A case study of EasyJet and the airline industry
Seminar paper from the year 2003 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 79, University of Leeds (Trinity & All Saints College), course: Advanced Marketing, (40 Fu▀noten) entries in the bibliography, language: English, abstract: This paper presents a thorough marketing plan for the no-frills, low-cost airline EasyJet by following a professional and widely-used and accepted marketing planning structure. To familiarise the reader with the airline industry as well as EasyJet, the company under study here, the text starts with an introduction to EasyJet’s corporate history and its current position within the airline industry. Then, an external and internal analysis of EasyJet’s business follows which culminates in a SWOT analysis. The paper concludes with a marketing plan recommendation to further EasyJet’s growth in international air transport.
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1996 London Luton 2002 London Gatwick Africa and Middle Air Transport World Airbus aircraft airline industry Airport & Cardiff Airport East Midlands Alicante Available seat Barcelona Belfast BMIbaby Boeing Bournemouth brand British Airways British Midland Brussels business travel Buzz Cardiff East Midlands Cologne/Bonn competition competitors costs Cuts service Deutsche BA East Midlands Airport easyGroup EasyJet Edinburgh et.al Europe Europe’s low-cost airlines European market February 2002 London fleet flights focus Geneva Glasgow Guardian Hapag Lloyd Hapag Lloyd Express Herb Kelleher hopes for Europe’s Hyped hopes Internet Issue July kilometres Liverpool load factor London STN low-cost airlines low-cost carrier Malaga market share McKinsey Quarterly Midlands Airport East Milan MyTravelLite no-frills November October operating Palma profit Revenue passenger routes from London RPKs Ryanair September 11th September 2002 service by 20 Southwest Airlines Stelios Stelios Haji-Ioannou strategy traffic UK/Europe Virgin Express Week & Space www.easyjet.com