EasyJet, or EasyJet Airline Company Limited (founded in 1995) is a British Airline based in London. It is one of the most successful airlines in the country, carrying the highest number of passengers every year nationally and internationally, in over 500 routes. The parent company is known as EasyJet Plc. It employs over 8000 people for its operations across the world. It is listed in the London Stock Exchange and is a component of the FTSE 250 Index. With over 42 million passengers in 2010, EasyJet is the second largest low-cost carrier in Europe, just behind RyanAir. It set up its first base outside the United Kingdom in 1999 when it relocated its headquarters to Geneva, Switzerland. EasyJet remains competitive in the market due to a number of superior strategies as compared to its rivals (Easy Jet, n. d.).
The organisation is summarized succinctly in the following table:
Value Chain Analysis of EasyJet
The value chain analysis of EasyJet will highlight its strategic position in the market and also help its management formulate better methods to face competition and gain customer satisfaction. The value chain analysis is done below:
Primary Activities of EasyJet:
Perhaps EasyJet is distinctly known for its tendency to interrelate elements of the value chain: it offers a complete package of these elements to its customers in an integrated yet sophisticated form.
- Inbound logistics: The number of seats in the airplane, In-flight food and drinks.
- Operations: Easy flight baggage check and check-in, hassle free security check, shuttle service from airport to the airplane.
- Outbound Logistics: Network reach to countries across Europe, North Africa and West Asia.
- Marketing: Various marketing strategies such as low prices of tickets, eliminating middlemen by offering direct online booking, expanding network rapidly and operating in primary airports at locations. These factors lead to a positive brand image of the company.
- Services: A number of added services such as option of transferring to an earlier flight, in-flight food and refreshments, supportive and friendlier staff, etc.
The market image of EasyJet is a result of integration of these inbound logistics with outbound logistics, and making them available for the customers with supportive marketing and operational services. The value-added, personalized services of the airline result in greater customer satisfaction.