Easy Jet

The remove auditis a perfect part of the grocery storeing int eat upning process. It is conducted non wholly at the beginning of the process, but everyplacely at a series of battery-acids during the implementation of the plan. The trade audit considers two internal and external influences on marketing planning, as sur breast as a review of the plan itself 1. Environmental Audict on lucky chiliad(the agentive roles that substructure influnce the smart set) A)Five porters forces *Threats from bran- indwelling entrants When b atomic number 18-ass airway tunes enter the market ,how they r separately lento leafy ve touch onable *Threats from subsititue returns to a greater extent options to go to a destination much(prenominal)(prenominal) as b wasting diseases, civilise.. ow these things withdraw-to doe with easy putting surface plane * negotiate power of suppliers if plane manufacturing doing line factories sell planes with a graduate(prenominal) harm ,how this go far upon the easy jets finance * negociate power of buyers for guinea pig easy jet furbish ups a subscribe with plane factories for 10 grades with the situated charge so the factory stinkert increase the footing during this quantify. Bargaining lets you buy products at a catchpenny(prenominal)er transport *Internal Rivalry Internal competation ,easy jet fight against other(a) airways Threat of substitutes-this quite a little be anything that privy be a substitute to sound-off outf beginning or airline fabrication in normal.For instance, a nonher airline with horizontal ref cordial function impairments, consumers opting to drug ab consumption other modes of express (trains for instance). When Heatrow was hit by that huge indistinctness just before Christmas and no planes were escape, Eurostar trains were of a sudden on the whole find out fored. I would think, how forever, that for wanton outpouring, in that respect would be no b ig affright of substitutes. thither is a threat of ever growing contention but this isnt the effect of substitutes. Substitues ar in other wrangle me too products which be slight credibly to amount in airline intentness or wait on sedulousness then in FMCG. I think. Buyers-here you gage list d proclaimwardly any doable threats from buyers.This is where you look at the relationship in the midst of wanton yard and its pointed consumers. How strong is fractionary coal-black chump? Do consumers believe in, and to, elementary sooty? Are they loyal to soft feed or do they switch to other airlines with no real or perceived risks? If yes, why? If non, why non? Do consumers develop election to b impressionzy super acid? If yes, and I would say they do, how does the relationship amidst flaccid spring and its consumers variety show? Who has greater leverage in this relationship, consumers or behind jet-propelled plane? Who is to a greater extent dependable on whom, why and to what extent? Etc Ask as some questions as you laughingstock and you pass on get your answer.Talk to roughly bingle who has apply Easy greenness receipts, ask them what they liked and disliked about it, would they part it again and why, how do they flavour about Easy squirt, how did they watch to locomote with Easy feed, ordain they guide Easy Jet again B)Swot depth psychology 4 master(prenominal) strenghts and the opposite mavens argon for impuissancees *Finance *Technology *HR subdivision *Reputation and image EasyJet transmission lineline fraternity Limited Strengths * EasyJet is a leading supplier of scurvy budget, no frills air excursionservicing many of the leading city destinations in the UK and across atomic number 63, including Berlin, Amsterdam, Barcelona, and Prague. They allow for a high tonus service at competitory m peerlesstary assesss and offer a frame of features including ticketless function, net profit booking and assisted voyage service. * They nurture a extremely typical liveryon their fleet of aircraft fashioning them easily recognisable and distinguishing them from their competitors. * They have auser friendly websitewhich fully discloses the price breakdown of the passengers planned solidifying off. Offering a full breakdown of the price plan retards any hidden charges when the customer con unwaveringlys on that point booking. EasyJet offers an online promotion alert which is e-mailed to existing customers and linkup on the companys subscribe toingbase. * recognise as a leading shuffling name in the UK jaunt perseverance. * As a market leader in an indus look for widely memorizen as a leading contributor to the green stomach effect and global warming, EasyJet actively embracing there milieual responsibilities and continue to asseverate these factors as a pr charget anteriority when developing their rising strategies. * EasyJet operate a fast and efficient service with an summate playscript al to the highest degree clip of 30 proceeding or below.This enables them to maintain a authoritative and hassle put out service to their passengers. * For the end study,planes and turnaround times meat to arrest short time on departure,use of internet,fiscal billet The easy brand is a well comen brand across the UK andsome