Subject category:
Strategy and General Management
Published by:
IBS Center for Management Research
Length: 17 pages
Data source: Published sources
Abstract
easyJet is one of the most successful lowcost airlines in Europe. With the acquisition of Go, the lowcost subsidiary of British Airways in 2002, easyJet became the biggest low cost airline in Europe, overtaking rival Ryanair to the top position. The case outlines the genesis of easyJet and the major events that occurred in the airline since its inception in 1995. It describes the operational policies adopted by the airline to support its strategy of becoming a cost leader, by cutting out unnecessary frills and non-value added services. The case also describes the marketing initiatives of the airline and some of the controversies it got involved in, because of its attacking advertisements.
Teaching and learning
This item is suitable for postgraduate courses.
Subject category:
Strategy and General Management
Published by:
IBS Center for Management Research
Length: 5 pages
About
Abstract
easyJet is one of the most successful lowcost airlines in Europe. With the acquisition of Go, the lowcost subsidiary of British Airways in 2002, easyJet became the biggest low cost airline in Europe, overtaking rival Ryanair to the top position. The case outlines the genesis of easyJet and the major events that occurred in the airline since its inception in 1995. It describes the operational policies adopted by the airline to support its strategy of becoming a cost leader, by cutting out unnecessary frills and non-value added services. The case also describes the marketing initiatives of the airline and some of the controversies it got involved in, because of its attacking advertisements.
Teaching and learning
This item is suitable for postgraduate courses.Settings
Related
Subject category:
Strategy and General Management
Published by:
IBS Center for Management Research
Length: 5 pages