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Latest posts by Jonathan Kush (see all)

The report examined EasyJet airline and its possible entry in the United Arab Emirates. According to the findings, there are a number of opportunities in the market including the supportive government policies and regulation, the country’s healthy economy, investment in the aviation industry and the launch of Abu Dhabi’s leisure hub which is forecast to make UAE a tourist hub. The report also points out the growing competition sluggish demand and geopolitical turmoils as threats likely to impact the company. Recommendations are then offered on how the company can enter the country, successfully compete and improve long term profitability. 

HARVARD
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APA
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Foreign Market Analysis (FMA 601) Case Study


Key Learning Outcomes

By the end of the case, students should be able to:
  • Understand the broad macro-environment of United Arab Emirates in terms of political, economic, social, or legal factors in order to analyze its market potential, opportunities and sources of risk for case study company (PESTEL/PEST/STEEPLE).
  • Formulate an overall corporate strategy for pricing and promotion.
  • Suggest some ways to help improve long term profitability of case study firm from the new market.

 

Assignment 1 question

You are required to choose a firm from among these firms – EasyJet, Deutsche Telecom. For the selected firm, 

1. Give a brief back ground of the firm’s global operations 
2. Evaluate the market environment in UAE, to analyze the market potential for the company
3. What are the major sources of risk facing the company?
4. Formulate an overall corporate strategy for pricing and promotion.
5. Suggest some ways to help improve long term profitability of the firm from the new market 

 

1.0 INTRODUCTION


In March 1995, businessman Stelios Haji-Loannou founded Easy Jet airlines. The aircraft used during the first year of the company’s operation was leased by British Airways. In 1996, the company bought the first of its own planes (Dortmund-airport, 2020). Over the years, the airline has expanded its operations from its UK base market, and expanded across Europe. It now operates across 34 countries including Norway, Romania Estonia, Denmark, France, Ireland, Netherland, Germany, Slovakia, Poland, Ukraine,  Serbia, Czech Republic, Greece, Spain, Morocco, Italy, Budapest, Tunisia, Portugal, Morocco, Malta, Athens, Kosovo, Egypt,  Montenegro, Moldova, Cyprus, Iceland, Israel, Egypt, Iraq and Syria (Reuters 2020). As of 2019, revenue reached £6.4 billion, increasing by £3.7 billion from 2018 (Statista 2020).

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