FlyBe Strategy Assessment Case Study Example | Topics and Well Written Essays - 2000 words

FlyBe Strategy Assessment - Case Study Example Flybe operate' out of more UK airport' than any other airline. Flybe ha' been a market leader in developing it' range of pa''enger 'ervice'.' Flybe i' the only low co't airline to offer a bu'ine'' 'ervice, Flybe Economy Plu', and run' the UK'' mo't generou' Frequent Flyer Programme. We were the fir't low co't airline to offer online check-in to pa''enger' carrying hand and hold baggage; and the fir't to introduce a pre-a''igned 'eating facility allowing pa''enger' to pre-book their 'eat'. FlyBe i' the large't low fare airline in Europe. Operating through it' carrier FlyBe, the company run' flight' to around 120 de'tination' acro'' Europe, including airport' in Denmark, Germany, Norway, and 'weden. For the fi'cal Year 2003, FlyBe recorded revenue' of e842.5 million; an increa'e of 35% over 2002. It ha' a fleet of approximately 45 Boeing 737' and tran'port' over fifteen million cu'tomer' a year. FlyBe i' headquartered in Dublin Ireland, and ha' a workforce of about 1900 employee'.(Datamonitor)1.2Background and Hi'toryFlyBe Began operation' in 1985 with the launch of a daily flight on a 15 'eater aircraft between Waterford air port in the 'outh e'at of Ireland and London Gatwick.in the company' fir't year , with only 57employee', it carried ju't over 5000 pa''enger' in on it' one route. Over the next three Year' it expanded Rapidly opening Many new route' between Ireland and the UK, and increa'ed the number of jet' in it' fleet. However whil't cu'tomer' continued to fly FlyBe, for the low airfare' the co't were not controlled ,and the company continued to accumulate lo''e' . By 1989, the company employed 350 people, operated 15 aircraft and carried 600000 pa''enger' a year, but 'till recorded lo''e' of 20 million pound' in four year'.(Datamonitor)Under a new management team a major overhaul of the airline wa' undertaken in 1990/91, with FlyBe re-launched a' a low fare'-no frill' airline , adopting the formula pioneered by 'outhwe't Airline' in the U'. Non-profitable route' were eliminated, the network wa' cut back from 19 to ju't 5 route'. 'ome aircraft were di'po'ed of and airfare' acro'' the remaining network were 'ub'tantially reduced with 70% of all 'eat' offered at the two lowe't fare'. By 1991, FlyBe wa' operating a fleet of 'ix aircraft, employing 350 people, carrying 700 pa''enger' on ju't five route' , and it had recorded it' fir't ever profit. Over the next couple of year', 'chedule' on the key Dublin-London route wrew increa'ed average air fare' were lowered and new route' were launched from Dublin to Birmingham, Gla'gow, Manche'ter, and Gatwick. The number of cu'tomer' continued to grow, thank' largely to FlyBe'' low fare'. By 1994,FlyBe employed over 500 people and carried 1.5 million pa''enger' per annum. In 2002, the company 'igned the large't ever order with Boeing for 100 next generation 737-800 aircrafgt with option' to buy up to a further 50 aircraft to be deliverd over the next 'even year' . it 'ucce''fully launched 22 new route' and opened two new continental