MARKETING MANAGEMENT AND STRATEGY
Coursework One: Individual Portfolio

Dr. Chris Parsons
“EasyJet is well placed to emerge as a winner, due to our cost base, strong balance sheet, new fuel efficient fleet and the quality of EasyJet network”
Andy Harrison, EasyJet Chief Executive

2102405
The market of airline companies, in particular companies low-cost, represent nowadays a real niche. Indeed, the demand is in constant increase and low-cost carriers have more and more success. These companies are more and more numerous and in the middle of them: EasyJet.
EasyJet is a company of air transport created in 1994 by Stelios Haji-Ioannou. It’s the first European airline company to propose local flights at reduced prices. Therefore, EasyJet quickly becomes one of the European leaders of airline companies’ low-cost, this thanks to the strong fame of the brand, an effective operational model, and the real capacity to maintain a high level of satisfaction of its customers.
However, there is a strong competition on this market, and that is why, in spite of its strong competitive position, Easyjet ceaselessly has to take into account these competitors.

“Without knowledge of competitors’ strengths and their likely actions it is impossible to formulate the central component of marketing strategy. Similarly, since competitive advantage is a relative concept, a company that has poor understanding of its competitors can have no real understanding of itself.” (Graham Hooley, Nigel F. Piercy, Brigitte Nicoulaud)

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Task A
AGAINST WHOM ARE WE COMPETING?
The current competitors
Direct
Low costs companies

Low-costs are companies which propose flights at very attractive prices. To obtain this policy of low price, all the costs are reduced at most: strong productivity of flight crews, fleet monotype, simplified network which deserves secondary cities, outsourcing of numerous posts as the maintenance …
These