Easy Jet
| Strengths 1. Attractive prices – cost leadership in the global hotel industry 2. A high level of brand awareness 3. Solid financial performance due to strong cost leadership competitive advantage 4. Advantages of crew certification, training and maintenance due to using a single aircraft family – the Airbus A319 and A320 5. Solid financial performance in Europe
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Weaknesses 1. Difficulty to compete with Ryanair on cost levels 2. Seasonality of earnings 3. Brand image damaged as a result of dispute between EasyJet founder Stelios Haji-Ioannou and the company’s management 4. The competitive advantage is difficult to sustain 5. Low number of departure airports
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| Opportunities 1. Growth of budget airline’s market share due to increasing economic uncertainty in Europe 2. Opportunities for further cost reductions thanks to creativity and innovations 3. Greater concentration on business passengers 4. Further engagement in business diversification following the success of EasyHotel 5. Improvement of operating framework |
Threats 1. Decline in the quality of service due to the further pursuit of cost leadership 2. Decline of the business due to the threats of terrorist attacks 3. Airport price increases may compromise EasyJet competitive advantage 4. Emergence of new competitors with access to cheaper resources 5. The threat of labour unrest to protest against low wages |