. EasyJet is always keen on time and punctuality. Even though several segmentation types exist, the psychographic segment prevails in this industry. OPPORTUNITIES Government grants permission to purchase new Aircrafts. Few companies are big enough to supply the needs of an entire … Among all the LCCs, easyJet together with its strongest competitor Ryanair are dominating, the market. This preview shows page 1 - 3 out of 15 pages. Course Hero is not sponsored or endorsed by any college or university. For instance if easyJet has selected its target market and market spotting watchfully, then its marketing mix strategy, counting price will be fairly simple. In June 2005 easy lounges were introduced, even though passengers had to pay for that as well, but it resulted in the attraction of business travelers. “Newer” means developing the unique solutions that don’t exist from before, it usually involves higher risks than a simple improvement but also chance of higher gain. Some of them could become shadows of their previous slaves. It is the responsibility of the EasyJet to serve its customers the best services and products and in return should generate the profits. EasyJet Positioning Low cost carrier with no frills. easyJet holidays: Free Child Places on easyJet holidays: One free child place for every two full paying adults sharing accommodation is available on selected holidays departing between 1/4/22 and 31/10/22, where you see the ‘Free child place’ label, subject to availability. Easyjet PESTLE Analysis Political Factors Political factors reflect the political stability of the region where Easyjet is operating. 151 - 160 of 500 ... Market segmentation Introduction Market segmentation is a marketing strategy that is one of steps goes into defining the selection of consumers who have common need and will assist consumers with products that satisfy their individual sets of needs and buying practices. Which parts of the marketing mix are done efficiently and which parts need some improvements 1.0 Introduction. - Demographic: What is the age of the passengers? The service format does not correspond to a large demographic. Second, we discuss the marketing challenges facing Ryanair.Thirdly we analyse the options available to Ryanair based on its sustainable competitive advantages and SWOT analysis. A top limit on the price that the company can charge for its offered product/services is set by Demand and the costs of the company sets the base. 2.Targeting • And how would the target group look like? 40287567 - International Marketing assignment.pdf, Low-cost air fares-- How ticket prices fall and rise.pdf, MKT 571 Week 3 Segmentation and Target Market Paper.doc, Starbucks Segmentation and Target Market Paper.docx, Nanyang Technological University • ECONOMICS MISC, Lahore College of Education • ECONOMICS 124536, Institute of Education Main Campus , Khairpur, Business & Hotel Management School • BA BS, Institute of Education Main Campus , Khairpur • ENGLISH CL 111122, Business & Hotel Management School • HMT 3800. In 2005, both company’s fight carried almost 70% of all the passengers carried by, all the LCCs[CITATION Min052 \l 2052 ]. Geographic segmentation is when a business divides its market on the basis of geography. The competitive advantage of budget airlines is maintained by achieving low operating costs, increasing revenue and using new economy technologies such as the Internet to sell their product. It is small a British airline, it has carved its niche in short-haul flights with low prices and no frills. However, due to the liberalization of the airline, industry, a great number of new companies are now entering the market which significantly, increases the competitiveness of the market[ CITATION Rig05 \l 2052 ]. EasyJet STP EasyJet Segmentation Economy travelers mainly in Europe. EasyJet has frozen its cost, by flying only one type of plans i.e. A remarkable, evidence of the raising competitiveness is the continue decreasing of the average price of, tickets on both leisure traveling and business traveling [ CITATION Mar12 \l 2057 ] , which. Segmentation Marketing Segmentation Theory based on selling Oxygen bars 1) Demographic Consumer age, gender, income, occupation are considered to be the main factors for demographic segmentationOther factors like race, religion, nationality is not emphasized here because product usage will be less affected by those factors. Info: 1637 words (7 pages) Essay Demographic trends illustrate how the population is changing. Free resources to assist you with your university studies! EasyJet’s Lis Blair is on a journey to move the brand beyond price with a new campaign just six months into the job and a long-term plan to balance creativity with greater use of data. Demographic segmentation refers to market segmentation that segment or group individuals based on their religion, ... EasyJet is confident that its strategy of competitive advantage, efficient, low-cost model as well as the fact that EasyJet is a pan-European brand, will help to deliver sustainable growth in … From simple essay plans, through to full dissertations, you can guarantee we have a service perfectly matched to your needs. Differentiation strategy. European Countries Collaboration and good relationship making EU politically stable. All work is written to order. Finally a competitor may will usually find a lower-cost production site and offer an even cheaper version. (easyjet) Price is less so quality is not important. Study for free with our range of university lectures! 