Introduction
The assignment was base on a strategic merchandise analysis of light Jet and Easy Group. It will be carried out through two exclusive parts.
In the first part, firstly, we argon going to give a general overview on easyJets assets, so mainly concentrate on its critical capability which create its core competence. Essentially, historical comparison approach was adopted to value the organizations relative strengths and weakness.
The second one is by constructing a Growth-share hyaloplasm for the Easy Group to better understand the balance portfolios of its incompatible Easy companies in it and then the core competence of Easy group will be discussed in detailed.
Part One
1. The overview of easyJets assets:
1.1 Physical assets
easyJet is based at easyLand, a bright orange building contiguous to the main taxiway at Luton Airport. In an industry where corporate HQs are generally considered to be the ultimate status symbol, it is the very(prenominal) embodiment of the easyJet low-cost ethos.
1.2 Financial assets
easyJet is founded by Stelios Haji-Ioannou and it is now a Public Limited Company.
The main strength of its monetary function s that it got a strong balance sheet which allowed it pass away enough cash to run the business. (Stelios Haji-Ioannou, 2002)
Figure 1 shows easyJets revenue and win chart from 1998 to 2003.
year to end September         revenue (£m)         profit
(£m)
1998 Â Â Â Â Â Â Â Â 77.0 Â Â Â Â Â Â Â Â 5.9
1999 Â Â Â Â Â Â Â Â 139.8 Â Â Â Â Â Â Â Â 1.3
2000 Â Â Â Â Â Â Â Â 263.7 Â Â Â Â Â Â Â Â 22.1
2001 Â Â Â Â Â Â Â Â 356.9 Â Â Â Â Â Â Â Â 40.1
2002 Â Â Â Â Â Â Â Â 552.0 Â Â Â Â Â Â Â Â 71.6
2003 Â Â Â Â Â Â Â Â 932.0 Â Â Â Â Â Â Â Â 52.0
Figure 1. (go-fly.com, 2004a.
)
Figure 2 shows easyJets financial conditions in 2003.
Company Type         Public (London: EZJ)
Fiscal Year-End         September
2003 gross revenue (mil.) Â Â Â Â Â Â Â Â $1,552.7
1-Year Sales Growth         80.2%
2003 Net Income (mil.) Â Â Â Â Â Â Â Â $54.0
1-Year Net Income Growth         (29.4%)
2002 Employees         2,045
1-Year Employee Growth         27.9%
Figure2. (Hoovers, 2004)
1.3 trading operations assets
easyJet is now offering143 routes from 43...
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