EasyJet Airlines Case Study Example | Topics and Well Written Essays - 1750 words

EasyJet Airlines - Case Study Example ii. Short haul and direct trips: This feature would attract customer's attention since most of the passengers would be keen on reducing their travel time. iii. Using smaller airport as base airport: In comparison to the bigger airports, the road traffic moving towards smaller airports is less congested. This would make customer's journey to the airport shorter. (4) (a) Distinctive Competence: i. Ability to provide low cost services to its customers ii. Ability to increase number of customers by making extra rotations and effective online system. iii. Ability to manage its employees well by maintaining an informal company culture, a flat management structure and providing them effective training. (b) Operations Mission: The central mission of entire operations of Easyjet is to provide low cost air services to its customers and maintain its standards in order to win maximum possible number of customers. (5) Operational Objectives: (a) The operational objectives of Easyjet can be ranked as follows: 1. Cost 2. Delivery 3. Quality 4. Flexibility (b) Easyjet manages to achieve these objectives in the following ways: i. Cost - Easyjet has been successful in providing low cost services by taking the following steps: (a) Using smaller airports as base airport works out cheaper. (b) As the number of customers increased, Easyjet decided on using Airbus A319. This resulted in savings due to its extra seats and better fuel consumption. (c) By the year 2000 Easyjet decided to perform on its own the jobs that were outsourced until then. This too would have resulted in savings. (d) Through ticketless travelling, Easyjet has been able to reduce it's distribution costs. (e) By charging the customers separately for the food and drinks... ii. Online Discount: The online discount given in March 2000 was higher than that given by Easyjet's competitors. Though it was for just a single trip, it still would have made the impact intended. It resulted in an increase in the number of customers booking tickets online. This in a way acts as an aid for sales promotion. i. Punctuality: Easyjet gives high priority to punctuality and since it has succeeded in maintaining it at industry standards, it would induce the customers to consider Easyjet as one of the options for air services. iii. Using smaller airport as base airport: In comparison to the bigger airports, the road traffic moving towards smaller airports is less congested. This would make customer's journey to the airport shorter. (b) Operations Mission: The central mission of entire operations of Easyjet is to provide low cost air services to its customers and maintain its standards in order to win maximum possible number of customers. (e) By charging the customers separately for the food and drinks served on board, Easyjet is able to exclude the cost of food and drinks from the air fare