01- making use of specific examples, outline the principles and processes of market segmentation, market targeting and market positioning. But data is useless unless acted upon! Registered office: Venture House, Cross Street, Arnold, Nottingham, Nottinghamshire, NG5 7PJ. Government guidance and assistance available to travel and tourism businesses. How Easyjet has segmented its market for its major product and what is the marketing mix? [ CITATION eas12 \l 2057 ] Widely regarded as the, model of the low-cost airlines (LCCs) and the saver of the once ailing European airline, industry[ CITATION Don99 \l 2057 ], easyJet built up with a core business concept to, eliminate every unnecessary cost, and thanks to all kinds of operational and marketing, characteristics based on this concept, such as only use one type of airplane, point-to-point, short-haul travel, no in-fight meals, the company is wining a huge profit with 478 million. Any opinions, findings, conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of UKEssays.com. Unlike the relatively rich business class passengers, the latter segment has more. Image: Wikimedia. Despite of economic crises, it enjoyes the increasing cashflow and market share growth with its poor brand (easyJet, 2009b). Market segmentation leads to an efficient distribution of services to the right customers. Founded by the Cypriot Stelios Haji-Iaonnou in 1995, Eayjet gained a dominant market position over time thanks to its excellent marketing strategies. So how do you uncover something that isn’t just data? EasyJet should take this in consideration that where it should respond by ceding niche-market or by competing ground low price to the new contestants. Its objective is to design a marketing mix that precisely matches the of customers in the targeted segment. “Question haunts industry as low-fare carriers taken hold of market share, and high costs, low productivity begin to squeeze the life out of some Airlines” (Aviation Week &. Thing that matters most for the business travelers is “time”, it facilitate its segment customers in cutting flight time by avoiding busy routes. This assignment focuses on a cheap, no frills, UK based Airline company called easyJet. This study guide is a comprehensive discussion (along with many examples) of the key aspects of: market segmentation, segmentation bases, target markets, product positioning, and perceptual maps, as well as examples of market segmentation. For instance easyJet operates between cities and internationally by offering point-to-point short flights. Find answers and explanations to over 1.2 million textbook exercises. This free study guide has been prepared to meet the information needs of university-level marketing students throughout the world. As mentioned earlier easyJet is hitting passengers who can drive to their distention, but rather than driving company’s offerings are such that they can easily fly their way. Which opened the eyes of the other airline industries and they realized, that they don’t have any strong hold on the market shares compare to these low cost airline industries like easyJet. Our academic experts are ready and waiting to assist with any writing project you may have. EasyJet is the first carrier and it proud on it, when it charges its customers for even a cup of coffee (Sager, 1998). Secondly easyJet do not offer its passengers any kind of free food, for example lunch, dinner or any snack, but only a bag of peanuts. EasyJet stands itself as a “fun” airline that breaks regulations but not promises. demand for LCCs [ CITATION Mar02 \l 2052 ]. The low-cost airline sector currently ha… (Simplicity in pricing structures and convincing the customer that the airline is “doing one thing and doing it will” (Laura Ries President of Rise & Rise quoted in Nigam, 2008). By 2013, Edmund S. Virgin Airline will be the British largest UK Airline, and passing other emerging airlines easyJet will grow to be the third largest UK airline by 2020, depend on the degree of difference in growth rates of the two groups of carriers (Begley, 2002). Space Technology New York; Nov 18, 2002). 1.1 Contents of this report: This report is made up of four main parts: first a general description of Ryanair in terms of its history, expansion, its competitors and its business model. Targeted segment 1: Price-sensitive short-haul travellers. We've received widespread press coverage since 2003, Your UKEssays purchase is secure and we're rated 4.4/5 on reviews.co.uk. Secondly, they must understand that the major segmentation variables are geographic, demographic, psychographic, and behavioral (Chapter 8 Class Presentation, Slide 4). 