EasyJet A No Frills Airline Coursework Example | Topics and Well Written Essays - 2000 words

EasyJet A No Frills Airline - Coursework ExampleStrategy refers to the action plan, which is designed for attaining long-term objectives (Nickols, 2012). A strategy border at the business level is usually termed as business level strategy. It tummy be further defined as the adoption along with the capital punishment of vital decisions towards the attainment of long-term objectives (Beard & Dess, 1981).The term competitive advantage refers to the competitive position, wherein one organisation is able to generate more revenues as compared to other cerebrate companies. For instance, Micromax, a mobile phone company, grabbed a high market place share in nations such(prenominal) as India through the utilisation of cost leadership strategy. A company achieves greater competitive position, when it is able to gain control over its competitors relating to every business or operational aspect (Ware & Grantham, 2010).Although Easyjet has utilised several strategies for growing its competi tive position, the airline company mainly focused on cost leadership strategy amid the prime ones (Gallagher, 2004). Cost leadership strategy refers to gaining high market share by providing goods and services at the lowest possible prices. Michael Porter first developed and defined the concept of this particular strategy. The other available options can be reckoned as differentiation and niche marketing strategies (Dess & Davis, 1984).Michael Porter developed three generic strategies that aimed at supporting the organisations towards fulfilling their respective objectives. In this regard, one of such strategies is cost leadership, which leads to attain superior competitive advantage through reduction in costs. Differentiation strategy aims at gaining competitive advantage by providing the customers with peculiar features embedded in the products and services (Dess & Davis, 1984). Focus or niche marketing strategy derives