53-54,58). This makes EasyJet second best low fare airline in Europe after Ryanair. 13 to 0. Also, too many airlines can create market saturation which can lead to market standardization of services which means people will have no particular preference for any one airline. This motivates the employees towards efficient contribution to EasyJets strategic objectives (EasyJet: Annual reports & accounts 2011, p. 35). 56% respectively. Malighetti, P., Paleari, S. & Redondi, R. 2006, Pricing strategies of low-cost airlines: The Ryanair case study, Journal of Transport Geography, vol. By managing and controlling competition in the sector, both Ryanair and Easyjet have generated superior values for their investors. In actual numbers the costs remained constant at GBP 103 m, also due to the new policy of Also, profitability of low fare airlines like Ryanair depends on the customers perception on low fare services. JP Morgan's analyst Harry Gowers upgraded the rating on the company from Sell to Neutral. Political Since Ryanair has its base in both European Union (EU) and Ireland, it is regulated by authorities both in the Ireland and the EU e. . We use cookies to give you the best experience possible. It provides a common size comparison between different organizations with regard to their respective individual performances. The first ever flight of this company had its route from Luton to Edinburgh and Glasgow. In this case, both EasyJet and Ryanair have a witnessed a declining trend in the ratio from 2010 to 2012. IvyPanda. With rising employment, the purchasing power of people also improves. EasyJet in comparison to other low fare airlines provides quality service at low price, internet booking facilities and other ancillary services. This will reduce the fare burden on customers by avoiding travel agents. The sustained current global economic recession has had an adverse impact on many airlines including Ryanair because high unemployment rates and rising fuel costs almost led to bankruptcy. (2023) 'Ryanair Corporate Strategy Vs. easyJet: Competitive Strategy Analysis (Compare & Contrast Essay)'. A low working capital means, less amount of non-current liabilities are utilized to finance the current assets. Headquarter of the company is situated at Dublin Airport. By doing so, it believes that its customers can get around to where they are going in good time. EasyJet has broadened its customer base by targeting both business and leisure travelers which is an advantage over Ryanair. Because of its brand name, Ryanair also acts as barrier for new entrants in the European aviation industry. Comparative analysis based on Porters 5 forces analysis New entrants in the aviation industry will be less threatening for well entrenched and already established low fare airlines like EasyJet and Ryanair because the new airlines will have low capital base and limited airport slots. This puts pressure on the low cost strategies adopted by Ryanair and EasyJet. assume youre on board with our, Financial Analysis on Galaxy Entertainment Group, https://graduateway.com/comparative-financial-analysis-of-easyjet-ryanair/. Raccomandazioni degli analisti su EASYJET PLC: 27/04: easyJet plc: JPMorgan cambia rotta e passa a un giudizio Neutral Chief Financial Officer & Director: Stephen Alan Michael Hester 4 601: SINGAPORE AIRLINES LIMITED: 5.06%: 28 092: AIR CHINA LIMITED: 0.86%: 21 445: DELTA AIR LINES, INC.-0.33%: 21 317: RYANAIR Finally, the government has imposed higher taxes on flights which add to the cost thereby resulting in increasing air fares. Sull, D. 1999, Case Study: easyJets $500 Million Gamble, European Management Journal, vol. Raccomandazioni degli analisti su EASYJET PLC: 27/04: easyJet plc: JPMorgan cambia rotta e passa a un giudizio Neutral Chief Financial Officer & Director: Stephen Alan Michael Hester 4 601: SINGAPORE AIRLINES LIMITED: 5.06%: 28 092: AIR CHINA LIMITED: 0.86%: 21 445: DELTA AIR LINES, INC.-0.33%: 21 317: RYANAIR Therefore, the takeoff costs, additional customer expenses, and meal costs as reduced. 79% and 8. However, the company changed this strategy after realising it needed a differentiation strategy that would set it apart from its competitors. With the help of this analysis companies design strategies to reduce risks attached to development and expansions beyond the borders of the country of origin. But it's not worth paying a load more than Ryanair for in my opinion. Of importance, experts say the European low-cost airline sector is more brutal for low-cost airline companies than the American market because both markets have different structures (CAPA 2014). In response to the new eco tax imposed by the government in Germany, Ryanair has reduced the number of flights that travel over German routes. Ryanair, when they offer the cheapest option or youre afraid that EasyJet will charge you for your 10kg cabin bag. Alternative modes of transport do not form a threat to low fare airlines like EasyJet and Ryanair for distance more than 400 km. However, a closer scrutiny of the working capital level of the two airlines reveal a different a scenario as opposed to the popular belief of Ryanair being the better managed airline of the two. 14, no. Focusing on market strength is also another tenet of the airlines competitive strategies. Then there is also a growing interest in multiple product features, product quality and service which may cause people to try other airlines merely to get a different kind of experience (Muller, 2011, p. 39). 