Hospitality and Tourism Marketing Strategies

Critical evaluation of marketing strategies and public relations of EasyJet

2012 March Akshay Shinde

Contents Purpose of the assignment.....................................................................................3 Issues.....................................................................................................................3 Objectives..............................................................................................................3 History...................................................................................................................3 Mission statement..................................................................................................4 Vision ....................................................................................................................4 Threat of new entrants...........................................................................................5 The threat of substitutes.........................................................................................5 The power of suppliers..........................................................................................6 The ability of customers........................................................................................6 The conflict between existing................................................................................6 Price.......................................................................................................................6 Product...................................................................................................................7 Place.......................................................................................................................7 Support...................................................................................................................7 SWOT-analysis......................................................................................................7 Strength .................................................................................................................7 Weakness...............................................................................................................7 Opportunity............................................................................................................8 Threat.....................................................................................................................8 Analysis of PESTLE-............................................................................................8 Political factors......................................................................................................8 Economic factors...................................................................................................9 Social factors.........................................................................................................9 Technical factors..................................................................................................10 Analysis of the situation......................................................................................10 Review.................................................................................................................10 A critical review of a marketing strategy EasyJet...............................................10 Location...............................................................................................................10 Advertising and Marketing..................................................................................11 Mergers and acquisitions.....................................................................................11 PR tactics Easy Jet Main screen..........................................................................11 Customer Relationship Management...................................................................11 Customer Loyalty................................................................................................12 Conclusion...........................................................................................................12 Recommendation.................................................................................................13

Executive Summary Purpose of the assignment

The airline company- Easy Jets strategies and their tactics of public relations will be evaluated critically in this assignment. All the aspects of the tactics and policies used by EasyJet in order to handle their public relations and marketing strategies will be scrutinized to learn if there are any ways of improving or implementing new ideas for the strategies used in the organisation.

Issues
As compared to the past, there are many changes taking place in the airline industry which has almost evolved the airline industry, taking it to higher standards. Hence, there arises a need to develop new strategies and concepts for EasyJet, in order to survive in this highly competitive market. As there are changes seen in the customer loyalty it has become difficult to implement successful marketing strategies and the marketing issues have become more demanding as well in terms of innovative ideas. The market share Easyjet holds in the low cost airline sector is just 4%, and the market share in the entire low cost airline sector is 9%. In order to gain more market share and for expansion in the low cost airline sector easy jet needs to pay attention to the customer relations and get a competitive edge over its rivals.

Objectives
The marketing strategies and the public relations are to be critically evaluated in this assignment; this is the mission of the assignment. Various barriers in implementing strategies for marketing will also be considered in this assignment.

History
EasyJet was started by Stelios Haji Ioannou, in the year 1995 with 2 aircrafts. Within a very short span easy jet became an established name in the low cost airline sector which also saw an increase in the number of passengers. At present EasyJet operates in more than 32 countries and serves 118 airports in the European Union (thearidb.com). With the modern and the stylish fleet of aircrafts, EasyJet maintained its competitive edge over its competitors in the low cost airline industry. The introduction of ultra economical fares for the same destinations where other airlines charged a higher price worked wonders for the organisation. The first flight took off in the year 1995 in the month of November, with an office relatively small at the Luton airport. Amsterdam was the first international destination served by EasyJet, that too with an aircraft owned by Easy jet in the

year 1996. The launch of the website for the organisation was done in the year 1998, which was a path breaking move in terms of the business prospects for the business. The year 2002 was a significant year for EasyJet as this year saw the unification of EasyJet with another airline GO, this helped to grow the network of EasyJet to a great level. The delivery of the 100th aircraft of EasyJet was done in the year 2005. In the year 2007 the head office of EasyJet was moved to the Hangar 89, at the Luton airport in London, it also served as the engineering base of the airline. The year 2011 saw the delivery of the 200th aircraft of EasyJet. Today EasyJet flies on more than 500 routes, with operations on airports amounting to 130, 30 nations and bases at 19 airports. The annual passenger count is more than 50 million and the daily count of 1200 departures on a daily basis (EasyJet.com).

