Contents
Introduction 1
Profile of the Entrepreneur 1
Marketing Strategies 2 3.1Price-a low-cost strategy 3 3.2Product-the psychology of passengers 3 3.3Promotion-Speedy boarding 4 3.4Place-sales online and convenient airport 4
Organizational Culture 6
Employee motivation strategies 7 5.1 Share schemes 7 5.2 Your benefits 7 5.3 Straff travel 7
Conclusion 8
Reference 9

1.Introduction
In recent years, the development of the aviation industry increase rapidly. Most of people choose the aircraft as travel transport, the annual number of passenger had a dramatic rise around the world,which had became a common situation. Easyjet Airline Company Limited (Styled as easyjet) is the largest airline of the United kingdom, whereas it is the second largest low-cost airline in Europe. The airline was established at 1995, and it headquarters at London Luton Airport. As a low-cost airline, Easyjet has own successful way. The intention of the study is to create a profile of the Easyjet and find out the reason about why Easyjet can become a successful firm. In the next section ,this report will explore 4 aspects of the problem: Firstly, exploring Stelios Haji-ioannou has which entrepreneurial skills can led to his success.Then,discussing what marketing strategies are used by the Easyjet
Company. Next ,explaining the nature of the organisational culture. Lastly, studying how Stelios Haji-Ioannou motivates his employees.

2.Profile of the Entrepreneur
Worldwide, a successful enterprise can not be separated a great entrepreneur, it means that this entrepreneur not only is a leader, but also is the soul of this enterprise. A excellent entrepreneur can enable enterprise to successful, at the same time, a stupid leader also can make the company toward collapse. Stelios Haji-ioannou was born in Athens on 14 February 1967. The young Stelios Haji- ioannou went to London to study at the London School of Economics, after taking a masters at the London Business School in 1988. He returned to Greece to join his father company. But two events in the early Nineties changed his life.Stelios was a confident person and dared to challenge the risk. After that he persuaded a sceptical father to lend him 5 million pound and in 1995 came to London to establish Easyjet(Walter,2002). Easyjet began to rely on two leased aircraft to operate, and the first destination was Glasgow due to no market, Stelios used advertising slogan " London to Glasgow, cheaper than a pair of jeans." This way immediately had achieved success in business people and individual passenger,and all flight were fulled.Stelios innovate the model of manage and operate to broke routine of the low-cost airline ,did not use old planes in order to get more passengers and in other aspects to save cost. In 1997, Stelios made a bold business risk,spent $500 million to sign a contract with Boeing for new Planes and then ordered 120 airbus A319 in 2004(Jones.2005)In addition, Stelios reduced boarding steps to make it all look easy .(Walters.2002).Due to Stelios has a awareness of overall situation, can lead enterprise to have a correct planning. This is one of the most important reason for his success.

3.Marketing Strategies
In this section will discuss what marketing strategies are used by the firm. A correct marketing strategies can lead to a enterprise become a successful company. Easyjet is a low-cost airline, thus, the great marketing strategies become main method to attract passengers. There are 4 aspects marketing strategies are used by Easyjet • Price- a low-cost strategies • Product-the psychology of passengers • Promotion-Speedy boarding • Place-- sales online and convenient airport.
3.1Price-A low-cost strategies
The entire operation as much as possible to adopt a paperless information system, the low-cost of strategy throughout enterprise. The Easyjet has adapted this model for the European market though reduce cost measures such as take direct sales rather than through a proxy, booking tickets online, and dose not provide meals and drinks.Easyjet provided a simple fare structure in which all fares are quoted one-way and a single price is quoted for all seats on a given flight at any point in time and without any restrictions(Koenigsberg et al, 2008)In addition, the important points are high aircraft utilization and quick turnaround times. Through these methods,providing passengers with a cheap seat.

3.2Product-the psychology of passengers Consumers usually have a bad impression for cheap flight, but easyjet pay attention to customer's psychological. Easyjet ordered to buy lots of planes and provide some new speedy services .Due to Easyjet provides the new aircraft rather than the old and crowded planes. Thus, making consumers more comfortable lead to more customers will choose Easyjet.
Table 1
|EasyJet Fleet( March,2012) |
|Aircraft |In Fleet |Orders |
|Airbus A319-100 |152 |0 |
|Airbus A320-200 |31 |6 |
|Total |183 |6 |

Source:( Planespotter,Accessed on 21/03/12)

3.3Promotion-Speedy boarding
EasyJet launched a quick boarding service (Speedy Boarding) and the Express boarding additional (Speedy Boarding Plus) service. Speedy The Boarding Plus so that passengers have more choices according to their need to customize the journey, such as: online check-in, free advance check-in, paid endorsement name, date, time or destination, the rest of the business lounges. It can be booked online in the normal flight booking process will be marked in a confirmation email.

