EASYJET CASE STUDY Contents: I.<Tab/>Introduction Question One II.<Tab/>T he business environment in the airline industry in 1994 III.<Tab/>Evaluating attractiveness of the market using STEP IV.<Tab/>Analysis of the competitive environment through Porter's five forces in 1994 V.<Tab/>STEP in 1998-1999<Tab/><Tab/&…showed first 75 words of 2046 total…

…showed last 75 words of 2046 total…is favorable and the return on capital employed is high. The need to seek a competitive advantage other than cost leadership is highlighted by the above mentioned models. However, Rumelt's claim that industry structure only accounts for 8% of variance in an organization's profitability as opposed to internal /process that account for a 47% variation, highlights the fact that whether an industry is "attractive" or not, the crux of success is the modeling of the organization itself.