The EasyJet Business Model and its Market Survival

The easy blue fountain plane Business mystify and its Market Survival1.0 Title2.0 unveiling3.0 Research3.1 Aims3.2 Objectives4.0 Literature review4.1 s head trip duct Industry4.1.1 deregulation of the air passage Industry in the US and in Europe4.1.2 Persian disjuncture War and Recession4.1.3 World Trade centerfield Disaster4.2 calculate publicizeline Industry4.3 narrative of Easy Jet4.4 internationalisation and applied science4.5 Marketing Alliance4.6 No Frills4.6.1 Inputs4.6.2 Product objective4.6.3 performance Design4.7 Competition4.8 Business Model4.8.1 Internet4.8.2 Customer Purchase get4.8.3 World Wide meshing (WWW) Strategy4.8.4 The philosophical system4.9 approaching4.9.1 elfin rider comfort4.9.2 Questionable security old-hats4.9.3 Un genuine tragedy, consequences and expansion in the future tense5.0 Methodology5.1 Secondary data5.2 Choice of interrogation regularity acting5.3 Methodology6.0 Conclusions7.0 Bibliograp hyEasy Jet and the Airline IndustryThe subsequent weaken of the paper is organised as fol natural depressions. portion 3 discusses the aims, objectives and selection movement of the research. contri andion 4 discuses the relevant literature that has been reviewed in the preparation of this paper. It leave describe the skyway industriousness and EasyJets strategy and contrast mould. Section 5 discover(a)lines the methods adopted and the spirit of the methodology underlying the analysis of the findings.Section 6 constitutes the conclusion that is drawn from the research of this paper. Section 7 is the bibliography and references employ in the writing of this paper. This paper makes a case for establishing a immense scale art organisation to exploit a promising bank line opportunity in terms of providing education/c atomic number 18er coun give awaying for Indian students seeking professional advancement through with(predicate) e trulywhereseas undergraduate/ topograph ic bit graduate education.The prize of the above thesis has been determined primarily out of my own determines as an undergraduate student in the United States and afterwards as a post graduate in the United Kingdom. The lede motivation for the paper however transcends personal favors and owes untold to the emergence of hearty forces released by globalisation in developing countries such as India.1.1 globalization and Overseas EducationThe Indian economy has been, for most of the period, fol littleing the acquisition of Independence in the late forties, structured on a change integrity Economy model1 that accorded economic primacy to the diametricaliate. The spirit of central planning dictated the storage allocation of resources in what was essentially a closed and autarkic economy that considered ballwide trade to be of little relevance.All this changed in the early nineties on account of the realisation that the centrist model of development was adequate change magnitudely irrelevant and incapable of providing the economic growth necessary to concur a standard of living that matched those of almost other countries in the world. The collapse of the Soviet Union2 had a readiness to do with this new awargonness since central planning in India had been lift officularly influenced by the Soviet model. In particular the Second cardinal Year Plan (1956 1961)3 which placed heavy emphasis on state owned heavy industries and which played such a giant part in shaping the Indian economy for nearly forty geezerhood was structured by the economist P.C. Mahalonobis who recollectd that the Soviet model contained the most squall to help India secure rapid economic growth.However, heretofore after iv decades of development found on central planning, India had non do much progress, except for achieving what came to be called the Hindu rate of gro3.1 AimsThe aims of the research are to recognise the escapism path pains and the EasyJet Business model and how does it survive in the market.3.2 ObjectivesThe objectives of the research is to analyze the case determine and answer the proposed research question by analyzing the flight path market, EasyJets business model, the future of the low toll carriers and the changing trends in the air lane attention that could shanghai the business of these no falderol airlines.4.1 Airline IndustryThe beginning of the aviation diligence was by Wright brothers who launched their beginning successful flight in Kitty Hawk, North Carolina. Airline was not used as an option in early years because of timidity of jaunt but at once it is used as a meteoric mode of transportation.Since the 1980 RKP (Revenue Passenger Kilometers) was the way the growth of the airline industry is measured. This RKP is big than the real world growth GDP. As we refer to the case in Exhibit 1 we arouse see the growth of the airline industry has faced m some(prenominal) ups and downs since the 1 980s. This changing trend in the airline industry has been because of a transition of reasons such as uncontrollable environmental factors, terrorism, globalization, technology, and so forth The airline companies in the in the beginning years moveed on a in reality huge profit or loss margin. If the number of passengers sum ups it parts in marvelous profit to the airline and in the opposite case bottomland bring huge losses. The airline industry also works on an extremely high fixed hail and because as the demand in the airline decreases the cargo area confederation faces huge losses. Also it should be taken into esteem that it takes 1 2 years to build a plane and indeed increasing capacity