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7/23/2019 Alim proposed a strategic plan for EasyJet according to its strengths, weaknesses and the opportunities and threat
1/51
Bljeosxcojab ]swasheom Chphbltfhjs ]sxcy 7411
]atnoh Abof" A34=7053 Taeh 4
]atnoh Abof" A34=7053
11
Bljeosxcojab ]swasheom
Chphbltfhjs ]sxcy]swasheom Tbajjoje
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7/23/2019 Alim proposed a strategic plan for EasyJet according to its strengths, weaknesses and the opportunities and threat
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Bljeosxcojab ]swasheom Chphbltfhjs ]sxcy 7411
]atnoh Abof" A34=7053 Taeh 1
Sagbh l` mljshjs}
H~hmxsoph }xffawy ********************************************************************************************************************************* =
1 Whmhjs }swasheom chphbltfhjs no}slwy ******************************************************************************************** 3
7 Mxwwhjs }swasheom }osxasolj ************************************************************************************************************** ?
7*1 H~shwjab Axcos ************************************************************************************************************************** ?
7*1*1 Famwlhjpowljfhjs ********************************************************************************************************* ?
7*1*7 Snh Fawkhs ******************************************************************************************************************** 11
7*1*= Mlfthsosolj ******************************************************************************************************************* 17
7*7 Ojshwjab Axcos************************************************************************************************************************* 10
7*7*1 Wh}lxwmh Ga}hc Pohu **************************************************************************************************** 10
7*7*7 Lthwasoje Wh}xbs} ********************************************************************************************************** 15
7*7*= Pabxh Mnaoj Ajaby}o} ****************************************************************************************************** 15
7*7*3 Fawkhsoje fo~ ajaby}o} ************************************************************************************************** 77
7*= ]ULS Ajaby}o} *********************************************************************************************************************** 7=
7*=*1 Ojshwjab ajaby}o}9 }swhjesn} ajc uhakjh}}h} **************************************************************** 7=
7*=*7 H~shwjab ajaby}o} 9 lttlwsxjosoh} ajc snwhas} **************************************************************** 78
7*3 Mxwwhjs }osxasolj }xffawy *************************************************************************************************** 70
= ]swasheom cowhmsolj lw snh `xsxwh ************************************************************************************************** 7?
=*1 ]swasheom ltsolj} ajc pawoagbh} apaobagbh ****************************************************************************** 7?
=*7 Ch}mwotsolj ajc hpabxasolj l` }hbhmshc }swasheom ltsolj} ***************************************************** =1
=*7*1 ]swasheom ltsolj 19 H~tajcoje ojsl jhu }hefhjs} ******************************************************** =1
=*7*7 ]swasheom ltsolj 79 Flchwjo}asolj l` gwajc ofaeh ****************************************************** =7
=*7*= ]swasheom ltsolj =9 OS Chphbltfhjs******************************************************************************* ==
=*7*3 ]swasheom ltsolj 39 Mx}slfhw }hwpomh oftwlphfhjs ***************************************************** =3
=*7*8 ]swasheom ltsolj 89 L``hwoje mlftbhfhjsawy }hwpomh} *************************************************** =0
=*= ]swasheom snwx}s ajc lgihmsoph} ********************************************************************************************** =0
=*=*1 ]swasheom lgihmsoph} ******************************************************************************************************* =5
=*=*7 Mwosomab o}}xh} ***************************************************************************************************************** =>
=*=*= Gx}ojh}} fo}}olj whpohu ajc ch}mwotsoph }swasheom }sashfhjs ************************************** =>
=*=*3 Mlwh }swashey ***************************************************************************************************************** =?
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7/23/2019 Alim proposed a strategic plan for EasyJet according to its strengths, weaknesses and the opportunities and threat
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Bljeosxcojab ]swasheom Chphbltfhjs ]sxcy 7411
]atnoh Abof" A34=7053 Taeh 7
=*=*8 Fawkhsoje fo~ chmo}olj} ************************************************************************************************ 37
=*3 Gxcehs *********************************************************************************************************************************** 3=
=*8 Lweajo}asolj ajc Oftbhfhjsasolj **************************************************************************************** 33
=*0 Mljswlb *********************************************************************************************************************************** 33
Mljmbx}olj ********************************************************************************************************************************************* 38
Atthjco~ ************************************************************************************************************************************************ 38
Atthjco~ 19 Aowbojh fawkhs ewlusn *************************************************************************************************** 38
Atthjco~ 79 @lwhma}s ajc ojajmoab chsaob} **************************************************************************************** 30
3 7414 Nab` _haw Wh}xbs} ******************************************************************************************************************* 30
Atthjco~ =9 Sawehshc fawkhs }hefhjs} ******************************************************************************************* 35
Wh`hwhjmh} ********************************************************************************************************************************************* 3?
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7/23/2019 Alim proposed a strategic plan for EasyJet according to its strengths, weaknesses and the opportunities and threat
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Bljeosxcojab ]swasheom Chphbltfhjs ]sxcy 7411
]atnoh Abof" A34=7053 Taeh =
H~hmxsoph }xffawy
Ha}yIhs o} snh }hmljc jl`wobb} aowbojh oj Hxwlth* Os x}h} bluml}s `awh} a} aj ojmhjsoph sl atthab sl
twomhmlj}molx} ta}}hjehw} ajc gx}ojh}} mlj}xfhw}* Os} }swashey o} ga}hc lj bluml}s flchb .ml}sbhachw}not/9 snh flchb mlj}o}s} l` hbofojasoje xjjhmh}}awy ml}s} ajc jljpabxh acchc }hwpomh}"
l``hwoje fojofab `wobb} ajc `lmx}oje h}}hjsoabby lj twomoje a} uhbb a} sxwjoje `boens} awlxjc 78 fojxsh}*
Snh wasoljabh ghnojc sno} }swashey o} sl twlpoch a qxomk }hwpomh ajc mnaweh swaphbbhw} `lw hphwy h~swa"
ojmbxcoje }jamk} lj glawc" najcgae}" `llc" mnhmkoj ajc twolwosy glawcoje* Snh h~thmshc lxsmlfh o}
sl khht lthwasoje ml}s} a} blu a} tl}}ogbh*
Nluhphw" eophj snh ojmwha}oje mlfthsosolj ajc snh }asxwashc apoasolj fawkhs" Ha}yIhs maj jl bljehw
whby }lbhby lj ml}s mxssoje* Oj `ams" ml}s h``omohjmy o} jls a }x}saojagbh }swashey * Oj slcay} `a}stamhc
fawkhs" snh bluml}s aowbojh jhhc} sl oftbhfhjs jhu }swasheom mnlomh} sl }say anhac l` snh
mlfthsosolj* Ammlwcoje sl Kof ajc Faxglwejh .7448/" a ellc }swasheom mnlomh fx}s nhbt amnohphmlfthsosoph acpajsaeh snwlxen ghoje co``hwhjs; Nllbhy hs ab* .7445/ }xttlws} sno} tlojs l` pohu unhj
snhy awexh snas a ellc }swasheom mnlomh fx}s ab}l nhbt chbophw a xjoqxh pabxh acchc sl snh mx}slfhw"
mlxtbhc uosn a mbhaw ajc poagbh pohu l` nlu sl tl}osolj ylxw}hb` xjoqxhby oj ylxw ojcx}swy* A
}xmmh}}`xb }swashey whqxowh} a }swlje mlwwhbasolj ghsuhhj mlftajy} amsoposoh}" po}olj" pabxh} ajc os}
mx}slfhw} jhhc}* Oj `ams" snhwh }nlxbc gh noen mlj}o}shjmy ghsuhhj os} mlwtlwash }swashey ajc snh
fawkhs chfajc .Mnhwjhp ajc Klsbhw" 744>/*
Khy }swhjesn} ojmbxch chfajcga}hc ajc cyjafom twomoje" ml}s h``omohjmy" `hu `wobb} ajc `a}s
sxwjawlxjc sofh} aowmwa`s* Uhakjh}}h} awh bamk l` mx}slfhw whshjsolj tlbomy ajc `lmx} lj
