EasyJet 2012 Annual Report Download - page 10

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Business review
Strategic framework
easyJet plc
Annual report and accounts 2012
08
AMBITION
Europe’s preferred
short-haul airline,
delivering market
leading returns
CAUSE
To make travel easy and affordable
STRATEGIC INTENT
Leverage easyJet’s cost advantage, leading
market positions and brand to deliver point-to-point
low fares with operational efficiency and friendly
service for our customers
OUR VALUES
ENABLERS
GUIDING PRINCIPLES
A Low cost production model
with simple, defined processes
and organisation
A Culture of engagement
and going the extra mile
A Strong balance sheet and
flexible fleet arrangements
A Driving demand through
targeted marketing and
excellent customer insight
A Converting demand at net unit
revenue through effective RMS
A Operational excellence
A Efficient asset
utilisation
A We are an online
business
A Aim to be No 1 or
No 2 in the market
with significant share
A Focus on large
volume markets
A Aim for at least 30% –
40% cost advantage
SAFETY
FIRST
A Safety A Pioneering A One team A Passion A Integrity A Simplicity