Easy Jet

The grocerying auditis a fundamental startle of the selling planning service. It is conducted non only at the beginning of the process, only in any case at a series of points during the implementation of the plan. The merchandising audit considers twain internal and external captivates on selling planning, as nearly as a review of the plan itself 1. Environmental Audict on lax natural spring(the factors that support influnce the play a spacious) A)Five porters forces *Threats from saucy entrants When bran- advanced air lanes enter the market ,how they ad union easy atomic number 19 *Threats from subsititue reapings to a greater extent(prenominal) options to go to a terminal figure such as b customs, checker.. ow these things presume easy jet *Bargaining forcefulness of suppliers if plane settler factories sell planes with a lavishly determine ,how this be active the easy jets finance *Bargaining business leader of debauchers for causa easy jet bring forths a contract with plane factories for 10 days with the fixed charge so the factory bottomlandt cast up the price during this sentence. Bargaining lets you buy products at a cheaper rate * indispensable Rivalry Internal competation ,easy jet fight against different flight paths Threat of substitutes-this house be anything that can be a substitute to roaring outpouring or airline industry in command.For instance, a nonher airline with even sm totally(a)er prices, consumers opting to subprogram other modes of transport (trains for instance). When Heatrow was hit by that huge fog secure forward Christmas and no planes were flying, Eurostar trains were suddenly all booked. I would think, however, that for wanton viridity, in that respect would be no big scourge of substitutes. There is a threat of ever growing competition scarce this isnt the case of substitutes. Substitues ar in other words me too products which argon slight likely to occur in airline industry o r military helper industry then in FMCG. I think. Buyers-here you can list down any mathematical threats from buyers.This is where you hang at the relationship between low-cal tarry and its signed consumers. How strong is at large(p) common discolouration? Do consumers believe in, and to, Easy spurt? argon they loyal to Easy Jet or do they switch to other airlines with no real or perceived risks? If yes, why? If non, why non? Do consumers accommodate alternative to Easy Jet? If yes, and I would learn they do, how does the relationship between Easy Jet and its consumers channelize? Who has greater supplement in this relationship, consumers or Easy Jet? Who is more than dependable on whom, why and to what extent? Etc Ask as umpteen questions as you can and you pass on get your answer.Talk to few ane who has utilise Easy Jet services, film them what they liked and disliked about it, would they use it again and why, how do they intuitive feeling about Easy Jet, h ow did they learn to fly with Easy Jet, pull up s removes they take on Easy Jet again B)Swot analysis 4 main strenghts and the confrontation ones atomic number 18 for weaknesses *Finance *Technology *HR Department *Reputation and semipublic figure EasyJet telephone lineline Company Limited Strengths * EasyJet is a leading endurer of down in the mouth reckon, no frills air strikeservicing many of the leading urban center destinations in the UK and cross shipway Europe, including Berlin, Amsterdam, Barcelona, and Prague. They detect a high quality service at plain-enterprise(a) prices and crack cocaine a number of features including ticket slight travel, network arriere pen rule and assisted travel services. * They nurse ahighly distinctive manner of speakingon their fleet of aircraft making them easily recognisable and distinguishing them from their competitors. * They bring on auser neighbourly websitewhich fully discloses the price breakdown of the passengers planned travel. fling a full breakdown of the price plan prevents any underc all over charges when the customer con potents at that place arriere pensee. EasyJet offers an online promotion alert which is e-mailed to existing customers and contact on the companys database. * Recognised as a leading brand name in the UK travel industry. * As a market attractor in an industry widely seen as a leading reader to the green house ready and global warming, EasyJet actively embrace there surroundingsal responsibilities and continue to accommodate these factors as a keep precession when developing their future strategies. * EasyJet operate a fast and efficient service with an average turnaround time of 30 minutes or be let loose.This enables them to agree a reliable and hassle free service to their passengers. * For the case study,planes and turnaround times means to take short time on departure,use of net profit,financial place The easy brand is a well known brand across the U K andsome atomic number 18as of Europe. It is knownfor low bell for the masses which is implied by their orange culture. They require to paint the worldorange, implying that they want to provide goods and services at the lowest possible price. easyJeteasyJet only offers a single hail class. Its pricing strategy is to offer quantify for coin and this isdoneby keeping lives to aminimum.Unit constitutes ar keptlow by eliminating travel agents, maintaining highaircraft utilisation, focusing on internet sales, eliminating unnecessary service frills, operating a fleet ofsimilar aircraft and establishing long-run agreements with suppliers. One of the key strengths of easyJet has been the utilisation of the internet. easyJet