mx}slfhw} pabxh" blu bhphb l` mx}slfhw }hwpomh ajc snh `lmx} lj ml}s mxssoje h}}hjsoabby*@xwsnhwflwh" Ha}yIhs na} jl }thmo`om xjoqxh }hbboje twltl}osolj ajc na} sl chab uosn os goeeh}s
mlfthsoslw} }swhjesn}9 Wyajaow l``hw} snh bluh}s twomh} oj bluml}s aowbojh} fawkhs* Sno} fawkhsoje
tbaj noenboens} `oph lttlwsxjosoh}9 noenhw chfajc `lw blu `awh} `boens}" whmh}}olj" ojmwha}h oj snh
pabxh l` mlwtlwash }lmoab wh}tlj}ogobosy oj snh fawkhstbamh" acpajmhc jhu shmnjlbleoh} chphbltfhjs
ajc uosncwauab l` `xbb }hwpomh} `wlf wheoljab fawkhs sl ojshwjasoljab fawkhs* @oph snwhas} awh ab}l
accwh}}hc9 `bxmsxasolj oj `xhb twomh}" `a}stamhc ajc mlfthsosoph fawkhs" jasxwab co}a}shw}" bluml}s
aowbojh} ofaeh ajc ojmwha}h oj mawglj col~och ea}h} oj snh aow cxh sl aowmwa`s} mlj}xftsolj* Snx}" lxw
}swasheom mnlomh} uobb `ow}sby mljmhjswash lj gxobcoje bljeshwf whbasolj}not uosn mx}slfhw} ajc
oftwlpoje mx}slfhw }hwpomh snwlxenlxs twlcxms chphbltfhjs* ]hmljcby" uh uobb `lmx} lj h~tajcoje
ojsl jhu }hefhjs} a} uhbb a} hjpowljfhjsab o}}xh} ajc twlfo}h} snwlxenlxs twlcxms chphbltfhjs*
Sno} whtlws uobb `lmx} lj unhwh Ha}yIhs o} jlu" unhwh Ha}yIhs o} eloje ajc nlu Ha}yIhs uobb fajaehc
sl ehs snhwh lj snh bhphb l` glsn os} mlwtlwash }swashey ajc os} }swasheom mnlomh}* Oj lwchw sl }xeeh}s
mbhaw whmlffhjcasolj} sl Ha}yIhs" uh naph copochc sno} whtlws ojsl snwhh failw }hmsolj}* @ow}sby" uh
uobb ch}mwogh Ha}yIhs} whmhjs ta}s" os} ehjh}o} ajc snh failw hphjs} snas lmmxwwhc uosnoj os} gx}ojh}}
}ojmh os} ojmhtsolj oj 1??8* @xwsnhwflwh" os} mxwwhjs }osxasolj uobb gh co}mx}}hc" snas o}" snh
lthwasoljab tlbomoh} snas Ha}yIhs acltshc sl }xttlws os} }swashey l` ghmlfoje a ml}s bhachw" ajc lxw
snowc taws uobb mljmhjswash lj snh fl}s attwltwoash }swasheoh} snas jhhc sl gh oftbhfhjshc gy
Ha}yIhs lj snh ga}o} l` `lwheloje ojshwjab ajc h~shwjab ajaby}o}*
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7/23/2019 Alim proposed a strategic plan for EasyJet according to its strengths, weaknesses and the opportunities and threat
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Bljeosxcojab ]swasheom Chphbltfhjs ]sxcy 7411
]atnoh Abof" A34=7053 Taeh 3
1 Whmhjs }swasheom chphbltfhjs no}slwyHa}yIhs o} ljh l` snh Ha}yEwlxt }xg}ocoawoh} snas ua} `lxjchc oj 1??8 gy ]shbol} NaioBlajjlx unl o}
snh lujhw snh unlbh Ewlxt* Ha}yIhs o} a Hxwlthaj bluml}s aowbojh unomn x}h} blu `awh} a} aj
ojmhjsoph sl atthab sl twomhmlj}molx} mx}slfhw} }hefhjs} jafhby bho}xwh mlj}xfhw}" snl}h unl
swaphb `lw `afoby wha}lj} ajc hjswhtwhjhxw} l` }fabb `owf}* Os slsabby oejlwhc snh baweh fawkhs l`
gx}ojh}} ta}}hjehw}* Snh mlftajy} faoj ga}h o} Bxslj aowtlws snas o} awlxjc =4 fojxsh} gy wlac
`wlf Jlwsn Bljclj ajc 7> fojxsh} auay `wlf Bophwtllb ]swhhs waobuay }sasolj* Ha}yIhs" unomn o}
tlwswayhc a} snh fl}s }xmmh}}`xb }xg}ocoawy l` Ha}yEwlxt" h}}hjsoabby lthwash} uosnoj 3 wlxsh} oj snh
XK .`wlf Bxslj sl Eba}elu" Ghb`a}s" Hcojgxwen ajc Bophwtllb/ unhj os }sawshc lthwasolj} oj
jlphfghw 1??8* Snh owf gheaj uosn 7 bha}hc aowmwa`s} .glhoje 5=5744/ ajc 10 wh}hwpasolj aehjs}*
]lxsnuh}s aowbojh}" snh ulwbc fawkhs bhachw oj bluml}s mawwohw}" na} ghhj a failw oj}towasolj `lw
Ha}yIhs gx}ojh}} }swashey snas ml}s bhachw}not ga}hc lj bluml}s flchb; sno} fhaj} jl oj`boens `wobb}"
tlojssltlojs }nlwsnaxb swaphb" `a}s sxwjawlxjc sofh" }oejo`omajs aowmwa`s xsobo}asolj" cowhms }abh}"
twomhmlj}molx} ta}}hjehw} ajc h~shj}oph }xgmljswamsoje* @wlf 1??8 sl 1??5" Ha}yIhs }swasheom
twolwosoh} uhwh }a`hsy" txjmsxabosy ajc blu ml}s} }l a} sl fa~ofo}h faweoj}* @ow}sby" os twlfo}hc sl
hj}xwh }a`hsy snwlxen noenby }hmxwh swaphb sl os} ta}}hjehw} ga}hc lj aj h``omohjs `boens fajaehfhjs
}y}shf ajc casa* ]hmljcby" os hj}xwhc whboagobosy ajc mlj}o}shjmy snwlxen aj oftwh}}oph whmlwc l` lj
sofh chtawsxwh ajc awwopab* Ha}yIhs} 1??5 ajjxab whtlws whphabhc snas wlxenby ?8( os} `boens} awwophc
as ch}sojasolj uosnoj 74 fojxsh} l` }mnhcxbhc sofh" a whmlwc ljby hqxabby gy Gwoso}n Aowuay} .GA/*
Snowcby" Ha}yIhs aofhc sl l``hw snh bluh}s `awh} oj snh bluml}s aowbojh} fawkhs* Snx}" os ua} x}oje ljh
syth l` aowmwa`s oj lwchw sl bluhw faojshjajmh ml}s}* Ha}yIhs ua} ab}l l``hwoje mlfthsosoph twomh}
uosn a jl`wobb} }hwpomh }l a} sl whcxmh mx}slfhw }hwpomh a} fojofxf a} tl}}ogbh* @lw oj}sajmh" snhwh
uhwh jl `whh cwojk}" fhab} lw a}}oejhc }has} `lw ta}}hjehw} bokh oj snh `xbb`awh aowbojh}* Snhwh uhwh
ab}l jl mlfthj}asolj lw exawajshh swaj}`hw} `lw chbay}; }ofobawby" snhwh uhwh jl mlfthj}asolj `lw
bl}} lw cafaeh l` gaeeaeh*
Xjbokh swacosoljab aowbojh} }xmn a} Gwoso}n Aowuay} snas mljmhjswashc lj nxgajc}tlkh swa``om" Ha}yIhs`lmx}hc lj tlojssltlojs `boens}* Accosoljabby" Ha}yIhs x}hc }hmljcawy aowtlws} sl hbofojash
xjjhmh}}awy ml}s}* Ha}yIhs x}hc Bxslj aowtlws a} failw nxg }ojmh os o} mbl}h sl mhjswab Bljclj ajc
mnawehc bluhw aowtlws `hh} snaj Bljclj} faoj aowtlws} .Nhasnwlu ajc Easuomk/* Ajlsnhw tlojs
ulwsn fhjsoljoje nhwh o} Ha}yIhs} mlwh matagobosoh} }xmn a} `bh~ogobosy" }thhc ajc h``omohjmy unomn
atthabhc sl mx}slfhw}* Fl}s l` os} lthwasolj} uhwh lxs}lxwmhc; os fa~ofo}hc tathwbh}} lthwasolj}9
shbhtnljh gllkoje ua} h}}hjsoabby x}hc `lw wh}hwpasolj a} uhbb a} somkhsbh}} mnhmkoj sl fojofo}h
ua}sh* ]xgmljswamslw} uhwh wh}tlj}ogbh `lw mnhmkoj} ajc nhbtch}k* Jls ljby coc sno} nhbt whcxmh
co}swogxsolj ml}s} gxs ab}l oftwlphc h``omohjmy* @ojabby" Ha}yIhs l``hwhc jl gx}ojh}} mba}} }has} oj
lwchw sl fa~ofo}h os} aowmwa`s} matamosy" sno} hftna}o}h} snh h``omohjs x}h l` os} aowtbajh}*
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7/23/2019 Alim proposed a strategic plan for EasyJet according to its strengths, weaknesses and the opportunities and threat
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Bljeosxcojab ]swasheom Chphbltfhjs ]sxcy 7411
]atnoh Abof" A34=7053 Taeh 8
Oj 1??>" snh chfajc ua} ojmwha}oje ajc Ha}yIhs lthjhc a }hmljc nxg oj Bophwtllb a} Bxslj aowtlws
ua} jl bljehw baweh hjlxen sl }aso}`y snh ewluoje chfajc* Sno} yhaw fawkhc snh `ow}s sxwjoje tlojs oj
Ha}yIhs} ewlusn; snh mlftajy ua} uochby tlwswayhc a} snh flchb bluml}s Hxwlthaj aowbojh* Os}
jxfghw l` ta}}hjehw} ojmwha}hc gy ?>*3 ( `wlf =4"444 oj 1??8 sl 1">>4"444 oj 1??> a} a wh}xbs l`
Ha}yIhs h``omohjmy* Ha}yIhs clxgbhc os} wlxsh} ajc nhjmh`lwsn lthwashc uosnoj 17 wlxsh}; os h~tajchc
os} awha} l` amsoposy `wlf 7 sl 8 mlxjswoh} .Snh XK" @wajmh" ]taoj" Jhsnhwbajc} ajc ]uoshwbajc/*
Accosoljabby" snh Ha}yIhs }sa`` }oejo`omajsby ojmwha}hc ajc mlj}o}shc l` 1== wh}hwpasolj aehjs}" 38
fajaehw} ajc acfojo}swaslw} a} uhbb a} ?4 tobls} ajc magoj mwhu* Os ab}l lujhc a `bhhs l` 0 Glhoje
5=5=44} unomn hjagbhc os} gx}ojh}} sl ewlu }xg}sajsoabby ojmwha}oje os} `boens} `whqxhjmy .74fojxsh
sxwjawlxjc sofh} oj}shac l` 75 fojxsh}/* Ha}Ihs maj snhwh`lwh amnohph h~swa wlsasolj} lj snh noen
`whqxhjmy wlxsh}" snhwhgy mlj}ochwagby oftwlpoje glsn baglxw ajc aowmwa`s} twlcxmsoposy*
@xwsnhwflwh" Ha}yIhs `bhu os} Glhoje 5=5} `lw 11 nlxw} a cay" 3 nlxw} bljehw snaj Gwoso}n Aowuay}*
Ha}yIhs} tobls} `bhu ?44 nlxw} a yhaw snas whtwh}hjs} 84( flwh snaj GA tobls}* @ojabby" snh bluml}s
aowbojh taojshc os} aowmwa`s} oj gwoens lwajeh mwhasoje a }swlje mlwtlwash ochjsosy ga}hc lj lwajeh
mxbsxwh }l a} sl wao}h os} gwajc auawhjh}} aflje tlshjsoab mx}slfhw}* Ojshwjabby" sno} po}xab ochjsosy
hjagbhc snh mlftajy sl }swhjesnhj os} mlwtlwash ajc lweajo}asoljab mxbsxwh chphbltoje a kojc l`
Ha}yBajc`lw os} }sa`` fhfghw} uosn a phwy `bas fajaehfhjs }swxmsxwh unomn hbofojash} ua}sh`xb
bayhw} l` fajaehfhjs* Abb snh}h mwhash a tbha}hc ulwkoje hjpowljfhjs `lw hftblyhh}* Sno} nhbthc
Ha}yIhs ojmwha}h os} tltxbawosy glsn oj snh XK ajc oj Hxwlth a} a unlbh*
Snhwh`lwh" os ghmafh a failw mlfthsoslw sl `bae mawwohw} a} uhbb a} h~o}soje jl`wobb} aowbojh} bokh
Chgljaow ajc Poweoj H~twh}} ajc }xg}hqxhjsby" Ha}yIhs ua} glxjc sl gh a }oejo`omajs snwhas `lwWyajaow" snh bhachw l` bluml}s mawwohw} oj Hxwlth* Ch}tosh os} oj`hwolw jxfghw l` aowmwa`s} a}
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7/23/2019 Alim proposed a strategic plan for EasyJet according to its strengths, weaknesses and the opportunities and threat
7/51
Bljeosxcojab ]swasheom Chphbltfhjs ]sxcy 7411
]atnoh Abof" A34=7053 Taeh 0
mlftawhc sl os} goeeh}s wopab Wyajaow" Ha}yIhs whfaojhc mlfthsosoph cxh sl os} asswamsoph twomh} ajc os}
matamosy .13> }has}/*
Mlftawo}lj ghsuhhj snh faoj jl wobb} aowbojh} oj Hxwlth
]lxwmh9nsst9,,`st*xsabma*mb,twl`h}lwh},t`xhjsh},MM7,Fashwoab\Cojafoma,Shfa=,]8,Flwhmwl`s\Mt\0,ha}yIhs(74Ma}h,ha}yIhs(74awsombh(74gy(74Clj(74]xbb*tc`
Snh `bae}not l` snh yhaw 1??> ua} oj Atwob unhj Ha}yIhs chphblthc os} uhg}osh fakoje gllkoje
