Model Answer for Busniess Inovation Coursework Example | Topics and Well Written Essays - 1500 words

Model Answer for Busniess Inovation - Coursework Example According to the CEO Andy Harrison "EasyJet is now the UKs National airline. Passengers have clearly voted with their feet, boarding EasyJets aircraft more than any other airline. In a harsh economic environment, EasyJet’s continuous resilient performance is evidence to the superiority of its business model. Europe’s premier air transport network, strong customer proposition and service execution are associated to an extremely efficient operating model that is based on simplicity and low cost. Having to face an uncertain business climate such as severe completion, weak consumer confidence and with the hike in fuel and the volatility of currency, EasyJet is one of the few airlines globally to remain profitable during these harsh times. According to the Non Executive Interim Chairman Sir David Michels, these results were driven primarily through good revenue performance offsetting the  £86 million unit increase in fuel costs and  £31 million reduction in interest income. Easyjet’s marketing strategy took advantage of capacity cuts by other carriers to advance their position in the European short-haul market, capturing shares in important markets such as Milan, Paris, Madrid and London Gatwick and increasing our slot portfolio at congested airports by over 10%. Easyjet has plans to deliver growth of around 7.5% per annum over the coming five year. Easyjet looks to take advantage of the commercial opportunities apparent in European short-haul aviation, whilst delivering positive cash generation beyond the period of the higher than normal capital expenditure associated with the replacement of the more expensive Boeing subfleet. Easy Jet has a unique marketing strategy, rather than targeting leisure passengers, Easy Jet’s main target market are the business passengers who are more regular customers than leisure passengers as they fly more than leisure passengers. Easy Jet has also now focused more on internet marketing which is a lot cheaper than