MARKETING RESEARCH

Marketing Research Report; EasyJet

Marketing Research Report; EasyJet

Airline commerce is one of the fastest increasing commerce in the world (Mintel, 2007). It is furthermore under numerous influences and influences. Range of scholars ( Dobbie and Hooper, 2001 ,. Kolk, 2000) state that aviation commerce has very powerful influence on international heating and weather change advised with disturbance, gaseous emissions and other pollutions. Even though, there are still numerous new comer became the celebrity of the commerce in these years, and EasyJet is one of them.

EasyJet Airline Company Limited, furthermore renowned as EasyJet, is a reduced cost (or no frill) airline business (Low-cost airline hereafter LCAs), headquarter is founded at London Luton Airport.

According to EasyJet's authorized location, the business was discovered by Sir Stelios Haji-Ioannou in 1995. And the business initially ran only two routes: London Luton to Glasgow and Edinburgh.

And from early age of the business, it values reduced cost principle to appeal its customers. To supply our clients with protected, good worth, point-to-point air services. (www.EasyJet.com)Above declaration was cited from EasyJet's authorized site. The business furthermore asserted to slash out the journey agencies in alignment to convey down the cost to its clients, and it still asserts this principle until now.

Then, at year 2002, EasyJet bough Go, which has directed the business become the large-scale LCA in Europe market. (www.EasyJet.com)And until now, EasyJet is one of the biggest airline operators in Europe airline commerce in periods of hardworking aircrafts. (Mintel, 2007)Also from , that EasyJet has the least old fleet in mean age in UK, when the business is the third biggest airline operators. It devotes EasyJet numerous benefits vying with its competitors, because mean age of airline fleet will exactly sway functioning presentation and future buying into, which is important to airline operators.

Moreover, EasyJet is still designing on buy aircrafts in to reinforce its comparable for demonstration and elaborate market. In December 2002, EasyJet marked a deal with Airbus to consign 120 airplane to the airline from September 2003 over five years, with 'price protection' on a farther 120 Airbus A319 airplane until 2012. (www.EasyJet.com)On the other hand, aerodromes are furthermore a critical to airline enterprise, it exactly sways airline operators to set up their airline destinations and elaborate the enterprise, until 24th August 2006, EasyJet has opened 11 bases over Europe encompassing Liverpool Airport, London Gatwick, Berlin Schönefeld and so on. The fast trading expansion and reduced cost principle provided EasyJet allotments of benefits to contend with its rivals.

As outcome of very fast expansion and reduced cost principle, EasyJet asserted high economic performance. According the facts and numbers that assembled from www.EasyJet.com, the business has accomplished a substantial economic performance.

EasyJet on the other hand have apparently illustrated how an entrepreneurial set about to enterprise and a reduced cost groundwork can convey enviable effectiveness and expanding earnings (Strategic Direction, p17)As numerous authors accept as factual, that EasyJet is one of most thriving demonstrations as LCA.

Low cost airline(LCA), or reduced frills airline (or carrier), as can be realise literately, it ...