  Ref: market0045 In the tourism industry, as in every other sector, strategy is crucial for the functioning of business operations. Strategy can be defined as the pattern or plan that integrates an organization’s major goals, policies and action sequences into a cohesive whole. A strategic plan is necessary in order to define business goals and how to reach these goals. Strategy does not guarantee success however a strategic implementation will improve the level of organisational structure and planning. The airline industry has been strongly influenced during the last decades by new entrants operating with new methods and strategies. The low-cost phenomenon first started in the USA in the 1970’s with Southwest Airlines. The first low-cost carrier to enter the European market was Ryanair in the 1990’s, followed closely by easyJet. This happened in correlation with the restructuring of the rules in European countries allowing any airline to fly domestic flights within other countries than only their own. The differences in the strategies between the legacy airlines and the low-cost companies are mainly the cost efficient structure and the business model. The low-cost carriers offer the consumers a new type of differentiated product that they had not earlier been familiar with. This project will present a further study on the successful strategies implemented by the low-cost airlines and more deeply analyze the strategic issue defined above. The study will concentrate on easyJet and how this company is organized and built up. An overview of the European low-cost sector is to be given. Finally strategic options and recommendations will be discussed. discussed.
INTRODUCTION SITUATION ANALYSIS OF THE AIRLINE INDUSTRY IN EUROPE The Threat of New Entrants The Power of Buyers The Power of Suppliers The Threat of Substitutes The Degree of Rivalry between Competitors Strategic Issues Facing the Future of the Airline Industry SITUATION ANALYSIS OF THE ORGANIZATION The History of Easyjet Easyjet’s Mission Statement Easyjet’s Business Model MARKETING MIX Price Product Place/Distribution Promotion SWOT - ANALYSIS Internal Analysis External Analysis PESTEL ANALYSIS Political-Legal Factors Economic Factors Socio-Cultural Factors Technological Factors Ecological Factors STRATEGIC OPTIONS Cost Leadership Differentiation Focus Strategic Frameworks STRATEGIC RECOMMENDATIONS CONCLUSION BIBLIOGRAPHY How To Order 1. Select reference number market0045 from the dropdown list 2. Click the PayPal button 3. Click the "Click Here" button on the PayPal page to submit your credit/debit card payment 4. We will email your chosen dissertation in PDF format within 24 hours |