In recent years, growth of globalization trends and increased average spending power of consumers all over the world have contributed to the upsurge of airline industry on global scale. Airline industry currently serves more airline consumers than ever before, but at the same time, it has more companies functioning in the industry for the market share dominance. This creates a great amount of competition in the industry among various large scale companies and some small scale companies that specializes in niche market sectors.
For the purpose of this research paper, the environment of airline industry on global scale will be analysed for its efficiency and level of competition. Additionally, the paper will focus on Easy Jet airlines for its market positioning and business environment analysis by use of different techniques. In this paper, the current reach of Easy Jet organisation will be assessed and the need for changes will be examined. To make an assessment of the company’s business environment, methods of internal environment assessment and external environment assessment will be used as required. The goal of this research paper is to identify need for change for the Easy Jet organisation according to airline industry scenario and making recommendations.
Impact of this scenario facing the European airline industry has been on Easy Jet organisation as well, as increasing consumer base is proving difficult for the company. This scenario leaves very little potential for the organisation to grow for its own brand image and for the benefit of its stakeholders. Due to this reason, Easy Jet organisation needs to consider the possibility of changing its business structure and marketing structure as a way of addressing the need for change to grow further in the industry.