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Business Strategy

INTRODUCTION

The following report deals with the various aspects of the company Easy Jet. To be more précised, the report is all about the management of the company and how they react to different situations and the environment. The report includes some certain and specific analysis for the determination of the capability of the mentioned company which are the macro environment analysis and the micro environment analysis. Other than these factors there are also some other factors which the report includes such as the potentiality of the company and its management. After performing all the required analysis, the report will conclude with the needed recommendation for the betterment of the company as a whole. Easy Jet is a very large scale multinational organisation. Thus the management of the company must be concerned about all the facts that affect the up gradation as well as the degradation of the company. The following report also includes the PESTEL analysis and the porter’s five forces theory for the completion of the project with success. As it is already mentioned above that the Easy Jet company is such a large scale organisation it has a huge number of employees all over the world. To be more précised the number of the employees are more than ten thousand. The management of the company provides their service to the customers in more than thirty countries and operates in nearly 80 routes. A company with such service must possess a strong management department and a skilful leader. Instead of having such dedicated leaders and management department the company would also have to depend upon the rules and the regulation that is needed for the ultimate success of the company. Thus it is important for the management of the company to do all the needful analysis with proper guidelines and skill. 

Macro environment analysis of Easy Jet

Macro environmental analysis can easily be regarded as one of the most important and useful strategies or analysis for any company or organisation. This analysis helps the management of the company to gather all the required information about the company and its various sectors. Other than these there are also some other advantages of the macro environmental analysis. The analysis provides the management of the company with all the information about the external factors of the company. The factors that affect the macro environmental analysis are the political factors, the economical factor, the social factors, the technological factors, the environmental factors and last but obviously not the least is the legal factors. All these factors are described in the following report. With the help of the macro environmental analysis, the company or the management of the company would be able to know their organization, and they will surely be able to prepare the plans and strategies for the sake of the betterment of their organisation as a whole(Centonze, 2009). Other than there are also some other factors that affect the future of the business of the company which will be discussed in the farther report.  

PESTEL analysis

Political factors

Political factors are the most important part of any organisation. The management of the company has to depend upon the legal legislations created by the local or the national government of the nation(Fayolle, & Kyrö, 2008). Easy Jet being one of the most successful and established company has always managed to maintain a nice and pleasant relationship with the local or the national government. This has always helped the company or the management of the company to globalise their company and to spread their business in abroad countries. This has also helped the company as the government has reduced their taxes and landing charges.

Economical factors

Whatever organisation it is, there is always an important factor which is the economical factor. Especially in the airline industry, the economic factor is something which can change at any time. There is always a chance of rising of the cost of fuel and other relevant parts of an aeroplane. Other than these in an airline industry, the management of the company has to invest in many sectors such as the cleanliness of the plane, the security system of the plane as well as the passengers, the decoration and many other factors(Maro, 2011). As the mentioned company is a large scale organisation and has a huge number of employees, the management has to remunerate them satisfactorily. These are the basic economic factors that the management of the company would have to be concerned about for the betterment of the organisation itself.

Social factors

Social factors are also a very important part for the up gradation as well as for the degradation of the company. The airline industry is an open industry for all kind of public. The management has to face all kind of people irrespective of their religion or language or their culture. Thus it is the responsibility of the management of the company to gather all kind of knowledge about the society and the culture of their customers. This will help the management of the company to get accustomed with all the social factors of the place in which the management of the company is operating their business(Rider, Hasselberg, & Waluszewski, 2013). Other than these the management of the company should also be concerned about the other social factors related to the society as well as the needs and requirement of their consumers.

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Technological factors

When it comes to the airline industry, the technological factor is the most important to be considered. Everything in an airline industry is related to technology starting from the booking of the tickets to the landing of the aeroplane. In this case, the Easy Jet has always maintained to provide better quality technology to their customers. The online ticket booking system is quite impressive and user friendy which is a beneficial aspect for the customer. During the flight, there is all kind of technical security provided to the passenger. Thus the management of the company from many surveys, are quite impressive with their technological aspect.

