Easy Jet Strategy and Vocabulary B301 Tma 2 Part 1

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Introduction Easy jet strategy and vocabulary Easy jet is a low cost, efficient, and flexible airline that is been driven by scale and cost advantage, high assets utilization, and efficient capital structure. ‘Sir Stelios Hahi-Loannou founded it in 1995’ (Easy jet corporate media file, p.3) and had its first flight from London Luton to Edinburgh and Glasgow. It has headquartered at London Luton airport with about ‘8446’ employee through UK and Europe. They have 3000 short-haul aircraft in operation in Europe, which were centre on ‘pan European primary airports’ that delivers friendly services, efficient and at low cost (p.6) to their customers. Easy jet is the largest air line in terms of passengers volume – ‘59 million’ (Easy Jet corporate media file, p.3) in UK and internationally across 30 countries with flight scheduled services of ‘600 routes’ as well as the fourth largest short-haul carrier in Europe with a market share of ‘8%’ (Easy jet annual report, 2012, p.12). In order to promote efficient service to customers, they introduce speed boarding that gives passenger’s greater choice over their seat arrangements. Furthermore, the volumes of passenger’s turnover have increased their financial performance to ‘£317 million’ (p.9) profit before tax and after tax of ‘£255 million’ (p.19). Their annual report can be assess at http://2012annualreport.easyjet.com/downloads/PDFs/Full_Annual_Report_2012.pdf and http://corporate.easyjet.com/~/media/Files/E/Easyjet-Plc-V2/pdf/content/press-info-kit.pdf a. Table: The vocabulary of strategy in Easy jet airline (2012 annual report) Term Definition Example (including why chosen and evidence Mission Overriding purpose in line with values or expectations of stakeholders Their mission statement is to ‘leverage cost advantage, leading market position, and brand to deliver point-to-point low fares with operational

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