Marketing

MARKETING CASE STUDY

Table of Contents

1. Introduction and History
2.The Mission educational activity of easyJet

3. Competitive summary (Porters five competitive forces)
4.Marketing Mix

5. elevate Analysis
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 facing the air hose Industry
8.2.easyJet’s future

9. Appendices
1. Introduction 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 carnal on the low-cost, no-frills imitate of the US carrier Southwest. The concept of easyJet is based on the whimsy that demands for short-haul air transport is price elastic. That means, if prices for flights are being reduced, to a greater extent people will fly. Traditionally airline concepts are based on the assumption that airline traffic grows in line with the economy and that cutting prices will only lead to a decrease in revenues.



With the introduction of the ‘no-nonsense’ concept to the European market, after its deregulation in 1992, easyJet has proven this theory damage and goes from strength 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 for route launch dates), with Luton, Liverpool, Geneva, Amsterdam as base airports[1] and is operating 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. Seats are being sold over scream reservation system only. In 1996 easyJet takes delivery of its first entirely owned...If you want to get a full essay, order it on our website: Ordercustompaper.com



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