MARKETINGREPORT FOR TRAVEL AND TOURISM

MARKETING REPORT FOR TRAVEL AND TOURISM

Name: Felicia Palmer Module Title: Marketing for Travel and Tourism Module Leader: Dr.Bruno Cignacco (PhD) Date: 12:07:2015

Executive Summary

The whole idea of EasyJet was innovative, it was built on believe that demands for short-haul air conveyance is price elastic, in other words if costs for flights are being reduced, more persons will fly. This report illustrates a thorough look of EasyJet marketing plan and brand strategy use and implemented by this economical airline; I will take a close look at external and will give an External analysis demonstrate on Macro environment through PEST which is made up of political, environmental, social/cultural and technology factors of EasyJet, in addition an investigation of the competitive market environment of EasyJet will be shown which consist of EasyJet’s nature of business in which it operates in the Micro environment by explaining it through Porter’s 5 Forces. I will later go on to give an internal analysis via SWOT which consists of strength, weakness, opportunities and threats of EasyJet. I will later go on to discuss the Marketing Objectives and Marketing Segmentation fixed for EasyJet. Last but not least Marketing Mix (7 Ps) including digital communication for EasyJet and finally this will be followed by a conclusion and referencing

Table of Content

Executive Summary…………………………………………………….

Introduction……………………………………………………………....

Situation Analysis………………………………………………………..

Internal Analysis – SWOT…………………………………………..

Macro-PEST………………………………………………………………

Micro-Five Forces……………………………………………………….

EasyJet Structure and Size Segment……………………………….

Problems facing EasyJet……………………………………………….

Overview of present condition………………………………………

Marketing Plan……………………………………………………………

Marketing Segmentation……………………………………………...

Marketing Distribution…………………………………………………

Marketing Objectives…………………………………………………..

Marketing Mix…………………………………………………………….

Positioning………………………………………………………………….

Conclusion………………………………………………………………...

Reference………………………………………………………...............

Introduction

EasyJet Airlines has emerged as one of the most successful low-cost airlines in Europe since its launch in 1995 by the British entrepreneur Sir Stelios Haji-loannou. The headquarters of this airline is based in Luton Airport and serves over 500 routes and around 129 airports in Europe, North Africa and West Asia. EasyJet is the competitor of the low-cost European airline market right behind the front-runner Ryanair. As a cost-effective airline EasyJet varies from traditional airlines by having very low economical fares. It strive to retain its fee low by removing the excessive value of embellishments. The necessity to lessen prices is vital as a strategy to reach as many clienteles as possible. In order to conduct a critical analysis of this report I will be carrying out an overall study of EasyJet Airlines marketing strategies and its operations, outlining its effect on EasyJet procedures as a whole.

Situation Analysis Situation Analysis

An organization does not run in solitude, its feedback and choices totally relies on whatever occurs in the environment. The factors happening outside a business are identified as external factors or influences. The external factors affect key internal procedures and the objectives and the strategies of the business. It is so vital to recognise factors that might in turn affect a quantity of vital variables that are expected to influence the businesses supply and demand stages and procedure costs (John P. Kotter, Leonardo Schlesinger, 1991; Gerry Johnson and Kevan Scholes, 1993).

The tactic of EasyJet is to offer low-priced, no embellishments air conveyance. This tactic has allow EasyJet to thrive. It is still, vital to constantly strive to fulfil consumer needs and stay in competitive position by valuing marketplace trends and condition. This demands up to the need to do situational analysis which includes the study of significant company elements such as rival, consumers, price, weather, (external environment), co-workers and the business itself. Conducting a situational analysis for EasyJet provides the data and framework for preparation by defining the business’s competitive situation, monetary and working circumstances and the over-all condition of the business’s internal and external relations. To achieve this techniques such as SWOT and PEST are used.

PEST Analysis:

Political:

Environmental: A. Ecological:

B. Environmental regulations: Economic recession where some countries economy could increase and some could decrease.

C. Society:

D. Environmental product: The EasyJet EcoJet will deliver a step change in the environmental performance

Social:

Technology:

Legal:

SWOT Analysis:

SWOT means strength, weakness, opportunities and threats; it is a vital implement when examining the internal and external environmental factors of EasyJet. Strength and Weakness are internal environmental factors while external factors are expressed through Opportunities and Threats. Essentially the SWOT analysis will assist EasyJet gaging its resources, abilities and weak opinions which need advance direction to develop competitiveness. It can also provide an outline to assess the policy or direction of EasyJet.

Strengths:

EasyJet is original and has very operative marketing strategy; it is well known, respected and recognized as the leading brand name in travel industry in the UK. EasyJet is facilitating several of the foremost city destinations throughout Europe and is the top rated

supplier of low-price and no extra cost air travel. EasyJet has a low running ratio due to the use of internet providing consumers the advantage of paying the local calls and have the most excellent customer’s service, for instance EasyJet reimburses customers for flights that have been delayed for more than 4 hours and it also have a suave system that deals online promotion alerts by e-mail existing customers. EasyJet has a user friendly website displaying the full fee breakdown system for customers scheduled excursions for example breaking down the price plan averts any unseen charges to consumers when checking their reservations. EasyJet has now venture into diverse market such as rental cars and internet cafes making life much easier for their clienteles by being served by the same business when needing these amenities.

Weakness EasyJet only flies solely with Europe and doesn’t provide free on-board food services; it relies a lot on computers for booking and information storing which can be risky for business. The life-threatening competitiveness of the in-house air travel industry can limit and outline pricing strategies on some of EasyJet less gainful routes, it also has to charge low rates even on these routes to vie with their rivals which are Jet Ryan Air, Bmi Baby and other independent airlines

Opportunities

Provide free on-board refreshments would definitely be a plus and would increase luxury for EasyJet

consumers. EasyJet should open new routes to major towns in Europe, from Dublin to the UK also new contacts into business flyers to and from UK. EasyJet could rearrange new types of the fly on the wall biopics by providing the EasyJet trademark using additional exposure and advertising.

Threats

Financial recession could cut the amount of casual and business travellers. External marketplace services such as the rise of price for oil can have major influence on running price posing significant pressure on the profit of less popular routes and time slots, while other airlines flying the same routes compete fiercely on price forcing pressure on the margin on popular flights and time slot. Day to day activities of EasyJet can be significantly affected by pressure from union and member of staff committees, also strikes have proven to be expensive to the business and its image.

Micro Analysis of EasyJet

A. Suppliers: B. DistributionsC. CustomersD. Competitors

EasyJet Structure Segment

Problems Facing EasyJet

Overview of present

Marketing Plan

Marketing Segmentation

Marketing Distribution

Marketing Objectives

Marketing Mix Analysis:

Marketing mix is all about putting the right product or a combination in the right place, at the right time and at the right price.

A. Product

B. Price

C. Place

D. Promotion

E.

P

Positioning

Conclusion

Reference

There are two types of external marketing surroundings; these are called Macro and Micro. These atmospheres’ issues are beyond the control of marketers but they still have an effect on the choices made when making a tactical marketing strategy.