A case study of EasyJet and the airline industry PDF (Adobe DRM) download by Florian Mayer

A case study of EasyJet and the airline industry

GRIN Verlag
Publication date: January 2003
ISBN: 9783638192088
Digital Book format: PDF (Adobe DRM)

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This paper presents a thorough marketing plan for the no-frills, low-cost airline EasyJet by following a professional and widely-used and accepted marketing planning structure. To familiarise the reader with the airline industry as well as EasyJet, the company under study here, the text starts with an introduction to EasyJet's corporate history and its current position within the airline industry.

Then, an external and internal analysis of EasyJet's business follows which culminates in a SWOT analysis. The paper concludes with a marketing plan recommendation to further EasyJet's growth in international air transport.
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