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Analysis of Airline Industry

C/B/2054. Dissertation. Influence of Market Orientation on Performance of easyJet

WORDS:
10000
DATE:
2009
PRICE:
109.99 GBP

The dissertation explores the concept of market orientation (MO) seeking to evaluate its significance for the performance of easyJet. The review of literature touches on the theoretical framework of MO as a company strategy, the implications of a centralized organisational structure, the features of specialisation behaviour, the dimensions and antecedents of MO, MO outcomes, etc. Interpretevist research philosophy is applied using secondary and primary data collected from questionnaires and semi-structured interviews with the marketing managers of the firm. Analysis of the airline industry is conducted including the industry lifecycle, the evolution of the easyJet stock market prices over 2002-2009, the company’s competitive advantage, and the issues related to MO. Conclusions are made about the flexibility of easyJet management approaches to match the needs of MO.

 

KEYWORDS: Dissertation, easyJet, Airline Industry, Market Orientation, No-Frills Airlines,

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