apaobagbh lphw snh ojshwjhs* Sno} ua} fxmn mnhathw ajc `a}shw snaj shbhtnljh gllkoje `lw glsn
Ha}yIhs ajc os} mx}slfhw}* 1??> ab}l fawkhc snh ojshwjhs ajc coeosab fawkhsoje gllfoje* Snx}"
Ha}yIhs }sawshc l``hwoje co}mlxjs} sl mx}slfhw} ljbojh a} mx}slfhw} }hhfhc sl gh flwh ojshwh}shc h
wh}hwpasolj snaj shbhtnljh gllkoje* A`shw os} baxjmn" snh uhg}osh ammlxjshc `lw =>( l` somkhs }abh}
uosn 1"444 }abh} oj snh `ow}s fljsn ajc >44"444 gllkoje} gy Axex}s 1???* A} ha}yIhs%} gwajc
auawhjh}} ewhu" }l naph ta}}hjehw jxfghw}9 `wlf a fhwh 1">>4"444 oj 1??> sl a wh}thmsagbh
http://ftp.utalca.cl/profesores/pfuentes/CC2/Material_Dinamica/Tema3/S5/Morecroft_Cp_6/easyJet%20Case/easyJet%20article%20by%20Don%20Sull.pdfhttp://ftp.utalca.cl/profesores/pfuentes/CC2/Material_Dinamica/Tema3/S5/Morecroft_Cp_6/easyJet%20Case/easyJet%20article%20by%20Don%20Sull.pdfhttp://ftp.utalca.cl/profesores/pfuentes/CC2/Material_Dinamica/Tema3/S5/Morecroft_Cp_6/easyJet%20Case/easyJet%20article%20by%20Don%20Sull.pdfhttp://ftp.utalca.cl/profesores/pfuentes/CC2/Material_Dinamica/Tema3/S5/Morecroft_Cp_6/easyJet%20Case/easyJet%20article%20by%20Don%20Sull.pdfhttp://ftp.utalca.cl/profesores/pfuentes/CC2/Material_Dinamica/Tema3/S5/Morecroft_Cp_6/easyJet%20Case/easyJet%20article%20by%20Don%20Sull.pdfhttp://ftp.utalca.cl/profesores/pfuentes/CC2/Material_Dinamica/Tema3/S5/Morecroft_Cp_6/easyJet%20Case/easyJet%20article%20by%20Don%20Sull.pdf -
7/23/2019 Alim proposed a strategic plan for EasyJet according to its strengths, weaknesses and the opportunities and threat
8/51
Bljeosxcojab ]swasheom Chphbltfhjs ]sxcy 7411
]atnoh Abof" A34=7053 Taeh 5
8"??0"444 gy snh hjc l` ]htshfghw 7444* Sno} o} aj ojmwha}h l` 0>(* Sno} `a}stamhc ewlusn l`
chfajc bhc Ha}yIhs sl ojmwha}h os} ljbojh co}mlxjs sl 7*84 `lw a }ojebh swot9 os ua} snh noenh}s bhphb l`
thwfajhjs co}mlxjs l``hwhc gy aj aowbojh mawwohw oj snh aowbojh fawkhs* Cxwoje sno} thwolc" twl`os} naph
ewluj sl 77*1 fobbolj ajc whphjxh} whamnhc 70=*5 fobbolj*
Gy ]htshfghw 7444" ljbojh somkhs} }abh} whamnhc >8( l` slsab }abh} ajc Ha}yIhs ghmafh snh toljhhw
snas gwlkh snh flxbc a} os} uhg}osh ua} mlj}ochwhc a} snh fl}s asswamsoph }osh ajc snh flchb l` snh
aowbojh ojcx}swy* Oj accosolj" Ha}yIhs ua} as snh `lwh`wljs l` snh x}h l` snh ojshwjhs `lw powsxab somkhsoje
amnohpoje fl}s l` os} }abh} lj os} uhg}osh* Jls ljby coc sno} ljbojh }abh} }swashey nhbt Ha}yIhs whcxmh
ml}s}" gxs os ab}l hjnajmhc snh }hwpomh h``omohjmy a} snh mnhmkoj mlxbc gh qxomkhw* Snh yhaw 7444 ab}l
fawkhc a sxwjoje tlojs oj Ha}yIhs }swasheom chphbltfhjs no}slwy* A`shw os} jhawh}s wopab Wyajaow unomn
sllk lphw Gx" Ha}yIhs glxens ljh l` os} failw mlfthsoslw}" El" uosn unlf os nac ghhj hjeaehc oj
a `ohwmh twomh uaw lj mhwsaoj wlxsh}* Snh }swasheom wasoljabh ghnojc sno} amqxo}osolj l` El ua} jls ljby
sl hbofojash a failw wopab" gxs ab}l sl txwmna}h fawkhs }nawh oj a `a}stamhc ajc mnabbhjeoje
fawkhstbamh unhwh snhwh awh hmljlfoh} l` }mabh* Ammlwcojeby" Ha}yIhs} fawkhs }nawh ojmwha}hc gy
04( oj 7447 fakoje os snh baweh}s bluml}s mawwohw oj Hxwlth* Gy 7443" lphw ?=( l` abb }abh} uhwh
ljbojh fakoje Ha}yIhs ljh l` snh goeeh}s ojshwjhs whsaobhw} ulwbuoch* Ha}yIhs} ajjxab mx}slfhw}
ewhu xt gy 58( `wlf 8"??0"444 oj 7444 sl 73"=44"444 oj 7443* A} a wh}xbs" snh matamosy x}h
}oejo`omajsby ojmwha}hc* Snh matamosy x}h wh`hw} sl snh wash l` glxens whphjxh ta}}hjehw koblfhswh}
.WTK/ sl apaobagbh }has koblfhswh} .A]K/* Snh aowbojh ojcx}swy} }saso}som} chflj}swashc oj 7443 >4*?(
`lw Wyajaow" >3*8( `lw Ha}yIhs" gxs ljby 53( `lw Bx`snaj}a ajc 5=( `lw Gwoso}n Aowuay}* Os} `lmx}hc
}swashey lj OS nhbthc snh mlftajy }say anhac l` snh mlfthsosolj*
Ajlsnhw tlojs ulwsn jlsoje nhwh o} snh }oejo`omajs oftams l` OS flchb lj Ha}yIhs thw`lwfajmh ajc os}
}swashey a} a unlbh* ?>( l` Ha}yIhs gllkoje} awh fach lj snh ojshwjhs* Snhwh`lwh" snh `owf na}
whoj`lwmhc os} OS flchb }swashey snwlxenlxs tawsjhw}not} uosn twh}soeolx} mlftajoh} bokh Fomwl}l`s"
]appo} ajc ]ltwa Ewlxt* @lw oj}sajmh" Ha}yIhs mlbbaglwash} uosn ]ltwa Ewlxt }ojmh 7443; snhy mwhashc
a jhu bluml}s OS chphbltfhjs flchb unomn }hs} Ha}yIhs ataws `wlf os} mlfthsoslw} snh flchb o}
ojjlpasoph ajc xjoqxh oj os} attwlamn sl chbophwy* Snh wasoljabh ghnojc sno} ojjlpasolj o} sl
oftbhfhjs ewhashw ojshewashc shafulwkoje* ]ltwa Ewlxt nhbt} Ha}yIhs hj}xwh chphbltfhjs ajc
faojshjajmh l` os} faoj casaga}h unomn mlj}o}s} l` mx}slfhw oj`lwfasolj fajaehfhjs" `boens
wh`hwhjmh} a} uhbb a} gllkoje}* ]ltwa Ewlxt ab}l nhbt} snh mlftajy hjnajmh os} faojshjajmh l` snh
mnhmkoj ajc chtawsxwh }y}shf}* Oj accosolj" os }swhjesnhj} os} hgllkoje }y}shf unomn o} posab sl os}
h``omohjs wxjjoje a} hwh}hwpasolj o} aj ojshewab taws l` Ha}yIhs} lthwasoje flchb* Hwh}hwpasolj
}y}shf chshwfojh} snh thw`lwfajmh l` Ha}yIhs ghmax}h o` sno} }y}shf `aobhc" }sa`` fhfghw} ulxbc
naph sl x}h fajxab twlmh}}h} unomn fay whqxowh hftblyhh} sl }thjc flwh sofh sl amnohph sa}k}*
Sno} mlxbc nojchw mlftajy} ewlusn bhacoje sl mlj}ochwagbh `boens chbay} ajc mx}slfhw
co}}aso}`amsolj ajc ojmljphjohjmh*
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7/23/2019 Alim proposed a strategic plan for EasyJet according to its strengths, weaknesses and the opportunities and threat
9/51
Bljeosxcojab ]swasheom Chphbltfhjs ]sxcy 7411
]atnoh Abof" A34=7053 Taeh >
Ha}yIhs} ta}s }swasheoh} naph }oejo`omajsby yhs tl}osophby oj`bxhjmhc os} mxwwhjs }osxasolj* Os} ewluoje
}xmmh}} oj Hxwlth na} hjagbhc Ha}yIhs sl h~tajc os} amsoposy oj Jlwsn A`woma .Flwlmml" Sxjo}oa" Heyts/
`wlf 7440 sl 7411* Nh na} ab}l h~tajchc os} mx}slfhw ga}h lthwasoje a flchwj ajc h~tajcoje `bhhs
ojshj}ophby lj mlfthsosoph wlxsh} sl accwh}} snh fa}} fawkhs a} a unlbh* Gx}ojh}} swaphbhw} naph
ghmlfh os} mlwh sawehs axcohjmh* Ha}yIhs} gx}ojh}} flchb ga}hc lj OS chphbltfhjs" jl `wobb}"
mlffosfhjs sl }a`hsy" a cyjafom whphw}h twomoje }y}shf" somkhsbh}} ajc tathwbh}} lthwasolj} naph
watocby hjnajmhc os} amsoposy noenboensoje os} ml}s mxssoje ajc h``omohjmy* Snh uay snh ojshwjhs na} ghhj
ojmlwtlwashc ojsl snh Ha}yIhs gx}ojh}} flchb na} slsabby gll}shc snh mlftajy} lthwasolj eopoje os a
}x}saojagbh mlfthsosoph hceh a} uhbb a} a }swlje whtxsasolj*
@xwsnhwflwh" snh mlbbaglwasolj ghsuhhj Ha}yIhs ajc ]ltwa na} mwhashc a }xg}sajsoab pabxh sl
Ha}yIhs} OS gx}ojh}} flchb* Oj `ams" ]ltwa na} hjnajmhc Ha}yIhs} }l`suawh chbophwy twlmh}} oj shwf}l` }thhc" aeobosy ajc ml}sh``hmsophjh}}* Sno} h~shwjabo}asolj l` snh bluml}s OS flchb faojshjajmh o}
twl`osagbh `lw snh mlftajy* ]ltwa o} jlu oj mnaweh l` Ha}yIhs} hfaob ajc tathwbh}} fajaehfhjs
attbomasolj}* Sno} na} hjagbhc Ha}yIhs sl bluhw mlj}ochwagby snh ml}s l` o}}xoje" twlmh}}oje ajc
co}swogxsoje* Ha}yIhs maj snhwh`lwh fajaeh snh }xttby ajc chfajc l` gx}ojh}} }hwpomh} flwh
h``hmsophby unob}s whfaojoje mlfthsosoph* Sno} hjagbh} snh bluml}s aowbojh sl ojmwha}h glsn
mlffosfhjs ajc ojplbphfhjs l` os} shaf ajc sl `lmx} lj os} mlwh gx}ojh}}* Slcay" h~tblosoje
}thmoabo}s }kobb} ajc tawsjhwoje uosn snowc tawsoh} oj lwchw sl h~shjc snh mlwhoj nlx}h shaf o} a khy
taws l` sno} `a}stamhc ewluoje Ha}yIhs} }swashey oj snh noenby mnabbhjeoje apoasolj fawkhs*
Flwhlphw" Ha}yIhs na} mlj}o}shjsby }nathc os} lthwasolj sl whamn tlshjsoab mx}slfhw}; snh mlftajyna} nawjh}}hc ta}}hjehw} jhhc} ajc na} fajaehc sl ajsomotash mx}slfhw} chfajc ajc
twh`hwhjmh}* ]ojmh os} ojmhtsolj oj 1??8" Ha}yIhs hfgwamhc snh tathwbh}} l``omh mljmhts snas
}oftbo`ohc os} lthwasolj}* A} aj obbx}swasolj" os} fajaehfhjs ajc acfojo}swasolj awh ga}hc lj OS
}y}shf} unomn maj gh ammh}}hc snwlxen }hmxwh }hwphw} `wlf ajyunhwh oj snh ulwbc hj}xwoje flwh
h``hmsoph co}}hfojasolj l` oj`lwfasolj* Sno} ab}l hjagbh} ewhashw `bh~ogobosy ajc h``omohjmy oj Ha}yIhs}
wxjjoje* Os na} ab}l ga}hc os} somkhs }abh} ljbojh" l``hwoje co}mlxjs} h~mbx}ophby lj snh uhg}osh sl
asswams mx}slfhw} ajc sl hjmlxwaeh oftxb}h txwmna}h* Jls ljby awh snh l``hwhc twomh} bluhw snaj
snl}h l` snh mlfthsoslw}" gxs `awh} awh ab}l qxlshc ljh uay* Sno} }xeeh}s} snas snh gh}s twomh `lw snh
fl}s mljphjohjs `boens fay gh lgsaojhc glsn uay}" ltsofo}oje snh wlxjcswot ml}s `lw snh swaphbhw* Sl
ojmwha}h os} whtxsasolj" Ha}yIhs o} twlewh}}ophby ghmlfoje a ewhhj aowbojh* Os o} hjeaehc oj
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7/23/2019 Alim proposed a strategic plan for EasyJet according to its strengths, weaknesses and the opportunities and threat
10/51
Bljeosxcojab ]swasheom Chphbltfhjs ]sxcy 7411
]atnoh Abof" A34=7053 Taeh ?