bookings over theinternet relate toover 92% of total sales andis expected to increase. They see themselves asbecomingthe first internet only airline. Strengths Cheap tickets. A simple-minded f ar structure. Image, differentiation on price andbrand. Commitm ent to customer service. Multi-base network. Strong corporate culture. Flexibility to change bookings on theinternet. Lower be than theestablished airlines Weaknesses * Domestic air travel is an extremely agonistic industry withEasyJets main competitors universe Jet2, BMI Baby, Ryan Air plus a host of smaller independent competitors. These external competitive forces can restrict and shape pricing policy on some ofEasyJets less profitable routes as they set about to compete with their competitors. * They do not offer a free aliment service on longer flights of 2 hours plus. asyJet has many weaknesses but the main include the neglect of service,flexibility and byplay focus makingthe cheap exampleunappealing tobusiness travellers. Businesstravellers atomic number 18 not included within easyJets business model. Since kinsfolk 11 businesstravellers count for 50% of passengers and indeed should be a target for marketing and should be included inthe business model. This c an be seen as a weakness for not targeting this segment. easyJets business model also relies on tidy sum flying more often. However, there is a contrast as to howoften people fly.The ingathering is not infinitive, it is possible that the low-cost market go out be saturated. It result rent it off to a point when the low-cost airlines leave alone not be able to stimulate any more need fromlow prices. (CPRE The Future Development of Air Transport in the UK, July 2003 Weaknesses Pilots over 65 atomic number 18 not allowed to fly overFrance, Italy and Portugal. No guaranteed departure. No only children under age of 16. No autopilot. Lack of service, flexibility and business focusmake the low-cost model unappealing tobusiness travellers. Focus on price and convenience is stretch its pin down.Differentiation will be difficult. Due to quick success it is difficult to recruitand train raw(a) module. No customer retention scheme Opportunities * Possible possible action o f alternative routes to major cities in Europe. A key route could be from Dublin to the UK, as this has a king-sized probable for travellers going to association football matches in the UK plus new links into corporate flyers to and from the UK. * Offering of free refreshments on flights with a travel time of over two and a half hours. This would offer an extra perk and comfort to passengers making their receive with EasyJet all the more comfortable and enjoyable. Updated versions of the fly on the wall documentaries would provide the brand with more coverage and publicity. The opportunities in the industry mainly come from the Eexpansion. On the 1st ofMay 2004, 10 countries will be connective theEU. Thus, the EUs membership will beexpanded from 15to 25 countries. The new states include instituteer members of the Eastern Block and smaller islandstates. (bized. ac. uk) These are Cyprus, the Czech Republic, Estonia, Hungary, Latvia, Lithuania, Malta,Poland and the Slovak Republi c.Further EU expansion is expected in 2007 when Bulgaria andRomania are hoping to join the EU, while Turkey is now currently negotiating its membership. (europa. eu. int)The addition of more than one hundred million people to the EUs market of 370 million will present anopportunity for further growthfor the low-cost airline industry. easyJet has already announce its newroutes from Luton, Berlin and Dortmund aerodromes to Budapest (Hungary) and from Stansted airport toLjubljana (Slovenia). (easyJet. com) Threats * Competitors flying the same routes compete very competitively on price forcing pressure on margin on more popular flights and time slots. External market forces can have a significant impact onEasyJets business, e. g. the rising cost of anele can have a significant impact on travel rapidly costs putting significant pressure on the gainfulness of less popular routes and time slots. * Pressure from unions and employee relations committees can signifigantly impact on the day to day operations with strikes proving to be very pricey to the companys image. * Economic downturn may lead to a subside in casual flyers and corporate travel as companies seek to hold what they see as unnecessary expenditure and in turn make less business trips. Financial Analysis Within thelow-cost/no-frills(prenominal)airline industry inthe UK,Ryanairis easyJets maincompetitor. Inevaluating thefinancial capital punishment ofeasyJet, itis thence useful tocompare its performance withthatof Ryanair. For the purpose ofthiscomparison, we will be making use of anumber of ratioswhose formulae follow that of FAME. The data employ for this financial analysis are easyJets unauditedpreliminary results for their financial year cease 30 September 2003, which provided results for boththe year shutdown30 September 2002 and2003.Ryanairs financial year-end however is 31March 2004. Therefore inorder to obtain data thatwould be forthwith comparable, itwas necessary to use data fromthe ir half-year which ends 30 September 2002 and 2003, and to use figures taken from their financialyear end 31 March 2002 and 2003. This enabled us to obtain figures for a full 12 months ending 30September 2002 and 2003. For a quick overview of all ratios refer to Appendix 3 and detail of allcalculationsare contained inAppendix4. All financialreports were obtained from downloadsavailable onwww. easyjet. comandwww. ryanair. com.The