Mission statement
To provide our customers with safe, good value, point-to-point air services. To effect and to offer a consistent and reliable product and fares appealing to leisure and business markets on a range of European routes. To achieve this we will develop our people and establish lasting relationships with our suppliers (www.easyjet.com)

Vision
We believe people make the difference. It is through the efforts of all our people to deliver our four strategic priorities that we will realise our vision. Analysis of EasyJet One of the best ways to analyse a business is the usage of the Porters five forces model with respect to identify the competition in that particular sector. The efficiency and effectiveness of a business can be determined with the help of this model, and also its profitability. 1. 2. 3. 4. 5. Supplier Power Buyer Power Competitive Rivalry Threat of Substitution Threat of New Entrants

Porters 5 forces model Threat of new entrants

The requirement of capital investment might be a threat for EasyJet, as it raised a revenue of 50 million. Debt for the growth of the business may raise problems for the organisation. Customers are switching to new companies due to low cast fares especially international destinations in Europe where other new European companies are providing low cast fares. New low cost flight operators pose a threat to EasyJet as they offer low fares, particularly for international destinations within Europe, this also brings in the factor that the passengers are also observed to be switching to these new airlines. Access to distribution channel EasyJet have difficulties from new carries they can use secondary Airports where landing and take-off can be suitable and cheaper for them. Distribution channel is also a key factor that needs to pay attention as the new airlines may use secondary airstrips where the operational costs will be lower priced.

The threat of substitutes

The prices offered by other competitors and their performance may be potential threats for the organisation. E.G. The journey from London to Paris may be cheaper via Eurostar. The cheaper alternatives offered to the passengers may attract the new business that EasyJet is yet to acquire, or may even lose out on its existing customers.

The power of suppliers

The power of suppliers should not be ignored, as they are the ones who provide raw materials to the organisation in order to deliver excellent products or services. In the aviation industry the fuel price is directly interrelated to the crude oil prices. There is no control of EasyJet on these prices. The aircraft manufacturing industry has just two big names Boeing and Airbus, Just until recently EasyJet operated flights manufactured only by Boeing, this could have been a potential threat to the organisation as the supplier would have had more power over the organisation. This situation is handled by the company by signing a contract with airbus for new air planes. Due to the growth in business EasyJets power is increasing steadily over the suppliers also due to the availability of various suppliers in the aviation industry.

The ability of customers

Airline's website has a strong risk of the buyer, because they always offer something more: the process must have access to the Internet; they can easily be modest here. High risk Ryanair customers who want low, a new discount policy in which customers are connected. Civil Aviation (CAA), which is the biggest supporter of poor service and no risk to the buyer on the site of the airline be loved as a low cost of termination

The conflict between existing

Our competitors a significant impact on travel to the UK and Europe. Virgin Atlantic. Ryan air, BMI, German Wings, Hapag, the main competitors of high risk Visiting workers at high risk, competition in the airline's website, the British cruise passengers in the world. Space from large companies such as licensing and competition is a large segment of the airline's website.

Price
If the price of the ticket site airline agent's positive role in the electronics industry. Internet discussion space can mean a big impact on passengers

 If you buy a ticket is a good example of the airline's website, often travelling long summit, which is active.

Product
Company "Internet", "Rent a Car." "Book hotel", "Book", a famous show in Read only "electronic ticket" Airport ". called "Family office package

Place
E-Ticket can be easily Map can begin Phone in advance Ability to sell your house

Support
County in the spring and copyrights, which can have serious consequences for internal development. Campaign seems the best marketing tool. Good salary is effective for airline website

SWOT-analysis Strength
EasyJet, the top 10 in the lower division of the rainbow. The company offers a simple and easy to set up, and said to them, both domestic and international routes. KLM is a leader in the UK and most budgets and hidden costs, second, and high school. Site of the airline has always been and will send emails, presentations, and development. Airlines website offers a good conversation about the Internet and asks if you can help. EasyJet website, you can use this site for more information and promotions. Is part of the leading greenhouse gas models, global warming and economic use of the park service equipment, with the material? Development of business plans in the future, always talking about the environment, an average of 30 minutes or less free services for its passengers.