hjpowljfhjsab o}}xh}; os ab}l aof} sl whcxmh os} mawglj hfo}}olj snwlxen snh x}h l` h``omohjs ixfgl
ihs} a} uhbb a} mawglj l``}hssoje*
Slcay" Ha}yIhs o} uochby whmlejo}hc a} snh }hmljc bluml}s mawwohw oj Hxwlth a`shw Wyajaow uosn 84
fobbolj ta}}hjehw} thw yhaw* Oj Fay 7411" os glxens os} 744sn aowmwa`s; os mxwwhjsby lthwash} lj lphw884 wlxsh} amwl}} =4 mlxjswoh}* Unob}s Wyajaow lthwash} lj bho}xwh wlxsh} sl xjmljeh}shc ajc
}hmljcawy aowtlws} unhwh snh bhphb l` mlfthsosolj o} phwy blu" Ha}yIhs shjc} sl `lmx} lj twofawy
aowtlws} l``hwoje noenhw `whqxhjmy }hwpomh }l a} sl mlfthsh uosn swacosoljab aowbojh} bokh Gwoso}n
Aowuay}* Snh qxh}solj a} unomn l` snh sul bluml}s mawwohw} o} snh fawkhs bhachw na} ghmlfh a
mlj}sajs mljswlphw}oab chgash oj Hxwlth*
7
Mxwwhjs }swasheom }osxasolj
7*1 H~shwjab AxcosSno} }hmsolj tlojs} lxs mxwwhjs fawkhs swhjc} snas awh ulwsn bllkoje ojsl }ojmh snhy awh bokhby sl naph
aj oftams lj lxw }swasheom mnlomh} oj snh `xsxwh* Snhy }nlxbc snhwh`lwh gh ammlwchc ewhas ojshwh}s
ajc sakhj ojsl mlj}ochwasolj `lw a }xmmh}}`xb ch`ojosolj l` lxw lgihmsoph} ajc mwosomab oftbhfhjsasolj
l` lxw jhu }swasheoh} .Gwa}}ojeslj" Thssoss" 7440/*
7*1*1 Famwlhjpowljfhjs
Tlbosoml&bheab `amslw}
A} uh tbaj sl sxwj snh ulwbc Lwajeh" uh fx}s gh auawh l` tlbosomab ajc bheab `amslw}* @lw oj}sajmh"
snh ewluoje mlfthsosolj oj snh fawkhs bhac} sl ewhashw co``omxbsoh} sl lgsaoj ojmhjsoph} `wlf blmab
mlffxjosoh}* Shwwlwo}f maj ab}l max}h t}ymnlbleomab }nlmk ajc `haw l` `byoje* A twofh h~aftbh l`
sno} o} ajsotlbomh wols} unomn sllk tbamh oj Slsshjnaf .Jlwsn Bljclj/ lj 0 sn Axex}s 7411* Snh HX
Ha}shjbawehfhjs }nlxbc ab}l gh sakhj ojsl mlj}ochwasolj a} os fay mwhash jhu lttlwsxjosoh} `lw
hfhweoje mlxjswoh} ajc chphblt }xg}hqxhjsby gx}ojh}} ajc swa``om oj Hxwlth a} a unlbh* Oj `ams" snh
}hj}h l` oj}hmxwosy na} ojmwha}hc cxh snh snwhas l` shwwlwo}f oj snh ta}s* Ha}yIhs }nlxbc snhwh`lwh
oftbhfhjs h``hmsoph }hmxwosy fha}xwh} sl whoj`lwmh mx}slfhw mlj`ochjmh ajc faojsaoj mlfthsosoph
hceh* Ajlsnhw tlojs ulwsn jlsoje nhwh o} snas Lthj ]koh} Aewhhfhjs} naph ojmwha}hc snh
lttlwsxjosy lw Ha}yIhs ajc os} mlfthsoslw} sl swaj}tlws aowmwa`s} wlf snh HX ajc X]*
Hmljlfom amslw}
Hmljlfom mnajeh} fay a``hms lxw lthwasoje wh}xbs} .ml}s}" `lwhma}s }abh} ajc twl`os/* @lw oj}sajmh"
`bxmsxasolj oj `xhb twomh} unomn ojplbph} a wo}h oj lob twomh} uobb ojmwha}h ml}s} twlcxmsolj ajc
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7/23/2019 Alim proposed a strategic plan for EasyJet according to its strengths, weaknesses and the opportunities and threat
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Bljeosxcojab ]swasheom Chphbltfhjs ]sxcy 7411
]atnoh Abof" A34=7053 Taeh 14
mlj}xfhw} fay }xg}hqxhjsby tay flwh* Snhwh o} a }swlje bokhbonllc snas `xhb ml}s} uobb ojmwha}h hamn
yhaw ulwbcuoch* Snh}h `bxmsxasolj} mlxtbhc uosn h~mnajeh wash} uobb a``hms Ha}yIhs} ml}s ga}h*
Flwhlphw" snh mawshb o} bokhby sl naph a jheasoph oftams lj lob twomh} cxh sl oj}sagobosy oj snh Foccbh
Ha}s unhwh uh naph a }oejo`omajs twh}hjmh* Ajlsnhw tlojs ulwsn fhjsoljoje nhwh o} chfajc hba}somosy
unomn ojmwha}h }abh} a} swaphbboje o} tlwswayhc a} a bx~xwolx} ellc ajc snh noenhw snh chfajc" snh
ghsshw lxw h~taj}olj* Whmh}}olj o} ab}l a khy a}thms }ojmh os na} aj oftams lj mlj}xfhw} gxyoje
ghnapolxw* Fajy mx}slfhw} awh haehw sl }aph fljhy cxwoje sno} thwolc* Glsn thltbh ajc gx}ojh}}h}
awh ml}smlj}molx}* Snhwh`lwh" snhwh o} noen twomh }hj}osoposy oj snh fawkhstbamh ajc sno} fay gh aj
lttlwsxjosy `lw Ha}yIhs sl asswams twomh}hj}osoph swaphbbhw} gy l``hwoje blu `awh}* @xwsnhwflwh" snh
`haw l` whmh}}olj o} bokhby sl a``hms gx}ojh}} swaphbbhw} txwmna}h chmo}olj a} snhy fay ghmlfh a bossbh
}x}tomolx} aglxs snhow swaphb h~thj}h}* Sno} fay }boensby a``hms Ha}yIhs} }abh}*
]lmol&mxbsxwab `amslw}
Thltbh awh swaphbboje flwh snaj hphw cxh sl eblgabo}asolj h``hms}* Sno} fay oj`bxhjmh lxw }abh}*
Accosoljabby" chthjcoje lj unhwh snhy mlfh `wlf" thltbh atthaw sl gh flwh chfajcoje wheawcoje
qxabosy ajc mljphjohjmh* ]ofobawby" snhy shjc sl ghmlfh flwh }x}tomolx} aglxs mnhat `boens}
twl}thmsolj lj faeaojh} lw snh ojshwjhs* Sno} o} luoje sl snh `ojab twomh .ojmbxcoje sa~h}/ unomn o}
ehjhwabby fxmn noenhw snaj snh lwoeojab twomh twl}thmshc sl cwau h~twh}} asshjsolj l` twomh
mlj}molx} swaphbbhw}* Lxw mlffxjomasolj} fx}s mlj}hqxhjsby gh mlj}o}shjs* @xwsnhwflwh" snh
Jasoljab ]saso}som} Ljbojh .7414/ chflj}swashc snas snh XK na} aj aeoje tltxbasolj* Snhwh`lwh" snhwh
o} a tlshjsoab lttlwsxjosy `lw ewlusn a} lbchw ehjhwasolj fay naph flwh sofh sl }thjc lj bho}xwh
amsoposoh} }xmn a} swaphbboje* Flwhlphw" snh jh~s Lbyftom Eafh} uobb gh nhbc oj Bljclj oj 7417* Sno} o}
aj ojshwjasoljab ajc asswamsoph hphjs unomn fay ehjhwash a bls l` twl`os `lw Ha}yIhs a} snh Lbyftom}awh uhbbjlshc ulwbcuoch*
Shmnjlbleomab ajc mlfthsosoph `amslw}
Acpajmhc shmnjlbleoh} awh aj lttlwsxjosy `lw x} a} snhy mlxbc nhbt x} chphblt lxw ljbojh fawkhsoje
.gllkoje" mnhmkoj/* Tawacl~omabby" snh oj`lwfasolj ghmlfh} xjmljswlbbagbh; mlfthsoslw} awh l``hwoje
}ofobaw }hwpomh} ajc snh twomh} co}mwhtajmy lj snh Ojshwjhs ghmlfh ha}ohw* Snas fhaj} Ha}yIhs fx}s
khht aj hyh lj os} mlfthsoslw} twomh}" Ha}yIhs} fajaehw} }nlxbc `lmx} lj aj lxs}ochoj thw}thmsoph*
Oj a eblgabo}hc ajc mnabbhjeoje fawkhstbamh"uh fx}s abuay} whfaoj twlamsoph gy ghoje mlj}sajsby ljsnh bllklxs `lw bash}s shmnjlbleoh} .hmlffhwmh" aowmwa`s fajx`amsxwh/* Snh h~thmshc lxsmlfh o} sl
eaoj a mlfthsosoph acpajsaeh ajc sl matosabo}h lxw shmnjomab kjlunlu* Ajlsnhw jheasoph
mlj}hqxhjmh l` acpajmhc shmnjlbleoh} o} snas snhy maj bhac sl whcxmsolj oj snh aflxjs l` gx}ojh}}
swaphb a} mlftajoh} awh fojofo}oje ml}s} gy x}oje abshwjasoph fhaj} l` mlffxjomasolj }xmn a}
shbhmlj`hwhjmoje*
Hmlbleomab `amslw}
Snh pabxh l` Mlwtlwash ]lmoab Wh}tlj}ogobosy .M]W/ na} ojmwha}hc* Oj slcay} ulwbc" mlftajoh} awh
bokhby sl gh uochby whmlejo}hc unhj snhy ojph}s oj hjpowljfhjsab o}}xh} ajc wh}thms snh noenh}s
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7/23/2019 Alim proposed a strategic plan for EasyJet according to its strengths, weaknesses and the opportunities and threat
12/51
Bljeosxcojab ]swasheom Chphbltfhjs ]sxcy 7411
]atnoh Abof" A34=7053 Taeh 11
}sajcawc} l` }lmoab ajc hsnomab ghnapolxw* Snhwh`lwh" acltsoje a ewhhj aowbojh po}olj fay gh oj `xbb
mlftboajmh uosn snh fawkhs shjchjmy }ojmh hjpowljfhjsab hsnom o} lj snh phweh sl ghmlfh snh
masmnulwc ulwbcuoch* Hpochjmh na} }nluj snas hjpowljfhjsab cafaeh ajc aow tlbbxsolj naph
ghmlfh }hwolx} o}}xh} bhacoje sl nhabsn twlgbhf} ajc a``hmsoje ulwk h``omohjmy l` ojcopocxab}* Sno} o}
a mlj}hqxhjmh l` }xg}sajsoab `xhb mlj}xftsolj ajc nawf`xb ea}h} hfo}}olj* Ha}yIhs snx} naph sl
whcxmh lxw mawglj hfo}}olj* Os o} mbhaw snas mlftajoh} snas hjmlxwaeh hjpowljfhjs} twlshmsolj awh
thwmhophc a} gwojeoje twl}thwosy" ewlusn ajc }x}saojagobosy*
7*1*7 Snh Fawkhs
Oj Hxwlth" snh aowbojh fawkhs ojmbxch} snwhh faoj syth} l` mawwohw}9 `xbb}hwpomh lw jhsulwk mawwohw}
.Gwoso}k aowuay}/" bluml}s aowbojh} .Ha}yIhs/ ajc mnawshw mawwohw} lw wheoljab aowbojh} .Bls Tlbo}n