737; as a result it is able to eliminate the maintenance cost. VAT Registration No: 842417633. If Easyjet Plc chooses behavioural segmentation, then customers will be divided according to their buying pattern like usage frequency, benefits sought, usage occasions and brand loyalty. These categories based on different perspectives are assisting the investors and the product manufacturer to target the market. It is performed predominantly in primary business with highly differentiated merchandise lines or assisting huge markets. 02- Explain the new product development process from the inception of the product idea to the post launch evaluation. Management. Company Registration No: 4964706. business class people. EasyJet is intended to be “simple” and trouble-free (easyGroup, 2008). Firstly “cheaper” products are often viewed as inferior in quality. Easy_Jets_Market_segmentation_and_market.docx - Easyjet\u2019s market segmentation and related marketing mix strategies Since established in 1995 easyJet, 1 out of 1 people found this document helpful, Easyjet’s market segmentation and related marketing, Since established in 1995, easyJet has experienced a rapid growth with more than 10% each, year on the company’s total revenue. How would segmentation look like if you were Marketing manager @ Easyjet? group is the company’s easyJet’s main target segment. Market segmentation is the research of breaking up general market into clientele subsets or segments, which’s in segment distributing similar characteristics and desires. EasyJet offers cheaper flights and “CHEAPER” in one of the big way a company can set apart its offering. The firm can also create value by offering something that is Better, Newer and Faster. It started its operation in 1995 with … Accenture (Marketing Management textbook, p. 236). In 2012, the LCCs has occupied a quarter of the entire European airline traffic while the, figure of the traditional scheduled airline is 55%, which has declined nearly 5%[ CITATION, EUR13 \l 2052 ]. Now you’ve got the data. Segmentation, targeting, positioning in the Marketing strategy of British Airways – BA uses the mix of demographic and Psychographic Segmentation strategies to Identify and determine the important characteristics of the market helping the company in … On 11th November 2006, The Times suggested that easyJet were successful in capturing the business market. EasyJet knows about this fact that’s why it does not compete on prices alone, rather it has one of the best on time flight records in the industry because it passes by the most crowded hubs. Companies who use different types of planes their maintenance cost is usually high. Easyjet does not offer a free food service on flights than more than two hours, which is seen as a weakness by Easyjet’s consumers. Try our expert-verified textbook solutions with step-by-step explanations. luggage or other belongings. Facilities are all mutually same for all customers, which in turn helps easyJet management to work out the exact cost. - Geography - industry – which industry do we like to serve? EasyJet had made prominence attempts to make their product pop out from its low cost airline competitors. Copyright © 2003 - 2021 - UKEssays is a trading name of All Answers Ltd, a company registered in England and Wales. Flying from minor airports and stay away from the major airport hubs, put easyJet on a side from the direct rivalry with other airlines. Any company desires to charge a price that cover up its cost of production, distribution, and sales cost, including a fair give back for its hard work and risks (Gary Armstrong & Phillip Kotler, 2005). Segmentation involves dividing population into groups according to certain characteristics, whereas targeting implies choosing specific groups identified as a result of segmentation to sell products. -EasyJet was featured in Airline series broadcast on ITV which followed the airline's operations at London Luton and later at other bases. It has been assumed that By 2017, the domestic market share of the “Big six” plus British Airlines will fall from 75% (2008) to 50%. EasyJet is intended to be “simple” and trouble-free (easyGroup, 2008). The strong development of the LCCs market reflects the truth that more and. Maximum one free child per room. EasyJet airlines fare differentiation has been the key to profitability. In Value Pricing companies offer a high product for a reasonable low cost. To export a reference to this article please select a referencing stye below: If you are the original writer of this essay and no longer wish to have your work published on UKEssays.com then please: Our academic writing and marking services can help you! As a result easyJet can fly one passenger for 6.8 cent per mile (American 8.8 & United 9.6 CENT). The company’s fleet size grew by 62 percent between 2011 and 2019, climbing to 331 by 2019. it applies to satisfy the target consumers. A competitive industry, like the airline industry, uses this concept in order to eliminate service homogeneity. It is small a British airline, it has carved its niche in short-haul flights with low prices and no frills. We're here to answer