Market Entry Strategy: Easy Jet in India Essay example

7730 Words Apr 10th, 2012 31 Pages
ABSTRACT

This report contains analysis of Easyjet’s UK and European markets using information contained in the given case study and also from sources outside the course of study.

To begin with a brief overview of the company will be given. Subsequently using PEST and Five Forces models the external analysis will be completed identifying the companies’ core resources and capabilities.

Next the core of the previous analysis will be used to examine the opportunities for international expansion into the Indian market. The investigation will use theory to outline the threats and opportunities of entering this market.

CONTENTS

1 INTRODUCTION – THE COMPANY AN OVERVIEW 1 2 EXTERNAL ENVIORNMENTAL ANALYSIS 2 2.1 PEST Analysis
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(Williams 2011).

The world recession has hit the airline industry causing significant losses. UK airports seen falls in traffic from 2008 into 2009. This was the first decrease in traffic of this magnitude in 15 years (Mintel 2009).
(For more detailed analysis see Appendix 9.1.2)

Socio Cultural

The tragedy of September, 11 2001 impacted the world aviation industry (MIT 2011). The reduced air travel in the US was worse than that of Europe however increased costs in security and insurance was a result (Hall 2010).

Changing demographics across Europe is seeing an increase of an aging population. (Geddes 2002). The core of the low cost carriers is 24 – 44 years. This group is set to increase in the coming years as a result of the baby boom of the 80’s and 90’s (Mintel 2007).

Even though it is the Low cost market the market is driven by the wealthier social groups (Mintel 2007). The current recession will have an impact on the disposable income of this target group.
(For more detailed analysis see Appendix 9.1.3)

Technological

Increased internet access and internet speeds have allowed easier

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