Geography Unit 1, Going Global Case Study 3 - easyJet

The easyJet airline was founded in 1995 by Sir Stelios Haji-Ioannou. It began as a small venture, running flights solely within the UK. Most of Europe's major cities are now interconnected via easyJet's cheap flight network.At the start, the airline had just two aircraft. Inaugural flights from Luton to Edinburgh and Glasgow were supported by the advertising slogan 'making flying as affordable as a pair of jeans - £29 one way'. In 1996, flights to Barcelona commenced and thereafter the company expanded at breakneck speed. Now it has around 300 flight routes in the EU. Shortly after its 100 millionth passenger flight in 2005, easyJet announced another massive expansion, this time into new markets outside the EU (to Marrakech, Istanbul and Rijeka).Clear signs of the firm evolving into a major TNC came early on in 1998 when easyJet acquired 40% of the Swiss air company TEA Basel AG, allowing it to establish its first European base in Geneva.Technology has helped to build the easyJet global network. It was one of the first airlines to embrace the opportunity of the internet, and the company's first online sale was made in April 1998. Now approximately 95% of flights are purchased in this way, making easyJet one of Europe's biggest internet retailers. By 2006, the company owned 122 aeroplanes (both Airbus and Boeing), carrying 33 million people to their destinations that year and bringing revenues of nearly £2 billion.Places that easyJet adds to its flight network become more 'switched on'. For instance, Tallinn in Estonia is home to 400 000 people. On 31 October 2004, easyJet started to fly British tourists there for just £40 each. Suddenly, the city became an affordable destination for UK citizens, especially groups of young men and women seeking a cheap but interesting destination for 'stag' and 'hen' weekends. There have been complaints of bad behaviour, and a rise in sexually transmitted diseases has been reported. However, the new route has brought more money to Tallinn and boosted trade for its hotels, restaurants, bars and nightclubs.

easyJet