any questions you have about our services. It has been capable to keep its fares at a low level because, it operates one type of Aero plane (The 737), thus eliminating expenses of maintaining of different types of plane. Disclaimer: This is an example of a student written essay.Click here for sample essays written by our professional writers. Appointment of Ray Webster as Managing Director, easyJet floated on London stock exchange (shares six times oversubscribed), Online bookings reach 80% (highest proportion in the world), Stelios announces he will step down as Chairman, easyJet acquires GO (becomes largest low-cost airline in Europe with 81 routes), easyJet announces that it will grow aircraft capacity by 25% per year until 2004, easyJet exceeds £1 billion turnover figure for first time (fleet size = 44 aircraft), Ray Webster announces intention to retire as Managing Director, Figure 1: Milestone events in easyJet’s development over time. By observing the past two years while most of the industries were suffering by the hard time of recession, Airline like easyJet was enjoying its maximum earnings. Thanks to it, theats are eliminated, opportunities are created. No plagiarism, guaranteed! There are cost leadership, differentiation strategy and market segmentation strategy. It started its operation in 1995 with three Boeing 737 connecting three Taxes cities. And it offers strictly no frills, i.e. Easyjet Market Segmentation. The company must know about their goal and what they want to achieve with the product/service they offer to their clientele. Easyjet’s market segmentation and related marketing mix strategies Since established in 1995, easyJet has experienced a rapid growth with more than 10% each year on the company’s total revenue. more passengers begin to choose LCCs instead of the national flag carriers. Therefore, for easyJet, this particular price-sensitive short/ middle-haul passenger. They all operate on a similar business model to that of the highly successful USA southwest airlines. Color orange is becoming the synonymous of the firm easyJet, as it has become worlds most low-cost and useful airline (Alamdari and Fagan, 2005). If the firm did not distinguish it is offering in any other than price, the competitor will soundly beat it. It is powered by the YouGov Cube - our connected data vault which holds over 120,000 variables on 190,000 YouGov members. Segmentation is the process breaking down a large market into smaller specific markets (Kotler & Keller, 2012). Soon after the company grow to 157 planes, a route network to 37 cities and annual returns of $2 billion. 18 Oct 2018 7:18 am EasyJet should emphasize in managing long term profitable relationships with the customers rather than short term relationships. The aim of this essay is to analysis the business model of easyJet by segmenting the, company's consumers as well as studying the market mix, especially the promotion strategies. The support of consumer is conditional on the ability of firm to exhibit its alignment with the society’s behavioral norms, ideology and moral standards (brown & Dacin, 1997; Carroll, 1999; Managing & Ferrell, 1999). Easyjet is a successful example of a European no-frills airline. Psychographics look deeper and discover the motivations in a person’s life. Market Segmentation Introduction The process of defining and subdividing a large homogenous market into clearly identifiable segments having similar needs, wants, or demand characteristics. Segmentation normally engages important market study and can therefore be costly. EasyJet airlines fare differentiation has been the key to profitability. The evolving use of STP; Segmentation, Targeting and Positioning follows the wish of companies to seek opportunities to differentiate their product offerings from those of their competitorsThe process begins with efforts to identify new segments and to target those that offer the most attractive product opportunities in which suitable position (and communication ) strategies can … Unlike British Airways or any other high class Airlines, easyJet is a classless airline. Do you have a 2:1 degree or higher? “Better” means that a company is offering outperforms its rivals’ offers; it usually engages an improvement of the existing products/ service in a minor way. Emerging slowly but surely is a domestic industry that eventually could be dominated not by traditional hub-and-spoke airlines, such as United and Delta, but by low-cost carriers like easyJet. EasyJet provides a comfortable flight and friendly services, for the cost of almost one-third of its competitors, though one without frills. But in EasyJet’s case, only two basic of competitive advantage was used: cost leadership and differentiation. “Faster” means cutting down the time of performance or delivery in the process of using or buying a product/service. EasyJet maintains a database of existing, new and frequent customers so that they can focus on giving customized services to one client at any given moment. Critical Literature Review Based On easyJet Air Line Industry. - political: war? Short-haul roots and