Seminar paper from the year 2003 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 79, University of Leeds (Trinity & All Saints College), course: Advanced Marketing, (40 Fu noten) entries in the bibliography, language: English, abstract: This paper presents a thorough marketing plan for the no-frills, low-cost airline EasyJet by following a professional and widely-used and accepted marketing planning structure. To familiarise the reader with the airline industry as well as EasyJet, the company under study here, the text starts with an introduction to EasyJet's corporate history and its current position within the airline industry. Then, an external and internal analysis of EasyJet's business follows which culminates in a SWOT analysis. The paper concludes with a marketing plan recommendation to further EasyJet's growth in international air transport.
The services sector now accounts for over 70% of employment and value added in OECD economies. It also accounts for almost all employment growth in the OECD area. But despite its growing weight in OECD economies, productivity growth and employment ...
This book contains some contributions from the VI International Conference on Tourism, Economics and Environment that took place at Malaga, Spain. The book includes a collection of case studies and best practices linking sustainability to tourism. The topics addressed represent an overview of the most contemporary problems affecting the tourism sector.
Almost 117 million passengers flew on Europe's low cost airlines in 2006. This statistic would have seemed beyond belief in the mid-1980s when air transport was a heavily regulated sphere. This book examines the deregulation which has taken place since then and in particular looks at the single most important reprurcussion of the deregulation of Europe's skies - the rise of the low cost airline. Sean Barret has been involved in the debates surrounding this right from the start and is well placed to provide a scholarly study of the issue. The book spends much time looking at the success of Ryanair in this period - this provides the perfect case study given the dominant role that the company has taken up over recent years.
Revenue management is the process of allocating the right inventory to the right kind of customer at the right price to maximise revenue. It applies particularly to the service sector. Covering numerous industries, these case studies demonstrate a variety of scenarios, problems and solutions.
ïVerbeke and Merchant have assembled a remarkable collection of brand new essays by the whoÍs-who of international business. It will become a standard reference for both junior and senior scholars working in this increasingly important area.Í _ Ravi Ramamurti, Northeastern University, US ïLeading thinkers about the multinational enterprise offer both concise syntheses and critical reflections of the state of the art on international strategic management research. They in particular highlight the potential of internalization theory as a central paradigm for the field, and critically examine pertinent issues such as the complex notion of distance in international business. Refreshingly, they do not shy away from naming flaws in recent work, while offering avenues to improve the quality and impact of future research.Í _ Klaus Meyer, University of Bath, UK The Handbook provides an impressive state-of-the-art overview of the international strategic management field as an area of scholarly inquiry. The great strength of the work is the thoughtfulness of the messages conveyed by the expert team of authors. The implications for future international strategy research and for international management practice are profound and will influence the next generation of scholars in international strategy as well as senior level managers. Corporate executives will continue to operate in a world that is far from flat and will use this volume as a reliable compass, in the form of powerful conceptual frameworks, to navigate uncharted territory in the global economy. The Handbook presents a collection of 24 original research papers that should serve international strategy scholars and reflective MNE managers alike.
Oliver Viellechner addresses the response behavior of incumbent firms when facing discontinuous change by innovative business models. Almost always, this entails a problem of inertia, i.e. the sluggishness of incumbent response due to insecurity in deciding on an adequate response strategy. Viellechner investigates disruptive change in the European airline industry during the 1990s, when low-cost airlines severely challenged established carriers. By conducting four case studies, he identifies new causes of inertia and reveals the role of top management teams in improving incumbent firms' responsiveness. Viellechner's new book is relevant to both researchers and managers. It links concepts of strategy, organizational and psychological research and sheds light on the new competitive structure of an industry which has been repeatedly challenged by entrants and external shocks.
Research Paper (postgraduate) from the year 2014 in the subject Business economics - Business Ethics, Corporate Ethics, grade: A, , course: Master in International Communication, language: English, abstract: The author of this paper has chosen to analyse two topics: 1) corporate social responsibility, 2) crisis communication. These two topics were chosen because of the reason that crisis communication and corporate social responsibility have a positive effect on brand reputation. These two topics are analyzed and compared on two companies: Ryanair and EasyJet in the industry of low-cost airlines. The author has chosen these two companies because of three reasons. First, Ryanair and EasyJet are both are European low cost airlines, therefore this is a study of two “most-similar’ cases. Ryanair was chosen as it was the first low-fare airline in Europe, is now the second-largest low fare airline in Europe after easyJet based on revenue, but the largest when considering its value by market capitalisation. Second, there are available materials on Ryanair’s and EasyJet’s corporate social responsibility and criss communication both on their website, as well as in academic papers. Third, chosen companies for analysis are interesting in that they both are large airline companies - competitors and both have been highly visible in media. The corporate social responsibility and crisis communication may be seen in several dimensions, either environmental, social etc. In this case study research is concentrated on CSR goals and practices of both of companies. Besides, In the face of crisis communication issues associated with Ryanair as well as EasyJet the importance of right corporate social responsibility management needs to be questioned. In the further part of this paper the author will compare Ryanair and EasyJet in general by providing firm characteristics. Irish low-cost airline Ryanair Holdings PLC (Ryanair), based in Dublin, has long had an image as a maverick. Ryanair is known as the Europe’s biggest discount carrier. The Dublin-based airline, is also known for its low-fare policy and business model based on flying to cheaper, smaller airports rather than the more expensive hubs used by national carriers.
Extensively revised and updated edition of the bestselling textbook, provides an overview of recent global airline industry evolution and future challenges Examines the perspectives of the many stakeholders in the global airline industry, including airlines, airports, air traffic services, governments, labor unions, in addition to passengers Describes how these different players have contributed to the evolution of competition in the global airline industry, and the implications for its future evolution Includes many facets of the airline industry not covered elsewhere in any single book, for example, safety and security, labor relations and environmental impacts of aviation Highlights recent developments such as changing airline business models, growth of emerging airlines, plans for modernizing air traffic management, and opportunities offered by new information technologies for ticket distribution Provides detailed data on airline performance and economics updated through 2013
