Choose a British company, which you believe has achieved superior performance, as indicated by the competitive position, the fin

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The Brand Strength of easyJet Plc BY YOU YOUR SCHOOL INFO HERE DATE HERE The Brand Strength of easyJet Plc 1. Introduction easyJet Plc 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 to utilise dynamic pricing structures to gain price sensitive target market loyalty.


easyJet just recently experienced record annual profitability, boasting profit of ?248 million, even despite a significant increase in fleet fuel costs (easyJet 2011). Passenger volumes increased over 11 percent in this same period with revenue per-seat up four percent (easyJet 2011). All of these gains are accomplished through positioning by price and promoting efficiency of operations to extend perceptions of value to important customer markets. Brand-building exercises, both historical and current, continue to contribute to what is driving consumers to believe easyJet is a value aligned with their needs and lifestyles. In order to outperform large multi-nationals in this oligopolistic market structure, easyJet has created a business model that relies heavily on brand influence in order to differentiate the firm in its key profitable markets. The brand strength of easyJet is significant, having established brand recall and brand equity in important revenue-producing consumer and business traveller markets. ...
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