immediately because of higher demand spate be taxing for the attach to.The airline industry came into much use only during the 90s because the constitute of production went down and thus was much low- bell by nodes although yet expensive. Then there was no looking endor se for the airline industry as it was a multi billion market and accordingly disceptation increase drastically. Because of globalisation and other factors the demand for business and tourist travel increase at a more than double rate. The increase standard of living and changing trend of visiting places around the world also increased this involve.Increase in the travel was also caused because of competition of other private airlines besides the g allwherenment airlines forcing competition and there after reducing charges even further.The uncontrollable factors effect the airline industry presently or in presently. Some of the factors because of which the airline industry suffered are4.1.1 Deregulation of the Airline Industry in the US and in EuropeIn many countries in the earlier years the government would control certain strategic sectors and airline industry was sensation of them. The airline industry was deregulated in the 1978 in the regular army and about 15 years la ter in Europe. This deregulation bought privatization and therefore there was tremendous increase in competition. In no era it changed from an oligopolistic industry to a perfect competition.Europe was earlier run by the government whereby they controlled the entire system give care where the airlines would fly, changes in bell and the time they would fly. only if after the European economy deregulated the airline industry competition increased even in Europe. The deregulation of the EU in 1992 and rattling minimal trade barriers as per the WTO has increased travel worldwide. This has also given the contrary airlines an opportunity to expand their network and expend better merchandising to survive in this perfect competition. One of the things that constitute changed the way airline industry is operating in 2000 is the introduction of the no frills low bell carriers. by and by deregulation as competition increased more than 75% of the companies left the market as they coul d not read up with the high market share. When the deregulation took place in the ground forces a new airline called SouthWest airline was introduced that cut its prices by 70% therefore being ahead of the competition and capturing more and more market share. In Europe following the SouthWest model Ryanair and EasyJet came into existence. steady besides deregulation the government yet controlled the time s crowds, landing rights and other privi ramificationes awarded by them. Government was also liable in supporting the airline industry by building new infrastructure. in that respectfore even though deregulation took place there was a big political and governmental influence on the industry.4.1.2 Persian disconnectedness War and RecessionThe airline industry even though deregulated had suffered losses until it recovered in the 1988, but it was followed by recession in 1989 and the disjuncture war in 1990 / 1991. The gulf war and the recession which was elongated for four long years derive the industry with a loss of US $22 million.Besides the industry being affected badly there was also decrease in the amount of clients flying as they were scared. Also the high oil prices during the Gulf War increased the fixed salute of the airline which in bowl over increased prices drastically. Airlines became economic only after 1995 as many make up less(prenominal)enings had taken place to satisfy customer demand.4.1.3 World Trade Centre DisasterAs we can see in Exhibit II of the case study we can see that the airline industry was profitable from 1995 up till 2000 and then faced a deep go under in profits when the September eleventh disaster took place. After make of the September 11th made a fewer airline companies institutionalize bankruptcy as they suffered huge looses because of the high cost of production. The September 11th disaster increased security as they hired more military unit and security applications, increase in the waiting time for pass engers and also made air transport genuinely less(prenominal) attractive. consequently airlines had to develop a cycle of trust for their customers as they were adopting alternative methods of conducting business indirect request motion picture conferencing and shared corporate atomic number 19. The substitution of flying increased business in video conferencing by 30% and also it lost 10% of its business and first class customers. SARS and Iraq war decreased earnings even further. All these above external factors directly or in directly affected the airline industry that changed the way business was operated in the twenty-first century. The introduction of the budget airline industry is explained below4.2 Budget Airline IndustryA Budget Airline is a low cost airline which does not issue slates, no connections, quick checking, only whizz class of tickets and sell directly to the customer.Budget airline industry was introduced in 1971 by Rollin King and Herb Kelleher named So uthWest airline which followed the ticket less and no frill strategy. Many years later another airline was introduced following the SouthWest model called RyanAir. It also focused on no frill model and focused on functionality. Just a little later Easy Jet was introduced which was a no frill, and web based booking airline reducing cost drastically.Airlines like British Airways, Air France, Delta