本文主要讲述的是什么是双重品牌，双重品牌是一种相对安全的技术，它将服务引入到一个新的领域，而不需要投资所有资产。通过这种业务扩展方式，Easy jet组织将在目标区域的航空公司中寻找合适的合作伙伴。Easy Jet与这种合作伙伴关系的目标是将两家公司的资产和资源进行混合，从而在目标地区航空业中获得相对于其他公司的竞争优势，同时也为自己在当地航空业树立品牌形象。本篇澳洲靠谱代写文章由澳洲论文人EducationRen教育网整理，供大家参考阅读。
Dual branding is a relatively safe technique of introducing services to a new territory without investing all assets altogether. In this manner of business expansion, Easy jet organisation will seek a suitable partner present in airlines industry of target territory. The goal of Easy Jet organisation with this kind of partnership is to have combined assets and resources of both companies mixed to gain competitive advantage over other companies in target territory airline industry, while also creating a brand image for itself in the local airline industry.
By earning reputation and creating a trustable brand image in the industry, Easy Jet organisation can have a safe introduction of its services to a new market. This approach of expanding to new territories has same benefits as the previous approach of acquisition method, including readily available infrastructure, resources and industry knowledge. In addition to these benefits, this approach requires less investment and provides a safe alternative to the company.
For the purpose of this research paper, the environment of airline industry on global scale has been analysed for its efficiency and level of competition. Additionally, the paper focused on Easy Jet airlines for its market positioning and business environment analysis by use of different techniques. In this paper, the current market position of Easy Jet organisation has been assessed and the need for changes in its business strategy was identified. To make an assessment of the company’s business environment, methods of internal environment assessment and external environment assessment were performed.
The goal of this research paper was to identify need for change for the Easy Jet organisation according to airline industry scenario and make recommendations for growth of Easy Jet organisation. The paper has identified that the most optimum strategies for Easy Jet to grow and increase its revenues is to introduce new premium services to appeal to more affluent class of airline consumers. The second strategy identified is to use dual branding method of introducing its services in new markets based on market study.