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B820 TMA 01 December 2003 To Paull Robathan Submitted by Kerry Sheehan CONTENTS PAGE 1 EXECUTIVE SUMMARY4 PART A6 ENVIRONMENTAL ANALYSIS6 STEP ANALYSIS - 19956 THE BUSINESS ENVIRONMENT8 STRATEGIC SPACE8 THE ATTRACTIVENESS OF THE BUDGET AIRLINE SECTOR10 COMPARING MEASURES OF ATTRACTIVENESS IN THE BUDGET SECTOR12 Analysis of Demand and Competition12 Financial Analysis12 Industry Specific Modelling13 SUMMARY13 PART B15 EASYJETS STRATEGY15 DELIBERATE V EMERGENT STRATEGY16 COMPETITIVE ADVANTAGE16 Industry Participation17 MEASURING SUCCESS17 DEVELOPING SUCCESSFUL STAKEHOLDER RELATIONSHIPS18 Operating successfully in the competitive environment19 Maximise Revenue20 Maximise Load21 Minimise Costs22 THE CHALLENGES AHEAD23 SUMMARY26 REFERENCES27 EXECUTIVE SUMMARY It was the finding of this report that the budget airline sector in Europe was attractive to the potential entrants in 1995 However during the remainder of the decade it has proved that the opportunities and attractiveness diminished to the extent that the industry was ideal for acquisitions or indeed mergers Table 4 on page 12 summarises the difference between 1995 and 1999 after consideration of the macroenvironment competitors and financial modelling Furthermore it was concluded that Stelios based his strategy for easyJet around that of Southwest Airlines with a keen focus on Cost focus High customer satisfaction Brand awareness Careful consideration was also given to the individual appeal and entrepreneurial skill of the founder himself To the extent that he was the main asset to the company during formative years but post 1999 could become a source of concern to potential investors The conclusion is that easyJet have positioned themselves well in 1999 to face the challenges of the new millennium but will require professional management and a refocus on core values to offer accessible service to an ever demanding costquality focussed customer base INTRODUCTION This report is divided into two sections addressing the two distinct parts of the question The target recipient is a potential entrant into the Budget Airline Sector In part A we endeavour to Evaluate the attractiveness of the
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