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A case study of EasyJet and the airline industry
Cód:
491_9783638642989
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Seminar paper from the year 2003 in the subject Business economics - Offline Marketing and Online Marketing, grade: 79, University of Leeds (Trinity & All Saints College), course: Advanced Marketing, 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 EasyJets corporate history and its current position within the airline industry.Then, an external and internal analysis of EasyJets business follows which culminates in a SWOT analysis. The paper concludes with a marketing plan recommendation to further EasyJets growth in international air transport.
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