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Easjet

MARKETING CASE STUDY

Table of Contents

1. Introduction and History
2. The Mission Statement of easyJet

3. Competitive Analysis (Porters five competitive forces)
4. Marketing Mix

5. SWOT Analysis
5.1 Internal Analysis – Strengths and Weaknesses
5.2 External Analysis – Opportunities and Threats
6. Situational Analysis

7. PEST Analysis (Marketing Plan)
8. Conclusion
8.1. Strategic Issues facing the airline Industry
8.2. easyJet's future

9. Appendices

1. Introduction and History

A successful example of a European no frills airline is easyJet. Stelios Haji-Ioannou (Greek) founded the company in 1995. It is based on the low-cost, no-frills model of the US carrier Southwest. The concept of easyJet is based on the belief that demands for short-haul air transport is price elastic. That means, if prices for flights are being......


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Approximate Word Count: 3941
Approximate Pages: 16 (250 words per double-spaced page)

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