Environmental factors

Whatever organisation it is, it depends on the place or the environment in which the company is operating their business. Choosing the better place to operate the business is not an easy task. The management of the company would have to perform a strong environmental analysis for the selection of the place of the business. The management of the company would also have to gather all kinds of important and relevant knowledge and information about the environment in which they have established their business(Safety and re-regulation of the airline industry, 1988). The Easy Jet Company is providing their service to the customers in more than 30 countries. Thus from their ultimate success, it is quite clear that the management of the company has always been good with their environmental factors.

Legal factors

As mentioned earlier the management of the company for the betterment of the business of the organisation should always maintain a nice and pleasant relationship with the local or the national government. There is much legal legislation designed for the airline industry. Some of them are in favor of the customers, and some of them are for the management of the company. In this case, the Easy Jet Company or the management of the company has always maintained to follow the legal legislations. These are the main things that the management of the company would have to be concerned about for the betterment of the allover performance of the company and their business. As per as many surveys, the mentioned company is totally successful in maintaining all these factors. This can be regarded as one of the reasons behind the success of the management of the company in spreading their business on such a large scale(Vaněk, Mikoláš, & Žváková, 2012). 

SWOT analysis

SWOT analysis is another key faction that the management of any organisation should perform to know their organization and its various aspects in a better way. This analysis includes the strengths, weaknesses, opportunities and the threats that the company of the service of that particular company has.

Strength

The organisation or the management of the organisation should have enough knowledge about the strengths or the key factors of the company which they are providing to their customers. In this case, the mentioned company which is the Easy Jet, are totally successful in maintaining all the required aspects which can act as their strength such as the quality of the journey that they are providing their customers, the quality of food and the most important is the low price of the tickets. The management of the company should work on the key facilities to make them improved and modified.

Weakness

Every organisation has some certain weaknesses which the management of the company should get rid off by using some proper and appropriate guidelines. In this case, though the management of Easy Jet Company is providing their service at a low price, still there are many people who cannot afford to buy their service. This aspect can act as a harmful factor or weakness of the management of the company. As the airline industry is an open and essential industry and anyone can be in need of the service of the mentioned service, the management of the company should re consider their pricing strategy. This will help both the passenger as well as the management of the company to achieve their target which is to reach the top(Weinstein, 2001).

Opportunities

Opportunity is something which can change the fate of any organisation. For that, the management of the organisation should have the knowledge to identify the opportunity that the company has. In this case, the mentioned company always has able to identify the opportunities that the company is getting, and they have worked on the opportunities to make the company more successful with their business.

Threats

As there are many airline industries in the world, each and every airline company and their strategies can act as a threat to the mentioned company. To avoid this kind of threat, the management of the company must perform a strong competitor analysis for the sake of their knowledge on the other rival organisations and their business strategies(Weinstein, 2001). After analysing the threats that the company has, the management of the company should prepare the needed strategies that will help the organisation to make their business success and more profitable. 

Microenvironment analysis of Easy Jet

Microenvironment analysis is again a very important aspect of an organisation or the management of the organisation to improve their business strategies and planning. For the conduction of this analysis, the company and the management of the company would have to follow the porter's five forces theory which is a very important part of the marketing of any organisation. 

Porter’s five forces framework

Rivalry among existing firms in the market

 The management of the mentioned company would have to be preparing to compete with the existing rival organisation in every sector such as the business strategy, employee performance, and customer satisfaction and also in the annual revenue of the company. For that, the management of the company would have to perform a strong competitor analysis on the other rival organisation to gather all the required information about the different strategies that the other companies are taking and what is their customer's feedback. All this required information will help the management of the organisation to build their business strategies.

The threat of new entrant

The management of the company should never underestimate the new entrants in the same fields. Every large scale organisation was once a small-scale organisation. It is the business strategies and the dedication of the management which has led them to the top of the list. Thus the management of the organisation should always consider the fresher organisation as their tough competitors. There is another point which the management of the company should be aware of which is the low price strategy of the fresher organisation. Customers always approach for the organisation or company which is offering them service in low price. Thus the management of the company should also reconsider their pricing strategy by the pricing strategy of the new entrants in the airline industry.

