EasyJet Marketing Research

Essay by blue_flinkUniversity, Bachelor's October 2009

download word file, 14 pages 3.0

This essay includes charts and figures, please see attachment for the full version.

Airline industry is one of the fastest growing industries in the world (Mintel, 2007). It is also one industry under many impacts and influences. Range of scholars ( Dobbie and Hooper, 2001 ,. Kolk, 2000) state that aviation industry has very strong impact on global warming and climate change considered with noise, gaseous emissions and other pollutions. Even though, there are still many new comer became the star of the industry in these years, and EasyJet is one of them.

EasyJet Airline Company Limited, also known as EasyJet, is a low cost (or no frill) airline company (Low-cost airline hereafter LCAs), headquarter is based at London Luton Airport.

According to EasyJet's official site, the company "was found by Sir Stelios Haji-Ioannou in 1995". And the company originally ran only two routes: London Luton to Glasgow and Edinburgh.

And from early age of the company, it uses "low cost" policy to attract its customers. November 1995, EasyJet carried out its advertising campaign "Making flying as affordable as a pair of jeans - £29 one way". (www.EasyJet.com)"To provide our customers with safe, good value, point-to-point air services." (www.EasyJet.com)Above statement was cited from EasyJet's official site. The company also insisted to cut out the travel agents in order to bring down the price to its customers, and it still insists this policy until now.

Then, at year 2002, EasyJet bough Go, which has led the company become the biggest LCA in Europe market. (www. EasyJet.com)And until now, EasyJet is one of the largest airline operators in Europe airline industry in terms of active aircrafts. (Mintel, 2007)Chart 01Also from Chart 01, that EasyJet has the youngest fleet in average age in UK, when the company is the...