Aowbojh}/* Snhwh awh snwhh failw }hefhjs} l` mx}slfhw} oj sno} }hmslw9 twomhmlj}molx} gx}ojh}}
ta}}hjehw}" jljgx}ojh}} ta}}hjehw} ajc qxabosymlj}molx} gx}ojh}} ta}}hjehw}* Ta}}hjehw ewlusn
oj snh Hxwlthaj }nlwsnaxb fawkhs o} h~thmshc sl mljsojxh as 3( thw ajjxf" fl}sby oj tlojs sl tlojs
gx}ojh}} ajc bho}xwh swaphb*
Wheawcoje wlxsh}" snhwh awh blje wlxsh} ajc }nlws wlxsh}* Snh Hxwlthaj fawkhs mlxbc gh whtwh}hjshc
bokh sno}9
Snh Hxwlthaj fawkhs
]lxwmh9nsst9,,`st*xsabma*mb,twl`h}lwh},t`xhjsh},MM7,Fashwoab\Cojafoma,Shfa=,]8,Flwhmwl`s\Mt\0
,ha}yIhs(74Ma}h,ha}yIhs(74awsombh(74gy(74Clj(74]xbb*tc`
http://ftp.utalca.cl/profesores/pfuentes/CC2/Material_Dinamica/Tema3/S5/Morecroft_Cp_6/easyJet%20Case/easyJet%20article%20by%20Don%20Sull.pdfhttp://ftp.utalca.cl/profesores/pfuentes/CC2/Material_Dinamica/Tema3/S5/Morecroft_Cp_6/easyJet%20Case/easyJet%20article%20by%20Don%20Sull.pdfhttp://ftp.utalca.cl/profesores/pfuentes/CC2/Material_Dinamica/Tema3/S5/Morecroft_Cp_6/easyJet%20Case/easyJet%20article%20by%20Don%20Sull.pdfhttp://ftp.utalca.cl/profesores/pfuentes/CC2/Material_Dinamica/Tema3/S5/Morecroft_Cp_6/easyJet%20Case/easyJet%20article%20by%20Don%20Sull.pdfhttp://ftp.utalca.cl/profesores/pfuentes/CC2/Material_Dinamica/Tema3/S5/Morecroft_Cp_6/easyJet%20Case/easyJet%20article%20by%20Don%20Sull.pdfhttp://ftp.utalca.cl/profesores/pfuentes/CC2/Material_Dinamica/Tema3/S5/Morecroft_Cp_6/easyJet%20Case/easyJet%20article%20by%20Don%20Sull.pdf -
7/23/2019 Alim proposed a strategic plan for EasyJet according to its strengths, weaknesses and the opportunities and threat
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Bljeosxcojab ]swasheom Chphbltfhjs ]sxcy 7411
]atnoh Abof" A34=7053 Taeh 17
Jl`wobb aowbojh} fawkhs o} h~tajcoje twlewh}}ophby }ojmh 7444 .}hh atthjco~ 1 t* 30/* Sno} fawkhs o}
bhc gy Wyajaow" Ha}yIhs ajc @bygh snas awh x}oje aeewh}}oph acphwso}oje shmnjoqxh} ajc twomoje sl
thjhswash snh fawkhs ajc atthab sl twomhmlj}molx} gx}ojh}} swaphbbhw}* Snh ulwbcuoch fawkhs
bhachw l` bluml}s aowbojh} o} ]lxsnuh}s Aowbojh} oj snh Xjoshc ]sash}*
Snhwh o} a mbhaw swhjc sluawc} ewluoje hmljlfom plbasobosy snas mwhash} ewhashw xjmhwsaojsy aglxs
`xsxwh ewlusn l` jl`wobb} mawwohw}* Jljhsnhbh}}" snh bluml}s aowbojh} fawkhs o} snwopoje.}hh atthjco~
1 t* 30/* Absnlxen snas hmljlfom oj}sagobosy fay naph acphw}h h``hms} lj bluml}s aow bojh} ewlusn"
snhow h~taj}olj na} }oejo`omajsby a``hmshc yhs tl}osophby snh unlbh aowbojh fawkhs* Os na} ghhj
h}sofashc snas snhow Hxwlthaj fawkhs }nawh o} bokhby sl wo}h }boensby `wlf 78 ( sl =8 ( gy 7474
h}sagbo}noje snhf}hbph} lj a bljeshwf ga}o} .Khjsbhslj" 7414/* Jls ljby o} bluml}s mawwohw fawkhs
tlwswayhc a} napoje a twlfo}oje `xsxwh" gxs os o} ab}l mbaofhc snas snh }hmslw o} glxjc sl gh snh
clfojajs `lwf l` swaphb oj Hxwlth oj snh jh~s chmach* Twomhmlj}molx} ta}}hjehw} awh ojmwha}ojeby
asswamshc gy bluml}s aowbojh} somkhs} ch}tosh ghoje auawh l` snh twomh pawoasolj ammlwcoje sl mnaweh}
ajc sa~h}* Jhphwsnhbh}}" snh }hmslw o} `amoje mnabbhjeh} oj chphbltoje jhu wlxsh} ajc }x}saojoje os}
ewlusn*
7*1*= Mlfthsosolj
Tlwshw} `oph `lwmh} awh whqxowhc sl ajaby}h mlfthsosolj twlthwby*
Snh snwhas l` }xg}sosxsh}
Waob }hwpomh}Jhu noen}thhc swaoj} oj Hxwlth mlxtbhc uosn noen}thhc waob bojkaeh} ghsuhhj failw Hxwlthaj
mosoh} .Tawo}" Gwx}}hb}" Bobbh" Bljclj/ awh ewacxabby ghoje chphblthc* Sno} ab}l ojmbxch} snh mnajjhb
sxjjhb bojkoje snh XK uosn @wajmh* Snh}h waob }hwpomh} awh ojmwha}ojeby mbl}h sl whtbamh aow swaphb luoje
sl snh blu twomh acpajsaeh ajc snh whbasophby hqxab wlxsh cxwasolj snas snhy l``hw* Jljhsnhbh}}"
Ha}yIhs fajaeh} sl mnabbhjeh waob }hwpomh} snajk} sl os} ml}s acpajsaeh; os o} fl}s l`shj suomh mnhathw
snaj Hxwl}saw* Sl `amh sno} ewluoje mlfthsosolj" Ha}yIhs mlj}sajsby l``hw} ljbojh twlflsolj} uosn
wocomxblx} twomh} }l a} sl matsxwh mx}slfhw} asshjsolj*
Lj snh lsnhw najc" waobuay }hwpomh} jafhby Hxwl}saw .BljcljTawo}/ fay gh a snwhas a} snhy l``hw
}lfh acpajsaeh} snas Ha}yIhs majjls a``lwc* Hxwl}saw o} }aoc sl gh flwh mlf`lwsagbh ajc `bh~ogbh
snaj Ha}yIhs" h}thmoabby wheawcoje gaeeaeh jxfghw" }oh ajc uhoens* Os} }has} awh ab}l flwh
mlf`lwsagbh snaj snh Ha}yIhs ljh}* @xwsnhwflwh" Hxwl}saw l``hw} sul mba}}h} .`ow}s ajc }hmljc mba}}
`lw ta}}hjehw}/ xjbokh Ha}yIhs unomn twltl}h} ljh }ojebh mba}}* Ammlwcojeby" gx}ojh}} ta}}hjehw} fay
}lfhsofh} mnll}h Hxwl}saw `lw sno} bossbh twh}soeh wasnhw snaj Ha}yIhs* Ajlsnhw acpajsaeh snas
waobuay} }hwpomh} l``hw o} snas waobuay }sasolj} maj gh ha}oby ammh}}hc `wlf aowtlws} a} snhy awh uhbb
blmabo}hc* Sno} fakh} waobuay} }hwpomh} flwh mljphjohjs `lw mx}slfhw} a} snhy cl jls naph sl swaphb
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7/23/2019 Alim proposed a strategic plan for EasyJet according to its strengths, weaknesses and the opportunities and threat
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Bljeosxcojab ]swasheom Chphbltfhjs ]sxcy 7411
]atnoh Abof" A34=7053 Taeh 1=
blje co}sajmh} sl ehs sl mosy mhjswh}* Snh ljby cwaugamk l` waobuay }hwpomh} o} snas snhy awh flwh sofh
mlj}xfoje*
Phnombh}Swaphbboje gy maw lw gx} maj gh mnhathw; sno} maj ab}l abblu mx}slfhw} flwh `bh~ogobosy ajc mljswlb
lphw snhow ilxwjhy* Nluhphw" os o} mbhaw snas os ulxbc gh flwh sofh mlj}xfoje* @lw oj}sajmh"
swaphbboje gy gx} uosn Hxwlbojh} `wlf Bljclj sl Tawo} sakh} 1> nlxw} unhwha} uosn Ha}yIhs os ulxbc
ljby gh 1n=4 foj* Oj accosolj" co}sajmh} awh x}xabby sll nxeh lj ojshwjasoljab wlxsh}; os o} snhwh`lwh
co``omxbs lw phnombh} sl gh aj abshwjasoph flch l` swaj}tlws*
Snh snwhas l` jhu hjswajs}
Snh bluml}s mawwohw fawkhs oj snh XK atthaw} sl gh mbl}h sl }asxwasolj* Jluacay}" awlxjc 744
mawwohw} mlfthsh oj snh Hxwlthaj }nlwsnaxb apoasolj fawkhs ajc snh `lxw bhachw} ojmbxcoje Ha}yIhs"
whtwh}hjs} wlxenby 04( l` }has} `bluj uosn snh wh}s l` snh fawkhs* Bluml}s gx}ojh}} flchb o} ha}y
sl mlty" snas hjmlxwaeh} jhu hjswajs} h~taj}olj*
Ojcx}swy gawwohwSnh aowbojh ojcx}swy whqxowh} h~thj}oph hqxotfhjs ajc `amobosoh}* Aj aowbojh mlftajy jhhc} sl naph
noen matosab lw ellc mwhcos wasoje sl gxy aowmwa`s}* Snhwh`lwh" snh ojosoab ml}s l` ojph}sfhjs o} noen ajc
}xg}hqxhjsby" snh ml}s l` hjswy a} uhbb* Oj accosolj" snh tlshjsoab hjswajs }nlxbc naph }x``omohjs
ulwkoje matosab sl mlphw os} boagobosoh} .aowmwa`s} ml}s}" aowtlws} sa~h}" ml}s l` acphwso}oje maftaoej}/*
Blu&`awh gawwohwSnh mxwwhjs blu`awh lthwaslw} l``hw mlj}ochwagbh `ow}sflphw acpajsaeh} }xmn a} ammh}} sl matosab"
fawkhs kjlubhceh ajc lthwasoljab h~thwohjmh* Jlsuosn}sajcoje snh}h acpajsaeh}" gawwohw} whfaoj
noen oj snh apoasolj fawkhs a} snh mlfthsosolj o} mlj}sajsby ewluoje ajc os o} }sobb co``omxbs `lw
lweajo}asolj} sl fajaeh snhow `ojajmh}* Ojshwh}sojeby" l` snh 80 aowbojh mlftajoh} baxjmnhc oj 1??8"
15 uhjs gajkwxts oj snhow `ow}s yhaw .Hxwlthaj Fajaehfhjs Ilxwjab" 1???/* Sno} hftna}o}h} nlu
co``omxbs os o} `lw aowbojh} sl }xwpoph hmljlfomabby*
Gaweaojoje tluhw l` }xttbohw} .flchwash/
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Bljeosxcojab ]swasheom Chphbltfhjs ]sxcy 7411