Bargaining power of supplier

Suppliers are the most significant part of any organisation. To be more précised, in the airline industry, there are mainly three kinds of suppliers which are the aircraft suppliers, the petrol suppliers and the airport parking contractors. The job of the aircraft suppliers is to provide all the required body parts of the plane.  The job of the petrol suppliers is to supply sufficient amount of fuel to the organisation an d the job of the parking contractor is to provide a place for parking the plane. All these suppliers always bargain to the management of the company for more money(Wood, 2012). It is the responsibility of the management of the company to handle them with care and do the needful thing which will be beneficial for the betterment of the company.

Bargaining power of the buyer

In the airline industry there is no option for the buyers to bargain for a discount or low price of tickets. On the other hand, it can also be said, that the management of the mentioned organisation has not even given the customers a chance to bargain for a discount as the price that the management of the company has kept for the ticket is already lower than the other airline sectors. Still on occasions and on special dates the management of the company provides some special offers or discount to the customers.

Threat of substitute

Substitute of travelling in the plane is only train or bus or car. But when someone is opting for a long journey the only option he or she has is the airline industry. Thus in this sector also the mentioned company is totally secured.

Potential scenarios of the company

Pessimistic

The potential scenario of the company would be needed for the management of the company to determine the future of that particular company. The pessimistic analysis will decrease the worst that could happen to the company. Though the mentioned airline company is already a very successful and established company still there is always a chance for a downfall of the company in future days. Somehow if the management of the company fails to satisfy the employee or the customers, the company would gradually lose its reputation, and ultimately the management of the company would be harmed. To avoid this kind of issue, the management of the company should be consistent with their performance.

Optimistic

The optimistic potential scenario includes the bright future of the company. In this case, if the management of the Easy Jet Company can maintain the consistency of their performance it would be easier for them to succeed in their mission which is to reach the top position. As mentioned earlier the company is a large scale organisation thus it is quite clear that the management of the company can control and handle all the department of the business of that particular company with proper care and skill. Thus it is the responsibility of the management as well as the employees of the company to improve or modify all the business strategies for the farther betterment of the company.

Generic strategy recommendation

The Easy Jet Company, being a successful and established company the management of the company is totally aware of all the needed guidelines that will help the company to improve its business and profit. Though it is clear that the company is almost perfect with all its aspects, but it should also be noted that the there must be some issues regarding the business of any organisation. In this case, the management of the company is impressive with their strategies. The employees of the company should be more dedicated towards their work and should be loyal to the organisation. It is the responsibility of the leaders as well as the management of the company to look after all the basic needs of the employees of the company(Yudelson, 2008). The management of the company should provide the workers with a better working environment. If the employees of the company are not satisfied with the working environment, then it might disappoint them, and they might get disobedient towards the management of the company. Thus the management of the company should always be aware of the satisfaction of the employees. On the other hand, it is the responsibility of the employees of the company to maintain a nice and pleasant communication with the customers. As the airline industry is an open industry, the management or the employees would have to face the customers directly. If the employees behave rudely with the customers, they would be dissatisfied with the service of the company which will ultimately harm the reputation of the company.

Conclusion

To conclude the report, it must be admitted that the mentioned company and its management is quite appreciable in almost every aspect of their business. The above passages make it clear that the mentioned company has a good reputation and has great customer feedback. The customers who have taken the service of the company are very satisfied with the service of the company. Other than these, through the SWOT analysis, all the strengths and weaknesses of the company can be determined which will ultimately help the management of the company to make better plans for the future of their business. These are the main factors that will affect both the up-gradation as well as the degradation of the company and its business. If the management of the company can follow all the mentioned guidelines, it would be easier for the management of the company to get more success. 

References

Centonze, A. (2009). The airline industry (1st ed.). Heidelberg, Germany: Physica-Verlag.

Fayolle, A., & Kyrö, P. (2008). The dynamics between entrepreneurship, environment and education (1st ed.). Cheltenham: Edward Elgar.

Maro, P. (2011). Environmental change in Lesotho (1st ed.). Dordrecht: Springer.

Rider, S., Hasselberg, Y., & Waluszewski, A. (2013). Transformations in research, higher education and the academic market (1st ed.). Dordrecht: Springer Science + Business Media.

Safety and re-regulation of the airline industry. (1988) (1st ed.). Washington [D.C.].

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