Weakness

EasyJet is a competitor airlines in Europe, as in many parts of the class. For example, I want to compete with Ryanair and BMI and. The main disadvantage is that Jet is difficult to prove food. Site of the airline staff costs increased wages by more than 13 percent of most jobs. Food that goes up 45% for the high cost of advertising and the company pays 43% more than a year: at the airport, this is composed of 100 percent, to 149 million pounds a year. All disease is the main purpose of the district court adopted.

Opportunity
If not a big market, and the airline's website "to" all-inclusive coverage for more than male immigrants and people are willing to open the way for more and more companies are several daily flights to Paris and Dublin in the UK expansion. Drinks during the year or in the train, on the street now. In the UK weekly here in London, where companies can advertise your business by offering cheap flights for you. Any competitive advantage, this new program offers individual birds often faster, work that provides a new way this time. Discounts can create a special train with new positions, where he founded a new company to go for lunch.

Threat
Airline's website is now the biggest threat here. So many drivers covering the same low price and recovery offer passengers more goals, the price war with Easyjet. Oil prices every day, and finally, the main reason why Libya has high fuel prices directly affect the industry and ferry companies included. Company's food here is a danger for the EU and the main threats to strike, and if Easy Jet, and daily activities, and youth, the problem. This statement, that it is a great event for the airlines' website for passengers who often have business goals. Ryanair Airline's website has a risk for companies in the domestic market where they offer lower prices than: Ryanair number of flights on domestic routes the airline's website.

Analysis of PESTLEPolitical factors

These political factors that affect the ferry industry, EasyJet, for example, now that the ferry industry in the Middle East crisis and its impact on the airline website. Eastern Europe, Easy Jet can expand from there to work as a lawyer miles well.Uk no place in BA beat advantage in the airline's website. Europe, it is clear that in 1990 the Civil Aviation Act, humility, expand the service to send troops to Europe.

Economic factors
If the world becomes a global village, the airline's website is a great way to improve long-term programs. The cost of fuel and environmental factors such as security, and the site airline congestion is an economic factor. EasyJet financial crises in different parts of the business if the price is very difficult to spend money where people are and how they are used. EasyJet, three simple steps, without discussion, capacity to monitor the air, and I dined with the business focus of one product with no fillers. website airline operates short routes, and from point to point movement and use of secondary airports with guerrilla warfare, the company pays low wages, low maintenance, carried out in front and low and high traffic. Companies also benefit from mergers and acquisitions of small companies and others here, he left the company. Ryanair suffers oil prices increased by 45 percent the war in Libya. High operating costs and service companies in the region. He was sent, this difficult situation I Low GA Council.

Social factors
Social factors that affect the majority of European travellers to book tickets. Credit cards online and do not think the ad mentioned here: EasyJet is good that the company undertakes to contribute to this problem for tourists. The contribution of local firms, advertising international companies doing business in rap. Important consequences ferry industry, business is divided into the airline's website; think about yourself in the strategic plan. To focus on the whole. Site of the airline, the best in Europe, and 10 in the second case sent to the lower classes, and moves 26 million passengers in these areas across Europe.

Figure 2 top 10 airlines

Technical factors
During this period, most companies developing technologies, the amount of time using the new technology. Aviation industry to introduce new technology to market. Senior Ryan, the reduction in orders to improve products, new technology or new technology, e-cards and mobile services, and continues to this day. The company can provide the best price for you and your customers. Strengthening leadership position by EasyJet to promote environment friendly maintenance company. New technology, users can compare ticket prices low for the best company at the same time. Traveller, if you cannot pay for tickets.

Analysis of the situation

Instead, EasyJet, colleagues in the European market for other airlines to dominate in the world to charge the costs of the United Kingdom market. Marketing department, you can focus on the behaviour of Ryan Air, the aviation market is small, and it is safe. No, Easy Jet business is very fast analysis to predict the long-term business relationship companies in Europe for travellers, low voter participation will increase. Sales and marketing expenses, you can continue in business. Tourism professionals, and inspired, you can sport the majority of the budget, the consumer. EasyJet airline, due to unnecessary cost, low-cost, low-cost and maintenance, even the traditional carriers. As the routes in Europe, the most attractive European cities. However, the airline launched in the heart of European airports 200-65.

