Easyjet Casestudy

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ABSTRACT

Our group will do a report about easyJet’s case-study. First of all, we will get information about EasyJet from the textbook and the Internet. Secondly, we will do the SWOT analysis and find out the reasons for EasyJet’s success by making marketing mix. Thirdly, with all the information, we use them to answer 5 questions about the case-study in the text-book. Finally, we apply these experiences to our job in the future.

TABLE CONTENT

ABSTRACTi
TABLE CONTENTii
PICTURE CONTENTv
ACKNOWLEDGEMENTvi
INTRODUCTIONvii
1.EasyJet company1
1.1 History.1
1.2 Swot analysis of easyJet………………………………………………………………….1 1.2.1 Strengths:1
1.2.2 Weaknesses:3
1.2.3 Opportunities4
1.2.4 Threats4
2. Question 1:5
2.1 EasyJet’s Mission Statement……………………………………………………………..5 2.2 EasyJet’s marketing objectives…………………………………………………………..6 2.3 EasyJet’s Marketing strategy..............................................................................................7 2.3.1 Segmentation and Targeting:7

2.3.2 Differentiation7
2.3.3 Positioning8
2.4 Conclusion of the answer 1................................................................................................12 3. Question 212
3.1 Factors increase the price..................................................................................................12 3.1.1 Heightened Environmental Consciousness12
3.1.2 Terrorism13
3.1.3 Energy crisis14
3.2 Factor decreases prices.....................................................................................................15 3.2.1 Introduction of creative technology15
3.3 Airfare pricing trends.........................................................................................................15 4. Question 3:16
4.1 The nature of the airline market.........................................................................................16 4.2 The demand drivers of the airline industry........................................................................17 5. Question 4:18

6. Question 521
6.1 EasyJet can maintain.........................................................................................................21 6.2 If other carriers match the low-price leader......................................................................22 CONCLUSION25

APPENDIX26
REFERENCE27
COMMENT28

PICTURE CONTENT

Page

Picture 1: EasyJet’s Founder1

Picture 2 EasyJet’s Slogan2

Picture 3 Average U.S. Jet Fuel Price3

Picture 4 EasyJet’s aircraft models3

Picture 5 11/94

Picture 6 EasyJet’s Competitors5

Picture 7 EasyJet’s aircraft6

Picture 8 EasyJet’s Marketing strategy7

Picture 9 EasyJet’s Business passengers7

Picture 10 4Ps model8

Picture 11 EasyJet’s color style8

Picture 12 EasyJet’s website9

Picture 13 18 languages in EasyJet’s website9

Picture 14 EasyJet’s public advertisement10

Picture 15 EasyJet’s slogan10

Picture 16 Livery website10

Picture 17 sale-off advertisements11

Picture 18 Extra service11

Picture 19 World Summit on Sustainable Development13

Picture 20 Cleaner plane models/engines13

Picture 21 Terrorism 11/914

Picture 22 Energy crisis14

Picture 23 A modern aircraft model15

Picture 24 Average Air Fares: 1995 to 201015

Picture 25 British Airways16

Picture 26 EasyJet’s Competitors17

Picture 27 Pricing strategies Matrix18

Picture 28 Valued services19

Picture 29 different services19

Picture 30 Prices of carriers20

Picture 31 No Frills and more seats services20

Picture 32 No-frill services21

Picture 33 High quality services22

Picture 34 Lower cost start-up23

Picture 35 easyJet ticket24

Picture 36 social networks24

ACKNOWLEDGEMENT

Our group appreciate Mr. Truong Quang Cam for helping us so much to complete...
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