first quantitative set of data tobe analysed is the Profit and Loss Account. This deals with therunning of the business, i. e. the amount of turnover, the cost of what has been change, the expensesgenerated during the year and of course the profit that has been do, perhaps the figure that theshareh honest-to-goodnesss are most(prenominal) interestedin, but thereare other criteria thatcould affect the profitability of thecompany PEST analysis for easyJet The following factors are likely to have an influence on the airline industry and should therefore be taken into account when formulating a marketing Plan for easyJet.Politico-legal factors Threat of war in the diaphragm East The Air Miles scheme is not considered as a dutiable perk by the government in the way that company cars are taxed which may change to allow easyJet to compete on more live grounds with the likes of BA. A EU east-enlargement may provide access to viable, new markets. Economic factors Likelihood of increase evoke costs, congestion and other environsal restrictions, as well as the prospect of higher security and insurance policy costs to reflect the risk of terrorism. As the recession is likely to stand firm for some more time, business travellers will keep an eye on their travel expenses. Globalisation should continue to boost traffic in the long-term. The knowledgeableness of the single currency in Europe is likely to bring more business to easyJet as Europe sours more integrated. Socio-cultural factors To win over the French and German publics might cause problems as there appears still to be a general reluctance to use credit cards over the phone and Internet . The public are general quite friendly to the prospect of cheap flights.However they may feel begrudged where they see promotions found in newspapers where flight are for ? 10 only to find that the actual cost is much higher for the particular time or day they longing to fly on. Technological factors A key issue will be the extent to which technological advancements such as the use of the Internet on dissemination and cost synergies from industry consolidation can offset upwards pressures on prices and costs. easyJet has to keep track of technological developments in the field of e-commerce and aircraft manufacture in order to gain a competitive return. CONTINUE..The business environment is a set of political, economical, social, technological, environmental and legal factors otherwise know as PESTLE analysis. These factors are not controlled by the busi ness. Which means that businesses must(prenominal) change quickly as the environment changes. These macro factors have a prescribed or negative impact on the business. The political factor can be affected finished tax policies as Easyjet are supercharged with landing in different countries, employment laws, environment regulations, trade restrictions, tariffs and the government. The economic factor is forever changing with prices constantly fluctuating.For example oil prices increasing affects boilersuit profits for the company which in return affects how much money Easyjet can invest on improving the airline or talent back to the communities. Baines, Phil and Page (2008a) explain firms are effected by environmental issues such as wage inflation, price inflation, gross domestic product and income sales and corporation taxes. From the social aspect this looks highly on s instauration go of the airline and its staff and passengers. Which then attracts passengers to fly again af ter creation ensured of safe and secure flights.To keep up in technology Easyjet must be internet dependant as flights are booked and go over via the internet. Therefore customers need to be satisfied with a quick and simple service. Easyjet also have a great career attitude which commits staff to be up to a excellent standard of service. Technology plays a huge factor within Easyjet as it has to rely hugely on the reliance of technology. Also as things improve technology becomes cheaper which means barriers to entry could be move for competitors to join which could affect the profit of Easyjet. Barriers to entry are designed to block potential entrants from entering a market profitably.They seek to protect the monopoly power of existing firms in an industry and therefore maintain supernormal profits in the long run. Barriers to entry have the effect of making a market less contestable. (Tutor2u n. d) To prevent this explore and development expenditure can act as an obstruction to potential entrants to industry PEST analysis PEST analysis is chosen, to look at the possible business environmental impacts that may affect theindustry and easyJet. It can be used to infer a variety of trends, manakins and projections which willinfluence easyJets future strategical decisions (ACCA 2004).PEST analysis was chosen over SLEPTanalysis as we found it difficult to recite between legal and political factors. The legal issubsumed into political. Consideration will be made to the political, economic, social and technologicalenvironments that may affect the industry and easyJet in the future. semipolitical Environment The industry and easyJet must react to any regulations that are obligate by the political party and thecorporate governance code. The EU compensation thought that will take affect in 2005 is currently beingchallenged by easyJet as well as other airlines.If this challenge is unsuccessful then it would meanincreases, inlegal battles, compensation payouts andoverall increases in costs. Asa result, fareprices easyJetwill increase and demand will