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C/B/2939. Dissertation. How can easyJet continue to maintain its profitability and market share in low cost airline sector?

WORDS:
7600
DATE:
2010
PRICE:
79.99 GBP

The dissertation investigates the impact of the global economic and financial crisis on the airline industry examining the strategies used by easyJet to maintain their competitive advantage. Literature is reviewed on the theory of strategic management (SM) focusing on descriptive and prescriptive approaches to SM. A study of SM at easyJet is conducted using analytical frameworks of the PESTLE and Porter’s 5 forces models, internal resources and competences analysis, analysis of the company’s financial performance over 2000-2008, etc. The dissertation is based on the methods of secondary research. Conclusions are made about the strengths of the company and the challenges they faced operating within the low cost airline sector.

 

KEYWORDS: Dissertation, easyJet, low cost airline, PESTLE, Porter’s 5 forces, financial ratios,

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