easyJet PLC, as its name indicates, is a publicly traded company. easyJet PLC, however, also is a member of easyGroup, Ltd. The mission statement and the vision statement of easyJet PLC focus on the operational orientation of the company; however, the statements also reflect the underlying philosophies of easyGroup, Ltd. (2005).
Analysing the Company's Vision Statement
A vision statement creates a frame of reference for the values and objectives of a firm. Developing a vision statement for a firm's global business strategy essentially involves the reframing of a firm's existing vision to create a broader scope (Bryson, 2004; Opatz & Hutchinson, 1999).
The easyJet PLC vision statement calls for the company to strengthen the company's market position by becoming the largest low-cost airline in Europe (easyJet PLC, 2005a). This vision is fully compatible with the easyGroup, Ltd. (2005) vision of developing the "easy" value brand into a global force. At present, easyJet is not pursuing a global target market; thus, the vision statement is appropriate. The current vision statement creates an appropriate frame of reference for the values and objectives of the company.
Analysing the Company's Mission Statement
An effective mission statement identifies the purpose for an organisation's existence, and (briefly) tells the target audience how the organisation will fulfil its mission. An effective mission statement also must hold meaning for both people working within the organisation and people targeted for service by the organisation (Opatz & Hutchinson, 1999).
An effective mission statement should be brief and easily understood. Further, a mission statement should reflect the ethical values of the organisation (Bryson, 2004).
The easyJet PLC mission statement is as follows: "To provide our customers with safe, good value, point-to-point air services. To effect and to offer a consistent and reliable product and fa...