Easyjet Casestudy
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
ABSTRACT i
TABLE CONTENT ii
PICTURE CONTENT v
ACKNOWLEDGEMENT vi
INTRODUCTION vii 1. EasyJet company 1 1.1 History. 1 1.2 Swot analysis of easyJet…………………………………………………………………. 1 1.2.1 Strengths: 1 1.2.2 Weaknesses: 3 1.2.3 Opportunities 4 1.2.4 Threats 4 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 Differentiation 7 2.3.3 Positioning 8 2.4 Conclusion of the answer 1................................................................................................ 12 3. Question 2 12 3.1 Factors increase the price.................................................................................................. 12 3.1.1 Heightened Environmental Consciousness 12 3.1.2 Terrorism 13 3.1.3 Energy crisis 14 3.2 Factor decreases prices..................................................................................................... 15 3.2.1 Introduction of creative technology 15 3.3 Airfare pricing trends......................................................................................................... 15 4. Question 3: 16 4.1 The nature of the airline
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
ABSTRACT i
TABLE CONTENT ii
PICTURE CONTENT v
ACKNOWLEDGEMENT vi
INTRODUCTION vii 1. EasyJet company 1 1.1 History. 1 1.2 Swot analysis of easyJet…………………………………………………………………. 1 1.2.1 Strengths: 1 1.2.2 Weaknesses: 3 1.2.3 Opportunities 4 1.2.4 Threats 4 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 Differentiation 7 2.3.3 Positioning 8 2.4 Conclusion of the answer 1................................................................................................ 12 3. Question 2 12 3.1 Factors increase the price.................................................................................................. 12 3.1.1 Heightened Environmental Consciousness 12 3.1.2 Terrorism 13 3.1.3 Energy crisis 14 3.2 Factor decreases prices..................................................................................................... 15 3.2.1 Introduction of creative technology 15 3.3 Airfare pricing trends......................................................................................................... 15 4. Question 3: 16 4.1 The nature of the airline