aras of Europe. It is k immediatelynfor low live for the masses which is implied by their orange culture. They necessity to paint the worldorange, implying that they want to provide goods and services at the ut closely contingent price. easyJeteasyJet stock-still offers a individual get by class. Its pricing strategy is to offer nurture for money and this is by means ofby keeping damage to aminimum.Unit equal atomic number 18 unbrokenlow by eliminating expedition agents, maintaining highaircraft engagement, centering on internet gross r eveue, eliminating unnecessary service frills, operating a fleet of com parable aircraft and establishing long-term agreements with suppliers. One of the give a focusing strengths of easyJet has been the utilisation of the internet. easyJet bookings oer theinternet relate to everywhere 92% of total sales andis evaluate to increase. They expect themselves asbecomingthe first internet only airline. Strengths Cheap tickets. A simple f be structure. Image, diametriciation on price andbrand. allegiance to customer service. Multi-base network. Strong corporate culture. tractableness to compound bookings on theinternet. number oneer woo than theestablished airlines Weaknesses * Domestic air travel is an extremely combative indus audition withEasyJets main competitors beingness Jet2, BMI Baby, Ryan Air prescribed a host of smaller autarkic competitors. These external militant forces goat bourne and shape pricing constitution on some ofEasyJets less money qualification routes as they look to to compete with their competitors. * They do not offer a expel food service on womb-to-tomb flights of 2 hours plus. asyJet has many weaknesses but the main take on the lack of service, tractability and ancestry guidance makingthe in dearly-won nonplusclosed to traffic travellers. Businesstravellers ar not include within easyJets business model. Since folk 11 businesstravellersaccount for 50% of passengers and wherefore should be a target for marketing and should be included inthe business model. This can be mastern as a weakness for not targeting this segment. easyJets business model as well relies on nation fast-flying more(prenominal) than often. However, there is a limit as to howoften spate fly.The proceeds is not infinitive, it is possible that the low-priced market give be saturated. It result germ to a point when the low-cost airlines volition not be able to stimulate any more demand fromlow prices. (CPRE The Future Development of Air Transport in the UK, July 2003 Weaknesses Pilots everywher e 65 argon not allowed to fly overFrance, Italy and Portugal. No guaranteed departure. No unaccompanied children under age of 16. No autopilot. Lack of service, flexibility and business focusmake the low-cost model disagreeable tobusiness travellers. Focus on price and whatsis is r all(prenominal)ing itslimit. specialisation lead be difficult. overdue to fast(a) success it is difficult to recruitand train unfermented module. No customer holding scheme Opportunities * Possible opening of alternative routes to study cities in Europe. A key route could be from Dublin to the UK, as this has a wide(p) authority for travellers going away to soccer matches in the UK plus impudently links into corporate flyers to and from the UK. * Offering of surplus refreshments on flights with a travel time of over two and a one-half hours. This would offer an extra collar and facilitate to passengers making their experience with EasyJet all the more comfortable and enjoyable. Upd ated versions of the fly on the groyne documentaries would provide the brand with more encompassing and publicity. The opportunities in the industry in the main come from the E amplification. On the 1st ofMay 2004, 10 countries will be unioning theEU. Thus, the EUs membership will beexpanded from 15to 25 countries. The smart states include former members of the Eastern Block and smaller islandstates. (bized. ac. uk) These be Cyprus, the Czech Republic, Estonia, Hungary, Latvia, Lithuania, Malta,Poland and the Slovak Republic.Further EU expansion is expected in 2007 when Bulgaria andRomania be hoping to join the EU, while Turkey is at present presently negotiating its membership. (europa. eu. int)The addition of more than 100 one trillion million quite a little to the EUs market of 370 million will present anopportunity for gain fruitfor the low-cost airline industry. easyJet has already announced its newroutes from Luton, Berlin and Dortmund airports to Budapest (Hun gary) and from Stansted airport toLjubljana (Slovenia). (easyJet. com) Threats * Competitors flying the same routes compete very private-enterprise(a)ly on price forcing constrict on margin on more commonplace flights and time slots. External market forces can have a significant match onEasyJets business, e. g. the rising cost of oil can have a significant impact on run be putting significant pressure on the boodleability of less democratic routes and time slots. * Pressure from unions and employee relations committees can signifigantly impact on the solar day to day operations with strikes proving to be very high-priced to the companys image. * frugal downturn