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Focusing on a comprehensive marketing plan, this seminar paper analyzes EasyJet, a no-frills, low-cost airline. It begins with an introduction to the airline industry and EasyJet's corporate history, providing context for its current market position. Utilizing a recognized marketing planning structure, the paper aims to offer insights into effective strategies for promoting EasyJet, highlighting its unique approach within the competitive airline sector. The work is rooted in academic research, reflecting a blend of theory and practical application in marketing.
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A case study of EasyJet and the airline industry, Florian Mayer
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- 2007
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