EasyJet SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

EasyJet plc

International

Airlines

Come on, let's fly!

One of the largest low-cost carrier in Europe

Economy travelers mainly in Europe

Middle class / upper middle class

Low cost carrier with no frills

Below are the Strengths in the SWOT Analysis of EasyJet:

1. The brand name easyJet is very easy to remember and hence brand recall is higher
2. It flies to main destinations throughout Europe making it a very attractive choice for flying
3.Single model of aircraft reducing training, maintenance and supervisory costs

4. First among the LCCs to introduce e-tailing, thus eliminating intermediaries and distribution costs

5. EasyJet academy ensures a steady supply of pilots and cabin crew

Here are the weaknesses in the EasyJet SWOT Analysis:

1. Missing out on the advantage of having a frequent flier program

2. Highly sensitive to any additional taxes or charges imposed by government due to its lower operating margins
3. Dependence on only two suppliers could be risky if the supplier faces any operational problems

Following are the Opportunities in EasyJet SWOT Analysis:

1. EasyJet academy can be a source of ancillary income
2. Leverage on easyJet hotels and easyJet holidays to increase brand awareness and attract customers
3. New fleet can be leased out during travel recession seasons

The threats in the SWOT Analysis of EasyJet are as mentioned:

1. Govt policies and strict aviation regulations

2. High bargaining power of customers in the LCC segment
3. Major players entering the LCC segment

Below are the top 3 EasyJet competitors:

1. Ryan Air
2. Air Berlin
3. Air France