EasyJet Strategic Management - Essay Example

Easyjet has focused on the strategy of being safe and sustainable, in which is a strategy to fulfil the means of the airline staying afloat through all conditions and circumstances that the economy may go through (Easyjet plc, 2011). With this in mind, the company has seen the successful implementation of safety measures, where the company focuses on the wellbeing of the clients and the efficiency of their services to meet the needs and demands of their clients. In addition, the safety applies to the services they provide, where the record they have is one to be envied following a small number of incidences.

Though the incidents do not leave a lot to be desired, they have shaped the airline, especially considering its low-cost flights that it offers to clients. With this in mind, their low-cost strategy also calls for sustainability so that the airline becomes a market leader, which has been achieved by a number of things. This is one by having partnerships with other companies to provide towards some of its needs, which include marketing and fuel issues (Parsons, 2011). This can be evidenced by the joining of the airline in Visiting Britain’s marketing partnership, where it seeks to capture a larger market bases as opposed to the one it captured by working on its own marketing strategies, and the sustainability plans focus on generating revenues and expansions that can continue to be there for a long time to come (Johnson, 2011).

As such, the sustainability of the revenues and abilities of the company are the main strategies in place to drive the company to a new level and maintain its notch at the top. In addition, the company applies the strategy of keeping the customer first, which couples with the safety and sustainability strategy, in which case the customer takes priority of operations. This is evidenced by the footprint of the airline across Europe where there is a strong presence of the airline going all over Europe, which is the main focus of the airline.

As such, the airline focuses on the clients in that the footprints are a representation of the company’s clients and their destinations. This is coupled with the improvement of the customer’s experience, where in spite of suffering staffing shortages, there have been improved services to attract more customers and meet their travel needs as they travel with them to give value for their money in their low-cost flights (Niththyananthanpara, 2010). Other companies competing against Easyjet in domestic air travel include Jet2, BMI Baby and Ryan Air among others, but with the strategies used by