Comprehensive Business Report: EasyJet's Global Operations and Ethics

This report provides a comprehensive analysis of EasyJet, a British low-cost airline, examining its nature, background, and history. It explores the impact of globalization on the business, highlighting how EasyJet has expanded its customer base and operations internationally. The report delves into the ways technology supports EasyJet in its production processes, logistics, and communication with clients, including the use of SEO and email marketing. It identifies EasyJet's targeted customers and describes its workforce management practices, emphasizing the importance of diversity. The report also discusses the role of ethics in EasyJet's operations, particularly in terms of safety and employee well-being, and outlines the company's efforts to combat carbon emissions through fuel-efficient aircraft. Overall, the report offers insights into EasyJet's strategies, operations, and commitment to sustainability and ethical practices within the airline industry.

Business

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
The nature, background and history of the business...................................................................1
PESTEL assist in meeting the business objectives.....................................................................1
TASK 2............................................................................................................................................2
Impact of globalisation on business............................................................................................2
Ways in which technology support business to operate in production of goods or logistics &
communicating with clients........................................................................................................2
TASK 3............................................................................................................................................3
The targeted customers of business.............................................................................................3
Describe about the workforce of chosen company.....................................................................3
TASK 4............................................................................................................................................4
The role of ethics in your chosen business..................................................................................4
How business is combating with Carbon Emissions and reducing Co2....................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Business refers to an economic system where goods and services are being exchanged
from one entity to another over the value of money. EasyJet is a British airline company which
offer travel related services to leisure and business customer at relatively affordable prices. It is
headquartered in London, Luton Airport and offer its operations in more then 27 countries
throughout Europe (Pearson and Merkert, 2014). The current report includes description
regarding the nature, background and history of business along with globalisation and its impact.
It also elaborates about technological support in improving business operations along with
targeted customers and manner in which workforce managed by easyJet. At last, it elaborates
about role of ethics and ways through which business is combating with Co2.
TASK 1
The nature, background and history of the business
easyJet is a British low-cost airline which is headquartered in London, Luton Airport and
was founded in March 1995 by a businessman named as Stelios haji-loannou. The aircraft used
by easyJet during first year was leased from British airways and it bought its first plane in April
1996. In year 1999, airlines set up its second base in Liverpool and by 2009, easyJet has setup its
18 more bases throughout Europe. Currently, it is employing around 4000 people in air and on
ground which work toward the higher level of customer satisfaction. easyJet has around 279
routes which are connected from 74 airports. In year 2008, easyJet has takeover the British
airline GB Airways and as a result of which it now become the 4th biggest airline throughout the
Europe (easyJet, 2019). The easyJet has also won several awards such as “Best Low-Cost
Airline” by 12 October 1999, “Best on-board service” by year 2000 and many more.
PESTEL assist in meeting the business objectives
easyJet is currently manage around 279 routes through 74 airports throughout the several
countries of Europe and also trying to expand its business in other areas. But before entering into
a new region or area, it is very essential for a company to deeply evaluate the market condition
of that country which can be done with the help of PESTLE analysis. It refers to a strategical
framework which work toward evaluating the macro environment factors which directly
influence the business operations performed by a company (Shaw, 2016). These factors include,
Political, Economic, Social, Technological, Environmental and legal. This evaluation will
1

support easyJet in determining the opportunities and threats that are present in new marketplace
so that proper strategies can be formulated to achieve desire goals and objectives. For example,
by evaluating the political environment, easyJet will be able to determine the governmental laws
and regulations toward the airlines operations so that company can formulate their working
practices accordingly.
TASK 2
Impact of globalisation on business
Globalisation is refers to as a process through which businesses as well as other
organisations develop their international influence by starting their operations at global level.
The globalisation support a business to expand its operations over several geographical locations
in order to build up a larger market base. In addition to this, globalisation of business operations
support a company to approach larger number of customers that leads to higher profitability. The
easyJet also get benefited through globalisation as it supported in getting access to larger
customer base, get connected with more flight networks and be able to enhance its brand image
in world (Holloway, 2017). For example, Globalisation has enhanced the customer base of
easyJet as through expanding its business operations at international level, it become able to
operate in more then 27 countries. As a result of which more than 28 million customers are
marked in year 2009 and now more than 51% passengers are originated from outside the UK.
Another example can be taken as, globalisation has supported easyJet to expand its
operation by acquiring the British airlines GB airways and British Airways spin-off Go-Fly
which make it fourth largest airline of Europe.
Ways in which technology support business to operate in production of goods or logistics &
communicating with clients
Technology has now become a major part of operations performed by every business and
specially in airlines industry. This has improved the manner in which operations performed and
also simplified the access of services to customer by providing medium of virtual interaction
without getting physically over a place to purchase airlines services. In addition to this, it also
make easier for easyJet to communicate with its customers for influencing them to avail services
(Stott, Stone and Fae, 2016). For example, easyJet uses Search Engine Optimization for
attracting internet traffic to easyJet website and making them aware about the benefits. In
2