3.4Place- sales online and convenient airport
The place includes 2 different meaning that one meaning is sales online which Easyjet sales are booked directly via either telephone or website rather than through a proxy(Koenigsberg et al, 2008), and another meaning is convenient airports which Easyjet flies mainly to primary airport in the cities that it serves rather than chooses some secondary airports to further reduce costs
( Frank,2004)Such as some primary airports in Pairs,Paris Charles de Gaulle Airport and Paris Orly and in London,Gatwick Airport and London Luton Airport
The pie chart 2
The percentage of main airports ( Easyjet)
Source:(theAirDB,Accessed on 22/03/12)
Table 3
Source: (theAirDB,Accessed on 22/03/12)

4.Organizational Culture
Organizational Culture is a spirit of a enterprise ,it decided the employees whether have a good environment. The environment not only means work environment, but also is employees' feeling and mood. Easyjet has own unique organizational culture. The appearance of aircraft is eye-catching ,the color is orange and the company encourages employees to wear casual clothes.There is a very different work environment that a very open environment of office, it dose not mean that employees have a slack attitude, it just introduces this work environment makes employees relaxed. The employees are enjoying their work and they are very conscientious to do their job. In addition, their work environment is very good.In Easyjet plc(2009) shows that Easyjet have 5 values about its ethos • Safety -- they first have to consider - no compromises • Teamwork -- they will get there faster together • Pioneering -- breaking the traditional mould to find new ways and new opportunities • Passion - they are ambitious to be the best we can be • Integrity -- mean what they say, and do it
The employees have common values can feel the value of their own existence and behavior, self-realization is a satisfaction that achieve the highest spiritual needs of human, this satisfaction will become a powerful incentive.Thus, the employees are willing to work their job, this is a progressive corporate culture.
5.Employee motivation strategies
Each enterprises has some employee motivation strategies in order to motivate employees work better that do some job has a great enthusiasm. A successful enterprise will give its employees enough rewards,at same time ,this is a method that attract employees to work hard.Easyjet has some methods to motivate employees.
5.1 Share schemes
The employees of Easyjet have the opportunity to join an employee's share schemes. Encouraging some people who made outstanding contribution based on individual performance.(Easyjet plc,2009) The employees who can get shares of company, in addition to wage income, and can get shares out bonus at the end of year. Hence, due to employees become a shareholder, they have a large motivation to do their work.
5.2 Your benefits
Easyjet introduced the plan of your benefits to UK staff in January 2009, it made staff have more benefits from their job.Giving some benefits to ensure and ofter life quality for employees .These benefits include health screening, life assurance , income protection insurance,private medical insurance,some lifestyle products and so on (Easyjet plc,2009). Thus, the employees can get a good and guaranteed welfare
5.3 Staff travel
Organizing staff travel has became a popular way of welfare.From Easyjet plc(2009) described staff can travel on the entire easyJet network is available for easyJet employees.According to specific situation their dependents and up to three nominated companions can together.And said "easyJet employees made 73,461 bookings using staff travel during the year, a total of 126,562 seats flown."This method improved motivation of employees and get the support of staffs.

6.Conclusion
From what has been discussed above, we can draw conclusion that Easyjet can become a successful enterprise has own successful method. A good leader is necessary condition for a successful enterprises; A perfect marketing strategy is a development of way for a successful company; A progressive corporate culture is a spirit of a successful firm ;A complete system if incentives is necessary guarantee for successful corporation. However, any enterprise has own characteristics of development, Companies can not be copied, only to learn.
Except these factors, a successful firm must has corporate responsibility.Safety, consumer satisfaction, people and environment all are enterprise's responsibility.Easyjet' s success not only introduce that the enterprises should challenge risk, but also illustrate that unity of corporation also is one of important factors.Thus,if the companies want to success,they should create themselves and learn to other firms .

Reference:
The easyjet logo: http://www.easyjet.com/EN (Accessed on 21/03/12)

Table1:http://www.planespotters.net/Airline/Easyjet (Accessed on 21/03/12)

The pie chart2:http://www.theairdb.com/airline/easyjet.html(Accessed on 21/03/12)

Table 3:http://www.theairdb.com/airline/easyjet.html(Accessed on 21/03/12)

Easyjet plc(2009) Corporate responsibility From;http://2009annualreport.easyjet.com/business-review/corporate-and-social-responsibility.html

Frank .O(2004).EasyJet will soon be bigger than Ryanai. Yeald.Retrieved:
21/01/08.From: http://www.yeald.com/Yeald/a/33111/easyjet_will_soon_be_bigger_than_ryanair.html.

Jones,L(2005). Easyjet- The story of England's biggest low cost airline, reference number: HE9843.A35.J75

Oded Koenigsberg & Eitan Muller & Naufel J. Vilcassim (2008). EasyJet pricing strategy: Should low-fare airlines offer last-minute deals? Quantitative Marketing and Economics.Volume 6, Number 3, 279-297.

Walters,J(2002) Making it all look easy. The observer.Retrieved: 21/04/2002
From:http://observer.guardian.co.uk/comment/story/0,,687834,00.html