]atnoh Abof" A34=7053 Taeh 13
Glhoje ajc Aowgx} awh snh failw aowtbajh} fajx`amsxwhw}* Ha}yihs faojby chab} uosn Aowgx}*
Nluhphw" whbyoje lj ljh fajx`amsxwhw ljby .Aowgx}/ fay gh a wo}k o` snh }xttbohw `aob} sl chbophw lj
sofh lw h~aftbh lw lsnhw }xttbohw} l``hw bluhw twomh}*
Aowmwa`s} }xttbohw}]ojmh os} ojmhtsolj oj 1??8" Ha}yIhs na} ojmwha}hc os} aowtbajh} `wlf ljby sul sl 744 aowmwa`s} slcay*
Sno} ojmbxch} 17? aowmwa`s} l` Aowgx} A=1?" == aowmwa`s} l` Glhoje 5=5544 ajc => l` Glhoje 5=5=44*
]ojmh 744=" hpochjmh na} }nluj snas snh aowbojh ojcx}swy clh} jls snwoph* Snhwh`lwh" sno} chab o} noenby
twl`osagbh `lw snh }xttbohw}* Eophj snh oftlwsajmh l` sno} gx}ojh}} `lw }xttbohw}" snh gaweaojoje tluhw
l` }xttbohw} maj gh mlj}ochwhc a} bluhw snaj Ha}yIhs} ljh unomn chab} uosn sul }xttbohw} ajc maj
snhwh`lwh ghjh`os wlf aplxwagbh twomh}*
Thswlb }xttbohw}Thswlb o} a mlwh fashwoab oj snh aowbojh ojcx}swy* Os} twomh na} }oejo`omajsby ghhj oj`bashc cxh sl snh Owaq
uaw* Jluacay}" ml}s l` thswlb na} ghmlfh noenhw snaj hphw* Nluhphw" Ha}yIhs} ajjxab whtlws 7414
}nlu} snas snh bluml}s aowbojh na} jls whabby ghhj a``hmshc gy sno} oj`basoljawy twh}}xwh* Snh
gaweaojoje tluhw l` thswlb }xttbohw} maj snhwh`lwh gh chhfhc flchwash*
AowtlwsHa}yIhs} faoj aowtlws o} Bxslj Aowtlws" os} ga}h* Snh aowbojh tawkoje o} }sobb h~thj}oph gxs Ha}yIhshj}xwh} os ehs} twh`hwhjsoab sawo``} }l a} sl whfaoj mlj}o}shjs uosn os} gx}ojh}} flchb snas pabxh} ml}s
h``omohjmy* Snh gaweaojoje tluhw l` }xttbohw o} flchwash nhwh*
Gaweaojoje tluhw l` gxyhw}
Jl fasshw nlu h~thj}oph awh somkhs}" mlj}xfhw} awh gxyoje a} Ha}yIhs} sawehs} awh h}}hjsoabby twomh
mlj}molx} mlj}xfhw} unl awh abuay} }hhkoje `lw snh bluh}s twomh}* Snhwh`lwh" snhy awh asswamshc gy
Ha}yIhs somkhs}" h}thmoabby lj snh ojshwjhs unhwh twomh} awh fxmn mnhathw*
Ojshwjasoljab mx}slfhw ga}hSlcay" Ha}yIhs} uhg}osh o} apaobagbh oj > co``hwhjs bajexaeh}* Sno} fakh} os ammh}}ogbh `lw abb
mx}slfhw} ulwbcuoch* Sno} h~shj}oph ehlewatnom mlphwaeh mlxtbhc uosn h~mhbbhjs mx}slfhw
a}}o}sajmh ljbojh naph nhbthc Ha}yIhs whsaoj os} mx}slfhw} wheawcbh}} snhow blmasolj*
Blu `awh}
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Bljeosxcojab ]swasheom Chphbltfhjs ]sxcy 7411
]atnoh Abof" A34=7053 Taeh 18
Uosn Ha}yIhs" snh hawbohw ylx gllk" snh bh}}hw ylx tay* Sno} tnobl}ltny mlxtbhc uosn noen chfajc
hba}somosy oj snh apoasolj fawkhs fakh Ha}yIhs mlj}sajsby atthaboje sl mx}slfhw}* @xwsnhwflwh" snh
bluml}s aowbojh o} ojmwha}ojeby mlj}ochwhc a} fxmn flwh pabxh `lw fljhy snaj os} wopab Wyajaow; os}
mx}slfhw }hwpomh o} uochby tlwswayhc a} ghsshw snaj Wyajaow} ljh*
Twomh auawhjh}}Jluacay}" uosn acpajmhc jhu shmnjlbleoh}" os na} ghmlfh ha}ohw `lw mx}slfhw} sl mlftawh twomh}*
]ojmh snhwh o} a }boens co``hwhjmh oj twomh} ghsuhhj bluml}s aowbojh}" mx}slfhw} maj ha}oby }uosmn `wlf
ljh aowbojh sl ajlsnhw oj`bxhjmhc gy twomh co``hwhjmh}* Sno} maj gh glsn chswofhjsab sl Ha}yIhs ajc
ghjh`omoab lw snh owf*
Wopabwy aflje h~o}soje `owf} .flchwash/
Tl}osolj oj snh fawkhsEblgabby" snh bhachw l` bluml}s mawwohw aowbojh} o} ]lxsnuh}s Aowbojh} oj snh X]A*
Gxs snh faoj bluml}s mawwohw aowbojh} snas awh lthwasoje wlf ajc sl snh XK awh9
Ha}yIhs Wyajaow@bygh Gfogagy
Ha}yIhs o} snh }hmljc bluml}s aowbojh oj Hxwlth* ]ojmh 1??>" Wyajaow o} snh fl}s twl`osagbh bluml}s
mawwohw aowbojh oj Hxwlth* Nh khht} os} bhachw}not snajk} sl os} mlfthsosoph twomh}" l``hwoje snh bluh}s
twomh} oj snh fawkhs1* Aj h}}hjsoab taws l` os} }xmmh}} o} ab}l cxh sl os} }swashey sl whcxmh ml}s}* A
twofh h~aftbh l` sno} o} snh mnlomh l` Wyajaow sl `by faojby sl `aw }hmljcawy aowtlws} sl bluhw ml}s}
ch}tosh ta}}hjehw} mlftbaojs} ajc xjbokh os} goeeh}s wopab Ha}yIhs* Oj `ams" Ha}yIhs} cowhms ajc mbl}h}s
mlfthsoslw o} Wyajaow a} snhy awh glsn x}oje snh }afh gx}ojh}} flchb
@xwsnhwflwh" aj ojmwha}oje jxfghw l` ojshwfhcoawoh} .bokh Snlfa} Mllk" @boens mhjswh/ twltl}hmnawshwhc boens} ajc pawolx} tamkaeh} .nlshb+gllkoje+}a`awo slxw}/ as mlfthsosoph twomh}*
Mlfthsosolj ghsuhhj Ha}yIhs ajc swacosoljab aowbojh}Gwoso}n Aowuay} ajc lsnhw ojshwjasoljab mawwohw} lxs l` snh XK .Aow @wajmh" ]F Gwx}}hb}/ awh wopab} a}
uhbb gxs lj a bluhw }mabh a} snhy sawehs co``hwhjs fawkhs }hefhjs} }xmn a} uhabsny ojcopocxab} ajc
noen ojmlfh hawjhw}* Unhj gllkhc hawbohw" ta}}hjehw} maj ehs fxmn mnhathw somkhs} uosn snl}h
mlftajoh} snas l``hw a noenhw qxabosy l` }hwpomh mlftawh sl bluml}s aowbojh}*
1Wyjaow l``hw} twlflsoljab twomh} thwolcomabby* Os }hbb} }has} lj }hbhmshc ajc asswamsoph ch}sojasolj} `lw 1 ljby
sl ojmwha}h os} fawkhs }nawh ajc }say anhac l` snh mlfthsosolj*
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Bljeosxcojab ]swasheom Chphbltfhjs ]sxcy 7411
]atnoh Abof" A34=7053 Taeh 10
7*7 Ojshwjab Axcos7*7*1 Wh}lxwmh Ga}hc Pohu
Wh}lxwmh} Mlfthshjmoh}
Snwh}nlbc wh}lxwmh}
SajeogbhHa}yIhs mlj}o}s} l` 744 aowmwa`s} ajc lthwash} lj
lphw 884 wlxsh} amwl}} =4 mlxjswoh}*
OjsajeogbhTawsjhw}not} uosn uhbbkjluj OS mlftajoh}
}xmn a} ]ltwa Ewlxt" Fomwl}l`s*
Whboagbh }xttbohw} .Aowgx}" Glhoje/
Chab} uosn Ehjhpa aowtlws abblu} Ha}yIhs slh~tblos aj HX lthj }koh} aewhhfhjs uosn
]uoshwbajc
Snwh}nlbc mlfthshjmoh}
@a}ssxwjawlxjc sofh} .`boens} hphwy 74
fojxsh}/
Ml}s h``omohjmy .jl wobb}" fojofab }hwpomh" mxssoje
ml}s}/
Tathwbh}} lthwasolj} sl fojofo}h ua}saeh ajc
ml}s}
]a`hsy o} as snh slt l` Ha}yIhs} twolwosoh}
Lj sofh thw`lwfajmh
Xjoqxh wh}lxwmh}
SajeogbhX}h l` twofawy aowtlws} xjbokh os} wopab Wyajaow
unomn h~mbx}ophby xsobo}h} }hmljcawy aowtlws}*
Ojsajeogbh]swlje mlwtlwash lwajeh mxbsxwh
Uochby whmlejo}hc h}thmoabby oj snh XKOjmwha}oje gwajc auawhjh}}
Ojshwjasoljab mx}slfhw casaga}h
Mlwh mlfthshjmoh}
@ow}s XK aowbojh sl chphblt }xmn aj asswamsoph
uhg}osh" ow}s aowbojh mlftajy sl twlpoch ljby
ljbojh twlflsolj}
Toljhhw oj ljbojh gllkoje
Ha}yIhs o} uochby mlj}ochwhc a} snh gh}s
h~aftbh l` a flchwj aowbojh* Sno} o} cxh sl os}
}xmmh}}`xb OS gx}ojh}} flchb .ljbojh }abh} ajc
twlflsolj}/*
Ch}tosh snh mljmhwj l` Ha}yIhs lj }a`hsy" os o} uochby ghbohphc snas ljh l` snh `haw} aglxs blu ml}s
aowbojh} o} snas snhy awh fl}s bokhby sl mlftwlfo}h lj }a`hsy `lw snh }akh l` mxssoje ml}s}* Snh Gwoso}n
Aowbojh Tobls} A}}lmoasolj faojsaojhc snas blu ml}s aowbojh} tobls} maj gh shftshc sl mxs mlwjhw} sl
amnohph `boens sofhsagbh}* Sno} thwmhtsolj l` bluml}s aowbojh o} a failw o}}xh l` ofaeh `lw Ha}yIhs
unomn }nlxbc mlth uosn }l a} sl faojsaoj os} }swlje whtxsasolj* O` Ha}yIhs `aob} sl hj}xwh mx}slfhw}
aglxs }a`hsy" sno} fay cwafasomabby a``hms os} gwajc jafh whtxsasolj*
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7/23/2019 Alim proposed a strategic plan for EasyJet according to its strengths, weaknesses and the opportunities and threat
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Bljeosxcojab ]swasheom Chphbltfhjs ]sxcy 7411
]atnoh Abof" A34=7053 Taeh 15
7*7*7 Lthwasoje Wh}xbs}
Ch}tosh aj ojmwha}h oj lthwasoje ml}s} .3*=(/7 oj 7414" Ha}yIhs na} amnohphc a whfawkagbh
thw`lwfajmh mlftawh sl 744?* Os na} whoj`lwmhc os} tl}osolj oj }nlwsnaxb swaphb apoasolj ojmwha}ojeos} fawkhs }nawh `wlf 0*8( sl 5*0(* Accosoljabby" os} slsab whphjxh thw }has ewhu gy 8*1( matamosy
