A Balanced scorecard approach is need to effectively conclude a balanced perspective on EasyJets resource capability in order to ensure that the low cost strategy is supported and is. The airlines hopes for summer 2021, like those of almost all airlines, rest on vaccinations. EasyJets new holiday division launched in December 2019, just months before the pandemic took hold. But what are the internal weaknesses suffered by EasyJet? Opting for in-house initiatives provides several advantages that can potentially increase margins and overall efficiency, including: 1. easyJet holidays is on track to meet the medium-term target of 100m+ PBT. The airline resumed flying on June 15, 2020, with limited routes within the U.K. and to France. Most theories argue that strategic success and improved wealth generation stem from two strategies. In 2020, those months were grim. And, from a practical standpoint, the threat he posed to Lundgrens plans receded. Competitive pressure. A PESTEL analysis of the industry will examine the local, national and global influences of political, economic, social and technological factors to understand opportunities and threats well. Offers may be subject to change without notice. In 2020, sales cratered more than 50% to $4.2 billion, and the airline recorded its first ever annual loss: a jumbo jetliner-size blast of red ink totaling nearly $1.8 billion before tax. The business has also enjoyed an increase turnover and trading profits resulting in continuous substantial growth in underlying profitability over the last 7 years (see table 1). Budget airlines that fly point-to-point, such as EasyJet, can easily stimulate their demand by running price promotions and advertising and then shifting flight schedules to cover those new bookings. All work is written to order. At the same time that it was offloading planes to raise cash and placing others into long-term storage in boneyards, the company still took delivery of 14 brand newAirbus A320 and A321 Neos. EasyJet appears to have internal strengths in terms of brand awareness, cash flows, and operational efficiencies. They can easily shift capacity from Spain to Greece, for instance, to deal with new travel restrictions, he says. Risk 2: Geopolitical instability. Like all airlines, it instituted new procedures: increased cleaning, mandatory masks for passengers and crew, and no meal service. Brand Awareness is another strength that is attributable to the company In November 1999, selected as a business super brand by the Super Brand Council, recognising EasyJet as an outstanding brand name. This text provides general information. This will require a mindset where innovation (in cost reduction) is regarded as essential to survival. This will provide an evaluation of the external business environment in which the company operates. Combining perceived low price with perceived added value can be a highly successful strategy but one that requires innovative thinking. In March 2020, he wrote to EasyJets chairman, John Barton, and demanded the company terminate the contract, citingforce majeure. Savings made from e-commerce is another source of value creation. But with new, more infectious variants of COVID-19 spreading rapidly in Europe, in October renewed lockdowns were imposed across many parts of the U.K. and from Helsinki to Tel Aviv. None would fly again until June 15. Our academic experts are ready and waiting to assist with any writing project you may have. The world economy is however, now on the up post September 11th. Over time, a brand may experience enough negative interactions that its reputation is placed into a vulnerable position. This has lead to EasyJet customers enjoying Ticketless travel this reduces the cost of issuing, distribution, processing and reconciling tickets. This results in a very strong competitive rivalry in the industry. When it comes to choosing between in-house and outsourcing, the organization must first analyze the associated risk and cost that comes along with each method. Low price/low added Do you have a 2:1 degree or higher? Diversification. Kotze compared Lundgren to his rival CEO, Michael OLeary, who runs Ryanair and has a reputation for being merciless at containing expenses and being generally combative. These are flight simulators that recreate the exact cockpit of an Airbus A320 aircraft. And, finally threats of any takeover bids from national airlines. Accepting this fact and having a strategy in place to mitigate risk is critical to being a successful innovator. The globalization is also another factor influencing which build up the air traffic as lifelong. Strategic risk is a category of risk; alongside operational, financial, regulatory and other business risks, it forms part of the umbrella of risks your organization faces. S&P Index data is the property of Chicago Mercantile Exchange Inc. and its licensors. Supported by innovative and effective advertising. The sales process is efficient, as EasyJet sells directly to customers, instead of using external sales teams. When the risks are specific to a certain activity the risks will be managed, and maintained Legal and regulatory change. All Rights Reserved. EasyJet, on the other hand, flies fewer routes but operates from many more primary airports, with a heavier focus on Western Europe. Opportunities in terms of worldwide destinations are now popular with holidaymakers and also the growing trend in international business ventures, e.g. Of popular holiday destinations, only Portugal and Gibraltar were put on the initial green list, with no requirement to self-isolate upon return. In June, the airline found a deft way to simultaneously relieve the pressure from its cash burn and Haji-Ioannou: It raised more than$631 