facilitating good customer service might help easyJet to be dominant over its new competitors. Segmentation in general engages significant market study and can therefore be expensive. EasyJet has adopted Value Pricing technique. ers tend to rely on intuition and on traditional segmentation techniques based on socio-demographic variables. Normally the leisure travellers can be classified into two different segments, which are the, business class leisure travellers and the economic class leisure travellers[ CITATION Tho08 \l, 2052 ]. EasyJet and Its Market Segmentation Brief Introduction Of Easyjet & Market Segmentation Market segmentation is the research of splitting up an general market into clientele subsets or segments, whose in segment distributing alike characteristics and needs. also simultaneously attracting more passengers of both segments to travel with LCCs. Second the firm may cut the services to keep the price down, and this action may alienate buyers. True Or False Questions And Answers About Space, Seekers Notes Friends Waiting, Succotash Kc Menu, Restaurant Week Participating Restaurants, The Boy Who Bakes Chocolate Cake, One Dapper Street Reddit, Map Of St Louis Cemetery No 1, Spider-girl Costume Amazon, Department Of Aging Resources, Captain Hook Megan Thee Stallion Roblox Id Code, Paper Lantern Online, Ratatouille Pick Up Line, " /> . EasyJet is always keen on time and punctuality. Even though several segmentation types exist, the psychographic segment prevails in this industry. OPPORTUNITIES Government grants permission to purchase new Aircrafts. Few companies are big enough to supply the needs of an entire … Among all the LCCs, easyJet together with its strongest competitor Ryanair are dominating, the market. This preview shows page 1 - 3 out of 15 pages. Course Hero is not sponsored or endorsed by any college or university. For instance if easyJet has selected its target market and market spotting watchfully, then its marketing mix strategy, counting price will be fairly simple. In June 2005 easy lounges were introduced, even though passengers had to pay for that as well, but it resulted in the attraction of business travelers. “Newer” means developing the unique solutions that don’t exist from before, it usually involves higher risks than a simple improvement but also chance of higher gain. Some of them could become shadows of their previous slaves. It is the responsibility of the EasyJet to serve its customers the best services and products and in return should generate the profits. EasyJet Positioning Low cost carrier with no frills. easyJet holidays: Free Child Places on easyJet holidays: One free child place for every two full paying adults sharing accommodation is available on selected holidays departing between 1/4/22 and 31/10/22, where you see the ‘Free child place’ label, subject to availability. Easyjet PESTLE Analysis Political Factors Political factors reflect the political stability of the region where Easyjet is operating. 151 - 160 of 500 ... Market segmentation Introduction Market segmentation is a marketing strategy that is one of steps goes into defining the selection of consumers who have common need and will assist consumers with products that satisfy their individual sets of needs and buying practices. Which parts of the marketing mix are done efficiently and which parts need some improvements 1.0 Introduction. - Demographic: What is the age of the passengers? The service format does not correspond to a large demographic. Second, we discuss the marketing challenges facing Ryanair.Thirdly we analyse the options available to Ryanair based on its sustainable competitive advantages and SWOT analysis. A top limit on the price that the company can charge for its offered product/services is set by Demand and the costs of the company sets the base. 2.Targeting • And how would the target group look like? 40287567 - International Marketing assignment.pdf, Low-cost air fares-- How ticket prices fall and rise.pdf, MKT 571 Week 3 Segmentation and Target Market Paper.doc, Starbucks Segmentation and Target Market Paper.docx, Nanyang Technological University • ECONOMICS MISC, Lahore College of Education • ECONOMICS 124536, Institute of Education Main Campus , Khairpur, Business & Hotel Management School • BA BS, Institute of Education Main Campus , Khairpur • ENGLISH CL 111122, Business & Hotel Management School • HMT 3800. In 2005, both company’s fight carried almost 70% of all the passengers carried by, all the LCCs[CITATION Min052 \l 2052 ]. Geographic segmentation is when a business divides its market on the basis of geography. The competitive advantage of budget airlines is maintained by achieving low operating costs, increasing revenue and using new economy technologies such as the Internet to sell their product. It is small a British airline, it has carved its niche in short-haul flights with low prices and no frills. However, due to the liberalization of the airline, industry, a great number of new companies are now entering the market which significantly, increases the competitiveness of the market[ CITATION Rig05 \l 