Evaluate the Market Environment in UAE to Analyze the Market Entry Potential for Easyjet
Jonathan. K. Kush is the lead business writer at 123 Writing. He holds a BA (Hons) degree in Business Administration from the University of Brighton, UK. As a Market Research Analyst by profession, Jonathan has nearly a decades experience in market research and business analysis. His passion includes studying markets and industry trends to understand their impact on company strategy, performance and ways firms can mitigate their environment to outcompete rivals.
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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, Netherlands, 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). Revenue reached £ 5.77 billion in 2022, up by 296% from FY 2021 where revenue was only £1.5 billion due to the impact of covid-19 (Statista 2023).
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