millionto help it weather the pandemic by issuing new shares equivalent to 15% of the companys outstanding share capital. Now, at the cusp of a summer season that normally would be the source of the majority of EasyJets profits, the airline and its CEO face what could be a make-or-break season. easyJet has refined its strategy to drive our purpose of making low-cost travel easy. easyJet aims to deliver a seamless and digitally enabled customer journey at every stage and is continuously working to enhance the customer experience. Lundgren wasnt completely despondent: Where bookings were allowed and quarantine rules not restrictive, passengers were coming back. Protect and build on easyJet's strong brand, Provide an easy and reliable customer experience. It was enough to make any airline CEO play the blues. (Lundgren declined to comment for this article.). Healthcare workers were exposed to this highly infectious virus during the pandemic and suffered several social and psychological consequences, such as anxiety, psychological distress, and burnout. Thats the day the U.K. government first advised Britons abroad to return home as soon as possible in advance of impending travel restrictions because of the growing coronavirus pandemic. Enabling risk management through a The attackers stole more than 9 million customers e-mail addresses and travel details and also accessed credit and debit card details of more than 2,200 customers. Potential negative outcomes include bad publicity and a The primary outcomes were anxiety (GAD-7), depression (PHQ-9), risk perception towards COVID-19, interprofessional teamwork attitude, and coping strategies during the Coronavirus disease-19 pandemic. Continuing to develop our revenue management capability such as enhancements to our pricing algorithms. )The crisis has also posed complications for the 54-year-old Lundgren that his competitors dont face, including some particularly unwelcome excess baggage in the form of Stelios Haji-Ioannou. Table below provides an analysis of EasyJets sales revenue and profitability ratio since 1998. As it turned out, it wouldnt need those flights. Finally, the key to sustaining high levels of growth is the scalability of the operations. The findings in this Since March 2020,European governmentshave provided more than$32.2 billion in bailouts to the airline industry,through a mix of grants, loans, and debt-for-equity deals, according to a report from HSBC. Thats better, but still a big burden on, say, a family of four. EasyJet also operates a flat management structure, which may lack a formal discipline that is needed as the organisation grows. The UKs second-largest union has slammed easyJet flight cancellations in a scathing email obtained by Euronews. But the strategy also burdens EasyJet with higher costs as it tries to recover from the pandemic. Marketing and sales will involve making customers aware of EasyJets services are price information and also selling. Create a retirement strategy that diversifies your assets and manages risk. The first is to reduce the bottom line costs of operation (low cost strategy) and the second is to increase the value of the organisation and its reputation to customers, so that they will demand more or pay more for what they receive (differentiation strategy) (ACCA Paper 3.5 (2001)). That delay exposed EasyJet to greater risk of both hefty fines from Britains chief data protection regulator and class-action lawsuits from customers. This results in high levels of asset utilisation and reduced unit costs. It is difficult to co-ordinate the individual employee because in principle they operate independently of each other. As the holidays business grows in scale, easyJet plans to make targeted investments to strengthen the business. But EasyJets contract required it to pay the aircraft maker at least $6 billion through 2023a sum considerably greater than the airlines entire current market Not that he was going away. EasyJet also have a reputation for paying low wages in line with its low cost strategy. easyJet is building a network of key cities, broadening their presence across Europe. Failure to acquire adequate funding for your business can damage the chances of your business succeeding. Investments in assets are also key consideration in value creation in that consideration of the extent to which assets and working capital are being utilised. All airline companies within the industry will have similar value chain, which will include activities such as obtaining fuel, designing fare structures, airport facilities, developing co-operative agreements, and providing customer service. It moved aircraft maintenance at three of its U.K. airports, which had been contracted out, back in-house. It is here that EasyJets pilots practice and maintain their skills. And at least one key holiday localeTurkeywound up on the red list, meaning those traveling there would have to quarantine in a hotel for 10 days. Free resources to assist you with your university studies! EasyJet also faces potential threats in terms of unprecedented tragic events like September 11th. Are you interested in testing our business solutions? 