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Introduction The assignment was based on a strategic marketing analysis of Easy Jet and Easy Group It will be carried out through two exclusive parts In the first part firstly we are going to give a general overview on easyJets assets then mainly concentrate on its critical capability which formed its core competence Essentially historical comparison approach was adopted to evaluate the organizations relative strengths and weakness The second one is by constructing a Growth-share Matrix for the Easy Group to better understand the balance portfolios of its different Easy companies in it and then the core competence of Easy group will be discussed in detailed Part One 1 The overview of easyJets assets 11 Physical assets easyJet is based at easyLand a bright orange building adjacent to the main taxiway at Luton Airport In an industry where corporate HQs are generally considered to be the ultimate status symbol it is the very embodiment of the easyJet low-cost ethos 12 Financial assets easyJet is founded by Stelios Haji-Ioannou and it is now a Public Limited Company The main strength of its financial operation s that it got a strong balance sheet which allowed it get enough cash to run the business Stelios Haji-Ioannou 2002 Figure 1 shows easyJets revenue and profit chart from 1998 to 2003 year to end Septemberrevenue profit 199877059 1999139813 20002637221 20013569401 20025520716 20039320520 Figure 1 go-flycom 2004a Figure 2 shows easyJets financial conditions in 2003 Company TypePublic London EZJ Fiscal Year-EndSeptember 2003 Sales mil15527 1-Year Sales Growth802 2003 Net Income mil540 1-Year Net Income Growth294 2002 Employees2045 1-Year Employee Growth279 Figure2 Hoovers 2004 13 Operations assets easyJet is now offering143 routes from 43 European airports operating 72 aircraft67 Boeing 737 series and 5 Airbus A319s in November 2003 The phenomenal growth of EasyJet was boosted by its merger with Go-fly in August 2002 making the combined company Europes Number 1 low cost
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