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.
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pricing strategy. Easy-jet is one of the most successful low-fare airlines in the World‚ which has a noticeable measure of pricing it product. In the airline industry around the world has appeared low cost carriers as major players who have created huge changes in the original service and pricing strategy. Easy-jet is one of the most successful low cost short-haul ones in England as well as European. Along with the development of airline industry and the increase of air traveling demand‚ low cost flights
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the characteristics of this category of product. Describe the product; you need to cover all the elements (core benefit‚ actual product and augmented product) Easyjet is a low-cost airline with headquarters in London’s Luton Airport. It’s owned by EasyJet Holding Limited‚ who’s CEO is Stelios Haji-Jannou. EasyJet operates 580 routes around all of Europe and 104 between Europe and airports in northern Africa. The company sells it’s own tickets directly to the user trough the Internet
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Haji-loannou has founded the EasyJet Airline Company Limited in 1995. Its theory might affect the perception of air travel with the vision of building a customer focused brand. Due to the research‚ (EasyJet.com 2011) has noticed that over 600 routes across more than 30 countries have been functioned. Over 8000 employees are working for the company which contain 2000 pilots and 4500 cabin crew. More than 29 million passengers carried by the largest airline company EasyJet in the UK. It is corporates
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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
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DEFINITION BCG MATRIX Boston Consulting Group (BCG) Matrix is defined by the following authors as follows: Table 1 Definition of BCG Matrix Pearce (2013) David (2012) BCG Matrix is an approach pioneered by the Boston Consulting Group that attempted to help managers “balance” the flow of cash resources among their various businesses while also identifying their basic strategic purpose within the overall portfolio. It is also known as “portfolio techniques”. BCG Matrix graphically portrays
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based on a strategic marketing analysis of Easy Jet and Easy Group. It will be carried out through two exclusive parts. In the first part‚ firstly‚ we are going to give a general overview on easyJet’s assets‚ then mainly concentrate on its critical capability which formed its core competence. Essentially‚ historical comparison approach was adopted to evaluate the organization’s relative strengths and weakness. The second one is by constructing a Growth-share Matrix for the Easy Group to better understand
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Placing products in the BCG matrix results in 4 categories in a portfolio of a company: BCG STARS (high growth‚ high market share) - Stars are defined by having high market share in a growing market. - Stars are the leaders in the business but still need a lot of support for promotion a placement. - If market share is kept‚ Stars are likely to grow into cash cows. BCG QUESTION MARKS (high growth‚ low market share) - These products are in growing markets but have low market share. - Question
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LEVIS SWOT ANALYSIS SWOT analysis empowers firms to identify elements that need to be taken into account when developing marketing and corporate strategy. Strengths and Weaknesses are in-house factors that are controllable by the organization. Opportunities & threats are outside factors‚ which are uncontrollable by the organization. According to Kotler and Armstrong‚ SWOT analysis involves a distillation of the findings of an internal and external inspection that lures attention‚ from a strategic
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Case: EasyJet: Staying Ahead in the Pricing Game Q1: How do easyJet’s marketing objectives and marketing mix strategy affect its pricing decision? EasyJet’s mission statement: to provide our customers with safe‚ good value‚ point-to-point air services. To effect and to offer a consistent and reliable product and fares appealing to lesuire and business markets on a range of European routes. To achieve this we will develop our people and establish lasting relationships with our suppliers
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