easyJet‟s capabilities:
• Market sensing / marketing • Yield management • Relationship management (with suppliers as well as customers) • Operational - unique value chain: use of internet, rapid turnaround time, very high aircraft utilisation, punctuality
2. 3.
Question 1:
easyJet‟s main resources
• Culture • Assets • Capabilities
easyJet‟s Culture:
• • • • • Dominated by Stelios (“man of the people”) Entrepreneurial / Innovative / Risk taking Customer focused Young, friendly, fun, open, inclusive (Culture committee ) Competitive / aggressive (B.A. v/s easyJet)
1.
2.
Q2: Is the “budget airline segment” an attractive place to compete?
3. Power of buyers (High): buyers have increasing power Threat of substitutes (Low): while low for many routes it is nonetheless a factor Competitive rivalry (Medium at present): has the potential to be intense