IMD

SWOT ANALYSIS
Strengths 1. Good customer relationship 2. Low price/cost 3. High load factor 4. Ease of booking tickets : telephone, mail 5. Non essential features removed/ easy booking 6. Fast turnaround time Weaknesses 1. No frills 2. Inexperienced staff 3. High worth business sector ignored 4. Outsourcing loosing customer satisfaction 5. Relying solely on low price strategy

 Opportunities 1. Established brand helping in other businesses 2. Huge population of London 3. Increasing demand from European countries to 1. 2. 3.

4. 5.

Britain Threats Alternate modes of transport: trains Air Berlin: 2nd largest airline , fly out of Europe Ryanair: Global distribution system, increasing route base and size of fleet Go: same strategy as easyJet Virgin express: Ventures with Sabena airlins providing steady revenues

Competitors
PRODUCT FORM : Go, Ryanair, virgin express

PRODUCT CATEGORY: swissair,southwest,

british airways GENERIC: Trains, personal vehicles BUDGET: Shopping, savings etc

Competition Analysis
Easy jet Go Ryanair
Virgin Express Southwest British airways

Swissair

Revenue NP

123000000 51000000 4 -22

303000000 262000000 4164000000 14264000000 7290000000 59 -3 433 330 233

ROA 32.3 -57 18.8 -2.8 9.7 1.6 2.6 Passenger s per year 1714761 2000000 4900000 2600000 52586400 45049000 12199000 Revenue per 71.7301128 100.769230 passenger 3 25.5 61.8367347 8 79.1839715 316.6329996 597.589966 No. of aircraft 8 13 20 20 280 278 129 Revenue per aircraft 15375000 3923076.92 15150000 13100000 14871428.6 51309352.52 56511627.9