Market Entry Strategy: Easy Jet in India

ABSTRACT

This report contains analysis of Easyjet’s UK and European markets using information contained in the given case study and also from sources outside the course of study.

To begin with a brief overview of the company will be given. Subsequently using PEST and Five Forces models the external analysis will be completed identifying the companies’ core resources and capabilities.

Next the core of the previous analysis will be used to examine the opportunities for international expansion into the Indian market. The investigation will use theory to outline the threats and opportunities of entering this market.

CONTENTS

1 INTRODUCTION – THE COMPANY AN OVERVIEW 1
2 EXTERNAL ENVIORNMENTAL ANALYSIS 2
2.1 PEST Analysis 2
2.1.1 Political/Legal 2
2.1.2 Economic 2
2.1.3 Socio Cultural 3
2.1.4 Technological 3
3 INTERNAL ENVIORNMENTAL ANALYSIS 4
3.1 Porter’s Five Forces 4
3.1.1 Bargaining power of Suppliers (Moderate) 4
3.1.2 Bargaining power of Buyers (High) 4
3.1.3 Threat of New Entrants (Moderate - High) 4
3.1.4 Threat of Substitutes (Low – Moderate) 5
3.1.5 Rivalry within the industry (High) 5
4 COMPANIES KEY RESOURCES AND COMPETANCIES 6
5 MARKET ANALYSIS 8
5.1 Market Choice 8
5.2 Consumer Analysis 9
5.3 Competitor Analysis 10
6 MARKET ENTRY MODE: FACTORS TO CONSIDER 11
6.1 Internal Factor’s 11
6.2 Desired mode characteristics 11
6.3 Transaction – specific factors 12
6.4 External factors 12
7 MARKET ENTRY STRATEGY 14
8 CONCLUSION 16
9 APPENDIX 17
9.1 PEST Analysis 17
9.1.1 Political/Legal 17
9.1.2 Economic 18
9.1.3 Socio Cultural 19
9.1.4 Technological 19
9.2 Porter’s Five Forces 21
9.2.1 Bargaining power of Suppliers (Moderate) 21
9.2.2 Bargaining power of Buyers (High) 21
9.2.3 Threat of New Entrants (Moderate - High) 21
9.2.4 Threat of Substitutes (Low – Moderate) 22
9.2.5 Rivalry within the industry (High) 23
9.3 Competitor Analysis 23... [continues]

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