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Charter and Low Cost Airlines

C/M/1480. Better marketing will boost revenue for low-cost airlines

WORDS:
1250
DATE:
2010
PRICE:
19.99 GBP

The paper examines the competitive low-cost passenger airline market and how an effective marketing strategy can be devised. Using analytical models – PESTLE, 4Ps and SWOT for RyanAir – in addition to market-sizing methodologies, the paper applies the results of the research to devise a marketing strategy for new business generation in the UK-Continental markets. The paper also compares the revenue levels of the leading competitors, EasyJet and RyanAir, and outlines the future challenges faced by this sector, specifically in relation to environmental and political issues, rising fuel costs, and the issue of baggage handling and security checks - prompted by increased concerns about terrorism. The paper concludes by considering how an aggressive pull strategy, based upon passengers’ perceptions of the airline, should increase revenue.

 

KEYWORDS: EasyJet, RyanAir, marketing strategy, PESTLE, 4Ps, SWOT, market-sizing, low-cost flight market,

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