fall. This would makeit very difficult to seethe future for thelow-costindustry. Expansion of the UK airport system will play a major role in the future of the airlines growth model. Stansted is expected to have one additional runway and terminal, increasing UK air traffic growth to402 million by 2020, 501 million passengers by 2030 (Mintel report 2003).The government are seeingthe benefits that the aviation industry can bring to the country. The question that remains to beanswered is, for how long are the government willing to help the growth of the industry before theystart to intervene? Any intervention from the government is likely to be costly in the future to theindustry. Economic Environment The government may decide to impose taxes onthe industry. A possible introduction ofa dark-green tax,a tax on fuel to try and reduce the contaminant that it causes, would increase the costs and as a result couldraise easyJets fares by more than 20% (Financial Times, 1 stNovember 2003). Also the ? 6 billionworth of subsidies that is currently stock from the government may be reduced over time to limit thegrowth of the industry. The growth of the industry may need to be controlled to keep taint to aminimum. As subsidies decrease there will bean adverse affect onfare prices causing demand to fall. This will also affect the business model as it would need to be revisited. The recent rises in the UK interest rate, which currently stand at 4%, has increased the publicsliabilities.People have less disposable income and as a result are less likely to travel afield. Theincreases will also affect easyJetss loan repayments on its new order of aircrafts. At present, paymentsrelating tothe purchase are notincluded in the hedgingpolicy and therefore will affect the liabilities ofeasyJet. Social and Culturalenvironment The UK population as a whole are aging, people are living longer. The number of people between theage of 25 and 34 has been decreasing but the age convocation between 55 and 64 are expected to increasefrom 2005 (Mintel report 2003).The older age group tends to have more disposable income (SAGAholidays target this group) and therefore should be targeted more by easyJet. Saying this, youngerpeople who have less disposable income are now starting to go abroad for their holidays. This meansthat the airline industry is attracting more potential passengers because of their low fares. Technologicalenvironment easyJeteasyJets use of the internet needs to be enhanced, they are aiming to become the first web-onlyairline.Currently 92% of their tickets are sold online and improving this figure will bring cost savingwhich in turn couldbe passed onto the consumers. This will make easyJet more competitive on price. easyJet will need tokeep track oftechnical developments in e-commerce andaircraft manufacturing inorder to compete against its rivals 2. 7ps Marketing Mix of Easyjet crossway Easy Jet is a flight booking company set(p) at London. Thebenefitsof Easy Jet being online and on teletext means that they are providing better margins this is where they are dedicated to customers digitally.Place non solely online but volume of sales are online so Easy Jet will shorten on this target market. Today, technology allows us to sell more goods to less people, which is far more efficient than selling fewer goods to more people. This is substantiate by Peppers and Rodgers in their Marketing concept. Peppers an advertising executive and Rogers a marketing scholar, their concepts addressed one to one marketingand how it concentrates on providing services or products to one customer at a time. This is by identifying and then encounter their individual needs.It then aims to repeat this many times with each customer, this is so consumers feel relationships are in place when perhaps they are forged. expenditure With Easy Jet being on the internet for such a long period it means it has cut out aspects such as the post, this is because tickets and boarding passes are now emailed to customers or printable online, therefore cutting out the middle man. forward motion Easy jets website is offered by means of search engines and travel/flight comparison websites, this is both advertising and selling their service.They also send members emails with promotional offers. Physical rise Although Easy Jet is based mainly online now, Easy Jet are still booked through travel agents or in the airport itself. Physically offline Easy Jet have recently in the earlier few months been advertising in Sainsburys stores by staff (uniformed Easy Jet T-shirts), advertising there new partnership. Physical evidence online differs, they have aspects such as security icon and policies in place which gives consumers a reason of security when booking online.People On Easy Jets website they have scratchs, such as blogs, FAQs and a whole section dedicate d to customer service to try and give consumers a sense that even though they are online they still have some form of contact to Easy Jet. Process As mentioned above Easy Jet integrates online and offline by having customer service in the airport and online. CASE make Product Easy jet is an low cost calculate airline as well as no frill. The easy brand has been drawn-out to other products. There are now easyinternet cafes,easycar,easymoney and new easycruise products.Price There 3 types of pricing which are Premium Pricing this is for specific segment of people for example apple targets for certain people. Low cost pricing which is for easyjet,targeting low cost price and low income people. Psycological pricing,99p instead of 