Author:

Nicholas Bendt

Tags:

afsætning, airline, buying behaviour, competitive forces, easyJet, environmental forces, marketing, marketing mix, positioning, segmentation, strategies, strategy

 

Paper description:

A study on how British low-cost carrier easyJet achieved its current market share and what the recessionary future holds for the airliner. The paper identifies the competitive and environmental forces driving the airline business as well as the associated offensive and defensive strategies employed by the warring fractions. Included are issues related to buying behaviour, segmentation, positioning as well as examples of marketing mix tactics.

Author's own comment:

A very interesting SRP assignment to work with, which subsequently received a lot of positive comments from teachers.