Analysis of the company’s strengths and weaknesses are included in the internal analysis of the company, while threats and opportunities comprise the external analysis.
Strong brand image: The low cost airline has a strong brand image. This has been possible only because the airline uses new aircrafts. Adding to it, the aircrafts are well maintained by the organization. As a consequence, the airline is perceived as one of the safest airlines across Europe. Punctuality has been the biggest strength of the organization. The organization is accepted by all the European countries as one with no home country (Kirnchen, 2007). EasyJet has been able to create a strong Pan European brand image through intensive promotional activities.
Strong e-Business: The Company sells almost all of its tickets through its website (Mayer, 2003). This, in turn, has resulted in the total cost reduction for the organization without compromising on ease and comfort of the passengers.
Cost Effective: EasyJet has positioned itself as a cost leader in the industry. The company operates without offering any extra service to their passengers, like charges for the meals served on board. This has enabled them to build up a ‘cost effective’ image. EasyJet has positioned itself as a ‘different company’ with statements like “We are not fussy, not snobbish, forget about the unnecessary service” (Kernchen, 2007).
First Mover Advantage: EasyJet is the first one to launch ‘flight arrival information service’ on the company website. The organization is innovative and flexible in its operation. For example, it cancels the routes which it finds are not productive enough to support the cost incurred.
Outsourcing: EasyJet outsources most of its divisional work and therefore has to spend a lot of time to manage the relationship with the subcontractors. EasyJet has been experiencing difficulties with the subcontractors in making them share a common