The Web's Favorite Airline
1. COMPANY OVERVIEW
EasyJet was lunched in November 1995 with a fleet of two Boeing 737-300 aircraft flying from London to Glasgow and Scotland. Its mission was to offer low-cost airline service to the masses. This was successfully achieved by offering customers low fares with its no frill flights and adopting an efficiency-driven operational model; high brand awareness, maintaining a high level of customer satisfaction making it one of the leading low-cost airlines in Europe.
Extensive public relations and advertising campaign slogans by easyJet resulted in increasing demand for more flights resulting in the creation of new routes. The concept adopted by easyJet was the use of one type of aircraft which was brand new, point-to-point short haul travel, rapid turnaround time, high aircraft utilisation and no in-flight meals. This concept also involved avoiding the use of travel agents and issuance of tickets thereby encouraging sales over the internet.
By 1998, easyJet had acquired six Boeing 737-300 aircraft and flew twelve routes in five countries. By 1999, the airline had expanded with a fleet of eighteen Boeing 737-300 aircraft
and twenty-seven routes in Europe creating a niche for itself in the low-cost airline business.
2. THE SUCCESS OF EASYJET SO FAR
Much of easyJets' success was due to intensive research of a United States owned low-cost airline ?Southwest Airline'. Most of the concepts for easyJet were adopted from Southwest airline, yet easyJet added its own touch of ingenuity which reduced operating costs even further. EasyJet was strategically located at London's Luton airport. Its location enabled it to take advantage of the low labour costs, c ...