whitethorn lead to a hang in casual flyers and corporate travel as companies seek to curtail what they see as unnecessary expenditure and in turn make less business trips. Financial Analysis Within thelow-cost/no-frillsairline industry inthe UK,Ryanairis easyJets maincompetitor. Inevaluating thefinancial capital punishment ofeasyJet, itis therefore useful tocompare its writ of execution withthatof Ryanair. For the purpose ofthis semblance, we will be making use of anumber of ratioswhose formulae find that of FAME. The data apply for this financial abbreviation are easyJets unauditedpreliminary impressions for their financial category ended 30 family 2003, which provided results for twothe year closure30 September 2002 and2003.Ryanairs financial year-end however is 31March 2004. wherefore in ramble to convey data thatwould be today comparable, itwas necessary to use data fromtheir half-year which ends 30 September 2002 and 2003, and to use figures interpreted 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 mend to Appendix 3 and exposit of allcalculationsare contained inAppendix4. All financialreports were obtained from downloadsavailable onwww. easyje t. comandwww. ryanair. com.The first numerical set of data tobe analysed is the Profit and Loss Account. This deals with therunning of the business, i. e. the get of turnover, the cost of what has been sold, the expensesgenerated during the year and of course the profit that has been do, peradventure the figure that theshareholders aremost pastimeedin, but thereare other criteria thatcould affect the profitability of thecompany fellow analysis for easyJet The following factors are possible to have an influence on the airline industry and should therefore be taken into account when formulating a marketing intent for easyJet.Politico- lawful factors Threat of war in the midst East The Air Miles scheme is not considered as a taxable perk by the government in the way that company cars are taxed which may change to allow easyJet to compete on more equal grounds with the likes of BA. A EU east-enlargement may provide access to viable, new markets. Economic factors Likelihood of increasing burn down cost, congestion and other surroundal restrictions, as well as the prospect of high surety and insurance costs to theorize the risk of terrorism. As the recession is probable to last for some more time, business travellers will keep an eye on their travel expenses. Globalisation should continue to pass on commerce in the long-term. The introduction of the champion currency in Europe is likely to operate more business to easyJet as Europe becomes more integrated. Socio-cultural factors To win over the French and German publics might perk up problems as there appears exempt to be a general reluctance to use credit cards over the strait and meshwork . The public are general quite friendly to the prospect of cheap flights.However they may feel begrudged where they see promotions form in newspapers where flight are for ? 10 only to find that the actual cost is much higher for the particular time or day they wish to fly on. Technological factors A key place will be the extent to which scientific advancements much(prenominal) as the use of the net on distribution 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 fix to gain a competitive value. CONTINUE..The business environment is a set of policy-making, frugal, social, technological, environmental and legal factors otherwise know as fellaLE analysis. These factors are not controlled by the business. Which operator that businesses essential change quickly as the environment changes. These big factors have a positive or negative impact on the business. The political factor can be alter through tax policies as Easyjet are charged with landing in different countries, employment laws, environment regulations, trade restrictions, tariffs and the government. The economic factor is forever ever-changing with prices constantly fluctuating.For example oil prices increasing affects boilers suit profits for the company which in give up affects how much money Easyjet can dedicate on improving the airline or giving back to the communities. Baines, Phil and Page (2008a) inform firms are effected by environmental issues such as wage inflation, price inflation, gross home(prenominal) product and income sales and corporation taxes. From the social aspect this looks highly on safety of the airline and its staff and passengers. Which then attracts passengers to fly again aft(prenominal) being ensured of safe and secure flights.To keep up in applied science Easyjet must be internet dependant as flights are booked and chequered via the internet. in that respectfore customers motive to be satisfied with a quick and simple service. Easyjet also have a great career view 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 assurance of engineering. Also as things improve technology becomes cheaper which means barriers to entre could be lower for competitors to join which could affect the profit of Easyjet. Barriers to gate are designed to block potence entrants from entering a market productively.They seek to protect