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易捷航空的市场营销 您需要根据以下案例中的信息和数据，分析英国和欧洲航空市场的竞争力。根据自己的分析，,总结易捷航空在英国和欧洲航空业市场竞争中的战略地位。 You are required to carry out environmental and competitive analyses of the UK and European markets using the information in the case study and secondary information and data. Based on your own analysis, summarise Easyjet’s strategic and competitive position in the airline industry in the UK and Europe. 全球市场营销比国内市场营销更复杂、更富有风险。在航空工业高度发达国家，营销方法的复杂性和竞争程度也更大。易捷航空是英国国内领先的低成本航空公司之一。该公司主要运营的航线都是从英国伦敦北部的卢顿机场始发。 Global marketing is more complex and carries higher risk than marketing in the home market. The Airline industry in the more developed countries is sophisticated and highly competitive. EasyJet is one of the UK’s leading low-cost airlines. The company’s main operation is run from Luton Airport just north of London, UK. 题目的设计者希望你能分析出合适的全球营销理论、概念和模型，并写出你自己的分析过程和对此案例的个人评价。 The module leader would like you to produce in writing your analysis and evaluation of the case study provided using appropriate global marketing theory, concepts and models. The company has asked the Business School, if they could use postgraduate students to analyse and evaluate the potential for EasyJet to continue to be competitive in the UK and Europe but also the opportunity to expand into India. They are also interested in the student’s own ideas on how the company should develop its low-cost concept and services in the future for the Indian market. Theoretically, explain how you would investigate the opportunity for EasyJet to expand internationally into the Indian market highlighting the likely opportunities and threats of attempting to enter one of the world’s largest emerging markets. For planning purposes, the timescale will be 2012 - 2017. Your analysis should include relevant global marketing theory and be supported by the evidence gathered in section 3.1. 3.3 Use PESTEL(political, economic, social, technology, environment and language) and Porter’s five force model or diamond model to analyze from both internal and external perspective. Very important Your assignment is to be submitted in writing in report format. Please note the following criteria: 4.1 Format. Your assignment is to be in report format. 4.2 Length. Your assignment should be between 2,500 and 3,000 words + references + appendices. 4.3 Plagiarism. This is an individual assignment and any sources used need to be clearly referenced in your report. You are to read the Notes on Plagiarism on the WebCT Vista. The outline for the marking scheme for the assignment is as follows: Report Structure and process 15 Understanding and use of relevant global marketing Environmental and competitive analyses of the UK and European markets (using case study information and secondary information and data) leading to EasyJet’s strategic and competitive positioning in UK and Europe 30 Theoretical explanation of how to investigate EasyJet ‘s international expansion into India highlighting the likely opportunities and threats. Planning timescale 2012-2017 30 References and bibliography 5 Further requirement” 1. key issues in the case study -economic, emerging country (India) social environment 2. key challenges in emerging markets -size: production, geography: urban, rival poor infrastructure: physical, http://www.ukassignment.org/dxygassignment/ communication, economic/financial resources/investment 3. key factors-product service -how to deliver level of disposable income(price) process 4. key factors –culture consumer -communications and language |
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