Marketing of EasyJet
MARKETING RESEARH PROJECT
Name: Doğancan Yüksel
School Number: 110131060
EasyJet
Introduction The Airline market’s success or future lies through marketing because this sector is in competition with other modes of transportation such as bus, high-speed train. Also, the product that airlines serve is a somewhat typical service. Therefore, it has to be differentiated with marketing processes. All in all, marketing is one of the most elements in the airline sector and it is highly used by the companies, and special\specific marketing techniques have been developed to use it in the sector. Also, we will be in aviation sector, therefore doing the marketing research in airline sector will be useful. I first became interested in EasyJet when I learnt the miracle of low-cost carrier business model and when I heard EasyJet’s success via implementing this business model. Although it has established in 1995 with two leased aircraft, by always seeing rapid expansion, now, it is the biggest airline in the UK by number of passengers carried, and it is the second biggest low-cost carrier. Because of all the reasons I mentioned above, I want to understand or search for what makes them achieve such a great development.
In my project, I will firstly introduce the market, the firm, then, explain its marketing strategy and the usage of marketing mix.
Market Analysis for Airline Market in Europe
Initially, air travel was a high-price privilege for the upper classes during most of the last century. New technologies, vanishing of economic barriers and regulations led to increase in competition, decreasing prices that turn into air transportation a commodity .Also; globalization has led to increased need for affordable and fast world-wide passenger transport. These created enormous growth potential for airline industry. Low cost carriers (LCCs) emerged in these period. The traditional, state-owned network carriers started to face
Name: Doğancan Yüksel
School Number: 110131060
EasyJet
Introduction The Airline market’s success or future lies through marketing because this sector is in competition with other modes of transportation such as bus, high-speed train. Also, the product that airlines serve is a somewhat typical service. Therefore, it has to be differentiated with marketing processes. All in all, marketing is one of the most elements in the airline sector and it is highly used by the companies, and special\specific marketing techniques have been developed to use it in the sector. Also, we will be in aviation sector, therefore doing the marketing research in airline sector will be useful. I first became interested in EasyJet when I learnt the miracle of low-cost carrier business model and when I heard EasyJet’s success via implementing this business model. Although it has established in 1995 with two leased aircraft, by always seeing rapid expansion, now, it is the biggest airline in the UK by number of passengers carried, and it is the second biggest low-cost carrier. Because of all the reasons I mentioned above, I want to understand or search for what makes them achieve such a great development.
In my project, I will firstly introduce the market, the firm, then, explain its marketing strategy and the usage of marketing mix.
Market Analysis for Airline Market in Europe
Initially, air travel was a high-price privilege for the upper classes during most of the last century. New technologies, vanishing of economic barriers and regulations led to increase in competition, decreasing prices that turn into air transportation a commodity .Also; globalization has led to increased need for affordable and fast world-wide passenger transport. These created enormous growth potential for airline industry. Low cost carriers (LCCs) emerged in these period. The traditional, state-owned network carriers started to face
References: www.marketing91.com-www.ukessays.com-en.wikipedia.org-www.marketingteacher.com yousigma.com-www.icmrindia.com-www.academia.edu-www.researhaotomatic.com www.businesscasestudies.co.uk-www.easyjet.com