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| − | Full article:
| + | M5-Strategy-S1 - Summary EasyJet Case |
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| − | <html><a href="/static/files/MBI/Module%205/EasyJet.pdf">EasyJet case</a></html>
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| − | Founder: Stelios Haji-Ioannou
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| − | Founded in 1995 with family money
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| − | Start capital: 5 Mln Pound
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| − | First flight: 29 Pound, slogan "Fly to Scotland for the price of a pair of jeans"
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| − | Modelled after South-West Airlines:
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| − | * One type of aircraft
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| − | * No in flight meals
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| − | * Rapid turnaround time
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| − | * High Air craft Utilsation
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| − | But added new concepts:
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| − | * Avoided travel agents
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| − | * No tickets
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| − | * Flew a brand new Boeing maximizing seat capacity
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| − | * No free drinks of peanuts: everything for sale
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| − | * One free item: in-flight magazine 'easyRider'
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| − | Everything was low costs:
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| − | * No secretary
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| − | * Paperless office
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| − | Savings:
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| − | * 14 pound per passenger for a meal
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| − | * 10 pounds for using Luton in stead of Gatwick airport
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| − | * No business class allowing for more seats
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| − | * Internet sales (60% of revenue)
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| − | * Discount for internet bookings
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| − | * No computer reservation systems
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| − | * Increasing flight time from average 6 to 11.5 hours per day (needed 2 in stead of 3 airplanes)
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| − | * No imbursements for missed flights (only 4% of customers failed to show up for their flight)
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| − | Earnings:
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| − | * Profitable in 1999, though small. 1.5 pound per passenger
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| − | Stelios never compromised safety.
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| − | Personel:
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| − | * Reservation agents were paid on commission bases (per seat sold)
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| − | Marketing:
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| − | * No market research: made sure he got direct customer feedback himself.
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| − | * Any opportunity to get in the news was taken
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| | [[Category:mbi]] | | [[Category:mbi]] |
