The strategic analysis of EasyJet and Easy Group --the analysis of organisational assets and Growth-share Matrix analysis for the Easy Group

Introduction The assignment was based on a strategic marketing analysis of Easy Jet and Easy Group. It will be carried out through two exclusive parts. In the first part, firstly, we are going to give a general overview on easyJet's assets, then mainly concentrate on its critical capability which formed its core competence. Essentially, historical comparison approach was adopted to evaluate the organization's relative strengths and weakness. The second one is by constructing a Growth-share …

…pdf>[accessed 24.02.04] Interview Quelch, John. (2002), Interview with Stellios Harji-ioannou, Chairman of easyGroup plc, Harvard Business School Stelios Haji-Ioannou (2002), Interview with Ouelc, John, Chairman of easyGroup plc, Harvard Business School Book Hooley, G.J., Saunders, J.A., and Piercy, N.F., 2004, Marketing Strategy& Competitive Positionong 3rd ed., FT Prentice Hall, News BBc news, 14 October 2002, Easyjet ditches Boeing for Airbus < http://news.bbc.co.uk/2/hi/business/2325679.stm>[accessed 27.02.04]