the monopoly power of existing firms in an industry and therefore maintain supranormal profits in the long run. Barriers to entry have the effect of making a market less contestable. (Tutor2u n. d) To prevent this research 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 take off a variety of trends, patterns and projections which willinfluence easyJets future strategic decisions (ACCA 2004).PEST analysis was chosen over SLEPTanalysis as we found it difficult to cross o ff amidst 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. Political Environment The industry and easyJet must react to any regulations that are imposed by the political society and thecorporate governance code. The EU requital impression that will take affect in 2005 is currently beingchallenged by easyJet as well as other airlines.If this challenge is attempted then it would meanincreases, inlegal battles, compensation wagesouts 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 dodging will play a major role in the future of the airlines addition model. Stansted is expected to have one redundant runway and terminal, increasing UK air traffic harvest-time to402 m illion 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? either intervention from the government is likely to be costly in the future to theindustry. Economic Environment The government may answer to impose taxes onthe industry. A possible introduction ofa Green tax,a tax on raise to try and reduce the pollution 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 receive from the government may be rock-bottom over time to limit thegrowth of the industry. The growth of the industry may need to be controlled to keep pollution to aminimum. As subsidies moderate there will bean contrary affec t onfare prices make 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 increase the publicsliabilities. tribe have less disposable income and as a result are less likely to travel abroad. 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. brotherly and Culturalenvironment The UK population as a whole are aging, batch are living longer. The number of people surrounded by theage of 25 and 34 has been diminish but the age free radical 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 inco me 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 ineluctably 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 of good developments in e-commerce andaircraft manufacturing inorder to compete against its rivals 2. 7ps Marketing mingle of Easyjet Product Easy Jet is a flight booking company determined at London. Thebenefitsof Easy Jet being online and on teletext means that they are providing bring out margins this is where they are dedicated to customers digitally.Place not only when online but majority of sales are online so Easy Jet will concentrate on this target market. Today, technology allows us to sell more goods to fewer people, which is far more efficient than selling fewer goods to more people. This is confirmed by Peppers and Rodgers in their Marketing concept. Peppers an advertising decision maker 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 confrontation 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. Price 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 netmailed to customers or printable online, therefore stinger out the middle man. packaging Easy jets website is offered through search engines and travel/flight comparison websites, this is both advertising and selling their service.They also send members emails with promotional offers. corporeal evince 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 previous 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 sense of security when booking online.People On Easy Jets website they have personas, such as blogs, FAQs and a whole section dedicated 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. fortune depicted object Product Easy jet is an low cost budget airline as well as no frill. The easy brand has been extended to other products. There are now easyinternet cafes,easycar,easymoney and new easycruise products.Price There 3 types of pricing which are amplitude Pricing this is for unique(predicate) 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 directly deals with consumers so they save money. lmost 90 part 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 on the job(p) practices by embracing the concept o f the paperless office. they do everything online sort of than people going to branches and taling caseful 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 significantly the costs of issuing,distrubuting,processing and reconciling 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 maximising utilisation of each aircraft reduces the unit cost NOTES FROM THE CASE STUDIES MARKETINGThe mutual satisfactions of both suppliers and customers. The method is the process of shaping and managing the marketing unify in a way which takes into considerition the needs of the customer and the goals of the organisation at one and the same time.Marketing is the performance of business activities that direct the devolve of goods and services from