SALES & MARKETING ON EASY JET

Sales & Marketing on Easy Jet

Table of Content

INTRODUCTION3

DISCUSSION3

First, general marketing demands are increasing.4

Secondly, consumers' buying trend is changing.5

Marketing Mix5

CONCLUSION8

REFERENCES9

Sales & Marketing on Easy Jet

Introduction

Easy Jet is one of the popular companies in Europe and is considered like the low cost airline. There are many competitors of Easy Jet, but the main competitor of easy jet is Lufthansa. Easy Jet has been launched at November 1995 and since that time it has offered two routes from its base in Luton. These two routes are offered to Glascow and Edigburgh. Easy Jet has been mergered with Go-fly in August 2002 and after that this company has become the number 1 company offering the low cost in Europe.

Discussion

Low cost airline (LCA), or low frills airline (or carrier), as can be understand literately, it is the airline service that cut off the price to its customers as much as possible, and it is believed started by a U.S airline operator named” Low cost airlines can afford to offer some very low fares by adopting a low cost strategy similar to the one pioneered by Southwest Airlines in the US. A low cost airline can achieve a significantly lower cost base than a network carrier such as British Airways by adopting operational and commercial strategies that differ from those of network carriers.” (Mason, 2000)As Mason (2000) states, LCAs are having different strategies compares with airline line like BA and other major airline in order to compete with them, and the most significant advantage is price: LCAs can offer much cheaper price than those airline operators. The fundamental reason that LCAs can get price advantage which airline operators like BA does not possess is because airlines like BA are charter airlines, but all LCAs are scheduled airlines.

First, general marketing demands are increasing.

In U.K people's disposable income has increased since year 2000, according to Mintel (2005), social class of AB and C1 were increased around 10% till 2005, and it will expect to be raising 5% in next 5 yearsChart 03By the people's disposable income increases, the choices for them to spend will accordingly increase, and the possibility they travel will also increases.

As EasyJet's head quarter is based at U.K, and 5 out of its 11 hubs are set in U.K. Thus, we can see U.K. market plays a major role of EasyJet's business. How well its business performs at U.K will directly affect the general business. And exchange rate influences people's decision making when they purchase a flight to travel aboard. Thus, to evaluate people's outbound travel and inbound international travel, look at exchange rates is necessary.

“Exchange rates between the Pound and the currencies of other destinations can have a significant bearing on the destinations selected by holidaymakers. Since the introduction of the euro in 1998, the average rate of the euro against the Pound has increased only marginally.” (Mintel, 2005)Chart 04Chart 04 is data of UK outbound tourism by purpose of visit in percentage, which ...