2052 ]. EasyJet STP EasyJet Segmentation Economy travelers mainly in Europe. EasyJet has frozen its cost, by flying only one type of plans i.e. A remarkable, evidence of the raising competitiveness is the continue decreasing of the average price of, tickets on both leisure traveling and business traveling [ CITATION Mar12 \l 2057 ] , which. Segmentation Marketing Segmentation Theory based on selling Oxygen bars 1) Demographic Consumer age, gender, income, occupation are considered to be the main factors for demographic segmentationOther factors like race, religion, nationality is not emphasized here because product usage will be less affected by those factors. Info: 1637 words (7 pages) Essay Demographic trends illustrate how the population is changing. Free resources to assist you with your university studies! EasyJet’s Lis Blair is on a journey to move the brand beyond price with a new campaign just six months into the job and a long-term plan to balance creativity with greater use of data. Demographic segmentation refers to market segmentation that segment or group individuals based on their religion, ... EasyJet is confident that its strategy of competitive advantage, efficient, low-cost model as well as the fact that EasyJet is a pan-European brand, will help to deliver sustainable growth in … From simple essay plans, through to full dissertations, you can guarantee we have a service perfectly matched to your needs. Differentiation strategy. European Countries Collaboration and good relationship making EU politically stable. All work is written to order. Finally a competitor may will usually find a lower-cost production site and offer an even cheaper version. (easyjet) Price is less so quality is not important. Study for free with our range of university lectures! 01- making use of specific examples, outline the principles and processes of market segmentation, market targeting and market positioning. But data is useless unless acted upon! Registered office: Venture House, Cross Street, Arnold, Nottingham, Nottinghamshire, NG5 7PJ. Government guidance and assistance available to travel and tourism businesses. How Easyjet has segmented its market for its major product and what is the marketing mix? [ CITATION eas12 \l 2057 ] Widely regarded as the, model of the low-cost airlines (LCCs) and the saver of the once ailing European airline, industry[ CITATION Don99 \l 2057 ], easyJet built up with a core business concept to, eliminate every unnecessary cost, and thanks to all kinds of operational and marketing, characteristics based on this concept, such as only use one type of airplane, point-to-point, short-haul travel, no in-fight meals, the company is wining a huge profit with 478 million. Any opinions, findings, conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of UKEssays.com. Unlike the relatively rich business class passengers, the latter segment has more. Image: Wikimedia. Despite of economic crises, it enjoyes the increasing cashflow and market share growth with its poor brand (easyJet, 2009b). Market segmentation leads to an efficient distribution of services to the right customers. Founded by the Cypriot Stelios Haji-Iaonnou in 1995, Eayjet gained a dominant market position over time thanks to its excellent marketing strategies. So how do you uncover something that isn’t just data? EasyJet should take this in consideration that where it should respond by ceding niche-market or by competing ground low price to the new contestants. Its objective is to design a marketing mix that precisely matches the of customers in the targeted segment. “Question haunts industry as low-fare carriers taken hold of market share, and high costs, low productivity begin to squeeze the life out of some Airlines” (Aviation Week &. Thing that matters most for the business travelers is “time”, it facilitate its segment customers in cutting flight time by avoiding busy routes. This assignment focuses on a cheap, no frills, UK based Airline company called easyJet. This study guide is a comprehensive discussion (along with many examples) of the key aspects of: market segmentation, segmentation bases, target markets, product positioning, and perceptual maps, as well as examples of market segmentation. For instance easyJet operates between cities and internationally by offering point-to-point short flights. Find answers and explanations to over 1.2 million textbook exercises. This free study guide has been prepared to meet the information needs of university-level marketing students throughout the world. As mentioned earlier easyJet is hitting passengers who can drive to their distention, but rather than driving company’s offerings are such that they can easily fly their way. Which opened the eyes of the other airline industries and they realized, that they don’t have any strong hold on the market shares compare to these low cost airline industries like easyJet. Our academic experts are ready and waiting to assist with any writing project you may have. EasyJet is the first carrier and it proud on it, when it charges its customers for even a cup of coffee (Sager, 