Bmibaby

Executive Summary

The purpose of this report was to analyse Bmibaby's competitive position by looking at the company's market environment in order to recommend a future generic marketing strategy. The report undertakes a PEST analysis, company analysis and a competitor analysis in order to examine Bmibaby's position within the market and to provide a SWOT analysis for Bmibaby which considers internal and external issues for the company. 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