Easy Jet is a brainchild of Stelios Haji-loannou the son of a Greek shipping magnet who was the founder of the company which dominate the European no frills airline currently. The operation of Easy Jet is based on the belief that the increase on demand for short haul air transport may be price elastic hence if there is a reduction on price for flights more people will fly. This view is not the same with traditional airline concept which is majorly based on the assumption that airline traffic develop in accordance to the economy where decrease in flight prices result to decline in revenue. In addition to that, Easy Jet reason on its Boeing and Airbus aircraft to broadly poses similar characteristic with a wider aisle on the A319 which is first to embark and disembark. They also contain extra seats on board (150 on the A319 compared to 143 on Boeing 737-700) thus the cost will be decreased by about 10% as compared to existing mix aircraft which will contribute in lowering ticket fares (Florian Mayer).
Ryan air is also one of the European leaders towards reducing the total number of people being affected by noise nuisance and decreasing the rate at which this nuisance occurs. It achieves this through the introduction of the new application of modern technology which requires each aircraft to adhere with current noise requirement (Ryan Air, 2006).
Easy Jet operational strategy from point to point takes the form of business model from American air carrier which is southwest. It normally makes its daily operation flights in major primary airports within the cities that it serves which include: Paris Charles de Gaulle Airport and Paris Orly. Apart from that, it also focuses on the methods of attracting customers or business passengers through offering convenient services such as the alternative to transfer on a flight which had been scheduled earlier at no cost charge.
Ryan air too has the same business structure which is borrowed from American air carrier operating in Southwest with its dominancy of flights being experienced in the entire Europe air.According to its operation structure which is its strongest operation being found within secondary airports which include Paris Beauvais Tille Airport which is 75 minute bus journey from Paris this majorly involve passengers being transported from one point to another. This is due to an effort being made by the department of management in ensuring that its flights cost is reduced. (Easy Jet). The strategy of Ryan air was to be all things to all people offering the least fare upon its passengers with the highest customer service. Its operation is limited to complex government regulated environment which is very complex of which its strategy does not hold in front of the complex environment with the current configuration of resources which in turn affected the negatively the share holder.(Ryan Air)
However, Ryan air has consistently maintained its low fare passenger airline which is meant to serve at haul point to point routes between Ireland, UK and the continent of Europe. It has also managed a stiff competition from its competitors by offering a highly differentiated product which is of low fare. In addition to that, Ryan air may achieve this by implementing a better service system which may reduce cost but deliver services and offer employees career development plans which ensure that the employee morale is increased.
Easy Jet also serves 103 destinations which are found within 27 countries in the entire Europe and northern part of Africa. Through its operation strategy for point to point, its home base is in London Luton of which it’s main base being at London Gatwick which offers 63 destinations. However, her also exist other bases through out Europe including: Belfast, Berlin –stonefly, Bristol, Nottingham and Newcastle among other Easy Jet base.
References
- Florian Mayer. 2003. A Case Study Of Easy jet And The Airline Industry. Web.
- Nigel Evans and David Campbell. 2008. Competitive strategy at Ryan air.
- Ryanair.com. 2008. About Us.
- Wikipedia. 2008 Easy Jet. Web.