Easy Jet's Accountability to Expand Business in Indian Aviation Sector

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Executive Summary
This report intends to make in-depth discussion regarding the accountability of Easy Jet to
expand their business in the Indian airline sector. Drastic development of travel and tourism
sector is acting as a driving force for the aviation sector to accelerate their business process
and thereby cope up with the increasing pressure of travellers. The aviation industry ha
immense contribution in the national economy. This is creating ample employment
opportunity which in turn helping to reduce the rate of unemployment and thereby poverty
from the society. Prompt development of globalisation is motivating the entire aviation
industry to run business in the international market which is the key of amplifying statistics
of profit. Moreover, the rate of oil price is a significant factor towards determining the price
of airline service. Low cost airline is an emerging trend in the Aviation industry. This is the
way of determining a pocket friendly budget of airline which is the key of keeping the
travellers, happy and satisfied. The inclusion of multiple airline careers is resulting in
intensive competition in the market. The intensity of competition in the UK aviation industry
is playing a pivotal role for Easy Jet to implement strong operational strategy and thus secure
strong position over the competitors. The transportation segment of India, too is extremely
volatile due to the existence of both low cost and scheduled airline. However, the scheduled
airlines like Air India, Jet Airways, and Indigo are still dominating the Indian Aviation
industry. Therefore, Easy Jet can target the middle class travellers and implement
considerable pricing strategy to keep them in the loop.

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Table of Contents
Introduction:...............................................................................................................................3
Critical analysis of Easy Jet case study:.....................................................................................3
External environmental analysis of Easy Jet:.............................................................................6
Benefits of competitive environment in Europe for Easy Jet:.................................................10
Analysis of Indian aviation industry:.......................................................................................12
Segmentation, targeting and positioning strategy for Easy Jet to sustain in Indian market:. . .14
Conclusion:..............................................................................................................................17
Reference List:.........................................................................................................................18

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Introduction:
With the rapid development of travel and tourism sector, the aviation sector is also
expanding promptly. UK holds the third largest aviation network across the world with a
multiple number of happy and satisfied customer. This aviation industry is playing a pivotal
role in the way of accelerating the national economy. Creating provision of direct
employment is one of the greatest aspects of aviation industry which is supporting in
reducing the rate of unemployment from the society1. This paper will put forth the discussion
of Easy Jet- one of the famous airline companies throughout the world. This paper will cover
the external environment analysis of Easy Jet and the role, played by the competitive business
environment of UK towards accelerating the accountability of the company. In-depth analysis
of the India Aviation industry will also be made. Furthermore, this paper will cover, the STP
strategy that can be taken by Easy Jet to sustain in Indian market.
Critical analysis of Easy Jet case study:
The airline industry is becoming highly dynamic as the need of running business
globally is rapidly increasing. At the same time, the factors such as the price of oil is also
determining the statistics of cost and price of aviation industry. However, the issues such as
aggression in South Sudan and the political unrest in Yemen are affecting the flow of oil2.
Such issues are resulting in increased oil prices which in turn is increasing the price of
products. Recession is one of the most crucial factors which is hampering the global business
environment3. The ongoing economic turmoil in UK is leading to the issue of unemployment
and making variation in terms of exchange rate. UK economy is the second largest economy
1 O’Connor, Paul, et al. "Methods used to evaluate the effectiveness of flightcrew CRM
training in the UK aviation industry." Crew Resource Management: Critical Essays (2017).
2 Albers, Sascha, et al. Strategic management in the aviation industry. Routledge, 2017.
3 Shaw, Stephen. Airline marketing and management. Routledge, 2016.

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in European Union which is also being considered as the hub of international trading. During
2009, the economy of UK has experienced a sustainable growth due to expansion of labour
market and increased rate of housing4. In-spite of the lack of participation of UK with that of
Euro, the nation is extremely competent to attract significant foreign direct investment. The
service sector is the key contributor of such a stronger economy of the country. The rate of
GDP is rapidly decreasing due to such emergence of service industry.
Rapid advent of low cost airline sector is initiating major change in UK aviation
industry. This is also dominating the short-haul market of UK. However, the integration of
key players such as British Airways, Virgin Atlantic, and BMI are making it difficult for the
low cost airline sector to run their business in an effective manner5. Still, evidences are
showing that the low cost airline sector is attaining considerable growth during 2010 in terms
of their durability and number of passengers. It has also been observed that the durability of
travel and tourism sector is rapidly increasing due to the accessibility of Eastern Europe,
which is resulting in multiple travel destinations across the nation6. Easy Jet, Zoom Airline,
Monarch, Ryanair, Flybe are some of the crucial companies in the low cost airline industry,
who are constantly competing with each other to secure a strong position in market. It has
4 Wong, Solomon, and Nina Brooks. "Evolving risk-based security: A review of current
issues and emerging trends impacting security screening in the aviation industry." Journal of
Air Transport Management 48 (2015): 60-64.
5 Henriksen, Lasse Folke, and Stefano Ponte. "Public orchestration, social networks, and
transnational environmental governance: Lessons from the aviation industry." Regulation &
Governance 12.1 (2018): 23-45.
6 Makarova, Elena Lvovna, and Pavel Vladimirovich Pavlov. "Supplier Management
Improvement in Aviation Industry: A Case Study of Beriev Aircraft Company."
International Journal of Supply Chain Management 6.1 (2017): 41-54.

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been observed that Ryanair is the leader in Ryanair, with 42 million of passengers while Easy
Jet holds second position in the market with 34 million of passengers7.
With the rapid development of low cost airline companies, the intensity of
competition in the market is also rapidly increasing. In addition, the customers are also
becoming able to make choices after evaluating multiple options. In order to satisfy the
changing requirements of customers, low cost airline industry is showing extreme
commitment to introduce low cost model and thereby helping the customers to travel in a
timely and cost effective manner8. Low budget of travelling is acting as a driving force
among the customers especially, the business travellers to choose this airline irrespective of
the duration of travelling.
The transportation sector of India is also tremendously dynamic due to the high
population density of the nation. Logistic and transport are two of the most important factors
of Indian economy. It has been reported that during 2006, the air sector of the country has
been increased by more than 100%. One of the most important factor of Indian Airline sector
is that this industry holds more than 30% share in the entire transportation sector. Multiple
low cost carriers such as Spice Jet, Go Air have been introduced in India. However, schedules
airlines are still dominating the Indian market which is creating certain difficulties for the low
cost airline sector9.
7 Alamdari, Fariba, and Simon Fagan. "Impact of the adherence to the original low-cost
model on the profitability of low-cost airlines." Low Cost Carriers. Routledge, 2017. 73-88.
8 Lawton, Thomas C. Cleared for take-off: structure and strategy in the low fare airline
business. Routledge, 2017.
9 Pels, Eric, Nenad Njegovan, and Christiaan Behrens. "Low-cost airlines and airport
competition." Low Cost Carriers. Routledge, 2017. 125-136.