EASY JET PESTEL

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The Airlines industry is quite highly sensitive to the environmental factors and is profoundly
affected by the changes in the political, social or the economic environment.
The marketing decisions of the industry are to an extent based on political decisions.
Also, the condition of the world economy determines the nature of its marketing policies.
Changing pictures of the political sphere have a deep impact on the aviation industry scene.
There are political factors like liberalization, terrorism etc which have a direct effect on the
airlines industry. Liberalization has made competition quite intense in this industry. With the
entry barriers not there, the number of new entrants has risen giving rise to fierce competition
in the sector. It has become essential for the airlines to beat the competition for survival.
Airlines employ various strategies to remain competitive. One of them is to give the price
benefit to attract a large number of customers. Low cost fares can be a good strategy to attract
new customers.
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