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3 Internal Analysis

The internal analysis of the report will highlight the core internal strategies and foundations of the company which are allowing to perform optimally in the market.

3.1 Resources & Core Competencies

The Jet2 airlines have six hub airports in the United Kingdom. It connects with more than forty-five destinations in the UK and the European countries. As the organization operates international and domestic flights, it can capture the diversified consumer base which is willing to fly within Europe on cheap airfares. The organization has a current fleet size of 73 aircraft, which would further see an addition of 44 aircraft in the next couple of years (Maselen, 2017).

Jet2 airways might not have the same level of brand recognition and awareness compared to its close competitors like Ryan Air and EasyJet, but it has improved the brands which fall under it significantly. The airline has been able to leverage its tour operator division, Jet2 Holidays, boosting the number of flights booked and revenue generated. The holiday brand for Jet2 has grown enormously that the financial position of the airline is massively dependent on it in the recent years (Maselen, 2017).

Another niche strategy that has become a core competency for the organization is the charter service. The airlines offer the capacity to tour operators and third-party flying, which allows it offer seats on charter flights. The seats that are offered allow the organization to operate smoothing during the winter season, and offer cheaper airfare to the consumers.

The last major source of resources that the organization has is from its parent company. Dart Group PLC has been in the aviation sector for more than 40 years (Dart Group, 2016). The organization has the good reputation

3.2 Organizational Performance

Jet2 airways have performed optimally in the two main categories of performance. The organization has reported on solid financial growth and has displayed clever strategies for increased market penetration. The organization last year launched several different products for their services, to penetrate a wider market. The company launched their Jet2plus product, which is a form of VIP service for the consumers. The service includes extra benefits, like priority check-in, food, seating preference and other flight amenities. The company is providing this service for 27 of its destinations (Jet2, 2017). Another product/service which was launched was the Jet2PlusUSA, which targeted the long-distance flyers. The service similar to the other service offered a range of extra features and amenities in flight for the consumers. Both the service add-ons were very well received by the consumers and the staff of the organization (Jet2, 2017).

Jet2 airlines for the past couple of years have continuously outperformed the market expectations. The company has seen a steady increase in its sales and revenues. The only hindrance that it faced was the lack of capacity and the increasing demand. The revenue generation for the company since the financial year 2014, has grown more than 15%. Compared to the last financial year it grew about 10%, and the profits went up only about 4%. This occurred because of the handling inhibition. However, overall the organization have gone up in the number of flights each year, it has significantly increased the number of passengers, hence is performing in an ideal way.

4 SWOT Analysis

This is a one page summary of the previous internal and external analyses. The facts need to be the ranked to show the biggest strengths/weaknesses etc., not repeating everything from the previous sections. Reference where these facts came from so that the reader can go back to that section to get the full picture if needed.

5 TOWS Analysis

The ranked facts from the SWOT can now be brought over into the TOWS. This is where your first ideas of problems that need solving with a new strategy will come. The next section on strategy will derive its justification from this, so you need to make sure it is correct.

6 Mission Statement

Mission  

To provide safe, convenient, and high-quality flight service to the public

Vision   

To provide more innovation and higher quality service

Values  

Family-friendly, customer-oriented, price-reasonable.
Objectives    Grow existing sales, capture a bigger cap and increase brand reputation.

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