Abstract
The objective of the report is to bring out the competitive advantages of EasyJet through an in-depth analysis of EasyJet, its main competitor Ryanair and its environment. In the later part of the report, we will demonstrate these competitive advantages. The report reveals that its two main competitive advantages are the business positioning, and the service quality - brand image. These are then qualified by their importance. Whereas the first one is important in the short term, the second in relevant in a long term view. Finally, some recommendations are proposed. The recommendations about the business positioning are to keep this competitive advantage until a real change is brought about within the industry. However, one of the recommendations also advises against making an investment. The recommendations about the other competitive advantages relate more to the ways of getting ‘Sticking consistency' and to link service quality to the brand image. Globally, the goal of this report is to provide the ways in which to bring out the competitive advantages of a company, and finally to provide some recommendations about them.
