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| Author: | Sull, D. Markides, C. Kuemmerle, W. |
| Title: | EasyJets $500 million gamble |
| Journal: | European Management Journal
1999 : VOL. 17:1, p. 20-38 |
| Index terms: | AIRLINES AIRCRAFT INDUSTRY COMPETITION |
| Language: | eng |
| Abstract: | This case details the rapid growth of easyJet which started operations in November 1995 from Londons Luton airport. In two years, it was widely regarded as the model low cost European airline and a strong competitor to flag carriers. The company has clearly identifiable operational and marketing characteristics, e.g. one typr of aircraft, point-to-point short-haul travel, no inflight meals, rapid turnaround time, very high aircraft utilization, direct sales, cost-conscious customer segments and extensive sub- contracting. easyJets managers identified three of its nearest low-cost competitors, and the strategy of each of these airlines is detailed in the case study. But easyJet also experienced direct retaliation from large flag carriers like KLM and British Airways (Go). |
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