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Essay Details:
Essay text:
It continues by recommending Ansoff's Market Extension strategy as generic future marketing strategy for bmibaby to position themselves in the competitive market for low cost airlines.
Contents page
1.Executive Summary 1
2. Contents Page 2
3. Introduction 3
4. Methodology 3
5. Findings and Analysis 3
5.1 PEST ANAYLSIS 3
5.2 COMPANY ANALYSIS 4
5.3 COMPETITOR ANALYSIS 5
5.4 SWOT ANALYSIS 6
6.Conclusion 7
7. Recommendations 7
8. References 9
9. Appendices
Tables
1.SWOT Analysis
2. Ansoff's Product/Market Matrix
3.Introduction/background
Over the last twenty years the success of low cost airlines (LCAs) has soared and they now represent 25% of total air travel in Europe (Mintel, 2006)...
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