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Case
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Reference no. 303-193-1
Published by: IBS Center for Management Research
Published in: 2003

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.
Location:
Industry:
Size:
Large
Other setting(s):
1995-2003

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

Location:
Industry:
Size:
Large
Other setting(s):
1995-2003

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