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Essay example - The Brand Strength of easyJet Plc

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Pages 10 (2510 words)
The essay shows easyJet Plc as the main subject, which is the largest low-cost airline carrier in the United Kingdom, a low-frills business concept modelled against a lean supply chain philosophy where diminished operational expenses provides opportunities. …

Extract of sample

In the essay the business strategy of easyJet is about the original marketing concept for easyJet in the last decade has been to “make flying as affordable as a pair of jeans” and where the company attempts to persuade consumers to cut out the travel agent role in booking and vacation planning. Then goes the exploration of the brand strength of easyJet. easyJet has maintained its positive market position by using strategies that are not only aligned with budget-conscious consumers, but also those that promote convenience as part of market positioning strategy. easyJet is also able to rely on sponsorships and alliances throughout the entire business model in order to gain even more brand credibility and establish a set of values that are expressed positively to consumer markets. easyJet partnered with VisitBritain, a government sponsored marketing effort designed to lure more domestic and international tourism for the UK. easyJet also conducts considerable market research analyses both on internal processes and on what is driving consumer-centric trends in the external environment. Strengths for easyJet are the advantages that are provided the business as it relates to the tangible industry market. After the analysis of findings, we know the ability to achieve significant, record revenue gains in a market environment that has moved into maturity is a notable accomplishment for easyJet. At last, easyJet is a benchmark for using efficient brand enhancing activities in which promotional focus gives the brand more visibility. ...
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