Can Easy Jet penetrate the air travel market in UK and Greece

Research Question: Can Easy Jet penetrate the air travel market in UK and Greece
Intended Audience : Easy Jet investors
The IB Number :
Session : September 2017
Proposal word count and IA word count: 1925 words
Acknowledgements
I would like to acknowledge and thank the manager of Easy Jet and the staff for their time and the information offered. I am grateful for accepting to be interviewed despite having a tight schedule.
 
Executive Summary
Easy Jet management and shareholders have seen the need to expand its services considering that increased demand for airline services in Greece. The business core operations intend to focus on the UK market. However, there is the need for further research to if Easy jet needs to penetrate the Greek market. The report presents a research proposal that includes the research question, the rationale, the theoretical framework and the methodology used to understand the UK airline market.
The first part of the report includes the introduction containing details of the company and the research hypothesis. The second part presents the analysis based on both primary and secondary research, which includes personal interviews with the company's management. The report contains the financial graph to understand the company performance. A detailed evaluation of financial and non- financial elements are presented using NPV analysis, SWOT, and PEST analysis that discusses the various investment options for Easy Jet. The report presents recommendations followed by a conclusion on the same.
Contents page
1 Introduction………………………………………………………. 5
2 Research proposal………………………………………………. ..8
3 Recommendations ……………………………………………….13
4 Conclusion ……………………………………………………….14
5 Appendix ………………………………………………………..16
Introduction
Easy Jet limited management and shareholders have expressed their interest in expanding the business by the fact that there is an increasing demand airline service in Greece. Greece offers private health care and specialized diagnostic services, attracting several people to travel to Europe (De Oliveira Cabral, 2016). Easy jet has operated within the domestic routes in the UK dating back from 1994. Easy jet is the product of deregulations within the air industry (De Oliveira Cabral, 2016). In 2010, after more than 16 years, the number of airlines serving the same routes had increased with large number of low-cost carriers dominating the market (De Oliveira Cabral, 2016).
British Airways and Olympic Air are among the leading service providers that have rema...