• Research Paper on:
    Marketing Low Cost Airlines in the UK - The Proposal and Literature Review

    Number of Pages: 11


    Summary of the research paper:

    This 11 page paper is the first of two papers. The paper gives a proposal for research to identify to most effective ways of marketing low cost or budget airline companies in the UK. This first paper starts with a proposal, which includes justification for the research and a methodology. The paper then undertakes a literature review looking at the way marketing takes place. This section uses a case study to look at how one successful company; EasyJet is marketed and how the marketing forms a part of their core strategy and is both supportive and reflective of the company culture. The bibliography cites 7 sources.

    Name of Research Paper File: TS14_TElowairco.rtf

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    Unformatted Sample Text from the Research Paper:
    profit margins. This means all resources need to be maximised. The pressure in the industry can be seen by looking at industry figures and the difficulties faced by many air  companies. Therefore, if marketing is important then the marketing budgets need to be spent wisely. The aim of this paper will look the most effective ways for the airlines to  market their offerings, the ways in which they can increase revenue and profits with the most efficient methods. 1.1 Reasons for the research There are several sectors in the airline  industry, this can be divided into several sectors, such as the short haul and long hall sectors, or the traditional and low cost carriers. This paper will concentrate on the  low cost carriers but will have to be placed in the context of the entire UK air industry. The airline industry is growing in the UK, the total market  was up to a value of ?8.6 billion in 2003 an increase of 3.5% on 2002 (Euromonitor, 2005). The largest section of the market is the short haul sector  that makes up 72% of the market. There is a dominant leader, with British Airways taking 53% of all air traffic (Euromonitor, 2005). However, the concentration is high, with  81.5% of the market going to only six companies, as well as British Airways these include Virgin Atlantic, British Midland, Ryanair, EasyJet. The latter two are both within the budget  sector of the market that us also growing the fastest. The economy sector of the market, including all airlines accounts for 89.7%. The low cost sector accounted for  4% of all European air passenger traffic in 2001, by 2002 this had increased to 5%, over the next decade this is likely to increase to between 12% and 15% 

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