COMPETITIVE STRATEGY & INOVATION

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Nov 24, 2024

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COMPETITIVE STRATEGY & INOVATION A case of Easy Jet Team members 1.Sai kiran Mamidala 2.Pavan kumar mohan 3.Sahil anish (no contribution) 4.Praveen kumar Santhanam (no contribution)

Table of contents  Introduction  Marketing strategy used by Easy Jet to compete with others in the market  Evaluation and analysis of specific capabilities of Easy Jet in meeting the challenges of the external environment  Key success or failure factors  Way of performing the task

Introducti on The presentation is all about Easy Jet brand and application of its business strategy for addressing the internal capabilities of the brand, and sometimes the business operations are based on the external forces faced by the brand.

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The marketing strategy used by Easy Jet to compete with others in the market Innovation is the key tool used by Easy Jet to develop the most differentiated position in the Aviation Industry EasyJet is the European airline service provider that uses its UK’s base to operate within Europe. The company functions through paperless transactions via web. EasyJet with its e- marketing approach aimed to provide no frill, low priced air transport services. Stellios’s charismatic and solid leadership creates brand consciousness, maintains higher customer satisfaction level and adopts operating version which is efficiency driven. With the use of telephone the company acquires undercutting traditional careers and raises the savings through direct selling. The company intends to make transportation inexpensive for attracting for customers. The brand operates across 500 destinations including both global and domestic routes which is expanded across 118 nations ( of North Africa, Europe and West Asia). The excellent sustainability of the brand within European market with the application of innovation can be observed.

SWOT model Strength:  Low operational cost  Brand reputation  the most effective distribution channels usage  support of the British government  the simple proven business model ensuring better lowest fare Weakness:  Limited resources to serve the clients for the low fare concept  Low cost raises price war Opportunity:  The differentiation from the traditional airline operations using the low-cots fare  long haul Airline services.  New growth opportunities caters new segments of customers. Threat:  Immediate threat from the rise in the fuel process  threat from the reduced economic situation

Strategic model Canvas Eliminate Competition for the price Free food as well as offering beverage Air Ticket Cancellation of Flights (Ahmed, 2017) Raise Safety quality maintenance Direct flight point to point (Ahmed, 2017) Reduce Airfare Staffing of the employees (Ahmed, 2017) Create Offering the Budget hotel Express the boarding (Ahmed, 2017)

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Porter’s five force model Bargaining power of customers : EasyJet has immensely handled the revenue management aspect to handle the high bargaining power of the customers. Bargaining power of the suppliers: The bargaining power of the suppliers is high due to the limited suppliers in this industry. Force of the substitutes: The low threat of substitutes for EasyJet can be observed. The substitutes as buses, trains, and other transports can be highlighted

Force of the rivals : Flybe, Norwegian Air Shuttle, Pegasus Airlines, Ryanair, Vueling Airlines and others are the strong competitors of EasyJet which are highly considered. Forces of the new entrants : The forces of the new entrants in this industry is low due to the high barriers and high capital requirement.

Pestle analysis Political force: : Increasing changes in the routes by the management, the flight charges, the fuel prices Economic: Due to the low-cost fare approach, the brand has been able to manage the competitive advantage irrespective of the economic issues Social: making the flight within the affordability rates of the average population Technology: strong ERP application Legal: legal aspects regarding the trade-related issues and various operations also have been faced by the brand

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Evaluation and analysis of specific capabilities of EasyJet in meeting the challenges of the external environment Resources Pricing strategy Resources Technology application Value yes Rarity No The differentiated pricing strategy and price discrimination can be highlighted as key aspects of strategy. Most of the airlines prefer the specific system of pricing as airline revenue management and prefer to use price discrimination (Yudhistira, 2016). Value yes Rarity No The high technology application and high level of the ERP application can be highlighted here (Yudhistira, 2016). It is not rare as technology advancement is followed by all the organisations in the aviation industry. Inimitable - No High competition forces the price copying issue and adjusts the process to develop their competitive advantage. Inimitable – yes The technology advancement can be imitable by other competitors. Organisational support – yes The high collaboration with Palantir technology uses the price analytics engine for a better pricing strategy (Yudhistira, 2016). Organisational support – yes High collaboration with Palantir technology has developed an overall competitive advantage of the organisation. VRIO model analysis

Landing slots acquisition and logistics aspects It is a scarce resource and needs excellent assurance Aircraft leasing and purchasing as operations aspects promising growth of the market ensures better profit. Parts and fuel purchasing as operations aspects Monitoring the budget is the key activity Advertisement and promotions as marketing as sales aspect Intense advertisement and promotions Computer reservation system as a service aspect Optimizing the ERP system, a better computer reservation system can be highlighted as an effective business aspect. Call center service as a service aspect Excellent call center value has developed a considerable value chain system effectively by tracking the issues of the customers and resolving the queries. Value chain of EasyJet

Key success or failure factors  A combination of good timing  Targeting the economic aspects of the operating countries  adopting the low price business model  Strong R & D support also can be highlighted as the important success factor of the organisation  Collaboration with the suppliers

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Way of performin g the task  All the group members have been assigned with the tasks based on the overall tasks  The strong collaboration was intended to be maintained between the four team members  Sometimes, the lack of participation in the complete group members has been observed.  Daily progress of the tasks has been recorded

Conclusion Correct strategic applications of EasyJet to maintain their brand sustainability using innovation has been described in this presentation.

Reference s ● PROP | Physicians for Responsible Opioid Prescribing. 2020. E Marketing Tactics Of Easyjet - PROP | Physicians For Responsible Opioid Prescribing. [online] Available at: <http://www.supportprop.org/2018/01/21/e-marketing-tactics-of-easyjet/> [Accessed 4 September 2020]. ● Ahmed, S., 2017. Strategic sales management of AirAsia in Bangladesh ● Kahn, K.B., 2018. Understanding innovation. Business Horizons , 61 (3), pp.453-460 ● Mamrina, Y., Kee, D.M.H., Tursynbay, A., Athiyah, H.A.B.M. and Muhamach, R., 2020. A Case Study on Critical Success Factors of AirAsia. International journal of Tourism and hospitality in Asia Pasific , 3 (1), pp.77-88 ● Oktaviani, D., Mustikasari, R., Kania, D.D., Firdaus, M.I. and Setyowati, T.M., 2019. A Strategy to Improve Aviation Safety of AirAsia Indonesia. Advances in Transportation and Logistics Research , 2 , pp.304-310 ● Yudhistira, G.R., 2016. the Vrio Analysis of Corporate Strategy in Facing the Implementation of the ASEAN Open Skies 2015: the Case of PT. Garuda Indonesia (Doctoral dissertation, UNIVERSITAS BAKRIE) ● Коряжнова, Е.Н. and Глоткина, А.А., 2016. Risk management in aircraft industry. In Неделя студенческой науки Факультета иностранных языков МАИ (НИУ), посвящённая 55-летию полёта Ю. Гагарина (pp. 327-332) ● BusinessTeacher.org. 2020. SWOT Analysis Of Easyjet Airline Company Limited | Business Teacher. [online] Available at: <https://businessteacher.org/swot/easyjet-swot.php> [Accessed 4 September 2020]. ● craft.co. 2020. [online] Available at: <https://craft.co/easyjet/competitors> [Accessed 4 September 2020].

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