case study of EasyJet and the airline industry

Seminar paper from the year 2003 in the subject Business economics - Offline Marketing and Online Marketing, grade: 79, University of Leeds (Trinity & All Saints College), course: Advanced Marketing, language: English, abstract: 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.