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EASYJET CASE STUDY Contents: I. Introduction Question One II. T he business environment in the airline industry in 1994 III. Evaluating attractiveness of the market using STEP IV. Analysis of the competitive environment through Porter's five forces in 1994 V. STEP in 1998-1999 VI. Analysis of the competitive environment through Porter's five forces in 1998-1999 VII. Industry Cycle VIII. Boston Consulting Group Strategic environments matrix Question Two IX. Cost Avantage Strategies X. Cost management, cash flow and asset utilization XI. HR strategy XII. Pricing strategy XIII. Customer satisfaction XIV. Marketing Strategy XV. Building Strategy at easyJet XVI. The Future of easyJet XVII. Conclusion XVIII. References Introduction The attractiveness of the budget airline sector changed considerably between 1994, the year preceding easyJet's launch and 1998-9 by the time easyJet and several other budget airlines were operating in Europe. The attractiveness, or potential profitability, of the airline industry as a whole in 1994 and the budget sector in particular, should first be considered in order to investigate the issues Stelios Haji-Ioannou was facing...

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