Easy-jet has survived its

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position successfully, and the awareness for sustaining the brand has been adjusted
appropriately.
The company, under the guidance and assistance of CEO Carolyn McCall and CFO
Chris Kennedy, the brand has developed its position as well as performance simultaneously
(centreforaviation.com 2019). They have been gifted with a proper balance sheet as well as
cash have been generating in multiple numbers. Due to the demise of Thomas Cook, the
company needs to maintain its capital along with the appropriate cost among the industries
counting it globally.
Stelios is the founder as well as the biggest shareholder of Easy-jet, but it is not
attached to the managing aspects of the company. However, they have provided a tag to this
brand as the establishment of ‘Easy’ brand as well as it has been occupied with positive
attributes. The brand has gained aspiring recognition for the rest of the years and will provide
enough success and profit in the upcoming future.
The networking chain of the Airport, along with market share, has been highly
significant in this industry. Easy-jet has served a valuable presence, and it has been ranked at
the forty-ninth position among the hundred marketing pairs in Europe. It has successfully
reached a considerable proportion of the population in European countries and many of the
major and minor airports are essential to its yields.
WEAKNESS:
The brand easy-jet has been competing against many competitors or rivals and has
been successfully holding their position. In many cases, the brand has dropped its value, such
as the degrading position of the brand after the demise of Thomas Cook. The brand has been
suffering from a few disadvantages mainly in the major legacy carriers. The brand needs to
put its focus on the primary airports as well as should offer additional efforts on the features
of products, including the allocation of seats and flexibility in re-ticketing

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(centreforaviation.com 2019). Nevertheless, it will still have a few frills that may affect the
services and the customers as well.
The cost base is not so lower than its biggest competitor Ryanair, and it may affect the
brand’s reputation severely, and they may lose several consumers. Though, Easy-jet may
have an advantage of unit cost against all the rival companies except Ryanair. The cost of
every seat is quite higher than Ryanair’s that too for about fifty per cent. It may lower its
position and thus, it should lower the cost or reduce the other expenses in order to satisfy the
consumers appropriately.
There is a higher range of earnings in seasonality along with its fluctuating profits
which are dependable during the summer season, especially from April till September
(centreforaviation.com 2019). During the winter season, it runs in losses which are from the
months starting from October till March. Thus, severe problems arise during the off-season.
OPPORTUNITIES:
The increasing factor in market growth has been influencing the brand profoundly and
effectively. The aviation industry has been growing from medium range to high range
(centreforaviation.com 2019). The brand, Easy-jet, has been a beneficial player and
permanently occupied for raising its market value.
The cost reduction is another opportunity to gain its position in the market and among
the customers (centreforaviation.com 2019). The competitors can associate this strategy as a
significant threat to themselves and a significant opportunity for the brand. Thus, trimming
the costs and keeping the fares average will attract the customers, especially business
passengers.
THREATS:
The prices of the fuel have been increasing day by day, and thus, the aviation industry
should maintain such prices delicately and efficiently (centreforaviation.com 2019). The

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prices of the airport expenses have been highly increasing, and it can be a significant threat to
such an industry. The wages of the labourers have been rising and in this business, there is no
rest to the labours along with their staff members. The competition is always at high stake
and thus, complexities also rise.

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S
STRENGTHS
W
WEAKNESS
O
OPPORTUNITIES
T
THREATS
Pricing.
Brand.
Financial
performanc
e
Stelios.
Airport
network as
well as
market
share.
Brand versus
legacy
carriers.
Not so low-
cost base.
Seasonality
of earnings.
Increasing
market growth.
Further cost
reduction.
Business
passengers.
Allocation of
seating.
Increase in
Airport
prices.
Labour
relations.
Increasing
complications.
The growth of
active
competitors.
Prices of fuel.
External
activities.
Taxes related
to air travel.

9LEADERSHIP AND CHANGE MANAGEMENT
Conclusion
Therefore, to summarise the essay, the duty and responsibilities that a brand or a
company should possess are that they should get affordable prices along with comfort. Easy-
jet has been going through a rough patch, but they are successful enough to raise their
limitations and serve their customers appropriately. They should take care of the competitors
especially their only significant competitor, Ryanair and they should maintain their average
prices. The profits will be counted unless they merge more magnificent performances in order
to sustain the business and to think about the customers. It has been shown that the company
has improved its performance by accepting various opportunities and increasing its market
value. Their financial activities have raised the profit along with their performances in the
past ten years and higher revenue will pave its way by reducing the undue expenses and
investing in unreliable sources. They should recognise their weakness in order to raise the
company from its rough situation such as they can reduce the cost for every seat compared to
other brands otherwise they may lose their position in the upcoming years. The company may
fall from the choice list of preferred customers. Customer satisfaction should be the utmost
preference for any brand or company. The publicity expenses, as well as marketing expenses,
should be reduced so that the company can manage their losses. The desired employees or
labour’s wages can be reduced for the time being as the company needs to buckle up the
situation and cooperation is required from every member of the company. If all the strategies
are appropriately utilised, then the brand may overcome the threats such as focusing on the
opportunities like the growth in the market value, cost reduction, maintaining the business
travellers and so on. Although Stelios can be affected negatively but being a shareholder, it
assisted much help in the management system as well as analysing the capacity of future
growth.

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