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ORGANISATION AND MANAGEMENT PRACTICES EASYJET REPORT Student Name Song Hui Matriculation Number 200411997 Module Number MGTMM20 Word Count 3407 words CONTENT INTRODUCTION3 OVERVIEW OF EASYJET3 MISSION STATEMENT3 MAJOR STAKEHOLDER GROUPS3 INTERNAL ANALYSIS5 STRENGTHS WEAKNESSES SWOT ANALYSIS5 Strengths5 Weaknesses5 VALUE CHAIN ANALYSIS6 RESOURCES CORE COMPETENCE6 Resources6 Core Competence7 EXTERNAL ANALYSIS8 OPPORTUNITIES THREATS SWOT ANALYSIS8 Opportunities8 Threats8 FIVE FORCES ANALYSIS OF COMPETITIVE ENVIRONMENT8 Potential Entrants8 The bargaining power of buyers9 The bargaining power of suppliers9 The threat of substitutes9 Industry competitors9 STRATEGY11 GENERIC STRATEGY11 PRODUCT MARKET ANALYSIS11 Product Analysis11 The Boston Consulting Group BCG growth share matrix12 Growth Strategies - Organic Acquisition Diversification12 STRATEGY IMPLEMENTATION14 MATCHING STRATEGY WITH RESOURCES14 MANAGING CHANGE14 EVALUATION15 CONCLUSION17 BIBLIOGRAPHY18 APPENDICES20 INTRODUCTION Overview of Easyjet Easyjet was established in March 1995Key events in our history Easyjet 2004 with low-cost flights from Londons Luton Airport to Glasgow and Edinburgh in Scotland The flights were full and the demand for low-cost flights grew rapidly throughout the whole country Since then Easyjet was concentrated on expanding itself and raised additional finance to invest in additional aircrafts Today Easyjet is one of the Europes leading low-cost airlines offering 105 routes to 38 key business and leisure airports in Europe 2003 Annual Report and Accounts Easyjet p 16 2004This is proved by their corporate figures with a total turnover of million and pre-tax profits of million in 2003 2003 Annual Report and Accounts p 4 Easyjet 2004 They are by no means struggling to keep up With a customer base that has consistently grown from the first flight to an impressive 203 million 2003 Annual Report and Accounts p 4 Easyjet 2004 passengers in the 2003 financial
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