Easyjet Competitive Advantage

EasyJet is the largest airline of the United Kingdom, which is based in London, Luton Airport. It was founded in 1995 by the British entrepreneur Sir Stelios Haji-loannou. EasyJet operating domestic and international scheduled services in 32 countries. EasyJet experience fast growth since its establishment, the main reason for this growth is a combination of several acquisitions and consumer demand for low-cost airlines.

Strategy is “the direction and scope of an organization over the long term, which achieves advantage for the organization through its configuration of resources within a changing environment, to meet the needs of markets and to fulfill stakeholder expectations”

The main strategy of EasyJet is “to fly between airports people want to fly”. EasyJet has a cost advantage compared to competitor’s airlines allowing it to offer its consumers more reasonably priced fares. EasyJet is confident that its strategy of competitive advantage, efficient, low-cost model as well as the fact that EasyJet is a pan-European brand, will help to deliver sustainable growth in the future.

When analyzing the competitive environment of EasyJet and the low-cost carriers’(LCC)

The airline market is controlled by these suppliers. If EasyJet decide to purchase a new model of an airplane, it must use only this model of an airplane, because the cost of switching to another model by the same supplier would be very expensive. Nevertheless, if switching to an another supplier, the costs will be more expensive, because the company will need to retrain pilots as well as it will need to reorganize the whole supply chain for spare parts. Other important suppliers are airports. Because some LCCs try to avoid high fees from big airports, nevertheless EasyJet uses large airports, but it flies at off-peak times to reduce its