Review of the article on EasyGroup strengths

1. What does the easyGroup example say aboutthe transferability of
competitive advantages?
EasyGroup has never hesitated to demonstrate their benefits and this is
reflected in all of the company's businesses.
One of the most striking examples transferability of competitive advantages is
a British low-costairline, easyJet.The company's strategy was based on
three key components:no-frills concept,low-costfocus,and yield
management (vary prices based on demand levels).
easyJet operated from major airports and provided point-to-point services with
short haul destinations and rapid turnaround times. Prices were closely linked
to demand and how far in advance tickets were booked (the earlier passenger
booked the cheaperfare would be). Unlike competitors,airline has no travel
agents, reservations were made by phone or via the Internet, and it has more
flexible deploymentof planes. Prices were quoted one-way to allow
customers to flexibility. In order to cut the costs there was no inflight meal
services and business-class seating.These actions let to maximize a load
capacity and guaranteed a high aircraft utilization.
EasyJet positioning attracted an audience of journalists and provides a media
activity. Company’s management are not required to invest a lot in marketing
and advertising, laying the groundwork in advance. A strong stable union
presented managementteam.
Yield management capabilities served so well in running an airline could be
re-deployed in UK operatoreasyCinema. Management used the same pricing
strategy. There was no advertising and visitors could bring their own food and
drink. easyInternetcafe was built on the same concept:internet, brand yield
and management techniques were the key business fundamentals.
At the same time, easyGroup demonstrated a specialattention to hardware as
its competitive advantage. This is a point in which company does not skimp.
EasyJet applied the best Boeing planes in its work particularly. Group of
companies has always used the latest technologyinnovations to automate a
process ofserve the customers.easyCar user-friendly foolproffsoftware
made it possible to avoid a complexity of managing operations.
easyGroup has relied on the employeesopinion in its decision-making being
an «information hungry».