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EasyJet

C/B/3606. Dissertation. EasyJet Airline in China

WORDS:
13800
DATE:
2011
PRICE:
139.99 GBP

The dissertation investigates the expansion of EasyJet to the new emerging market of China presenting the history and background of the company, discussing their strategy to expand to China, and addressing the issues and obstacles that EasyJet can face in China. Literature is reviewed on the history and features of low cost carriers and the attractiveness of the Chinese market. Analysis of EasyJet is performed including the use of Porter’s five forces model, risk analysis, production analysis, pricing analysis, capital budgeting, human resource analysis, etc. The issues of leadership in EasyJet are examined. The methodology of the research is based on secondary and primary data obtained from the questionnaire aimed to address leadership issues. Conclusions are made about EasyJet’s prospects within the Chinese aviation market suggesting recommendations about best strategic options.

 

KEYWORDS: Dissertation, Easy Jet, low cost airline, China, Porter’s five forces, leadership,

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