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论文作者:留学生论文网论文属性:课程作业 Coursework登出时间:2012-09-21编辑:anne点击率:1959
论文字数:3195论文编号:org201209211800202252语种:英语 English地区:英国价格:$ 33
关键词:strategic marketingEuropean marketsglobal markets
摘要:The main purpose of this report is to research on the strategic marketing into India market of EasyJet.
1.0Executive Summary
The report comprises of environmental and competitive analyses of EasyJet in its local and European markets, analysis on opportunities and strength into India airline industry and strategicanalysis onstrategic marketing at least to the year of 2017.
As markets and marketing are being international with lesser boundary,enterprises are operating in a multinational world. Therefore, companies and marketers need have a clear understanding of the competitive environment of their local and global markets, and then implement the proper positioning and expanding strategies to remain profitable.
Table of Contents
1.0 EXECUTIVE SUMMARY 2
2.0 INTRODUCTION 2
3.0 ENVIRONMENTAL AND COMPETITIVE ANALYSES IN UK AND EUROPEAN MARKETS 3
3.1 ENVIRONMENTAL ANALYSIS — PESTL ANALYSIS 3
3.1.1 Political Factors 3
3.1.2 Economic Factors 3
3.1.3 Social Factors 4
3.1.4 Technological factors 4
3.1.5 Language Factors 4
3.2 COMPETITIVE ANALYSIS — PORTER’S FIVE FORCES 4
3.2.1 The Threat of Substitutes 4
3.2.2 The Threat of New Entrants 5
3.2.3 The Power of Suppliers 5
3.2.4 The Power of Buyers 6
3.2.5 Rivalry among Existing Firms 6
4.0 ANALYSIS OF OPPORTUNITIES AND THREATS INTO INDIA MARKET 6
4.1 OPPORTUNITIES 6
4.2 THREATS 7
5.0 STRATEGIC ISSUES FACING THE INDIA AIRLINE INDUSTRY 8
6.0 CONCLUSION 10
ReferenceS 11
APPENDICES 12
References
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Buckley, 2002.From Elite to Mass Travel. Understanding Global Issues, No.111, pp.7-23
Costa, 2002.Rethinking the aviation industry.The McKinsey Quarterly, Mid-summer 2002, pp. 12-89
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