1pound They use a low cost price to be competitive Place It means Distrubition . Distrubition has manufacturer,agents,wholesalers,retailers,consumers. The more distrubition you have ,the more expensive your products will be. easy jet has manufacturers and di rectly deals with consumers so they save money. lmost 90 percent of tickets are sold through the internet for the 10 percent agents sell so they sometimes deals with agents too. Promotion internet People Paperless opeartions since its launch easyjet have simplified its working practices by embracing the concept of the paperless office. they do everything online rather than people going to branches and taling case to face ,everthing can be done online so easyjet saves money for hiring less people Process Ticketless travel passengers,instead receive an email containing their travel details and confirmation number when they book online. his helps reduce importantly the costs of issuing,distrubuting,processing and accommodating millions of tickets each year Physical Evidence it means beauty,new planes ,comfort flights Each boeing is new 737 aircraft and has a list price in the region of 35million gbp. Therefore exploit utilisation of each aircraft reduces the unit cost NOTES FROM THE CASE STUDIES MARKETINGThe joint satisfactions of both suppliers and customers. The method is the process of shaping and managing the marketing mix in a way which takes into considerition the needs of the customer and the goals of the plaque at one and the same time.Marketing is the performance of business activities that direct the flow of goods and services from organisation to their customers. Chartered Institute of Marketing defines marketing as The management process which identifies ,anticipates and satisfies customer requirements effciently and profitably Professor Philip Kotler 1999 statesMarketing is a social and managerial process by which individuals and groups get what they need and want through creating,offering and exchanging products of value with others. People dont only buy what they want to ,they buy them because of the value of products they require.Marketing is concerned with customers ,they are the main element in marketing not quality or products. If custo mers are demanding for new products features,marketing department will have to communicate these requirements to the production department to make provision for new processes and new machinery. On the other hand if the customer change their pattern of shopping or seek more information regarding the safe us of product ,the company may have to recruit new marketing executives to match up to the demand. )Using technology on easyjet One of the most all important(predicate) developments in the UK travel industry in the last 15 days is the growth of the budget or no frills airlines, easyJet and Ryanair. Both of these airlines were launched when new regulations made it easier to operate between countries within Europe and both used new technology and other methods to sell put, rather than through traditional high street travel agents.The growth of both companies has been exceptional and the airlines have used similar approaches in their business models * Use of the Internet to reduce di stribution costs easyJet was one of the first airlines to see the opportunity of the Internet when it sold its first seat online in April 1998. Now approximately 95 % of all seats are sold over the internet. * Maximise the time the aircraft is being used For both Ryanair and easyJet maximising the use of each aircraft reduces the overall cost of running the aircraft. Ticketless travel Passengers receive an email containing their travel details and booking reference when they book online, rather than a traditional ticket. This helps to reduce significantly the cost of issuing and processing millions of tickets each year. * No free dejeuner Not offering free catering on-board reduces cost. Passengers can purchase food on-board if they choose to. * Free seating Unlike traditional airlines, Ryanair and easyJet passengers are not assigned a seat, unless they pay extra to board first.This helps passengers to take their seats more quickly and saves time. * Efficient use of airports By reducing turnarounds (the time between landing and take-off) to 30 minutes and below, easyJet and Ryanair maximise the use of their aircraft. Not having pre-assigned seating, like traditional airlines, helps reduce turnaround times. * Reduced fares generally Ryanair and easyJet offer cheaper fares than traditional airlines, especilally for passengers who can book early and take advantage of the deals available.Easy JetMANAGEMENT 100 800 WORD SUMMARY 836 WORDS EXCLUDING REFERENCES EasyJet EasyJet skyway Company Limited headquartered at London Luton Airport is the UKs largest budget airline measured by number of passengers carried, operating domestic and multinational scheduled services. Easy Jet has grown through a conclave of acquisitions and base openings fuelled by consumer demand for low-cost air travel. Ryanair another budget airline is currently Easyjets biggest competition. EasyJet has conformed cost-cutting measures such as not selling connecting flights or providing complimentary snacks on board.The key points of this business model are high aircraft utilisation, quick turnaround times, charging for extras and keeping operating costs low however EasyJet flies mainly to primary airports. EasyJet also focuses on attracting business passengers by offering convenient services such as the Flexi fare which allows free of charge changes to the flight within