EasyJet makes for a fantastic case study to use in exams. It provides an excellent example of Greiner’s model of growth, and as a relatively new business (it was founded in 1995) it has seen remarkable growth over this time. On the flip side, it has been dramatically impacted by the external factors caused by the COVID-19 pandemic and its share price has fallen significantly in the past year.
Between February and November 2020, the EasyJet share price fell from £15.17 a share to just over £5. The company is set to record its first ever annual loss of over £800 million. As countries adopted different restrictions on flying, the company had to be incredibly flexible in terms of the routes it operated.
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