How does easyJet have a competitive advantage?

easyJet has a strong network of leading number one and number two positions in primary airports, which has proven to be amongst the highest yielding in the market. This enables easyJet to be efficient with network choices, with an emphasis on maximising returns.



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SWOT for easyJet
  • Strong balance-sheet, brand awareness and image.
  • Environmentally-friendly image.
  • Innovative data-utilisation.
  • Solid customer base.
  • Strong market-sensing capabilities (package-deals)


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One of the ways in which the airline engenders this strong team spirit is through its comprehensive share ownership options. By offering shares in easyJet to people at every level, in every country, the entire workforce is encouraged to feel like they have a stake in the success of the company.

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Easy Jet: Low cost air travel
  • Use of the Internet to reduce distribution costs. Easy Jet sells around 95 per cent of all seats over the Internet. ...
  • Ticketless travel: Passengers are emailed with their travel details and booking reference. ...
  • No free on-board catering. ...
  • Efficient use of airports. ...
  • Paperless operations.


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Three main strategies are being followed including the expansion of global route networks; customer/marketing-orientated strategies aimed at improving service quality and securing brand loyalty; and cost control strategies.

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Each airline in the market plans a schedule of departure times and offers a series of fares. The fundamentals of airlines competing are this: customers choose based on price and time, and those customers who find both airlines equal choose based on secondary characteristics we call quality.

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All employees and potential employees are treated fairly, with respect at all stages. All employees have the right to be free from harassment of any description or any other form of unwanted behaviour. All employees have an equal chance to contribute and to achieve their potential.

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