5. Internationalization Analysis Easy Jet has become international to some extent. The "push" factors within the existing market are mainly the saturation of the European market and its strong competition. Statistics show that people traveling by air have increased enormously in one year (Holloway, 2000). Asia and North Africa appear to be interesting new markets for EasyJet to expand and exert its influence. EasyJet entered the European airline industry despite strong competition. The competitive factors and attractiveness of the European market can be further examined using Yip's internationalization engine. The YIP framework suggests that the internationalization of the organization is influenced by the drivers of globalization which are: market, governance, costs and competitive consideration.5.1. Market Drivers EasyJet's provision of low-cost flights and its "the earlier you book the ticket, the less you pay" basis gives it the opportunity to target its customers. EasyJet also provides a number of aircraft at various airports therefore easily accessible to their services; this acts as a driver of market control and competitive advantage. It also has the advantage of providing other services such as car rental, internet services and restaurants (Saleem, 2010). The 'Europe by easy jet' program has established a dramatic, effective brand positioning across all major markets and increased visits to easyJet.com. EasyJet targets consumers through various channels that help them reduce marketing costs per sale. In 2001, EasyJet launched the “easy Jet” mobile application which was downloaded by over six million people and accounted for 5% of overall sales. Mobile boarding passes are available through the app and make it easier for the customer...... half of the card...... leader. Certainly the implications of completion by both direct and indirect competitors must be taken into account. That is why EasyJet focuses on cost management strategy and differentiation strategy (Hanlon, 2007). Through an analysis of EasyJet Airplane's strategies and performance, it is clear that they are ambitious and aiming for the best. Not only do they survive in a highly competitive industry, as demonstrated by Porter's Five Forces analysis, but they also manage to offer their customers the best they have to offer in terms of value for money. The advantage this airline gains over its oligopolistic competitors comes from ticket flexibility and complete access to all major routes. However, in preserving the airline industry, there is room for improvement and growth, as revealed by analysis using the Ansoff matrix.