Annual report
and accounts 2009
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- Business review
- Strategy and KPIs
Strategy and KPIs
We believe people make the difference. It’s through the efforts of all our people to deliver our four strategic priorities that we will realise our vision: to become the best low fares airline in the world.
Financial KPIs
Strategic KPIs
- 1 Safety is our
No.1 priority -
Throughout the organisation – from the boardroom to our crew,
engineering and ground staff – the first priority for all of our people
is the pursuit of safety in all they do, for the benefit of customers,
colleagues and shareholders.
- 2 Build Europe’s No.1
air transport network - We aim to fly the right routes at the right times to meet
the demands of our broad customer base. Last year
we flew 45.2 million customers on over 400 routes linking
114 airports, giving us a 6.5% share of the European market.
- 3 Develop a winning
customer proposition - easyJet’s network, great schedule and industry-leading
distribution via easyJet.com appeals to a broad base
of both business and leisure customers. The easyJet
brand has pan-European reach and appeal throughout
27 countries. New initiatives are continuing to strengthen
our position as both a leading airline and an innovative
e-commerce business.
- 4 Deliver low cost and
maximise margins - easyJet’s strategy is growth with margin improvement
and therefore the management team continually focuses
its efforts on all three drivers of margin: yield, ancillaries
and cost, with the aim of achieving a 15% return on equity
in the medium-term.
