Strategic Analysis Report for Easyjet plc

You are a graduate trainee in the finance department of Easyjet plc.

The company is about to review and update its strategic plan for the five years to 2023.

As part of this process the Chief Financial Officer has asked you to undertake a strategic analysis of the company and prepare a(+ / - 10%) in accordance with the following guidance:-

Section

Heading & Contents

Word-

count guide

Marks

Executive Summary

A concise summary that will enable the Board to become quickly acquainted with the key points without having to read the report in full.

200

Coursework Brief

Company Overview

A brief description of the business, its areas of activity, size and key competitors.

200

Strengths and Weaknesses

Identify what you consider to be the top three strengths and top three weaknesses of the company, in order of priority, describing each and justifying your reasons for their selection.

Factors that you might consider include; Strengths;

• what do we do well?

• what areas are we seen as expert in?

• what qualities persuade customers to choose us?

• what resources do we have at our disposal?

Weaknesses;

• what do we need to improve?

• how does our performance compare with competitors?

• what have our customers criticised us for?

• how do third parties judge our performance / service?

600

Opportunities and Threats

Opportunities have the potential to improve performance and competitive advantage. Threats carry the risk of having the opposite effect. Identify what you consider to be the top three opportunities and top three threats facing the company, in order of priority, describing each and justifying your reasons for their selection. Factors that might be considered include;

• Industry outlook

• Demand determinants and profitability drivers

• Competitive environment

• Economic, political and regulatory matters

• Growth opportunities

• Technological developments

600

Financial Analysis

A summary of the financial performance and position of the business, highlighting key areas of strength and weakness.

300

Relevant financial ratios
PESTLE
PORTER’s 5 Forces (put in diagram in appendices)
Current news
Compare to rival company to support

Recommendations

With reference to the preceding sections, suggest how the company could (i) develop its strengths (ii) resolve its weaknesses (iii) exploit opportunities and (iv) avoid or mitigate threats.

600

Appendices

A. SWOT Analysis

B. Strategic Analysis Tool 2

C. Financial Summary and Ratios Analysis

Maximum one page for each of the above appendices.

A. References

Excluded

Presentation and Structure

Report format, writing style, grammar and spelling

Referencing and Sources

Appropriate research from a minimum of 8 high quality sources (5 marks)

Harvard referencing in text and full listing

In addition to a SWOT analysis the CFO has asked you to use a tool of your choice to complement the SWOT and deepen your analysis of the company’s external environment.

Your research should include both internal and external sources. The primary internal source is the company’s web site, including its annual report and interim statements. External sources should include commentary and analysis from reliable third-party sources.