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This report analyses the organisational resources of easyJet in terms of its assets and capabilities.
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Marketing Strategy and Planning Part A EasyJet is Europe's leading low cost airline. Since its first flight in 1995, the airline has grown from a Luton base offering two routes, to one that offers 148 routes from 44 European airports, operating 72 aircraft. During the financial year to 30th September 2003, the company reported pre-tax profits of £52 million on a turnover of £932 million and carried 20.3 million passengers (www.easyjet.com [a]). This report analyses the organisational resources of easyJet in terms of its assets and capabilities. Assets * Physical Assets For easyJet this would include their 72 aircraft, all of which upon purchase are brand new. This has given them a source of differentiation in comparison to other low cost operators, such as Ryanair, which operate a fleet of second hand, old aircraft. As a result the consumer benefits from superior aircraft at similar ticket prices. In addition, the purchase of new aircraft gives easyJet...
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