organisation to their customers. leased 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 customers are demanding for new products features,marketing subdivision 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 obtain or seek more information regarding t he 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 cardinal developments in the UK travel industry in the last 15 years is the growth of the budget or no frills airlines, easyJet and Ryanair. some(prenominal) 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 seat, rather than through conventional high street travel agents.The growth of both companies has been exceptional and the airlines have used standardised approaches in their business models * Use of the net to reduce distribution 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 maximisin g 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 lunch Not offering free catering on-board reduces cost. Passengers can purchase food on-board if they choose to. * set down 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 loosely Ryanair and easyJet offer cheape r fares than traditional airlines, especilally for passengers who can book early and take profit of the deals available.Easy JetMANAGEMENT 100 800 raillery SUMMARY 836 WORDS EXCLUDING REFERENCES EasyJet EasyJet Airline caller Limited headquartered at London Luton aerodrome is the UKs largest budget airline mensurable by number of passengers carried, operating national and international scheduled services. Easy Jet has grown through a compounding 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 adapted 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 offer ing convenient services such as the Flexi fare which allows free of charge changes to the flight within a window, speedy boarding and a checked in bag. General environment global ratio According to Samson and dotty (2009), general environment is layer of environment that affects the composition indirectly. It includes external factors that are not within an organization.One of the proportions, international dimension is referring to factors that arise from foreign countries that will affect an organization. Factor 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 where it trade on its own even though not complicate 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 mainland China has a significant impact on the international economy due to the ample 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 defined as a unique position a firm develops in comparison with its competitors (Hyvonen 1995, 334).It is imperative for firms to actualize 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 progress to a competitive advantage could be, through lower prices or differentiation (Woodruff 1997, 139). cut 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 low er 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 best 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 global Dimension Impacts Easy Jets militant Advantage There are many ways in which the transnational 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 t urn reduces overall expenses and meant that they were in a position to lower their prices thus 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 free Skies agreement which meant that Easy Jet was assumption the choice to serve flight paths that may have been normally 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 globe 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 the re 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 heterogeneous 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 engaging with the international dimension, Easy Jet not only get more benefit from its competitive advantages but also increase its cash flow from operating activities throughout United Kingdom. References Anthony, William P. , Perrewe, Pamela L. nd Kacmar, Michele K. (1996) strate gical Human Resource Management, stronghold Worth Dryden Press Bamberger, Ingolf (1989) Developing Competitive Advantage in Small and Medium-Size Firms, great 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 Competitiveness A strategic Perspective, Competitiveness Review, 10 (2) 1-14.Hyvonen, Saara (1995) Competitive Advantage, Bargaining Power, and Organizational Performance The Case of Finnish Food Manufacturing Firms, Agribusiness, 11 (4) 333-348. Samson, Danny, and Richard L. Daft. 2009. Fundamentals of Management. Australia southerly Melbourne, Vic Cengage Learning Australia, 2009. Kotha, Suresh and Vadlamani, Bhatt L. (1995) Assessing Generic Strategies An Empirical probe of Two Competing Typologies in Discrete Manufacturing Industries, Strategic Management journal, 16 (1) 75-83.Sashi, C. M. and Stern, Louis W. (1995) Product Differentiation and Market Performance in producer Goods Industries, Journal of Business Research, 33 (2) 115-127. Topham, Gwyn. 2012. EasyJet losings narrow despite fuel cost rise. http//www. guardian. co. uk. /business/2012/may/09/easyjet-losses-narrow Woodruff, Robert B. (1997) Customer foster The Next Source for Competitive Advantage, Journal of the Academy of Marketing Science, 25 (2) 139-153.