S/B/164. EASYJET: COMPETITIVE ADVANTAGE INVESTIGATION

Through a deepen analysis of easyJet, its main competitor Ryanair and their environment, the objective of the report is to bring out the competitive advantages of easyJet. Afterward, it is shown how these competitive advantages are strong. The report reveals that its both main competitive advantages are the business positioning, and the service quality - brand image. Then, these ones are qualified as, important in short term for the first one, and capital for the second in a long term view. Finally, some recommendations are proposed. The recommendations about the business positioning are to keep this competitive advantage until a real changing within the industry. However one of the recommendations advises against the investment. The recommendations about the other competitive advantage are more about the ways to get 'Sticking consistency' and to link service quality to the brand image. Globally, the goal of this report provide the ways in order to bring out the competitive advantages of a company and finally to provide some recommendations about those.