addition to this, easyJet also uses email marketing strategy where the information about services
are being send to potential customers through email.
Apart from this, technology has also supported easyJet to improve its production process
as the major functions of easyJet involves selling air tickets, hotel & apartment facility, car rental
functions, travel insurance to customers etc. But, its main operations are airlines related services
and for providing it with better quality, easyJet provide clear online information and facts about
the services that are available on its official website which allow customer to understand process
so that they don't required any kind of assistance on ticket booking as they can do it online by
reading the instructions (Product Strategy, 2019).
TASK 3
The targeted customers of business
EasyJet focuses toward developing a strongest position in market of Europe by leading
the majority of airports. Its main focus is over offering cost efficient services to its customers by
leading the offers in airport in which they want to fly. The easyJet mainly target its services to
leisure and business customers by offering affordable services that provide best value to
convenient airports (EasyJet unveils strategy and strong results, 2019). This is beneficial and
attracted to those business customers whose company is seeking to save the transportation cost
but also want the better travelling condition. This is the best strategy which support easyJet to
strongly position itself in market place for longer period of time by taking advantage of
continuing profitable growth opportunity. But, for effective growth of business, it is essential for
a company to understand the need and expectation of customers. This supports in aligning all the
efforts of company over a particular target market which are common in term of their need and
expectations so that proper actions can be taken (Pereira and Caetano, 2015). This will also help
company in meeting needs and requirements of customers effectively and attaining goals and
objectives of company.
Describe about the workforce of chosen company
easyJet put more emphasis toward providing a better working environment to its
customer for attracting, retaining and developing the best people and for this, company focuses
toward hiring diverse workforce. This is because easyJet believes that diverse workforce reflect
the diversity of customers which support in understanding the culture to which consumers
3

belong so that it would be easier to offer better services. As per the report presented on 30
September 2018, easyJet has employed around 14000 employees through local contracts among
nine countries throughout Europe (Clark, 2016). It also provide opportunity to women
employees and it has initiated the target of increasing the co-pilot among which 12% are females
as marked in 2016. in 2018 easyJet has attracted 50 females as a new-entrant co-pilots (Our
people, 2019). The easyJet put more emphases toward improving the health and well-being
support offered to employees. In addition to this, company also offer competitive reward
package which focuses on cash and variable pay instead of fixed benefit. In addition to this, it
regularly communicate with its workers about the issues related with business, financial
performance, priorities and encourage them to give feedback so that proper involvement can be
considered.
TASK 4
The role of ethics in your chosen business
Ethics in business world is something that helps in making better choice by considering
the well-being and rights of others that get affected by our decisions. Ethics in airlines operations
are of the most crucial thing to consider in term of confidentiality, honesty, fairness, meeting
obligation and standards, avoiding actions that may harm people etc. The implication of all these
ethics support easyJet in improving their working practices and building up trust among
customers so that they can retain for longer period of time (Pels, Njegovan and Behrens, 2017).
The ethics support easyJet in proper safety management so that it can provide
commitment for providing a safe journey to its customers and to provide a healthier working
environment so that employees can work without any fear of getting harmed (Safety first, 2019).
For its proper maintenance, a committee has been formed by easyJet which is made up of
independent Non-Executive Directors that reviews the safety matters and ensure proper safety of
each and every people who are moving to the airport and availing services.
How business is combating with Carbon Emissions and reducing Co2
easyJet's biggest impact over environment is fuel consumption that it undertake which is
associated with carbon emission. It is continuously putting efforts toward making more efficient
utilisation of fuels to reduce emission per passenger on their flights. In year 2018, the carbon
emission is found approx 7.6 million tonnes as compare to previous year figures, i.e., 7.1 million
4

(Environment, 2019). For overcoming this increasing carbon emission, easyJet is focusing
toward using efficient and modern aircraft's that are more efficient and quieter than the previous
generation aircraft which are equipped with CFM LEAP-1A engines and wingtip ‘Sharklets’,
that are 15% more fuel efficient then the previous aircraft. Hence, support in reducing carbon
emission.
CONCLUSION
From the above performed investigation, it has been summarised that globalisation plays
a significant role in growth and success of a business. This is because it provide several benefits
such as enhancing customers base, sales, profitability, adoption of new working styles etc. But
despite of all this, an airline business must focuses toward using technology efficiently for
production process or communication, must follow ethics and treat its workforce in effective
manner so that while global expansion, it would be easier to implement changes.
5

REFERENCES
Books & Journals
Clark, P., 2016. Buying the big jets: fleet planning for airlines. Routledge.
Holloway, S., 2017. Airlines: Managing to make money. Routledge.
Pearson, J. and Merkert, R., 2014. Airlines-within-airlines: A business model moving
East. Journal of Air Transport Management. 38. pp.21-26.
Pels, E., Njegovan, N. and Behrens, C., 2017. Low-cost airlines and airport competition. In Low
Cost Carriers (pp. 125-136). Routledge.
Pereira, B. A. and Caetano, M., 2015. A conceptual business model framework applied to air
transport. Journal of Air Transport Management. 44. pp.70-76.
Shaw, S., 2016. Airline marketing and management. Routledge.
Stott, R. N., Stone, M. and Fae, J., 2016. Business models in the business-to-business and
business-to-consumer worlds–what can each world learn from the other?. Journal of
Business & Industrial Marketing. 31(8). pp.943-954.
Online
EasyJet unveils strategy and strong results. 2019. [Online] Available
through:<https://www.marketingweek.com/easyjet-unveils-strategy-and-strong-
results/>./
Environment. 2019. [Online] Available through:<http://corporate.easyjet.com/corporate-
responsibility/environment>
Our people. 2019. [Online] Available through:<http://corporate.easyjet.com/corporate-
responsibility/our-people>
Product Strategy. 2019. [Online] Available
through:<https://hyrmina.com/paper/a7392d88434522541a072be0ec95b8de>
Safety first. 2019. [Online] Available through:<http://corporate.easyjet.com/corporate-
responsibility/safety-first>
easyJet. 2019. [Online] Available through:<https://www.dortmund-airport.com/airlines/easyjet>
6