Provide a 8 pages analysis while answering the following question: EasyJet International Marketing. Prepare this assignment according to the guidelines found in the APA Style Guide. An abstract is required. While the EasyJet company has become a well-known brand within the industry, its marketing plan has become obsolete and is a low-cost model has failed to push the company to success (EasyJet, 2011). Companies such as Ryanair and Air France have become serious threats to the survival of the company, which has increased the need for the company to change its marketing plan. This report provides a critical analysis of the airline industry, Easyjet’s marketing plan and identifies various failures of the organization. Besides, the report will provide workable recommendations that can help the company to win in the market. . .
Porter’s five forces analysis provides a strong ground for the analysis of a company’s competitive position. One of the important perspectives of the model is the threat of new market entrants. Newmarket entrants refer to other airline companies that are strategizing to enter into the same market that EasyJet has invested (Benavent, 2009). The threat of new market entrants always spells increased in the height of competition within a market. From a close analysis, the threat of new market entrant within the airline market is very low. The process of launching an airline company has become more demanding and positioning the company in the market is too difficult. Therefore, this has become a risky market and companies are in fear of entering this market. Therefore, Easyjet does not anticipate any competition from new market entrants within this industry.
Next, the supplier power has become an important factor within the airline industry in the recent past. In this industry, there are two major suppliers. the airline supplier and the oil supplier. Boeing and Airbus are the two aeroplane suppliers. The two companies enjoy high demand due to the increase in the number of target customers. Therefore, the two companies have high bargaining power and are able to control prices. As a result, EasyJet has lower bargaining power and have little influence on the prices of aeroplanes (EasyJet, 2011). .
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