Easy-Jet Marketing

Easy-Jet marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK1.............................................................................................................................................3
Market structure of Easy Jet Airlines in the U.K........................................................................3
TASK2.............................................................................................................................................5
Economic factors affecting Easy-Jet airlines..............................................................................5
TASK3.............................................................................................................................................8
Impacts of Brexit on the business operations in the company....................................................8
TASK4.............................................................................................................................................9
Analysing the impact of COVID-19 on the business of the company........................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
BOOKS AND JOURNALS......................................................................................................11

INTRODUCTION
Market structure defines the structure of the firm and the market's characteristics which
affects the business competition and their pricing factors (Gascón, J. F. F. and Et.al., 2017).
Market structure is termed as how firms differentiates and characterized their products from
others whether it is homogeneous and heterogeneous products and how it is affected by external
factors. Generally, it involves these types of market structure; perfect competition, oligopoly,
monopoly, duopoly, natural monopoly and monopolistic competition. It is affected by these
elements size of sellers, pricing and selling costs, entry and exit in new market, product nature
and many more. In this report, the discussion is going on the Easy-jet airlines which was
established 26 years back in march, 1995. It is a British multinational and low cost pricing
airlines headquartered in London, Luton airport. It functions both international and national
organized services. This airlines is highly known for its budget friendly services and in 2014 it
became the second largest budget airlines which carried over 65 millions passengers. The airlines
market structure is not considered to be a perfect competition but as imperfect competition where
a minimum number of airlines are dominating in the airlines industry. As per the studies, there
are only nine other airlines recorded in the country. The airlines industry is featured as oligopoly
competition in which the pricing strategies may vary with pricing of other rivalries.
MAIN BODY
TASK1
Market structure of Easy Jet Airlines in the U.K.
Market is a place where products or services are being purchased and sold. In the
economics, a market is not considered as a single place but as whole where buyers and sellers
come together in order to meet their requirements. It is a wide term used in the economics.
Market structure is defined to the number of competitions and different categories of products
and services in the same market or industry (Chaffey, D. and Smith, P. R., 2017). It can be
determined as a nature of competition in the same type of market. Here, the deals of commodities
may be also through internet, phone calls, letters, telegrams and many more. In this report, the
airlines market taking as a base and this type of industry is a oligopoly competition where there
are small number or limited set of competitions which are interdependent with their service
policies and pricing policies.

Characteristics of the oligopoly market:
 Barriers to entry: There are only few barrier to the same market place because it is two
costly to enter and compete with potential rivalries.
 Interdependence: This feature says that firms who are controlled in oligopoly market
cannot make decisions independently, suppose one company changes their pricing
strategies can affect the other because the competition is very close this type of market
and interdependent with each other.
 Few sellers: There are only few sellers in the market who holds with same level of
competition as it is costly make an entry in the industry.
 Competition: Oligopoly market leads to competition with limited number of sellers,
single step or change in decision making or pricing policies of one seller affects the other
rivalries.
Market Structure are classified into different ways:
 Perfect competition: At this market, the competition among buyers and sellers are at
very large, they come with same intention and with homogeneous product for the
purpose of buying and selling with a perfect knowledge of market at a time.
 Monopoly market: There is no competition in this market (Morlotti, C. and Et.al.,
2017). A seller is entered with no substitutes of product with barriers to entry of others in
the market place.
 Duopoly: This is a special case in which two sellers are entered in the market with a
intention of selling homogeneous products and are interdependent of market, a little
change in the prices affects each competition.
 Oligopoly: It is a situation where few number of competitions are there with
homogeneous or heterogeneous products.
 Monopolistic Competition: This is a market where there are large number of products
sell by sellers which can be differentiated among others and there is no close substitutes
of products.
In this report, it can be considered the airlines industry as oligopoly competition with
limited number of rivalries or competitions. Airlines industry are taking a great investment to
enter in the market. There are only few number of competition in this type of market
competition, Easy-Jet airlines facing competition with American airlines, South-west airlines,