The introduction: the fundamentals of EasyJet
EasyJet Airline Company Limited is famous United Kingdom-based airline, which appeared in 1995. It was founded by Greek businessman. The company is recognized to be one of the most low-cost airlines in Europe. The major point of a company’s business strategy is its fare structure.
In most cases, the clients use the Web, phones to reserve a seat. In other words, the success of the business strategies the company develops depends upon the so-called time policy. Management staff of EasyJet Airline Company Limited explains that the company’s marketing strategies rely on supply and demand.
Koenigsberg, Muller & Vilcassim (2004, p. 1) state that “the magnitude of the increase in price from the first date of seat sales to the departure time is dependent upon the capacity of available seats between the given city pair, and varies inversely with it”.
The thesis statement
To forecast the operation of Strategic Business Units, Information Communication Technologies are to be applies in a proper way. The success of business strategies of EasyJet Airline Company Limited depends upon strategic and tactical management the company relies on.
The body: the company’s business model
The key points of the company’s business model are value proposition (the main principle is to provide the mass market with effective services); simple inputs (there is only Boeing 737, which is used); pervasive technologies (the company applies new technologies to avoid unnecessary costs); simple outputs, i.e. “the company offers no-frills stripped-down services.
A horizontal scope based on common elements in providing a low-cost, efficient service to mass-market customers, where the common Internet technology and “easy” brand provide more relatedness than the actual services themselves” (Business Strategy Review 2004, p. 20); a geographic scope; the same clients (as a rule they are young), and a focused organization.
The success of the organization began with its parent company EasyGroup’s.
“EasyGroup’s expansion from airlines into car rental, Internet cafes and financial services represent incremental rather than radical changes to its core business model” (Business Strategy Review 2004, p. 21).
The conclusion: the basic ways to improve business strategies
In my opinion, further success of the organization depends upon its information communication technologies or their modernization. I would like to point out that strategic tools of the company are to be improved due to ICTs.
To strength the competitiveness of the company, ICTs are to be properly applied. “As businesses can interact more efficiently, competent businesses became digital and networked, facing a whole range of fresh opportunities and challenges” (Buhalis 2003, p. 805). That’s why my decision is based on ICTs improvement or innovation.
I suppose that the company’s business strategies can be modernized due to strategic management. I think there is a need to create a platform for collaboration. It means that the company is to cooperate with various partners. This leads to really pleasant consequences: for instance, the company will improve not only the strategic orientation, but also the tactical one. ICTs improvement is needed to control the external environment.
Reference List
Buhalis, D 2003, eAirlines: Strategic and Tactical Use of ICTs in the Airline Industry. Web.
Business Strategy Review 2004. Web.
Koenigsberg, O, Muller, E, & Vilcassim, N 2004, easyJet® Airlines: Small, Learn, and with Prices, that Increase Over Time. Web.