Term Papers on Easyjet from Term Papers Lab.
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Why is easyJet successful?
Four key criteria are used to evaluate easyJet's strategic marketing success.
Strong Financial Performance
Shareholder value is ultimately driven by bottom-line financial success, which at easyJet has been fuelled by capacity expansion, cost control and tapping in to highly price sensitive segments of the market.
Rapid Sales growth Between 1998 and 2003 revenues grew by a factor of twelve and profits grew by a factor of almost nine.
Cash management - With the mindset of an aggressive start-up, easyJet has not paid a dividend to date, preferring to retain profits to fund future expansion. In 2003, the company had enough cash reserves to fund a complete year of operations.
Exponential Market Share Growth
A key metric in the air transport sector for measuring market share is number of passengers carried. This is despite the fightback by traditional airlines over the last two years, which has seen several adopt a low-cost operational model or......
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Title: Easyjet
Approximate Word Count: 284
Approximate Pages: 2 (250 words per double-spaced page)
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