Is EasyJet concentration on low costs contributed to competitive advantage?

EasyJet and RyanAir understood that there was an underserved segment of the airline industry and they created a service to fill the gap and serve these previously underserved customers. Low cost is one of the defining traits to serve this segment so it is contributing to creating a competitive advantage.



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Low-cost airlines specialise in keeping the costs down, minimizing their operating costs by having single aircraft fleets, and without some of the more traditional amenities (like in-flight meals) included in the fare, meaning they can offer lower fares due to their lower cost of operating – essentially these cost- ...

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They increase competition, incentivizing other airlines to offer cheaper flights.

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We're not only committed to providing low-cost flight tickets, but also providing a great service to and from Europe's top airports. At easyJet we're not just an affordable airline but a service connecting businesses, families and holiday makers across the UK, France, Germany, Italy and other top European destinations.

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Abstract. easyJet, one of Europe's most successful low-cost short-haul airlines, has a simple pricing structure. For a given flight, all prices are quoted one-way, a single price prevails at any point, and, in general, prices are low early on and increase as the departure date approaches.

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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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Analysis shows that the greatest challenges are political, economic and legal factors which easyJet has to respond to in the face of political instability, economic and legal uncertainties. Brexit negotiators have dropped existing commitments to participate in specific EU regulatory institutions.

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Low-cost airlines take a no-frills approach, which is how they are able to keep their fees relatively lower than traditional airlines. They save on luxuries, like reclining seats, which reduces initial plane purchase and maintenance costs. This translates into less expensive tickets.

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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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