Easyjet Plc’s strategic analysis report
Easyjet Plc’s strategic analysis report
Question
You are a trainee in the finance department at Easyjet plc.
The company is reviewing and updating its five-year strategic plan to 2023.
As part of this process, the Chief Financial Officer has asked you to conduct a strategic analysis of the company and produce an analysis result (+/- 10%) according to the following guidelines.
| Section | Heading & Contents | Word-count guide | Marks |
| 1 | Executive Summary A concise summary that allows the Board to quickly understand the key points without having to read the entire report. | 200 | 5 |
Coursework Brief
| 2 | Company Profile A brief description of the company, its field of activity, size and main competitors. | 200 | 5 |
| 3 | Strengths and Weaknesses Identify the company’s three greatest strengths and three greatest weaknesses in order of priority, describe each one, and justify why you chose them. Factors that can be considered include: Strengths; • What’s working? • In what areas are we considered experts? • Why do customers choose us? • What resources are available? Weaknesses; • What do we need to improve? • How does our performance compare to our competitors? • Why do customers criticize us? • How do third parties rate our performance/service? | 600 | 20 |
| 4 | Opportunities and Threats Opportunities may improve performance and competitive advantage. Threats carry the risk of doing the opposite. Identify the top three opportunities and top three threats to your business in order of priority, explain each one, and justify your choice. Factors that may be considered are: • Industry outlook • Demand determinants and profitability drivers • Competitive environment • Economic, political and regulatory issues • Opportunity for growth • Technology development | 600 | 20 |
| 5 | Financial Analysis Summarize the company’s financial performance and situation and highlight key strengths and weaknesses. | 300 | 10 |
- Relevant financial ratios
- PESTLE
- PORTER’s 5 Forces (put in diagram in appendices)
- Current news
- Compare to rival company to support
| 5 | Recommendation See the previous section for suggestions on how the company might do this. (i) Develop your strengths (ii) address weaknesses; (iii) seize opportunities; and (iv) avoid or mitigate threats. | 600 | 20 |
| 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 StructureReport format, writing style, grammar and spelling | 10 |
| References and sources Good research from at least 8 quality sources (5 points) Harvard University References in Text and Full Listings | 55 |
In addition to the SWOT analysis, the CFO asked us to use any tool to complement the SWOT analysis and deepen our analysis of the company’s external environment.
Research should include both internal and external sources of information. His main source of internal information is the company’s website, which contains annual and interim reports. External sources should include commentary and analysis from credible third-party sources.
- Consistent reporting
- 40% for research or 20% for evaluation/endorsement
- Tools (all three related) – second adds OT from SWOT
- Don’t take shortcuts (search for his existing SWOT, etc.)
- Financial Analysis – situational financial analysis (liability/liquidity/profitability)
- Stay up to date with split times, news and more
- Which market
- Why this market?
- Market size and future outlook
- demand determinant
- Profitability drivers
- key stakeholders
- Political and economic impact
- Department/Region
- What is the history of your current company?
- Who are your main competitors?
- Vulnerability?
- Specialized field?
Financial strength?
What are the critics saying?
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