Strategy Easyjet

Business English 3.1 Ryanair, EasyJet Introduction Ryanair and EasyJet are two important low cost airline companies. In order to understand their success it is useful to know their history, the products and services they offer, their markets and the strategies they use. Finally, even though they have grown since their creations, they may face some problems in the future. I. History, products services 1. History Ryanair Ryanair was set up by the Ryan family in 1985. Its Head office is

Marketing Strategy Prof. Dr. Joachim Büschken European Airline Industry: Ryanair in 2003 02.11.2009 Group 5: Desoutter, Adrien Hamburger, Sebastian Koths, Gerhard Patzki, Kirsten Strobl, Julia Santiago, Maria Cristina The following paper presents an analysis of the sustainable competitive advantage of Ryanair and the question why other airlines are not able to imitate Ryanair’s success easily. Therefore, the text is separated into five parts. First of all Ryanair’s business model is

DOSSIER : AIR FRANCE vs EASY JET EASY JET Table des matières 1-Objectifs 2 EasyJet promotion or communications strategy 2 2-Market & Audience 2 1-Easy jet &Market 2 2-Easy jet & Communication contexts 2 3-The message & support : Analysis 2 1. Easy jet Logo & Brand 2 2. Strategy: 2 3. Tools 2 3.1 Analysis of some adverts & messages 2 4-The constraints 2 1-Objectifs The company was originally set up in 1994. As a low-cost airline, looking to undercut

the market is changing and appears Charter companies which are breaking the price rules. Nevertheless, Air France is still confident and relies on its production tool and focus on increasing its sales. AF puts in practice a radical commercial strategy: opening agencies, increased staff, regional networks etc. Also, in the freight domain, AF and its competitors aim to improve and maximize the service to companies and it works (exceptional growth during the seventies and eighties). In the 80’s

1997 : Ouverture du site web www.easyJet.com Mars 1998 : EasyJet achète 40 % de de la filiale suisse d’aviation de TEA qui sera renommée « easyJet switzerland » et opérera à Genève Novembre 2000 : EasyJet entre en bourse au cours de 310 pence pour une valeur boursière de 777 millions de livres Août 2002: easyJet rachète Go, compagnie low-cost de British Airways, faisant de la firme la plus grande compagnie low-cost en Europe Février 2004 : EasyJet dispose de 143 destinations desservies par 43 aéroports

of success. In order to set up an appropriate strategy for Quantock Airlines, the five forces influencing the market, described in Michael Porter’s work, need to be taken into account and analysed. Since Quantock Airlines is trying to enter an oligopolistic market, barriers of entry are going to be a major problem. The low budget flights industry in the UK is currently controlled by 4 companies, 2 of which are unquestionable leaders (Ryanair and easyJet). In order to successfully enter this market

* Advantages: for conclusion, we can easily summarize the advantages of AF and its competitor EJ. For Af, it’s the products and services differentiation. And for EJ, it’s the low cost strategy. * Limits of AIR FRANCE: * Price war: In general, the price of AF tickets was relatively expensive and therefore accessible to a minority. But today, the airline is more popularized and is no longer the privilege of a minority. So the price has become the key factor for choosing between companies

Affaires sensible au prix). Mais « les arbres ne montent pas jusqu'au ciel »... et malgré les taux de croissance exponentielle affichés par les low-cost au cours des dernières années, il semblerait qu'il existe une limite à cette expansion : certes EasyJet et Ryanair risquent de devenir n°1 et 2 en terme de trafic intra-européen et domestique, mais les caractéristiques propres de leur modèle portent intrinsèquement les limites de leur croissance et les risques de fragilisation de leur profitabilité

...................................................20 Augmentation de salaire ..........................................................................................20 AUTRES COMPAGNIES AERIENNES « LOW-COST » ...............................21 EASYJET ..................................................................................................................21 Destinations .............................................................................................................21 Stratégie

d'autres compagnies et gagne des parts de marché. Il existe plusieurs concurrents en Europe par exemple Lufthansa (Compagnie nationale allemande),British Airways (Compagnie nationale britannique),Ryanair (Compagnie irlandaise à bas coût),ou encore Easyjet (Compagnie européenne à bas coût).Aujourd’hui, Air France est confrontée à un nouveau paysage concurrentiel. Ainsi, à la concurrence classique des compagnies aériennes traditionnelles, s’est ajoutée, sur le marché Moyen-courrier, celle des compagnies