3. 49%, 38. 84-85). According to the diagram above, other low-cost airlines command only 29% of the market, while Ryanair and Easyjet dominate the rest of the market. Ryanairs net worth as a percentage of total assets for years 2010, 2011 and 2012 has been 38%, 34% and 37% respectively. Ryanair. The passenger revenue as a percentage of total revenue for Ryanair is approximately 80%, whereas for EasyJet it is in excess of 95%. This affirmation aligns with the goal of Ryanair, which is to firmly set up itself as Europes leading low-fare scheduled passenger airline through continuous improvements and expanded offerings of its low-fares service (Freire 2014, p. 4). WebAn Analysis and Assessment of easyJets Strategy and Options 45 3.5.3 Leasing Costs Leasing costs are an important profitability driver for airlines 128.Over the review period, easyJet decreased its leasing costs from 3.4% of total revenues in 2010 to 2.7% in 2016. report, Comparative Financial Analysis of Easyjet & Ryanair. The company has also adopted the same strategy to improve passenger comfort and expand its operational network. 9 million. Ryanair cabins are pretty bare-bones and the seat in front of you has a tray table but not a seat pocket. Both airlines also have similar performance indicators in the aviation sector. Increasing oil prices can have severe impact especially on a low fare airline like Ryanair, and to off-set this they use high density seating arrangements on board; that way fuel price per passenger is reduced. Bargaining power of buyers Usually a number of aircrafts from various airlines fly on the same air route thus increasing the bargaining power of buyers because of availability of alternatives. They create user-friendly websites which encourages people to book tickets online thereby eliminating the need of travel agents. easyJet PLC has a consensus rating of Hold with an average target price of 12.42. 0 millions to Euro 2,988. Easyjet relies on the low-cost strategy because it believes that it cannot successfully compete with large aircraft carriers because they would use their economies of scale to crash the competition. WebThe advantages of a spend analysis is that it contains detailed files on what a company buys, how much they spend, and who they buy from. However, EasyJet pays high fees to use the services of primary airports thus not achieving low costs in all its activities. Factors like growing terrorist threats and air accidents affect these airlines most because people tend to lose confidence over their security measures due to their low cost strategy. Other airline companies, such as Ryanair, also discovered similar opportunities by leveraging their competitive advantage through the adoption of a low-cost strategy. It chose to lower its costs by eliminating these expenses. Another key aspect of its strategic competence was high aircraft use (Thompson 2005). O. P. of EasyJet has increased by more than 90% from 2010 to 2012, and N. P. as more than doubles to 212% during the same period. While EasyJets net worth has consistently witnessed growth, albeit as a percentage of total assets, the net worth of Ryanair has in fact shrunk percentage wise from year 2010 to year 2012. Ryanair has put the increase in overall assets and liabilities to good use, it has managed to almost double the growth in net profits from Euro 305 million to Euro 560 million translating to an increase of 84% over 2010 levels. Even with these adjustments, the company has still increased its passenger numbers and remained profitable for a long time. Most of its income stems from selling flight tickets and the add-ons associated with them. Need a custom Compare & Contrast Essay sample written from scratch by easyJet, along with Ryanair, is concerned about the impact of the French air traffic strike but has reason to believe in a high-demand future. External factors like increasing oil price can severely impact fare structure since the fare is already low. | April 27, 2023 Prices. Stock of the day 03/10/2017 easyJet PLC news of its CEO search and an idea of how the firm may benefit from Ryanairs recent troubles and the collapse of Monarch Airlines. 2015, A World Made for Money: Economy, Geography, and the Way We Live Today, U of Nebraska Press, Lincoln. Of importance, the company lacked a service advantage that would back up its cost advantage (Thompson 2005). 2006). Ryanair plans schedules for aircrafts in the manner that they stay in air for longer periods thus avoiding loss incurred from grounded aircrafts. WebAn Analysis and Assessment of easyJets Strategy and Options 45 3.5.3 Leasing Costs Leasing costs are an important profitability driver for airlines 128.Over the review period, easyJet decreased its leasing costs from 3.4% of total revenues in 2010 to 2.7% in 2016. 46%, 13. All these factors can severely impact Ryanair. 