In 1995, EasyJet starts fights from Luton to Glasgow and Edinburgh with to leased Boeing 737-300 wit

This technical report has been order to clarify the e-marketing strategies implemented by the EasyJet airline to gain competitive advantages over its rivals cheap car rental deals in the marketing for low cost aviation. Situation analysis present position and industry of EasyJet by use SWOT and PEST model.
This report was looked at the various cheap car rental deals strategies used by EasyJet and researched cheap car rental deals in depth the European cheap car rental deals budget airline industry. cheap car rental deals The main objective cheap car rental deals was study EasyJet's successful e-marketing campaigns.
Since 1995, EasyJet Airline Company Limited is a great and successful cheap car rental deals example of a European airline. The chairman Stelios Haji-loannou (Greek) cheap car rental deals founded the company this year. It is based on the US carrier SouthWest, and is low cost, no-frills model. Stelios hired an expensive brand consultancy and offered them £100,000 to come up with one. A month later, the consultants turned up at EasyLand with magazine clippings attached to pieces of cardboard. Unimpressed by their efforts, Stelios promptly fired them. In the end, he came up with the airline's name himself. The word 'easy' kept on coming into his head, so he decided to christen the airline EasyJet. For the company logo he went to a small local design consultancy, White Knight, which gave the airline its famous cheap car rental deals shade of orange, know as Pantone 021C, used by no other airline at the time or since. The design consultancy then created cheap car rental deals a simple set of graphics for the airline's first advertising campaign.
In 1995, EasyJet starts fights from Luton to Glasgow and Edinburgh with to leased Boeing 737-300 with a capacity of 148 seats at a price of only £29 for one way ticket. Glasgow and Edinburgh are the first routes. The logic was simple: southern Scotland was the biggest domestic market from London for which air was a sensible alternative to road or rail. The airline opened a telephone reservations centre and took its first booking on 23 October 1995. The phone at the EasyJet telephone reservation centre started ringing and never stopped. They were in business.
Two years later, EasyJet launches its website, easyjet.com. Web bookings grew from zero to 26 per cent of business within a year. On the first day of trading during one promotion, 13,000 seats were sold, believed to be a record for the most commercial transactions carried out on the internet in 24 hour period.
By mid-1999, when its internet sales represented 58 per cent of the total, EasyJet because the first airline to make more sales on the internet than through normal telephone reservations. In March 2000, EasyJet reached two million sears, and it took only another three months to reach the three million mark. By 2001, online bookings regularly reached 80 per cent, the highest proportion of online sales for any airline in the world.
In financial view, EasyJet plc was listed on the London Stock Exchange (LSE: EZJ) and was a constituent of the FTSE 250 Index on 5th November 2000. In October 2004, the international investment company FL Group was purchased an 8.4 per cent stake in EasyJet. cheap car rental deals In 2005, FL Group increased its share in the company to 16.9 per cent.
Lois (2005) mentioned that, according cheap car rental deals to the investment house, EasyJet was becoming a paperless company with a powerful electronic infrastructure. The results cheap car rental deals were lower administration costs, cheap car rental deals better management information and more responsive decision making.
EasyJet seems like very good situation and more expertise will predict have great opportunities for the low cost strategy. Resultingly the saturated market and lack of other choice cheap car rental deals in the British, competition is likely aggravated – ineluctability followed by acquisition and coalition, an early sign of which is EasyJet's purchase of British Airline subsidiary cheap car rental deals "GO". In UK airline market, gave very less growth opportunities, therefore focus will be on the other continental market. Next step forward cheap car rental deals in this direction is a new base going Dutch, Berlin, with flights from 11 European cities, and as well on Eastern Europe. Price strategy was also the focus point, its expansion their route network. At last, promotion also needs to convince people that it is safe to fly and constitute cheap car rental deals EasyJet as Euro largest low fare airline.
In 1990 the European deregulation of commercial aviation coincided with the expansion of the low cost airline industry. The LCC in the industry were able to take advantage of the relaxed laws and expand their operations. On the other hand, threat of war in the East Euro and EU east enlargement may provide access cheap car rental deals to viable the new markets were also the political factors cheap car rental deals of EasyJet.
Mercer Management Consulting (2002) reported that the low cost airline market conforms to the criteria of three components. Firstly, it provides a simple product consisting cheap car rental deals of no seat reservation, free seating, and adequate in flight service. They are a genuine no frills airline with a simple product offered to the market. Webster (2004) cheap car rental deals noted EasyJet's ability to maintain cheap car rental deals a high degree of customer focus through a new, user friendly website with an improved booking process.