Review
In this section, low-cost marketing strategies and techniques to explore the relationship between the public, you will learn in a competitive airline EasyJet itself. Some consumers are very sensitive price; they are policy matrix screen Easy Jet price in freedom and free-throw time.

A critical review of a marketing strategy EasyJet Location

The impact of your marketing strategy. EasyJet passengers travel with peace of mind, we advise you to install the largest airport in Europe to be able to receive low cast fear. Team International Airport to all major European countries, it is possible that users can go to like the atmosphere in the boat most of the company. The two major airports cheap, Easy Jet has the advantage that the level of performance and low cost items should be retained. Easy Jet all the ways that is accessible by tourists and the international airport. Such companies are used as domestic airports, including Heathrow Airport in London of all, Gatwick and Stansted him.

Advertising and Marketing

The company was the first company in advertising and marketing in Europe, introduces colour in television advertisements taxi or public transportation, media, and it depended on the nature. The advertising and marketing company, we have introduced new services, new destinations. The company, in a competitive, powerful ad. To maintain the effectiveness of marketing strategy. The company has a new idea to promote your business with a strong marketing strategy. Well, the period of modern communication, companies use the network, and more, because it is possible that information in seconds, how to use advertising on the Internet, to benefit from this source EasyJet. A point to consider that, all the money base business to advertise only to countries in Europe and the United Kingdom. EasyJet has reported that the dinner and the "fly on the wall" documentary in 1999 with the main channel and all the guidance documents received in 2001. International airline to reap the benefits of using the program easy to suppress as a leader in low cost carriers and aerospace structures Industries, the Netherlands in the service.

Mergers and acquisitions

In 1998, the "EasyJet Switzerland" is the name of the company, has more than 40 per cent of the airline Swiss. The company is growing about the potential increase in the Swiss market is growing very well in the winter meeting of the profits. In 2002, the operator brings a dose of 3.74 million pounds, "Go" airlines. The company will have the opportunity to improve your business and get a commission of R79 billion in the first year. Under the agreement, the managers of the target company Stelios. This support is great, "to promote the interests of EasyJet airline mergers result in a low-wage European patent value in order to improve the welfare of individual airlines and low-cost one and Ryan to join the competition EasyJet, KLM, and results, sales up 56% since 12. Box 60 million of public 4 percent, 80 percent grew to $ 71,600,000, 2001 reorganized the results increased 86 percent per year.

PR tactics Easy Jet Main screen Customer Relationship Management

EasyJet announced the proposal to double the customer and get the best of the previous year. There are some things customers, showing the relationship between customers, repeat customers to provide a "good job". Executive Chief Executive Officer (CEO) Company said Carolyn McCall: "It is necessary to improve customer relationship management systems to achieve and maintain results. Customers can reserve tickets, investing is easy. EasyJet staff training, more attention to improving service to aircraft, passengers at the airport, you can join the team immediately for

help. An easy profit to provide services, increase customer was 154 million users in 2010 were very attentive. The company also just two hours before the passengers, the trip can be changed; the user must provide a quick access to the system can be controlled quickly.

Customer Loyalty
EasyJet established relationships with our customers to remain loyal customer orders. I play a low price, providing access to their needs and set point of travel. The company also offers its users to change their flight. EasyJet is a contract that gives the organization to attract customers from the airport car rental, transfer away from him. Consumers can trust the data, a choice of accommodation and rental cars, international destination. Simply eat loyalty card program for frequent visitors. You can immediately, except for the customers, with the same priority, and this program. Food, first in the system, asked to check, it will be faster for them. This card enables storage of EasyJet. Another problem is that visitors will be amazed at school, compared with a due card, reducing the value of the goods of other programs.

