Easyjet Market Analysis

5043 WordsApr 1, 201121 Pages
Executive Summary: This report illustrates an in-depth look of easyJet and will also discuss an analytic research that was made to demonstrate aspects of the history of the airline, along with the marketing strategy and brand strategy used and implemented by the low-budget airline. The strengths, weaknesses, opportunities and threats, known as SWOT analysis, will also be illustrated along with the external environment better known as PEST analysis which consists of the political, environmental, social/cultural and technology factors of easyJet. In addition an analysis of the competitive market environment of easyJet will be shown, which includes an overview of easyJet’s main competitors and the nature of business in which they operate…show more content…
Economical Factors: Some of the economical factors that may affect easyJet consist of an increase in fuel costs, other environmental factors that contribute to the economy such as natural disasters would result in easyJet not being able to operate for a certain period of time. Another factor that can have an effect on easyJet is the recession, research has indicated that this recession is likely to last longer than expected, which results in less business travellers travelling due to an attempt to decrease the amount of spending. Globalisation may be seen as another factor, as it continues to enhance air traffic in the long-term. (Geiger et al., n.d.). Social/Cultural Factors: The social and cultural factors that might affect the operation of easyJet are that French and German customers are unwilling to use their credit cards over the internet or phones or via the internet, this caused a problem for easyJet since they only sell tickets via the internet and phones. Another simple but affective factor that contributes to their operation is that the people are generally willing and not hesitant to pay for cheaper flights. (Geirger et al., n.d.). Technological Factors: The key technological factors that contribute to easyJets’ operations is the technological advancements which they try to integrate into their own systems such an example would be Galileo and Amadeus, which in turn makes online bookings more efficient and effective. (Bing, 2007).

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