OPPapers.com

Marketing

1.0 Introduction:

I shall compile a report based on Easyjet and their major competitor, British Airways. The document shall enclose background information about both of these organisations, a SLEPT and SWOT Analysis of Easyjet, a Competitor Analysis, recommendations and a summary of the information processed.
The purpose of the report is to show an analysis of the marketing environment of my chosen organisation, with an in depth research policy, which includes Easyjet's and British Airways' Financial Information, Mission Statements, Aircraft and Passenger details, Flights, Routes and Destination details and other relevant information.

2.0 Notes and Background Information- Easy Jet:

Company Name: Easy Jet
Web Site Address: www.easyjet.co.uk
Telephone Number: 08717 500 100
Company Founder: Stelios Haji-Ioannou
Other Organisation Sub Groups: • EasyInternetCafe
• EasyCar.com
• EasyMoney
• EasyValue
Main Airline Base: Luton Airport.
Turnover: (To Sep. 2003) £932 Million
Profit: (To Sep. 2003) £52 Million
Number of Passengers: (2002) 20.3 Million
Stock Market Debut: 22nd November 2000
Stock Market Debut Price: £3.10 per share

Easy Jet's first ever flight was in November 1995 and it still remains the UK's low cost airline. Since then, they decided to merge with Go-Fly, which increased Easy Jet's purchasing power, financial resources and their market segmentation.
This lead to the airline increasing their aircraft numbers and available routes across Europe.

Easy Jet have since, decided to improve their customer base. This has lead to a survey recording the following results:

86% of GB residents live within 90 minutes drive of an EasyJet airport.
64% within 60-minute drive.

Source: FY2003 Interim Results

(See SWOT Analysis- Social Factor).

3.0 SWOT Analysis:
Easy Jet:



4.0 SLEPT Analysis:
Easy Jet

5.0 Competitor Analysis:


The airline industry is a highly competitive market, which...