Marketing

MARKETING CASE STUDY Table of Contents 1. initiation and History 2.The Mission educational activity of easyJet 3. Competitive abstract (Porters five competitive forces) 4.Marketing Mix 5. elevate abbreviation 5.1Internal Analysis – Strengths and Weaknesses 5.2 External Analysis – Opportunities and Threats 6. Situational Analysis 7. PEST Analysis (Marketing Plan) 8.Conclusion 8.1.Strategic Issues liner the air hose Industry 8.2.easyJet’s future 9. Appendices 1. innovation and History A successful example of a European no frills air marches is easyJet. Stelios Haji-Ioannou (Greek) founded the company in 1995. It is coarse on the low-cost, no-frills imitate of the US carrier Southwest. The innovation of easyJet is based on the whimsy that demands for short-haul air transport is legal injury elastic. That means, if prices for flights are being reduced, to a greater extent sight will fly. Traditionally airline concepts are based on the assumption that airline traffic grows in line with the thrift and that cutting prices will only lead to a go down in revenues.

With the introduction of the ‘no-nonsense’ concept to the European grocery store, aft(prenominal) its deregulation in 1992, easyJet has proven this theory damage and goes from potence to strength by actually increasing the size of it of the market and more recently by taking onward passengers from the majors (see www.easyjet.com for passenger figures, financial data and employee statistics). Today, it offers 125 routes from 39 European Airports (see www.easyjet.com fo! r route launch dates), with Luton, Liverpool, Geneva, Amsterdam as base airports[1] and is operational 72 aircrafts (November 2003). November 1995: easyJet starts flights from Luton to Glasgow and Edinburgh with to leased Boeing 737-300 with a capacity of 148 place at a price of £29 iodin way. put are being sold over scream reserve system only. In 1996 easyJet takes delivery of its first entirely owned...If you loss to get a full essay, order it on our website: OrderCustomPaper.com

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