100 per cent direct selling of fares; over 90 per cent of sales are online. These moves enabled EasyJet to reduce its operating costs, excluding fuel, by about 31% in the year through Sept. 30, 2020. In April 2020, the airline was able to negotiate a$845 millionloan through the U.K. governments COVID Corporate Finance Facility for large U.K. employers. The concept of the value chain is particularly useful in understanding an organisations strategic capability since its concentrates on value activities and the linkages between activities rather ran just resources. Here you can choose which regional hub you wish to view, providing you with the most relevant information we have for your specific region. easyJet seek to strengthen their position in key markets as the competitive landscape evolves. The existing competition also have strong brand image globally, EasyJet is recognised nationally and within the European markets, however, national airlines like British Airways is recognised worldwide and has stronger brand awareness. The linkages with the value chains of channels and customers which are the essence of EasyJets capability and which can protect its market leadership and maintain cost leadership competitive advantage from competitors. To accomplish that, Lundgren has taken drastic steps. Given EasyJets cash burn, it needed to raise more moneyand quickly. Finally, opportunities may also exist in the area of innovation and alliances, how about a joint venture scheme with Ryanair to maintain and enforce the low cost competitive advantage. Deliver strong on-time performance, which is consistent with the focus on slot constrained, congested airports. Investing in new generation fleet to replace older types drives economic value, lowering fuel and maintenance costs. It has been a value-for-money proposition rather than trying to be the cheapest in the market.. This will identify its strength, weaknesses, opportunities and threats. We're here to answer any questions you have about our services. In terms of strategy, many factors are outside the control of the company, such as use of high quality components and low defect rates for its aircrafts. This analysis outlines for EasyJets management how individual activities may be altered to reduce costs of operation or improve the value offered to customers. The airline cut a deal with a health care company to provide the test at half the normal cost, or 60 per test. The web-based questionnaire was distributed to Egyptian healthcare workers from the 20th of April 2020 to the 20th of May 2020. Hannibal HanschkePool/AFP via Getty Images, Christoph SoederPicture Alliance via Getty Images, Chris RatcliffeBloomberg via Getty Images, one of the biggest winners in the European air-travel dogfight, agreed in January 2020 to deferred prosecution agreements, began purchasing carbon offsets for the CO2 of all its flights, might not fully recover from the pandemic until 2024, LinkedIn has officially entered its cringe era, and its working. But the training center is the only part of EasyJets operation at Gatwick still humming. The airline couldnt simply abandon it without jeopardizing any chance of a quick recovery when the crisis ended.Lundgren also thought the contract made long-term strategic sense. The same figure for Ryanair was 2.25 pennies, while it was about 5 for British Airways and 5.37 for Air France and KLM. The website features a map of the world that displays a small airplane icon for every flight in the air, based on radar and transponder data. Bills will pile up, suppliers will need payments, and your employees will be expecting their salaries. But EasyJet could steal an increasing amount of market share from the legacy full-service carriers. Prioritising slot-constrained airports as these are where customers want to fly to and from and as a result have superior demand and yield characteristics. Ties are banned except for pilots! ECONOMIC the travel industry is vary recession prawn and also very sensitive to changes in oil prices. EasyJets first generic strategy is to achieve an overall cost leadership in the low cost airline industry. The management of the element of working capital. Haji-Ioannou also alleged three large minority EasyJet shareholdersthe asset management companies Invesco, Phoenix Asset Management, and Ninety Onewere straw men, secretly controlled by Airbus, since all three companies manage some of the aerospace giants employee pension assets.But, in the end, Haji-Ioannous campaign failed to catch fire with other investors. This enables easyJet to be efficient with network choices, with an emphasis on maximising returns. Continuing to deliver strong productivity, easyJet Airline Company Limited Registered in England with Registered number 3034606; subsidiary of easyJet plc Registered in England with registered number 3959649 Registered Office: Hangar 89, London Luton Airport, Luton, Bedfordshire LU2 9PF, Additional ESG information - Financial Year 2021, Directors' interests and substantial interests. In terms of analysis, EasyJets distribution activities are important in terms of e-commerce, as EasyJet like to consider itself as the webs favourite airline. When rival European budget carrier Air Berlin went belly up in 2017, Lundgren spent$48 millionto buy its operations at several German airports and take on 25 of its airplanes. Normally there would have been close to 100. Pandemics, lockdowns, trade disputes, financial crises and more can depress travel demand and threaten the bottom lines of industry players. EasyJet raised $1.5 billion by selling seven-year bonds, with a 1.875% annual interest rate. Overall the analysis will highlight the inherent threats and weaknesses suffered throughout the industry, and also the importance of innovation to maintain low cost advantage, alliances and size to success. Under pressure from airlines, it later lifted this policy for some European destinations, only to reimpose it as infection rates soared again in Spain and France. In the May showdown vote, the disgruntled founders effort was roundly defeated, with 99% of the shares not held by the entrepreneur and his family casting ballots against removingthe directors. easyJets strategy will seek to continue to lead the market in sustainability, working with our partners to achieve our Net Zero Roadmap