Global Marketing Management

Global Marketing Management:

Executive Summary

EasyJet has got developed in 1995, which has now become one of the biggest airline carriers operating in the United Kingdom. The company has more than 200 aircrafts, and in the year 2012 it has carried out 59 million passengers across the globe.

The mission of the organization is to operate as the largest airline carrier across the globe. Within the U.K., the airline is ranked as second most economical airline after Ryanair. However, to meet the strategy, the organization has its strategy to provide the lowest transport fare to its passengers. Despite of it, the airline has introduced some most appealing air routes, which are not offered by any other airline.

However, this paper is focused upon the global expansion of the EasyJet. Irrespective of the fact that the organization is operating in more than 30 countries, it is never too much to expand business in further more countries. EasyJet is an experienced organization with more than 8000 employees working transversally across the globe. It wouldn't be much difficult for the company to make in other countries. According to Porter's strategic framework, cost leadership strategy is considerably the strategy upon which EasyJet is operating.

Despite of it, the global expansion method that EasyJet can apply is the wholly owned business strategy, in which EasyJet can operate solely on its own, without any collaboration with other venture. Considering the practices of the organization of the and its vast experience in more than 30 countries, it is appropriate that EasyJet can release its own venture in Asian countries, where there is most population and also people are prone towards low price goods or services, because of the unstable economic situation of the region. This is merely the reason that most of the FMCG multi-national organizations are successful in this region

Introduction to the Company1

External Environment1

Competitive Strategy2

Porter's Strategic Framework3

Strategic Rationale for Global Development4

Growth5

Employees5

Resources5

Ideas5

Methods used to expand globally6

Wholly Owned Subsidiary7

Joint Venture8

Conclusion and Recommendations8

References10

Global Marketing Management

Introduction to the Company

The company, which I have chosen is EasyJet Airline Company. This air carrier is principally a British based Airlines, which has its headquarter situated in London, Luton Airport. Considerably, Easy Jet is the largest airline of United Kingdom, measured by both - the number of passengers carried and the operation across national and international regions (Michael, S. 1998, pp. 21). The company serves more than 600 routes transversally across the globe and more than 30 countries in the world. The firm have more than 8000 employees working, and it is listed amongst the most profitable companies in the London Stock Exchange (Harper, K. 2002, pp. 2).

Established in 1995, the company is expanding at a rapid pace. It is not even two decades that the organization has listed itself amongst the top most airlines of the world. Easy Jet has state of the art latest aircraft and cargo jets that fly continents to continents with the most well equipped services for the ...