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The Strategic Analysis Of Easy Jet And Easy Group The Analysis Of Organisational Assets And Growth Share Matrix Analysis For The Easy Group

3754 words - 15 pages

IntroductionThe 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 easyJet's assets, then mainly concentrate on its critical capability which formed its core competence. Essentially, historical comparison approach was adopted to evaluate the organization's 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 One1. The overview of easyJet's assets:1.1 Physical assetseasyJet 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.1.2 Financial assetseasyJet 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 easyJet's revenue and profit chart from 1998 to 2003.year to end September revenue (£m) profit(£m)1998 77.0 5.91999 139.8 1.32000 263.7 22.12001 356.9 40.12002 552.0 71.62003 932.0 52.0Figure 1. (go-fly.com, 2004a.)Figure 2 shows easyJet's financial conditions in 2003.Company Type Public (London: EZJ)Fiscal Year-End September2003 Sales (mil.) $1,552.71-Year Sales Growth 80.2%2003 Net Income (mil.) $54.01-Year Net Income Growth (29.4%)2002 Employees 2,0451-Year Employee Growth 27.9%Figure2. (Hoovers, 2004)1.3 Operations assetseasyJet is now offering143 routes from 43 European airports, operating 72 aircraft(67 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 Europe's Number 1 low cost airline. Moreover, easyJet has placed a firm order for 120 Airbus A319 aircraft from September 2003 over five years, with 'price protection' on a further 120 Airbus A319 aircraft until 2012. (go-fly.com, 2004b.)1.4 Human assetsBy November 2003, easyJet has employed over three thousand staffsfunction staff numberscall centre 224airport operations 417pilots and cabin crew 2330management and admin 482total 3,453Figure3. (easyJet.com 2004 a.)easyJet has established an open employee management style which smooths the communication within the organisation. For example, easyJet asks their cabin crew staff to comment on aspects of their work on their internal web site. Most of the firm's corporate information is shared across the business and employees can get information electronically. There are also regular communication meetings, management briefings and a regular newsletter which is sent to all...

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