2006). Furthermore, like Ryanair, Easyjet also bases its corporate strategy on Southwests business model. In the year 2010 EasyJet faced a number of major problems that posed a threat to its efficient service. Both airlines are in a better position to make all payments. Nonetheless, Ryanair commands a stronger market share than Easyjet does. The return on shareholders funds also is seen closely identical ranging between 0. Another program that is used by Ryanair is frequent-flyer program which means customers are given a free flight after they complete a specific number of flights in a given period with Ryanair. Their endeavor to cut costs also result in doing way with personal one-to-one interface with customers. For example, both airlines fly to different types of airports. Comprehensively, the two organisations share almost similar strategies. Hence Ryanair needs to consider labor markets and government regulations of both countries. Ryanair has a higher gross margin than EasyJet. In the year 2010 there was a reduction in the costs of fuel from Euro 1,257 million o Euro 893. PESTEL analysis provides different reports depending on whether the analysis is done in domestic or international arenas. 500 Last updated: 25th April 2023. easyJet (LON:EZJ) is a British low-cost airline operating out of the UK, and is the second-largest budget airline behind Ryanair in Europe by number of passengers carried. 17 in 2012 for Ryanair. Similar to Ryanair, Easyjets strategic direction came from years of studying the success Southwest Airline (Sull 1999). 14, no. In the first part, PESTEL analysis has been done along with comparisons of both the airlines. In this case, Ryanair does better than EasyJet. Italy is Ryanairs leading country market with almost 15,000 flights planned in December. https://www.easyjet.com. However, easyJet, in a financial report, says that 99.8% of flights are operated regardless. Any air disaster even if with other airlines can affect Ryanair since people will start believing low fare airlines compromise on safety measures in order to cut costs (Sorenson, 2005, pp. Easyjet and Ryanair have similar strategies to the extent that they both share the low-cost business model. It was established in the year 1995 by Sir Stelios Haji-loannou with the purpose of providing scheduled air services at low costs. To expand its customer base, the company tried to please all their customers by trying to meet the customer needs of every type of market in the industry (Malighetti et al. EasyJet has a wider customer base since it targets both leisure and business customers while Ryanair targets only leisure customers. Bargaining power of suppliers Bargaining power of suppliers can be strong if they are concentrated i. e. there are few suppliers and many buyers. The constant threat of a Middle East (Iran) war can adversely affect the oil price. There was the eruption of Eyjafjalla volcano that produced ash which induced problems in European airspace. All these along with various functional problems presented immense challenge to the performance level of EasyJet. Automobiles, bus services and railways can act as substitutes but where time saving is important, there can be no substitute to airlines. While Ryanair was better hedged its fuel expenses raised 560% versus 76%. In actual numbers the costs remained constant at GBP 103 m, also due to the new policy of To do so, both airlines use the single fleet type of operation and optimize flight crew productivity (Air France 2011). The fuel, administrative and engine maintenance costs are declined. Bargaining power of buyers. For example, it has stolen customers in the business class segment (Malighetti et al. Mennen (2005) says it is important for low-cost airlines to adopt a low-cost structure if they want to create value for their shareholders. In case of EasyJet, the Gross Income ratio has improved from 0. The European airline industry is also distinct because charter planes play a greater role in the industry, compared to other markets (Air France 2011). Its long thrived on an unambitious reputation for being better than Ryanair, but it came close to losing even that shabby crown in the travel chaos of spring 2022. This view affirms the opinions of researchers who say price leadership is pivotal to creating market dominance, compared to cost leadership advantages (Mayer 2008). (Appendix, Table 5 and Table 9). EasyJet's orange-and-gray cabin is slightly less intense, but not by much. Moreover, national airlines like Ryanair get additional benefits from governments during periods of huge losses. Equity ratio for EasyJet has marginally increased in 2012 compared to the Both airlines have perfected this strategy by introducing new price reduction measures, such as paperless booking. They could compare with other investment opportunities by NPV method. For instance, flight attendants also do the work of cleaners or gate agents. The websites they have need to be updated regularly so that customer experience is enhanced and need of travel agents get reduced to save costs. Web1617 Words7 Pages. Stringent laws regarding safety and air traffic rights put financial pressure on low-fare airlines like EasyJet. Analysis of the financial results reported by both airlines shows that IvyPanda. Ryanairs fuel expenses are 45% of its total operational expenses, and so any rise in fuel price will affect Ryanairs decision regarding no-fuel surcharge policy to earn profit (Muller, 2011, p. 38).
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