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Module NO: 208BUS - Module Title: Business Management 2006 - 07 For Chun Man Yip (JORDAN) Literature Review: Research Topic: The European Low Cost Airline Industry CONTENT PAGE Executive Summary 1.0 Intention of the Report --------------------------------------------------------------P.3 2.0 The Marketing Environment ------------------------------------------------------P.4 3.0 Situation Review: The European Airline Industry ----------------------------P.5 4.0 Segmentation of the European Airline Industry -------------------------------P.5 5.0 The European Airline Industry vs. The US Airline Industry ---------------P.7 6.0 The Macro Environment -----------------------------------------------------------P.8 6.1 SWOT Analysis --------------------------------------------------------------------P.8 6.2 PESTEL Analysis-----------------------------------------------------------------P.10 7.0 Conclusions and Recommendations ----------------------------------------------P.14 Summary of Abbreviations ---------------------------------------------------------------P.15 Research Portfolio -------------------------------------------------------------------------P.15 Executive Summary: The European airline industry is a competitive and dynamic industry whose fortune is closely linked to the performance of the overall European economy. In 1997 the European Commission deregulated commercial aviation within the European Union (EU) with an 'open skies' agreement allowing any airline to fly any route in Europe. Over the last 10 years European aviation has moved from a highly regulated market, based on bilateral agreements, to a highly competitive single...

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