International Marketing: EasyJet

Running Head: INTERNATIONAL MARKETING 0
INTERNATIONAL MARKETING:
EASYJET
Name of the Author:

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Table of Contents
Introduction.................................................................................................................................................2
Analysis of Case Study.................................................................................................................................2
External Environmental Analysis of Easy Jet in Europe (PEST Analysis).......................................................3
International Marketing Research of India..................................................................................................6
Segmentation..............................................................................................................................................9
Targeting.....................................................................................................................................................9
Positioning.................................................................................................................................................10
Strategic Recommendations......................................................................................................................11
Conclusion.................................................................................................................................................11
References.................................................................................................................................................13

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Introduction
In modern business environment, the markets and marketing are becoming more global and
today’s businesses are running in multi-cultural world. So, it is very important for the companies
and marketers to understand the diversity and complexity of international markets. There is a
need to adopt more appropriate strategies and positioning to ensure that they remain beneficial
and attain sustainable growth. There are various organizations which are going global to expand
their business and increase their brand presence in international countries. EasyJet is one of them
and it is operating its business in more than 30 nations. The company was established in the year
1995 by Stelios Haji-loannou. It was founded as a low-cost airline to offer affordable travel and
services to fulfill the needs and demands of travellers in Eastern and Western Europe.
This report is totally focused on analyzing the case study named as “EasyJet in India: Low-Frill
Airline Travel”. The given case study shows that EasyJet is planning to expand its business in
Indian market. It includes the analysis of the case study and external environmental analysis by
using PESTLE analysis of international marketing research. This analysis focuses on the external
and competitive environments in Europe. Moreover, it analyses and researches the Indian market
in context of EasyJet airlines. On the basis of the research in India, target market, segment and
positioning is identified for EasyJet within Indian market that will allow the organization to grow
and maintain the competitive advantage in Indian airline industry.
Analysis of Case Study
The given case study is about the current position of EasyJet Airlines in European market and its
international expansion in Indian market. It takes into account the British organization EasyJet
and opportunities to expand the operations in Indian market. For an airline organization, it is
very important to introduce its flights in different countries. It assists the organization to increase
its revenues and profits over its competing airlines. In the case study, two countries are chosen
for the discussion. The major reason behind this is that the main hub of EasyJet is situated in
London (Luton Airport). India was selected due to its significance as an emerging market with a
population of 1.21 billion as per the Indian Census 2011 and a significant growth rate of over 8%
in the year 2009. The case study indicates that EasyJet has moderate position in European
country i.e. United Kingdom. The economy of this country is dominated by service industries

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including airline sector (Dobruszkes, 2006). The company has a profitable business in Europe as
there is an increase in the number of air travellers in 2005. It is expected to increase in the future
as well. Additionally, United Kingdom has a well-built infrastructure in rural areas. Furthermore,
EasyJet has planned to expand its business in India considering it as a nation with significant
growth potential. The given case indicates that Indian airline industry can provide a profitable
market to EasyJet Airlines. Economic growth of India has reduced the poverty level in the
county. India’s well educated population continues to increase that has a positive impact on the
development of airline companies. The case analyzes that there is a considerable growth in
Indian transportation sector due to low cost carriers. Currently, Indian Airline industry has 35%
share of total sales for transportation. During last 3 years, many low cost airlines have founded in
India. Apart from this, there are some problems which can affect this business expansion of
EasyJet like lack of basic services and poor infrastructure. It shows the lack the investment in
both private and public industries and infrastructure of country.
External Environmental Analysis of Easy Jet in Europe (PEST Analysis)
As per the given case study, Easy Jet is a British low-cost carrier that is headquartered in London
Luton Airport. The organization operates both international and domestic scheduled services on
more than 820 routes in over 30 nations. The company is listed on London Stock Exchange. It
employs approximately 11,000 people based across Europe but primarily in United Kingdom.
Since its establishment, EasyJet is operating its business successfully in European market and it
provides a profitable and competitive environment to EasyJet (EasyJet, 2017). The external
environment of Europe can be analyzed by using PEST analysis framework of international
marketing research. It includes different factors which affect the growth and success of EasyJet
in Europe (Molle, 2017). External environmental analysis of EasyJet in European market is
given below:
Political and Legal Factors
Political factors have a huge impact on the growth of EasyJet in Europe. EasyJet is operating its
business in challenging political environment. In Europe, the pressure from trade unions is
increasing continuously. Political environment is featured by major terrorist attacks in its
primary destinations like Brussels, Paris, Turkey and Nice on top of Brexit. Moreover, the