P/M/173. Dissertation. Analysis of the influence of marketing on easyJet - the low cost airline in the UK and the European markets

This dissertation aims to assess the influence of marketing on the low cost airlines in the UK and Europe. The following questions are approached: How easyJet do their marketing and how can marketing add value to the company? Is price (low price) an important and significant factor nowadays in customer decisions making and affecting their purchasing behaviour compared to the other factors, such as: the other 6 P's? Can airlines secure their positions by advertising\branding? A comparison with the other services industries (e.g. banking & supermarkets) and the goods industries (e.g. automobile) is made. The paper focuses on easyJet - one of the largest low costs carriers in Europe, which has merged with Go - another dominant low costs carrier (a subsidiary of BA). Having no methodology and primary research this dissertation accesses how easyJet do their marketing and what strategies they pursue that make them and the other low costs airlines successful. Strategic analysis of easyJet (PEST and Porter) is also present in this dissertation. Apart from that it is examining the related issues and areas on how they operate in a 'niche' market compared to the traditional flag carriers. Several suggestions and improvements to the current strategy are outlined for the easyJet to pursue in the long term, in order to compete successfully on the market. Further information about this dissertation is available on request.