This brief SWOT analysis of easyJet provides an overview of the airline. It aims to analyse the strengths and the weaknesses of easyJet. It also aims to explore the opportunities and the threats facing the airline.
SWOT analysis of easyJet
As mentioned above, it is a brief SWOT analysis of easyJet. However, it addresses some of the key issues as follows:
easyJet is an European point-to-point airline. It is based in London Luton Airport and operates from 27 bases across the UK and Europe. It flies to more than 30 countries and serves over 820 routes.
easyJet is the second best low-cost airline in Europe (Skytrax, 2017). It is also No. 4 low-cost airline in the world. This brand reputation of low-cost flights has helped the airline grow over the years. The airline’s easy to use website and on-time services are also noteworthy.
easyJet employs over 10,000 people. As of 30 September 2016, the airline has 2,865 pilots and 6,516 cabin crew members (easyJet, 2017). Customer loyalty is another great strength of easyJet. In 2016, 74% of the airline’s seats were booked by returning customers (easyJet, 2017). The airline has seen an increase in customer loyalty in its core markets.
Like many other budget airlines, easyJet’s earnings often rely on the summer season. This reliance may make the airline vulnerable to any uncertainty and challenges which may occur during the season.
In an AirHelp’s survey in 2015, eastJet was named as one of the worst UK airlines for dealing with flight compensation claims. It is worth noting that AirHelp is a company that provides legal help for customers making claims for delayed flights (Morris, 2015).
easyJet can grow further by exploring new routes in Europe. New airports and run ways in the UK and Europe will also offer easyJet further opportunities for growth. The airline has mostly young travellers going away for summer/winter holidays and weekend party trips. This often alienates older travellers. Therefore, focusing on other demographics is certainly worth the effort.
The last element to address in the SWOT analysis of easyJet is the threat/s. The airline has a number of direct competitors in the European low-cost airline industry. Its main European rivals are Ryanair, IAG and Lufthansa. Like most other airlines, easyJet is also faced with Brexit challenges which may affect the operations of the airline both in the UK and EU. It is not yet clear what Brexit would exactly mean for easyJet and other airlines. Likewise, any political instability in Europe will also have challenging implications for the airline.
We hope this article on the SWOT analysis of easyJet has been useful. You may also like reading SWOT analysis of British Airways. If you liked this article, feel free to share it by clicking on the icons below.
The article publication date: 09 February 2018
easyJet (2017) About: Strategy, available at http://corporate.easyjet.com/about/strategy/ (24 December 2017)
Morris, H. (2015) Revealed: the worst airlines for handling flight delay compensation, available at: http://www.telegraph.co.uk/travel/news/Revealed-worst-airlines-for-handling-flight-delay-compensation/ (24 December 2017)
Photo credit: Pixabay
Author: Jo David
Jo David has years of experience both in the UK and abroad. He writes regularly online on a variety of topics. He has a keen interest in business, hospitality and tourism management.