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Easyjet Report MMM3310 MSC MARKETING By Andrew Orchard (aco98) 981752693 CONTENTS PAGE Page(s) SECTION 1 INTRODUCTION 3 SECTION 2 INDUSTRY ANALYSIS 3 DIAGRAM 1 PORTERS 5 FORCES 3 SECTION 2.1 POTENTIAL ENTRANTS 3-4 SECTION 2.2 BARGAINING POWER OF BUYERS 4 SECTION 2.3 BARGAINING POWER OF SUPPLIERS 4 SECTION 2.4 INDUSTRY COMPETITORS 5 SECTION 2.5 AVAILABILITY OF SUBSTITUTES 5-6 DIAGRAM 2 EASYJET'S SUBSTITUTES 6 SECTION 3 CUSTOMER ANALYSIS 6 SECTION 3.1 CUSTOMER MOTIVATIONS 6 SECTION 3.2 SEGMENTATION 7 SECTION 4 NATURE AND EXTENT OF COMPETITION IN 8 THE MARKET SECTION 4.1 HOW COMPETITIVE ADVANTAGE IS SOUGHT 8-10 DIAGRAM 3 SOURCES OF COMPETITIVE ADVANTAGE 8 SECTION 5 SWOT ANALYSIS 10 SECTION 5.1 INTERNAL ENVIRONMENT 10-11 SECTION 5.2 EXTERNAL ENVIRONMENT 11 SECTION 5.3 PEST ANALYSIS 11-13 SECTION 6 CONCLUSION 13-14 SECTION 7 APPENDIX 15 SECTION 8 BIBLIOGRAPHY 16 SECTION 1 INTRODUCTION Stelios, the owner of Easyjet was so impressed after flying Southwest airlines (of the US) that he decided to set up his own European version of the company. Today Easyjet are one of those companies that need little introduction. They have taken the European budget airlines market by storm. When people think cheap flights they now think Easyjet. This report will examine how and why Easyjet are doing so well. SECTION 2 INDUSTRY ANALYSIS SECTION 2.1 POTENTIAL...

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