Case Study

Easyjet: The web's favorite airline (Abridged)

4 pages
December 2000
Reference: IMD-3-0872

Stelios Haji-Ioannou, the 32 year-old CEO and founder of easyJet airlines, achieved profitability for the first time in 1999, almost 4 years after launching his London-based low-cost carrier. The concept behind easyJet was "to offer low-cost airline service to the masses", and the airline accomplished this by adopting an efficiency-driven operating model, creating brand awareness, and maintaining high levels of customer satisfaction. A key issue in the case is whether the airline will continue to grow and survive in the highly competitive low-cost segment of the market. In 2000, Stelios was anxious to try his hand at launching other businesses, so he started a chain of Internet cafés. Some questioned whether Stelios would be able to successfully transfer his low-cost business model to Internet cafés. Undeterred, Stelios moved ahead with his plan to create easyEverything, with the belief that he could make a profit by encouraging customers to surf the Internet, send email, and shop online.

Keywords
Marketing Strategy, Industry Analysis, Service Management, Airline
Settings
Europe
Easyjet
2000
Type
Published Sources
Copyright
© 2000
Available Languages
English
Related material
Teaching note, Video
Case clearing houses
Contact

Research Information & Knowledge Hub for additional information on IMD publications

Discover our latest research
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics