Introduction Eh!Jeta is a new low-cost carrier (LCC), whose parent company is XYZ legacy carrier. Eh!Jeta will be making an entry into the US airline industry at a time when LCCs have been on the increase. Starting 2000, LCCs have steadily increased their presence in the US market, and have provided an alternative, less-costly air transport to what the traditional network carriers have been providing the US consumers (Barker, 2013). This marketing report includes a market analysis which indicates the strengths, weaknesses, opportunities, and threat that face the new LCC. Additionally, the report contains the LLC’s customer analysis, competitor analysis, and a branding strategy. The report notes that competition is rife among LCCs, and as such, only capitalizing on the unique small things that matter will provide the new LCC with the competitive edge necessary to succeed in the nearly saturated market. Objectives   * To become the most preferred LLC among passengers traveling between Pearson International Airport and Fort Lauderdale (FLL) and Dallas-Fort Worth (DFW) routes within the first three-six months of operation   * To increase Eh!Jeta’s brand awareness by 80 percent within the first six months of operation   * To create brand loyalty through service excellence, which will be attained through meeting consumer’s service expectations hence affecting their brand perceptions positively Market Analysis The following SWOT analysis will offer details regarding the internal strengths and weakness that, Eh!Jeta has, and the external threats and opportunities that the new LCC is exposed to. Internal analysis Strengths   * Eh!Jeta’s parent company has been in operation for 12 years. As such, the new LCC will benefit from its parent company’s experience in the airline industry.   * The parent company has a wealth of assets, including CRF 900 jets, and as such, Eh!Jeta will not be struggling to acquire new assets.   * The parent company also has adequate capital, which it is willing to advance to the new LCC.   * The new LCC will benefit from a knowledgeable human resource capital, which is drawn from the parent company. Weaknesses   * The parent company has a fair reputation for timeliness and consumers may perceive the same to be true for the new LCC   * The parent company’s reputation for customer service is weak and just as above, customers may perceive the same to be true for the new LCC   * Employee motivation and satisfaction levels are sub-optimal   * A great percentage of employees are unionized, and this limits the LCC’s flexibility in motivating employees and enhancing their motivation walls. External Analysis Opportunities   * The new CRJ 900 jets have adequate leg-room and are less cramped when compared to other jets used in the LCC industry.   * The rebranding will position the LCC as a distinct entity from its parent company.   * The LCC’s catchphrase, “It’s the little things that count,” will provide the firm with opportunities to do small things (e.g., smiling, providing hot towels, and hot chocolate/cold drinks depending on weather) to customers.   * The low-cost strategy will enable the LCC to access high customer volumes, albeit at lower airfare.   * To increase revenues, Eh!Jeta will target utilizing technology to make money throug