Opportunities: * Possible opening of alternative routes to major cities in Europe. A key route could be from Dublin to the UK, as this has a large potential for travellers going to soccer matches in the UK plus new links into corporate flyers to and from the UK. * Offering of free refreshments on flights with a travel time of over two and a half hours. This would offer an extra perk and comfort to passengers making their experience with EasyJet all the more comfortable and enjoyable. * Updated versions of the fly on the wall documentaries would provide the brand with more coverage and publicity.
Threats:
* Competitors flying the same routes compete very competitively on price forcing pressure on margin on more popular flights and time slots. * External market forces can have a significant impact on EasyJet’s business, e.g. the rising cost of oil can have a significant impact on running costs putting significant pressure on the profitability of less popular routes and time slots. * Pressure from unions and employee relations committees can signifigantly impact on the day to day operations with strikes proving to be very costly to the company’s image. * Economic downturn may lead to a decrease in casual flyers and corporate travel as companies seek to curtail what they see as unnecessary expenditure and in turn make less business trips. * Domestic air travel is an extremely competitive industry with EasyJet’s main competitors being Jet2, BMI Baby, Ryan Air plus a host of smaller independent competitors. These external competitive forces can restrict and shape pricing policy on some of EasyJet’s less profitable routes as they seek to compete with their competitors. *

Les stratégies Produit |

1. | Position de leader pour Ryanair | 2. | Deuxième position pour EasyJet | 3. | Une offre Produit différente |
1. Position de leader pour Ryanair

Ryanair possède : * Des coûts de production inférieurs aux autres acteurs