and the decarbonisation of the aviation industry. The fuel-efficient jets could help EasyJet reduce its carbon footprint at a time when consumers and governments seemed increasingly likely to hold airlines accountable for their climate impact. Finally the threats from the suppliers bargaining power, this is very strong in the airline industry for two reasons, one is highly skilled labour can command a very favourable terms and second is the price of oil. Follow on from market expansion will also create opportunities for new facilities or services Free Lunch offer on board catering facilities to compete with mainstream airlines. Facebook: quarterly number of MAU (monthly active users) worldwide 2008-2022, Quarterly smartphone market share worldwide by vendor 2009-2022, Number of apps available in leading app stores Q3 2022. When the pandemic struck, Haji-Ioannou decided to renew his pressure to convince the airline to abandon the purchaseultimately mounting a proxy campaign to remove directors from the board. Barton, EasyJets chairman, tried to put the episode behind the company, saying publicly that he hoped EasyJet could reengage constructively with its founder, but that the negative headlines and publicity has placed unnecessary pressure on a dedicated management team and negatively impacted the reputation of this great British and European brand. Indeed,though Lundgrens management team had won the showdown, there were signs of damage. WebDeloitte's new survey report offers a clear view of how companies view and manage the risks that affect their business strategy, based on recent survey results. Porter through the use of the value chain illustrates how resources should be utilised to enhance least-cost production or differentiation strategies (the generic strategies suggested by Porter). Objectives To assess the psychological distress, anxiety, depression, coping strategies, It hoped these measures allow the public to feel confident flying again. Finally the report will examine the extent to which EasyJets current no frills strategy is the appropriate strategic fit to its organisation both in terms of resource capability and business environment. Still, the connection was critical for airlines. Managing for value involves managing both value activities and cost drivers. Here you can choose which regional hub you wish to view, providing you with the most relevant information we have for your specific region. We mentioned the seven most common risk events above, but other project risks could include contractor failure, unexpected life events, data transfer issues, shifting priorities, legal risk, market risk, and project deferral. WebSupport Risk Management by conducting risk awareness workshops and trainings. From simple essay plans, through to full dissertations, you can guarantee we have a service perfectly matched to your needs. They assess the different risks throughout all areas of the EasyJet business. Copyright 2003 - 2023 - UKEssays is a trading name of Business Bliss Consultants FZE, a company registered in United Arab Emirates. However, if EasyJet could significantly differentiate its service over its competitors then it could obtain higher prices. And he was not a happy shareholder: For a decade, he had sparred with a succession of EasyJet CEOs and boardsfaulting them for overly ambitious and costly expansion plans and for ordering too many new aircraft from manufacturing giant Airbus. The airline had become Europes equivalent of Southwest in the U.S. Statista assumes no EasyJet appears to have developed competences in supporting much higher levels of business from the same asset base than other rival airlines. If you need assistance with writing your essay, our professional essay writing service is here to help! So having considered the internal strengths and opportunities above, what are the potential opportunities available to EasyJet and what are the threats faced by EasyJet both from within the Airline industry and as a result of the world economy itself. Taken together, those restrictions mean that summer 2021 is looking increasingly in doubt. Each node of the supply chainsuppliers, plants, warehouses, and transport routesis then assessed in detail (Exhibit 1). Noting that EasyJet had failed to say exactly how the deferral affected EasyJets cash burn, the founder said that EasyJet might have engaged in market manipulation by failing to disclose such details and by using overly optimistic forecasts for when the companys revenues and profits might recover. The company benefits from being one of just four airlines globally thatcurrentlyhave an investment-gradecreditrating, according to Gerald Khoo,a transportation analystwith brokerage firm Liberum. EasyJet may be especially good at outbound logistics lined to its marketing and sales operations and supported by its technology development. Many full-service airlines are locked into hub-and-spoke flight networks that limit their scheduling flexibility, BCGs Molenaar says. The54-year-old Greek-Cypriot entrepreneur hasnt had a formal management role in the airline since he stepped down as chairman in 2002, but he remained a major shareholder, owning more than a third of the company before the pandemic hit. Introduction Company Background, Financial Performance and Key Services EasyJet is an airline company based in Britain Contract, citingforce majeure another factor influencing which build up the air as... Independently of each other business can damage the chances of your business succeeding will identify its strength weaknesses! That limit their scheduling flexibility, BCGs Molenaar says plans receded cleaning, mandatory masks for passengers and crew and. 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