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ENVIRONMENTAL ANALYSIS OF EASYJET AND ITS COMPETITIVE ADVANTAGE BACKGROUND/DEVELOPMENT OF EASYJET Stelios Haji-Ioannou, the founder of easyJet, initially became interested in the idea of a European low-cost airline in May 1994 after being offered a stake in a Virgin Atlantic Airlines franchisee. On refusing the offer, Stelios soon after flew on Southwest Airlines, a successful low-cost carrier in the US. This experience became the catalyst in his decision to create easyJet. EasyJet was established in March 1995, with low-cost flights from London's Luton Airport to Glasgow and Edinburgh in Scotland, supported by an advertising campaign, "Making flying as affordable as a pair of jeans - £29 one way". The flight was full, and demand for low-cost flights grew rapidly. Thereafter, Stelios over the next two years concentrated on expanding easyJet and raised additional finance to invest in additional aircrafts. By 1998 easyJet owned six Boeing 737-300s and flew 12 routes in five...

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