Easyjet Airline(EA) is an European carrier, which is renowned for its ¡¥Low Costs - No Frills¡¦ peculiarities. ...
Part 1: The Products and Consumer Profile of Easyjet Airline
Being a participant of the airline sectors, EA is actually providing a hybrid offer to the passengers that encompass parts of goods and services. ...
Table 1:
The 3-level of Product of Easyjet Airline
Core Product Actual Product Augmented Product
What is the buyer
really buying? ... Besides, time will be minimized for ticket collection since EA is a ¡¥Ticketless airline¡¦. ...
Market Segment of Easyjet Airline:
In the course of EA¡¦s mass production, distribution and promotion about the same product in about the same way to all consumers(Armstrong. ...
Part 2: The Marketing Environment of Easyjet Airline
In fact, the victory of EA among the other airlines is a greater degree of supervision towards its marketing environment, which encompasses the micro and macro environment(Appendix 3). Beyond doubt, the business environment of the airline sector is turbulent and dynamic. ... 1 The Micro Environment of Easyjet Airline
„c Supplier(e. ... (Easyjet Website)
„c Competitors
A company must not only offer the consumer needs, but also provide greater customer value and satisfaction through its competitive advantages(Armstrong. ... (Appendix 4)
Figure 1: Representative Operating Costs: Low-Cost Airline versus Regional
2.2 The Macro Environment of Easyjet Airline
„c Technological Environment ¡V Electronic Sales(Appendix 5)
EA sustains a cost leadership advantage over all other operators, as it doesn¡¦t use travel agents. ... Thus, the price sensitivity for routes to and within accession countries is naturally suited to the low cost airline(EA)(Riley. G, 2003)
Accordingly, EA¡¦s routings(Appendix 1) are quite extensive, it offers 125 routes between 39 key European airports(Easyjet Website, 2003). ...
Part 4: Marketing Strategies of Easyjet Airline
Airlines are primarily concerned with customer services, and lean on adding value to the customers experience at different stages in the value chain. Some may argue that this should not be so in the case of EA, since it is a ¡¥no frills ¡V low cost¡¦ airline.
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