Seminar paper from the year 2003 in the subject Business economics – Offline Marketing and Online Marketing, grade: 79, University of Leeds (Trinity & All Saints College), course: Advanced Marketing, language: English, abstract: This paper presents a thorough marketing plan for the no-frills, low-cost airline Easy Jet by following a professional and widely-used and accepted marketing planning structure. To familiarise the reader with the airline industry as well as Easy Jet, the company under study here, the text starts with an introduction to Easy Jet’s corporate history and its current position within the airline industry.
Then, an external and internal analysis of Easy Jet’s business follows which culminates in a SWOT analysis. The paper concludes with a marketing plan recommendation to further Easy Jet’s growth in international air transport.
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