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Prize winner
Case
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Reference no. IMD-3-0873
Published by: Institute for Management Development (IMD)
Originally published in: 2000
Version: 11.12.2002
Length: 22 pages
Data source: Field research
Notes: To maximise their effectiveness, colour items should be printed in colour.

Abstract

Stelios Haji-Ioannou, the 32-year-old Chief Executive Officer and founder of easyJet airlines, achieved profitability for the first time in 1999, almost 4 years after launching his London-based low cost carrier. The concept behind easyJet was 'to offer low cost airline service to the masses', and the airline accomplished this by adopting an efficiency-driven operating model, creating brand awareness, and maintaining high levels of customer satisfaction. A key issue in the case is whether the airline will continue to grow and survive in the highly competitive low cost segment of the market. In 2000, Stelios was anxious to try his hand at launching other businesses, so he started a chain of Internet cafes. Some questioned whether Stelios would be able to successfully transfer his low cost business model to Internet cafes. Undeterred, Stelios moved ahead with his plan to create easyEverything, with the belief that he could make a profit by encouraging customers to surf the Internet, send e-mail and shop on-line. Instructors should note that 'easyJet' is the first case in a series that includes 'easyEverything: The Internet Shop' and 'www.easyrentacar. com'.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2000.

Geographical setting

Region:
Europe

Featured company

easyJet
Employees:
501-1000
Turnover:
USD 125 million
Industry:
Airline

Featured protagonist

  • Stelios Haji-Ioannou (male), CEO

About

Abstract

Stelios Haji-Ioannou, the 32-year-old Chief Executive Officer and founder of easyJet airlines, achieved profitability for the first time in 1999, almost 4 years after launching his London-based low cost carrier. The concept behind easyJet was 'to offer low cost airline service to the masses', and the airline accomplished this by adopting an efficiency-driven operating model, creating brand awareness, and maintaining high levels of customer satisfaction. A key issue in the case is whether the airline will continue to grow and survive in the highly competitive low cost segment of the market. In 2000, Stelios was anxious to try his hand at launching other businesses, so he started a chain of Internet cafes. Some questioned whether Stelios would be able to successfully transfer his low cost business model to Internet cafes. Undeterred, Stelios moved ahead with his plan to create easyEverything, with the belief that he could make a profit by encouraging customers to surf the Internet, send e-mail and shop on-line. Instructors should note that 'easyJet' is the first case in a series that includes 'easyEverything: The Internet Shop' and 'www.easyrentacar. com'.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2000.

Geographical setting

Region:
Europe

Featured company

easyJet
Employees:
501-1000
Turnover:
USD 125 million
Industry:
Airline

Featured protagonist

  • Stelios Haji-Ioannou (male), CEO

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