etc., earlier would charge a full price if a customer booked ticket in advance and then sell it for a cheaper price as the date comes closer. besides airlines like Easy Jet applied a completely different set model that is cheaper tickets sold in advance and price increases as the date gets closer. Therefore this set model was later applied by many carriers for better profits.4.3 History of Easy JetThe patrician park was introduced by the son of the Greek shipping magnate, Stelios Haji-Ioannou who based it on the SouthWest Model that was introduced in the USA in 1995.The easy jet conc ept is based their pricing model that reduces the air remotee for passengers in short haul flights so that they can fly frequently. The traditional model was that the airlines were sceptical with dispiriting prices as it would affect the revenue enhancement but easy jet has completely proven them price as it is increasing its market share at a debased pace since its existence.Easy jet today has more than 75 routes in 36 European airdromes. The seating are sole by knell engagement or online eliminating the middle men that are the travel agents. After one year of its launch it de sign(a) a website that became a very principal(prenominal) part of the business.Easy jet is a member of the UK airline group that consist of seven other companies and easy jet is responsible to run the traffic control. Easy jet has invested millions of dollars to develop safe and tholepinitimate air traffic to increase and maintain capacity on air and ground for long term future growth.In 2001 e asy jet did a fantastic job by selling 75% of its seats online and therefore has been regarded as Europes second largest airline in UK. This arose the need for expansion and therefore it acquired British Airways premium Go. This acquisition made it the biggest low cost travel company in the world even ahead of its rival Ryan air.The airline also signed a deal in 2002 to purchase 120 Airbus to achieve its destruction for growth. EasyJet also followed the model of single fleet aircraft which makes it easier for livelihood, operating cost and training. But after its acquisition with Go the company faced a lot of redundant administrative cost making it difficult for them to glare the prices.4.4 Globalization and Technology concord to Cogburn (www.unesco.org) globalization is about the monumental structural changes occurring in the butt of production and distribution in the global economy. According to him global companies can break apart business functions and spread them crosswi se the globe. As a result of these unconscious processes developing countries are face up tidal wave of changes, opportunity and challenges.Globalization has made the world a smaller place to live. It has also increased competition worldwide and therefore customers want the best quality at a cheaper rate. Because of globalization and customer demand the airline industry has also changed the way it operates with no frills strategy.The mesh lead change how people live, play and learn. The industrial revolution brought in concert people with machines in factories, and the profits revolution will bring unitedly people with drive inledge and information in virtual companiesit will publicise globalisation at an incredible pace. But instead of happening over 100 years like the industrial revolution, it will happen over seven years. Micklethwait John and Wooldridge Adrian (2000), p 36Companies also adopt to different global strategies like mergers and acquisitions instead of forming a completely new company. This helps the company to increase its customer base but it is also very important for the two companies to integrate themselves so that the core business and strategy is not destroyed. As in the case of EasyJet, it only operated one kind of aircraft for lower overhead and maintenance cost. But when it acquired GO it had different kinds of aircrafts that therefore it was very difficult to keep the price lower. Therefore it is important to follow different global strategies but extensive research needs to be through by forecasting the after affects.4.5 Marketing AllianceThe airline industry has developed from its nascent days when the Wright brothers invented the first airplane. Today it is a large and complex industry spanning the entire globe. Major considerations in the industry today are the global capacity surplus and yield management to bring forward profits and achieve break even points.The paper suggests that European airline industry follows fou r major(ip)(ip) business models, alternatively the business is dual-lane into four categories of workers 1) National Flag Carriers, 2) No Frills Airlines, 3) Regional / Niche players and 4) get airlinesThe National Flag Carriers are the major world airlines that cover a wide range of destinations and distances from long haul intercontinental flights to short distances. clear features of the major carriers are high service standards, common quality, frequent posting programs and code-sharing.During the 80s the major airlines of the world followed a hub and spoke radiation diagram to expand services whereby they would operate from a single airport as its hub and fly to multiple destinations. British Airways was the 1st to develop the London Heathrow airport as its hub.The benefits of the hub and spoke model can be seen from the significant tie-ups and partnerships major airlines have formed. This has given the flyers a large selection of flights and connections to virtually ev ery corner of the world. It has also resulted in better yield managements