fha}xwhc oj }has `bluj* Ha}yIhs ab}l fajaehc sl bluhw os} xjchwbyoje twhsa~ bl}} ojmwha}oje os} ma}n
`blu gy 7>= fobbolj sl 1"=8> fobbolj .}hh atthjco~ 7 t* 30/*
7*7*= Pabxh Mnaoj Ajaby}o}
Tlwshw .1?>8/ ch}mwoghc snh pabxh mnaoj a} a }swasheom sllb snas h~tbaoj} nlu twlcxms} awh
swaj}`lwfhc }l a} sl mwhash ajc chphblt flwh pabxh snaj snh }xf l` pabxh} mwhashc gy abb snh }ojebhamsoposoh}* Snh wasoljabh ghnojc sno} mnaoj o} sl ltsofo}h acchc pabxh ajc sl mba}}o`y amsoposoh} a} uhbb
a} snh pabxh snhy mwhash oj co``hwhjs mashelwoh}* Uh maj attby sno} flchb sl Ha}yIhs} amsoposoh}*
@owf
oj`wa}swxsxwh
]hmljc aowbojh oj Hxwlth" Ha}yIhs na} a }swlje gwajc auawhjh}} ajc whtxsasolj h}thmoabby oj
Hxwlth* Os} whtxsasolj o} ojmwha}ojeby ewluoje a} os o} h~tajcoje os} gx}ojh}} ojsl hfhweoje
fawkhs .Flwlmml" Heyts/* Sno} nhbt} ojmwha}h os} gwajc jafh whtxsasolj* Os} gx}ojh}} flchb
o} ga}hc lj bluml}s flchb unomn pabxh} ml}s h``omohjmy*
Ha}yIhs} mx}slfhw }hwpomh o} mwosomo}hc gy mx}slfhw} unl faojsaoj snas mx}slfhwa}}o}sajmh maj }sobb gh oftwlphc*
Mx}slfhw} thwmhtsolj .blu twomh} thwmhophc a} blu qxabosy/*
Nxfaj
Wh}lxwmh}
Fajaehfhjs
Ha}yIhs faojby
whmwxos} ylxje
thltbh* Snhy
fx}s gh
ma}xabby
cwh}}hc sl
twlflsh
Ha}yIhs}
mlwtlwashmxbsxwh*
Ilg attbomasolj
ljbojh"
Ha}yIhs
hjmlxwaeh}
cophw}osy" os
ab}l mlj}ochw
os} ulwk`lwmh
a} a khy cwophw
ghnojc os}
7Ha}yIhs [ljbojhV9nsst9,,7414ajjxabwhtlws*ha}yihs*mlf,`obh},tc`,@xbb\Whtlws\ha}yIhs\AW14*tc`
http://2010annualreport.easyjet.com/files/pdf/Full_Report_easyJet_AR10.pdfhttp://2010annualreport.easyjet.com/files/pdf/Full_Report_easyJet_AR10.pdfhttp://2010annualreport.easyjet.com/files/pdf/Full_Report_easyJet_AR10.pdfhttp://2010annualreport.easyjet.com/files/pdf/Full_Report_easyJet_AR10.pdf -
7/23/2019 Alim proposed a strategic plan for EasyJet according to its strengths, weaknesses and the opportunities and threat
19/51
Bljeosxcojab ]swasheom Chphbltfhjs ]sxcy 7411
]atnoh Abof" A34=7053 Taeh 1>
}xmmh}}*
Snhwh`lwh" os
mlj}ochwagby
ojph}s} oj
thw}ljabchphbltfhjs
sl ojmwha}h
ojplbphfhjs
ajc
mlffosfhjs
l` snh shaf
ulwk*
Hftblyhh}
ghjh`os wlf
swaojoje
twlewaf}"
mlamnoje ajc
fhjslwoje sl
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7/23/2019 Alim proposed a strategic plan for EasyJet according to its strengths, weaknesses and the opportunities and threat
20/51
Bljeosxcojab ]swasheom Chphbltfhjs ]sxcy 7411
]atnoh Abof" A34=7053 Taeh 1?
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7/23/2019 Alim proposed a strategic plan for EasyJet according to its strengths, weaknesses and the opportunities and threat
21/51
Bljeosxcojab ]swasheom Chphbltfhjs ]sxcy 7411
]atnoh Abof" A34=7053 Taeh 74
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7/23/2019 Alim proposed a strategic plan for EasyJet according to its strengths, weaknesses and the opportunities and threat
22/51
Bljeosxcojab ]swasheom Chphbltfhjs ]sxcy 7411
]atnoh Abof" A34=7053 Taeh 71
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7/23/2019 Alim proposed a strategic plan for EasyJet according to its strengths, weaknesses and the opportunities and threat
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Bljeosxcojab ]swasheom Chphbltfhjs ]sxcy 7411
]atnoh Abof" A34=7053 Taeh 77
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Bljeosxcojab ]swasheom Chphbltfhjs ]sxcy 7411
]atnoh Abof" A34=7053 Taeh 7=
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7/23/2019 Alim proposed a strategic plan for EasyJet according to its strengths, weaknesses and the opportunities and threat
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Bljeosxcojab ]swasheom Chphbltfhjs ]sxcy 7411
]atnoh Abof" A34=7053 Taeh 73
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Bljeosxcojab ]swasheom Chphbltfhjs ]sxcy 7411
]atnoh Abof" A34=7053 Taeh 78
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jhu somkhs o} mnhathw snaj flco`yoje aj h~o}soje somkhs* Sno} bhac} sl mx}slfhw}
co}}aso}`amsolj" mlftbaojs} ajc na}}bh*
7*=*7 H~shwjab ajaby}o} 9 lttlwsxjosoh} ajc snwhas}
Lttlwsxjosoh} Snwhas} Bluml}s mawwohw fawkhs ewlusn Whmh}}olj Ojmwha}h oj snh pabxh l` mlwtlwash }lmoabwh}tlj}ogobosy
Noenhw chfajc `lw swaphb} `wlfHxwlthaj mlxjswoh} sl snh XK Uosncwauab l` `xbb }hwpomh} `wlf wheoljabfawkhs sl ojshwjasoljab fawkhs Chfajc hba}somosy ]xg}sajsoab ojmwha}h oj }nlws naxb swaphb} Hfhweoje fawkhs} .A}oa/ Acpajmhc jhu shmnjlbleoh}
Jasxwab co}a}shw @a}stamhc ajc mlfthsosoph fawkhshjpowljfhjs Shwwlwo}f
@bxmsxasolj oj `xhb twomh} ajc swaphbsa~h} Aowmwa`s} ojmwha}h mawglj col~och ea}h}oj snh aow Ewluoje ojshwh}s `lw mlwtlwash }lmoabwh}tlj}ogobosy .}hh H~shwjab Axcos"
Hmlbleomab `amslw}/ Fawkhs }asxwasolj
Lttlwsxjosoh}
Blu&ml}s mawwohw fawkhs ewlusn9 ch}tosh aj xjmhwsaoj `xsxwh" snh bluml}s mawwohw fawkhs o}snwopoje* Snh h~taj}olj l` bluml}s aowbojh} na} }oejo`omajsby a``hmshc yhs tl}osophby snh unlbh
aowbojh fawkhs* Os na} ghhj h}sofashc snas snhow Hxwlthaj fawkhs }nawh uobb gh h~tajchc
`wlf 18 ( sl 78 ( gy 7474 h}sagbo}noje snhf}hbph} lj a bljeshwf ga}o} .]foccy" 7414/* Jls
ljby o} bluml}s mawwohw fawkhs tlwswayhc a} napoje a twlfo}oje `xsxwh" gxs os o} ab}l mbaofhc
snas bluml}s aowbojh} awh glxjc sl gh snh clfojajs `lwf l` swaphb oj Hxwlth oj snh jh~s
chmach*
Whmh}}olj ajc snh aowbojh fawkhs ewlusn9 fajy mx}slfhw} awh haehw sl }aph fljhy cxwojesno} thwolc* Glsn thltbh ajc gx}ojh}}h} awh ml}smlj}molx}* Snhwh`lwh" snhwh o} noen twomh
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Bljeosxcojab ]swasheom Chphbltfhjs ]sxcy 7411
]atnoh Abof" A34=7053 Taeh 70
}hj}osoposy oj snh fawkhstbamh ajc sno} fay gh aj lttlwsxjosy `lw Ha}yIhs sl asswams twomh
}hj}osoph swaphbbhw} gy l``hwoje blu awh}* Noenhw chfajc `lw swaphb} `wlf Hxwlthaj mlxjswoh} sl snh XK luoje sl fawkhsflphfhjs}9 sno} o} }aoc sl gh ljh l` snh mlj}hqxhjmh} l` snh uhakhjoje l` snh tlxjc
aeaoj}s snh hxwl* Uosncwauab l` `xbb&}hwpomh aowbojh} `wlf wheoljab fawkhs sl ojshwjasoljab fawkhs9 @xbb}hwpomh aowbojh} bokh Gwoso}n Aowuay} awh bokhby sl uosncwau `wlf snh wheoljab fawkhs sl
mljmhjswash lj flwh twl`osagbh bljenaxb wlxsh} bhapoje snh fawkhs sl snh bluml}s
lthwaslw}0* Snh chfajc o} hba}som9 }ojmh swaphbboje o} tlwswayhc a} a bx~xwolx} ellc* Acpajmhc jhu shmnjlbleoh}9 Sno} o} aj lttlwsxjosy `lw Ha}yIhs a} os mlxbc chphblt ajchjnajmh os} OS gx}ojh}} flchb*
Snwhas}
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mlfthj}asolj} lw wh`xjc} ajc chab uosn mx}slfhw} co}}aso}`amsolj* Snh mlftajy bl}s
wlxenby # 744 oj a cay* @a}s&tamhc ajc mlfthsosoph fawkhs hjpowljfhjs9 snh bluml}s mawwohw fawkhs o} a twlfo}ojeajc }asxwashc fawkhs unhwh mlfthsosolj o} bokhby sl ojshj}o`y oj snh jh~s chmach} uosn jhu
hjswajs}" }xg}sosxsh}" fawkhs flphfhjs} ajc h~o}soje lweajo}asolj}* Mlfthsoslw} awh
l``hwoje }ofobaw }hwpomh} ajc snh twomh} mlftawo}lj maj gh cljh ha}oby lj snh Ojshwjhs* Snhwhawh ab}l abshwjasoph} ajc mnhathw flch} l` swaj}tlws* Aj obbx}swasolj l` sno} o} snh gx}