Conclusion
The purpose of this exercise is to critically evaluate marketing strategy for the airline's website and public relations tactics. This study examines the marketing strategy and public relations strategies of EasyJet, which is an important need for easyJet. The Company adopted policy and implementation strategies are important, but there are some lines that can offer progress. There is no doubt: "It was one of the most successful companies with five years of aviation airline website." Marketing strategy based on quality, EasyJet. The EasyJet from London Luton Airport airline in Europe and the United Kingdom is known. Easy Jet needs new ideas and strategies, such as aviation and space industry has become more competitive as it once was. The two companies have the money in advertising and marketing. It supports the marketing strategy for the company. Currently, the aviation industry with low cost airline has a market share of 9% and 4% market share in the airline industry. We need new ideas to promote the business. The airline offers low prices, without the travel agents. The low, but can be an effective treatment for the small market, or the public to be, and must ensure that the airline's Web site and related to the optimization of business processes. Stranded costs and the risk of Easy Jet, and "for the company that the majority of cases, parties, and offer our customers receive the bills. EasyJet expands service and employ more performance with the company. It is a problem and can run companies and can save a good relationship with suppliers, if handled efficiently. Order online, is useful to make a positive impact on passengers. Develop a marketing plan for a good relationship with customers throughout the region. All companies, customers with cheap and affordable prices are very cheap. The company used emarketing tools to improve business processes. The competition is strong and very hard to

expand its position as market leader. Companies, the impact on the business tourism market and offer for free to improve.

Recommendation
Develop new sources of marketing to maintain its leading position in the market and lead to long-term strategies and short-term trading. Aviation industry is still based on cheap fares, the company must demonstrate innovative models of promotions, there are several options that can also for business clients in the community. Set a regular customer of the company's more important than "satisfied customers" give back to society. When the client to achieve with the proposal, the merged company and services to attract new customers happy. The client always thinks is because of low prices, quality of services the company will increase efficiency. Employee motivation, customer satisfaction can be the key to EasyJets success. This is to encourage employees to promote the airline website and if you do so more can be driven to improve customer service. Meeting Flyers repeated contact with customers and regular customers, so it's good for business. Phone and e-mail is as loyal as a matter of business for retaining good customers. Marketing and advertising can be mass society to airline's website to be a great marketing strategy to be in the short to medium term.

References

History of easyJet [Online]. Available from :< www.easyjet.com> [Accessed 22 May 2012]. Mission statement [Online]. Available from :< www.easyjet.com> [Accessed 22 May 2012]. Vision [Online]. Available from :< www.easyjet.com> [Accessed 22 May 2012]. History of easyJet [Online]. Available from <http://www.lonympics.co.uk/new/easy.htm>[Accessed 22 May 2012]. Figure1 [Online]. Available from <http://tutor2u.net/business/strategy/porter_five_forces.htm>[Accessed 25 May 2012]. SWOT analysis [Online]. Available from :< www.easyjet.com> [Accessed 26 May 2012]. PEST analysis [Online]. Available from :< http://www.managementparadise.com/forums/principles-management-p-o-m/208678-pestanalysis-easyjet-airline-company-limited.html> [Accessed 29 May 2012]. Figure 2 top 10 airlines [Online]. Available from :< http://www.centreforaviation.com/news/2011/06/01/us-carriers-are-biggest-earners-as-ancillaryrevenues-top-usd21bn/page1>[Accessed 15 June 2012]. Bowman, C. & Faulkner, D.O. (1997) The Customer Matrix. Competitive and Corporate Strategy. Irwin: London.

Dixon, A (2000). EasyJet Case Study. Matters Media [Online]. Available from :< http://www.newspapersoc.org.uk/documents/publications/case-studies/easyJet > [Accessed 15 June 2012]. Customer Relation By Leo King | Published: 15:20 GMT, 19 November 10 [Online]. Available from :< http://www.cio.co.uk/news/3249566/easyjet-targets-improved-crm-system-as-profits-flyhigh/> [Accessed 20 June 2012]. Mergers and Acquisitions on Financial Times (2004) EasyJet and Go Merger, Financial Times. Customer Loyalty [Online]. Available from :< http://www.europcar.co.uk/EBE/module/render/PARTNERS> [Accessed 20 June 2012].

Frequent FlayerPublished: 13/03/2008 - Filed under: News [Online]. Available from :< http://www.businesstraveller.com/news/easyjet-launches-frequent-flyer-card [Accessed 21 June 2012].