so that airlines can operate higher load factors.The paper states that airlines currently need 70% load factor for their Jumbo aircraft flying long distances and new aircraft to be launched will reduce that to 58% making airlines more profitable.A study done on the revenue generated by the major world airlines portend a large portion coming from business travellers. After the global economic down turn in 2001, the airlines have seen double digit go down in business travel which has resulted in significant loss of revenue and profitability. The shift has been primarily due to the availability of cheaper alternatives and cost cuts in industries crossways the globe. As a result the market capitalization of the national carriers has fall between 36% and 56% over a span of 2 years from 2001 to 2003.4.6 No FrillsThe No frills model is different from the traditional method of operation. The no frill airlines work on a minimum standard of service, low prices and short flights. The key to their core business is the low cost pricing strategy. Pricing is mainly controlled in the three areas that is4.6.1 Inputs first base cost in inputs is achieved by low cost of labour, similar airplanes for lower maintenance and operation, reduction in airport fees as it would not fly at the big airports, lower wages and better utilization of staff for drill two shifts instead for three, and usually take older flights that have a lower investment.4.6.2 Product DesignThe product design is point to point arrangement with use of secondary airports. This saves cost and helps improve on time performance as the secondary airports are cheaper and less crowded as compared to the busy ones. Point to point arrangements also reduces connection passengers. All seats in a no frill airline are omnibus and has lesser space. They also do not have any lounges, supply and no bag transfers between flights. This helps them t o save cost and improve their performance.4.6.3 Process DesignThe process design offers simplified boarding, disembarking and aircraft service. This helps the airline to save turn around time and therefore can make multiple trips. There are no agents and booking is usually done over the internet which reduces the gross revenue cost and therefore can provide the customer with additional discounts.Therefore as we can see that the inputs, product design and process design reduces the cost by 59% as show in exhibit VI. The table divided the three by reasons of cost reduction by different percentage and it can be seen that each bear to lower cost for the company drastically.4.7 CompetitionAs we know that the no frills strategy has changed the way business is operating in the airline industry. Therefore many major players are fighting to be profitable. Every player is changing its strategy and experimenting in the new market.Lufthansa has reduced capacity and increased its pricing by 4 .5%. This is a new strategy adopted by them as they are reducing the amount of aircraft that is operating. They are also baseball swing wages for workers as well as the remuneration.However other airlines like BA and KLM started new subsidy to compete with the no frill carriers like EasyJet and Ryanair. Both BA and KLM required high investment when their core business was suffering and both of them sold of their operations finally to concentrate on their core business and strategies.Lufthansa who were reluctant to start their own low cost carrier finally invested into Eurowings. They also started a number of flights to Germany called the Germanwings. It was noticed that these major players were investing in many low cost routes by increasing their capacity to capture more market share. They also wanted to keep prices lower to take away the market share from other modes of transportation. British Airways and Lufthansa worked on a strategy that provided lower cost than any of its oth er competitors and these tickets purchased did not need to be booked in advance and was not a restricted ticket. They followed this strategy as it would have been very effective to the customer and in turn would be profitable to them.4.8 Business ModelEasy Jets business model is related to its pricing. It has a built in advantage as it reduces the overhead and administrative cost as it uses an eccentric approach. Easy jet makes every effort to lower all unnecessary costs as they do not deal with travel agents. Customer have to order their ticket either online or over the telephone where additional discounts are given to satisfy customers.The easy jet success is linked to the internet model used by the company to sell tickets. This is a very cost effective and reliable model as globalization and technology comes into existence.4.8.1 InternetEasy jets ticket sales are mainly through the internet. nigh 75% of its sales is through the online website. Earlier customers were a little sceptical to use credit cards and make payment online but in todays high tech world it has boosted the sales of the company drastically.The customer places the order over the internet which gives them a wide variety of choices and dates and fares on tap(predicate) on each flight. The fares offered by Easy jet are lower than the competition and therefore best-loved by the customer.Usually legal age of the airlines work on a return trip basis, but Easy jet follows a one way strategy giving customers the choice of flying one way, round trip or multi leg trip giving them the best and cheapest options addressable as per date and time that is preferred by the customer. Flights that are booked through the web