Marketing Plan

Marketing Plan: EasyJet

[Name of student]

[Date of submission]

Executive Summary3

Background and History4

The Mission Statement of EasyJet5

Marketing Objective of EasyJet5

Products and Services7

Business and marketing strategy7

Marketing audit8

External Analysis - Macro Environment8

PESTEL Analysis9

1.Political factors9

2.Economical factors11

3.Social Cultural factors12

4.Technological factors13

5.Environmental factors14

6.Legal factors15

External Analysis - Micro Environment16

Porters Five Force16

1.Bargaining Power of Suppliers17

2.Threat of New Entrants18

3.Bargaining Power of Customer19

4.Threat of Substitute Products21

5.Competitive Rivalry22

Target Market Segmentation23

SWOT Analysis25

Budgeting27

Implementation and control30

References32

Executive Summary

EasyJet is very reputed airline company in Europe and is well known for its cheap fares against optimum quality of the services. The company was established in 1995 by Stelios Haji-Ioannou and started its successful journey. The quality of the services and the point to point service which is offered under the label of EsayJet are the factors which make this name a well reputed and trustworthy one among the public of Europe. This marketing plan consists of the marketing audit which is done on the basis of PESTEL and Porter's five forces model. The classes of the target market are identified based on the marketing audit. The SWOT analysis is included and its effect on the airline company is incorporated. The budgeting of the revenues, maintenance cost, navigation costs and other costs is done and accordingly implementation and control recommendations are provided.

Background and History

EasyJet is a perfect example of European no frills airline. EasyJet was founded in 1995 by Stelios Haji-Ioannou and is mainly based on the idea that low cost no-frills model (already implemented in US carrier Southwest) will be used. The main idea under the curtain of EasyJet is based on the concept that is promoting demands for flexible prices in the airline market. This concept clearly means that the reduced fares of airlines will result in increased number of customers (Clark, 2002). The general concept of the airline industry is that the airline companies grow with the growth of the economy of the country where it operates (BBC News, 6 March 2013). After “no nonsense” idea was introduced in the market of aviation and air travelling, and after the concept was de-regularized in 1992, EasyJet has proven this concept wrong and has proven to steal the customers from the big names in the airline industry. EasyJet has today 125 routes from 39 European Airports and the base airports of EasyJet are Luton, Liverpool, Geneva and Amsterdam. 72 aircrafts are operating under the label of EasyJet (corporate.EasyJet.com, 2013).

The airline was started as a part of EasyGroup conglomerate. Initially the airliner was stares with just two Boeing 737-200 aircrafts which were wet leased. The initial routes of EasyJet were from London Luton to Glasgow and from Luton to Edinburgh. EasyJet got its first owned aircraft in 1996 and from here started the initial routes of the airliner, the first of which was to Amsterdam (corporate.EasyJet.com, 2013). EasyJet had not got Air Operator's Certificate until 1997 and till then it was operated by GB Airways. On the London Stock Exchange, EasyJet earned its spot on November 5, 2000. The owner of the Icelandair and Sterling airlines, the FL Group, ...