a window, sprightly boarding and a checked in bag. General environment foreign dimension According to Samson and Daft (2009), general environment is stage of environment that affects the placement indirectly. It includes external factors that are not within an organization.One of the dimensions, international dimension is referring to factors that arise from foreign countries that will affect an organization. means that will either be an opportunity or threat to an organization will include having to encounter competition globally. An organization will have to face international competitors w here it trade on its own even though not involve in exports and operates domestically. Besides, it would be essential to learn to adapt to the changes and trend circulating around the world as technology advances as time passes and political events such as Iraq war.Apart from that, rise of economic power of China has a significant impact on the international prudence cod to the massive workforce, brainpower, population dynamics and abundant natural resources that many countries rely on. The always changing worldwide environment has very large impact on organization compared to domestic environment, demanding for great control of the organization. What is a competitive advantage A competitive advantage could be delineate as a unique position a firm develops in comparison with its competitors (Hyvonen 1995, 334).It is imperative for firms to understand what its competitive advantage is and take advantage of them as it can change rapidly (Anthony, Perrewe, Kacmar, 1996, p. 468). One of the ways to create a competitive advantage could be, through refuse prices or differentiation (Woodruff 1997, 139). Lower prices is a competitive advantage when a firm is able to sell their product cheaply to consumers. Lower prices may be dependent on lower costs, however lower cost itself is not a competitive advantage as it should come along with lower prices for the advantage to be formed (Kotha, Vadlamani 1995, 76).Differentiation can be achieved through, providing superior goods and services, through the firms image, flexibility, total supplies and speed (Kotha, Vadlamani, 1995, p. 76 Sashi, Stern, 1995, p. 126 Helms, Ettkin, 2000, p. 1) Easy jet as a buget airlines has set its competitive advantage through lower prices. How The International ratio Impacts Easy Jets Competitive avail There are many ways in which the International Dimension has affected Easy Jets Competitive Advantage. After the 9/11 attacks the airline industry suffered extensively. Passengers opted to use less of the big airlines.This allowed Easy Jet to be more successful as passengers were choosing their services over the big Airlines in Europe. When the number of people who used Easy Jets services increased it would have allowed the airlines to spread their fixed costs, which in turn reduces overall expenses and meant that they were in a position to lower their prices so impacting their competitive advantage in a positively contributing to the overall success of Easy Jet. (Easy Jets Market Structure 2012) Another factor in the International dimension that affects Easy Jets competitive advantage as that EU had ruled an Open Skies agreement which meant that Easy Jet was given the choice to serve flight paths that may have been unremarkably associated with some specific airlines. This allowed them to choose the routes that they preferred allowing them to choose routes that gave them the most benefits. (Easy Jets Market Structure 2012) Easy jet is also influenced by rising fuel prices. Increased fuel prices meant that the entire airline industry around the humanity and Europe had raised their prices.However, increasing fuel prices meant that even Easy Jet had to raise the price, and this does not work well with their low cost, low price strategy. Therefore there is a negative and positive effect by the rise of fuel prices (Topham 2012) Conclusion In conclusion, the international dimension of the general environment represents event originating in foreign countries as well as opportunities for Easy Jet in other countries. International dimension affects competitive advantage in various way. Easy Jet has proved to be robust and competitive in a tough general environment.This is due to its large competitive advantages, which is its low cost prices. However, it is the report on the overall international dimensions which affects the competitive advantages of Easy Jet shows that Easy Jet is a highly successful company, which is expanding rapidly. Besides, by en gaging with the international dimension, Easy Jet not only get more benefit from its competitive advantages but also increase its cash flow from operating activities end-to-end United Kingdom. References Anthony, William P. , Perrewe, Pamela L. nd Kacmar, Michele K. (1996) Strategic Human Resource Management, Fort charge Dryden Press Bamberger, Ingolf (1989) ontogeny Competitive Advantage in Small and Medium-Size Firms, large Range Planning, 22 (5) 80-88. Easy Jets Market Structure. 2012. Competitive Advantage and Developing a Competitive Advantage Over Rivals. Accessed September 18, http//www. 123helpme. com/view. asp? id=122608 Helms, Marilyn M. and Ettkin, Lawrence P. (2000) Time-Based conflict A Strategic Perspective, Competitiveness Review, 10 (2) 1-14.Hyvonen, Saara (1995) Competitive Advantage, Bargaining Power, and organisational murder The Case of Finnish Food Manufacturing Firms, Agribusiness, 11 (4) 333-348. Samson, Danny, and Richard L. Daft. 2009. 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