are priced much lower than the telephone giving the customer as advantage by the airline reducing its over head cost.4.8.2 Customer Purchase beginThe website of the company is designed as a process that allows the passenger to yield at any time if he changes his mind. The websit e does not need the passenger to insert enlarge every time he or she needs to view the time and date for a particular flight. The website also has a login system whereby it stores the name, address and all other related personal details so that the customer does not have to take the trouble to go in information every time he or she wants to purchase a ticket. Therefore it registers user names and password so that the entire process if fast and not time consuming. As we know a lot of airline companies as you to fill personal details before they give you the price, date, and time of a particular flight. This can get the customer really frustrated as some clock they only want to check the price to compare it to what the other airlines offer.This ease of use facilities of the website offered to the customer and the low prices available as compared to any other competitor makes it a memorable experience for the customer who wants to return back to easy jet at any other time he or she w ants to make a purchase. This website and pricing model has developed a positive brand image for the company by which it retains customer loyalty and increases its customer base.4.8.3 World Wide Web (WWW) StrategyThe web strategy applied by easy jet has been so successful that more than 75% of their sales are through the internet. Therefore the company is trying to phase out of the telephone reservation to reduce cost even further and will be one of the only airline that would sell airline tickets only through the internet. Their marketing strategy to phase out of this telephone reservations has started by not tilt its telephone number on any marketing and advertising real(a) but just noting its website for further business.Their main reason to phase out of this is because this web approach has been very successful so far and therefore they are confident that it will do well in the future as technology advances and the use of computer is increased and known to all.4.8.4 The Phil osophyEasy jet has been constantly doing new things to develop and increase business. it follows the distinction and first in the market strategy to build its customer base. It has completely changed the operation of the airline industry as many people are aware and buy from easy jet because of the low price of the ticket as well as easy availability for one way, multi leg and round trip tickets. Besides cost cutting and efficiency provided they believe in satisfying their customers a 100% as the word of utter strategy has been proved successful in any business. Therefore these low cost methods of advertising and marketing have made it possible for them to sell tickets at a lower cost compared to all other airlines available in the market.The business model used by easy jet has allowed it to achieve growth in the mature airline industry by applying differentiation strategy in this highly competitive world. It has put a positive perception in the mind of the customer and operating very efficiently and economically as it depends more on the functionality of the airline rather than the frills offered to the customers. The strategy used by easy jet is bold and fresh and can be risky for them as they decided to make sales only through the internet. The company applies sound principles while exploring the market by doing extensive research and therefore is ready to take a few risks as it believes that changes in the company is required for future profits and growth.4.9 FutureThe future of the no frills low cost carriers looks buttonlike as more and more customers are wanting to spend less on travel as they have many options available. As we know that no business model today is perfect so therefore there are a few flaws to this model also as the low comfort of passengers to travel in an aircraft with food and enough leg space, security provided by these aircrafts is questionable and also the uncertainties and external factors of the future can effect the airline industry as it has done over the past.4.9.1 Low passenger comfortThe model applied by low cost carriers is very simple as it follows a no frill strategy. But it is questionable that this model may be too simple for travellers who want to keep their status and also business people whose travelling expense is paid by the company expense. Therefore they would not mind compensable a premium price for their comfort and status. Also majority of these low cost carriers may cancel or reschedule a flight without prior notice and a business traveller going for some important work would not be able to establish scatty and important meeting or order. Also it has to be taken into consideration that low cost carriers like EasyJet fly to secondary airports as they cannot afford the busy airports. Therefore this may not be acceptable to everyone as the secondary airport may be a little far away from the city and therefore other modes of transportation will need to be taken for them to reach th eir destination. Low cost carriers also work on the policy of no cancellation or advanced booking cheaper price but this may not be useful in times of emergency when the customer would end up paying the same price for a normal fare ticket by a major airline and a low cost airline. Therefore the future will determine the changing trend in the airline industr