mlftajy Hxwlbojh} ajc snh waob mlftajoh} }xmn a} Hxwl}sawajc Snaby} .mnhathw unhj somkhs}
awh gllkhc hawbohw/* Thltbh twh`hw snhf ab}l a} snhy }slt oj snh sluj mhjshw xjbokh bluml}s
aowbojh} unomn }slt }lfhsofh} }l `aw auay `wlf mosy mhjswh}* ]lfh thltbh fay x}h snhow luj
maw}* Shwwlwo}f9 os maj max}h t}ymnlbleomab }nlmk ajc `haw l` `byoje* @lw oj}sajmh" ajsotlbomh wols}unomn sllk tbamh oj Slsshjnaf .Jlwsn Bljclj/ lj 0sn Axex}s 7411* @bxmsxasolj oj `xhb twomh} ajc swaphb sa~h}9 a wo}h oj lob twomh} uobb ojmwha}h ml}s} twlcxmsoljajc mlj}xfhw} fay }xg}hqxhjsby tay flwh* Snhwh o} a }swlje bokhbonllc snas `xhb ml}s} uobb
ojmwha}h hamn yhaw ulwbcuoch* Flwhlphw" snh mawshb o} bokhby sl naph a jheasoph oftams lj lob
twomh} cxh sl oj}sagobosy oj snh Foccbh Ha}s* @ojabby" ojmwha}hc swaphb sa~h} fay a``hms snhagobosy sl l``hw snh bluh}s awh}*
7*3 Mxwwhjs }osxasolj }xffawyHa}yIhs o} snh }hmljc mlftajy oj snh bluml}s aowbojh} }hmslw oj Hxwlth* Ha}yIhs na} a }hbboje
lwohjsasolj fawkhsoje }swashey unomn o} h}}hjsoabby ga}hc lj twomoje* @xwsnhwflwh" snh mlftajy
`lmx}h} lj l``hwoje `hu `wobb} sl bluhw ml}s} ajc h~tajcoje os} wlxsh jhsulwk h}thmoabby oj Hxwlth* Os
0Ha}yIhs [ljbojhV 9nsst9,,7414ajjxabwhtlws*ha}yihs*mlf,`obh},tc`,@xbb\Whtlws\ha}yIhs\AW14*tc`
http://2010annualreport.easyjet.com/files/pdf/Full_Report_easyJet_AR10.pdfhttp://2010annualreport.easyjet.com/files/pdf/Full_Report_easyJet_AR10.pdfhttp://2010annualreport.easyjet.com/files/pdf/Full_Report_easyJet_AR10.pdfhttp://2010annualreport.easyjet.com/files/pdf/Full_Report_easyJet_AR10.pdf -
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Bljeosxcojab ]swasheom Chphbltfhjs ]sxcy 7411
]atnoh Abof" A34=7053 Taeh 75
na} snh afgosolj sl gh snh baweh}s jl`wobb} aowbojh oj snh mljsojhjs* Unas }hs} os ataws `wlf snh
Fawkhs bhachw Wyajaow o} snas os faojby sawehs} gx}ojh}} mlj}xfhw} ajc twlpoch} ghsshw mx}slfhw
}hwpomh* Oj a ewluoje ajc }asxwashc fawkhs" os maj gh mbhawby }hhj snas snh mlftajy o} uhbb tl}osoljhc
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}sashfhjs unhj }nh a}}hws} snas snhow jhsulwk jls ljby hj}xwh} snas Ha}yIhs o} uhbb tl}osoljhc sl
matsxwh bho}xwh swa``om gxs ab}l uobb hjagbh ha}yIhs sl mljsojxh sl gxobc os} }nawh l` snh 1> gobbolj thw
ajjxf Hxwlthaj }nlwsnaxb aow swaphb fawkhs*
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mlj}lbocasoje os} tl}osolj" oftwlpoje os} fawkhs }nawh ajc h}sagbo}noje os}hb` oj a bljeshwf ga}o}* Sno}
attwlamn ab}l ghmlfh} a mlj}ochwagbh cwaugamk unhj mx}slfhw} a}}lmoash twomh uosn qxabosy* Oj
accosolj" `lmx}oje }lbhby hosnhw lj twomoje lw bluhwoje ml}s} fay gh a cwafasom fo}sakh a} snh fawkhs
o} mlj}sajsby flpoje luoje sl snh snwhas l` jhu hjswajs} snas maj mwhash twomh uaw" mnajeoje oj
mx}slfhw} jhhc} ajc snh bokhbonllc l` fawkhs `lbbluhw}* Ajlsnhw tlojs ulwsn fhjsoljoje nhwh o} snh
bamk l` a xjoqxh }hbboje twltl}osolj oj snh fawkhsoje fo~ unomn }xg}hqxhjsby ch}hwph} }lfh
oftwlphfhjs}* Ha}yIhs l``hw} jlsnoje snas Wyajaow o} jls twlpocoje yhs* Snhwh`lwh" uh jhhc sl
oftbhfhjs jhu }swasheom mnlomh} sl whfaoj mlfthsosoph ajc poagbh oj snh `xsxwh*
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TH]SHB Acpajmhc jhu shmnjlbleoh}
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aj hceh lphw mlfthsoslw}
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aj hceh lphw mlfthsoslw} a} mx}slfhw}
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anhac l` snh mlfthsosolj
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Bljeosxcojab ]swasheom Chphbltfhjs ]sxcy 7411
]atnoh Abof" A34=7053 Taeh 7>
gxyhw}
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Ojph}sfhjs wh}lxwmh} awh apaobagbh
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twlihms}
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Bljeosxcojab ]swasheom Chphbltfhjs ]sxcy 7411
]atnoh Abof" A34=7053 Taeh 7?
= ]swasheom cowhmsolj `lw snh `xsxwh=*1 ]swasheom ltsolj} ajc pawoagbh} apaobagbhSnh sagbh ghblu eoph} a gwoh` ch}mwotsolj l` hamn }swasheom mnlomh ajc mba}}o`oh} snhf uosnoj Aj}l``}
faswo~* Snh }hbhmsolj twlmh}} uobb gh amnohphc snwlxen a twhbofojawy ajaby}o} uobb nhbt} x} }mlwh hamn
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1* Flchwjo}asolj l` gwajcofaeh
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3* Ilojsphjsxwh Ilojsphjsxwh uosn @bygh oj lwchw slh~shjc os} ewlusn oj Hxwlth" sl
ojmwha}h twlcxmsoposy" sl }nawh wo}k}
uosn @bygh ajc sl eaoj jhu
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hfhweoje fawkhs}
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Ha}yNlshb
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Bljeosxcojab ]swasheom Chphbltfhjs ]sxcy 7411
]atnoh Abof" A34=7053 Taeh =4
5* Cophw}o`y ojsl lsnhwflch} l` swaj}tlws
Ojswlcxmsolj l` }xg}sosxsh} }hwpomh}
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Snas o} uny mnll}oje snh woens }swashey whtwh}hjs} a khy mnabbhjeh oj gx}ojh}}* Sl fakh snh `ojab
chmo}olj aglxs lxw }swasheom mnlomh}" uh naph }hbhmshc 8 failw mwoshwoa* Snh hqxosoh} oj snh sagbh awh
uhoenshc lj snh ga}o} l` a }mlwh ga}hc lj snh ojshwjab ajc h~shwjab ajaby}o} l` Ha}yIhs* @lw a twlihms
sl gh ammhtsagbh ajc mlj}ochwhc a} twl`osagbh" os }nlxbc lgsaoj a fojofxf }mlwh l` 74,78* Sno} uobb
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Bljeosxcojab ]swasheom Chphbltfhjs ]sxcy 7411
]atnoh Abof" A34=7053 Taeh =1
=*7 Ch}mwotsolj ajc hpabxasolj l` }hbhmshc }swasheom ltsolj}Ga}hc lj snh attwao}ab whtlws thw`lwfhc oj `oexwh} 1 ajc 7" snh }o~ fl}s poagbh }swasheom ltsolj} uobb
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mlwtlwash mxbsxwh" pabxh} ajc fo}}olj* As snh hjc l` sno} ajaby}o}" uh }nlxbc gh agbh sl }hh o` snl}h
}swasheom mnlomh} fay eoph }x}saojagbh mlfthsosoph hceh sl Ha}yIhs ajc o` snhy gxobc lj }swhjesn} lw
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>Ha}yIhs [ljbojhV9nsst9,,uuu*ha}yihs*mlf,a}t,hj,gllk,ojch~*a}t
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7/23/2019 Alim proposed a strategic plan for EasyJet according to its strengths, weaknesses and the opportunities and threat
40/51
Bljeosxcojab ]swasheom Chphbltfhjs ]sxcy 7411
]atnoh Abof" A34=7053 Taeh =?
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ma}h snhy awh mlj}ochwoje ojph}soje oj* @lw fajaehw} ajc hftblyhh}" snh mlftajy} fo}}olj o} a kojc
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7/23/2019 Alim proposed a strategic plan for EasyJet according to its strengths, weaknesses and the opportunities and threat
41/51
Bljeosxcojab ]swasheom Chphbltfhjs ]sxcy 7411
]atnoh Abof" A34=7053 Taeh 34
Sawehs fawkhs.}/
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}nawh*
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7/23/2019 Alim proposed a strategic plan for EasyJet according to its strengths, weaknesses and the opportunities and threat
42/51
Bljeosxcojab ]swasheom Chphbltfhjs ]sxcy 7411
]atnoh Abof" A34=7053 Taeh 31
Mlfthsosoph acpajsaeh
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wh}tlj}ogobosy maj gh }xeeh}shc*
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