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Essay / Research Paper Abstract
This 12 page paper examines the low cost airline EasyJet, the main rival of Ryanair, looking at the market they compete in, how they perform in this market, their competitive advantages and marketing strategies. The paper ends with marketing recommendations that build on the current messages and will appeal the existing target market as well as attract new business. The bibliography cites 8 sources.
Page Count:
12 pages (~225 words per page)
File: TS14_TEeasyjet.rtf
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Unformatted sample text from the term paper:
strong position, in a market that has been struggling for profits this is a company that is growing rapidly, but they need to maintain the growth and build on
it. For this we need to look briefly at the market, consider the company and the way it competes and also consider the competition. The airline industry is grown in
the UK, the total market was up to a value of ?8.6 billion in 2003 an increase of 3.5% on 2002 (Euromonitor, 2004). The largest section of the market is
the short haul sector that makes up 72% of the market. There is a dominant leader, with British Airways taking 53% of all air traffic (Euromonitor, 2004). However, the
concentration is high, with 81.5% of the market going to only six companies, as well as British Airways these include Virgin Atlantic, British Midland, Ryanair, EasyJet. The latter two
are both within the budget sector of the market that us also growing the fastest. The economy sector of the market, including all airlines accounts for 89.7%. The
low cost sector accounted for 4% of all European air passenger traffic in 2001, by 2002 this had increased to 5%, over the next decade this is likely to increase
to between 12% and 15% of all passenger traffic (BBC News, 2002, IATA, 1998). The forecast is for modest growth, growing by 5% by 2008. When
we consider that in 2003 EasyJet increased their turnover by 69%, the closet rival was Ryanair with a 35% increase this tells us the budget sector is increasing and that
EasyJet is growing the fastest. To out this into some context the turnover of EasyJet was ?932 million and Ryanair a turnover of ?842 million Euro; at an exchange
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