Secondly, cheap car rental deals mergers and acquisitions is also the low cost airline market's characteristic; the expansion of existing low cost airlines and finally, market exits as a result of bankruptcy. Finally, the industry cheap car rental deals operates a low cost ethos, which is maintained by lean sales, high productivity of resources, cheap car rental deals low maintenance costs and low wages.
The low cost carriers position their product to leisure travellers and non business travellers, however EasyJet has differentiated by targeting cheap car rental deals the business and leisure segments. cheap car rental deals This behavioural segmentation creates a more dynamic edge in comparison to their competitors who solely focus on leisure travel. Thus, EasyJet must ensure that its strategy is tailored to a wider market. Walton cheap car rental deals (2005) confirmed that EasyJet was presented as a European low cost airline with a current reading of 26 million passengers in 14 key countries. It has 190 routes cheap car rental deals to 58 airports and 163 million people live within one hour of EasyJet's airports.
Low cost carriers have the ability to maintain a high degree cheap car rental deals of customer focus through user-friendly websites with improved booking processes. These websites have the capability of charging bookings with greater ease and utilising an easy to use fare finder to obtain the cheapest fares. Selling cheap car rental deals tickets via the technological medium of websites and hence by having cheap car rental deals no travel agents, they avoid paying agency cheap car rental deals commissions.
EasyJet was used the bright orange as Pantone 021C, used by no other airline at the time or since. It have a successful financially which they cut out all meals and snacks on travel tour, can reduced the cost of operation. Have more flexible organisation and being seen as an innovative.
The airline opened a telephone reservation centre is a strong e-business on 1995. EasyJet is also was a part of the consortium and have awarded by UK' air traffic control system 'National Air Traffic Services (NATS)'.
The brand name 'EasyJet' has all the qualities required for long term memory storage and will not be easy to forget. The airline flies to main destination airports throughout Europe making it very attractive to business travellers. It gains efficiencies compared to traditional carries with rapid turnaround cheap car rental deals times, and progressive landing charge agreements with airports, maximizing asset utilization.
Single model of aircraft reduced training, maintenance and supervisory costs. At last, EasyJet has been wisely investing in strong cheap car rental deals brand build measured like advertising and television shows ensured high brand recall.
Below have some weaknesses for EasyJet organisation. It continued sustenance cheap car rental deals of cost leadership can be difficult in a dynamic market. The two drivers of growth, cheap car rental deals the focus on price and the focus on convenience seem to be reached their natural limits and differentiation from there could become difficult.
The airline does not own the 'EasyJet' brand, it's owned by Sir Stelios and as a result, does not have control on its performance of other products cheap car rental deals and services used the same name. It also loss of usage in future could adversely affect its own market performance.
On the other hand, the business model can over time become blurred under competitive pressure and consolidation of the Low Cost Carries (LCC) industry. The airline must be continuously cheap car rental deals innovative to maintain its current advantage in e-tailing. Increased fleet capacity could be difficult to fill during lean periods and in the face of growing competition in a matured market.
Recent expansion of the EU has resulted in open of new markets cheap car rental deals for the LCCs. Their low fares will increase movement of job seekers across boarders and also promote the tourism industry, lead to economic growth. Consolidation could help EasyJet to a certain degree offset the pressure on its costs and fares. Otherwise, vertical and horizontal expansion could be an important option cheap car rental deals for EasyJet for growth in mature cheap car rental deals markets and offset any future threat of increased in service provider costs. Withdrawal of traditional airlines from less traffic-intense routes could be an opportunity for expanded. EasyJet does not seem to have any flights to Scandinavian capitals like Stockholm cheap car rental deals and Helsiki where immigrant flow was on the rise.
The threats of EasyJet had some factors. Terrorism and catastrophic cheap car rental deals loss can result in lesser air travel and loss of infrastructural support, war threats and outbreak of epidemics or pandemics could increase apprehensions about air travel. Technology advancement in the conduct of business meetings like video conferencing can be detrimental cheap car rental deals to short distance flights and impending increased in environmental cheap car rental deals taxes could increase costs.
In addition, limited or no slot availability could be hurdle in future expansion plans and due to its limited fuel hedging policy, EasyJet is more vulnerable to fuel price fluctuations increased by variability in its costs. Currency fluctuations is also the factor of threats, it will affect especially the US dollar denominate