1998). Secondly easyJet do not offer its passengers any kind of free food, for example lunch, dinner or any snack, but only a bag of peanuts. EasyJet stands itself as a “fun” airline that breaks regulations but not promises. demand for LCCs [ CITATION Mar02 \l 2052 ]. The low-cost airline sector currently ha… (Simplicity in pricing structures and convincing the customer that the airline is “doing one thing and doing it will” (Laura Ries President of Rise & Rise quoted in Nigam, 2008). By 2013, Edmund S. Virgin Airline will be the British largest UK Airline, and passing other emerging airlines easyJet will grow to be the third largest UK airline by 2020, depend on the degree of difference in growth rates of the two groups of carriers (Begley, 2002). Space Technology New York; Nov 18, 2002). 1.1 Contents of this report: This report is made up of four main parts: first a general description of Ryanair in terms of its history, expansion, its competitors and its business model. Targeted segment 1: Price-sensitive short-haul travellers. We've received widespread press coverage since 2003, Your UKEssays purchase is secure and we're rated 4.4/5 on reviews.co.uk. Secondly, they must understand that the major segmentation variables are geographic, demographic, psychographic, and behavioral (Chapter 8 Class Presentation, Slide 4). 737; as a result it is able to eliminate the maintenance cost. VAT Registration No: 842417633. If Easyjet Plc chooses behavioural segmentation, then customers will be divided according to their buying pattern like usage frequency, benefits sought, usage occasions and brand loyalty. These categories based on different perspectives are assisting the investors and the product manufacturer to target the market. It is performed predominantly in primary business with highly differentiated merchandise lines or assisting huge markets. 02- Explain the new product development process from the inception of the product idea to the post launch evaluation. Management. Company Registration No: 4964706. business class people. EasyJet is intended to be “simple” and trouble-free (easyGroup, 2008). Firstly “cheaper” products are often viewed as inferior in quality. Easy_Jets_Market_segmentation_and_market.docx - Easyjet\u2019s market segmentation and related marketing mix strategies Since established in 1995 easyJet, 1 out of 1 people found this document helpful, Easyjet’s market segmentation and related marketing, Since established in 1995, easyJet has experienced a rapid growth with more than 10% each, year on the company’s total revenue. How would segmentation look like if you were Marketing manager @ Easyjet? group is the company’s easyJet’s main target segment. Market segmentation is the research of breaking up general market into clientele subsets or segments, which’s in segment distributing similar characteristics and desires. EasyJet offers cheaper flights and “CHEAPER” in one of the big way a company can set apart its offering. The firm can also create value by offering something that is Better, Newer and Faster. It started its operation in 1995 with … Accenture (Marketing Management textbook, p. 236). In 2012, the LCCs has occupied a quarter of the entire European airline traffic while the, figure of the traditional scheduled airline is 55%, which has declined nearly 5%[ CITATION, EUR13 \l 2052 ]. Now you’ve got the data. Segmentation, targeting, positioning in the Marketing strategy of British Airways – BA uses the mix of demographic and Psychographic Segmentation strategies to Identify and determine the important characteristics of the market helping the company in … On 11th November 2006, The Times suggested that easyJet were successful in capturing the business market. EasyJet knows about this fact that’s why it does not compete on prices alone, rather it has one of the best on time flight records in the industry because it passes by the most crowded hubs. Companies who use different types of planes their maintenance cost is usually high. Easyjet does not offer a free food service on flights than more than two hours, which is seen as a weakness by Easyjet’s consumers. Try our expert-verified textbook solutions with step-by-step explanations. luggage or other belongings. Facilities are all mutually same for all customers, which in turn helps easyJet management to work out the exact cost. - Geography - industry – which industry do we like to serve? EasyJet had made prominence attempts to make their product pop out from its low cost airline competitors. Copyright © 2003 - 2021 - UKEssays is a trading name of All Answers Ltd, a company registered in England and Wales. Flying from minor airports and stay away from the major airport hubs, put easyJet on a side from the direct rivalry with other airlines. Any company desires to charge a price that cover up its cost of production, distribution, and sales cost, including a fair give back for its hard work and risks (Gary Armstrong & Phillip Kotler, 2005). Segmentation involves dividing population into groups according to certain characteristics, whereas targeting implies choosing specific groups identified as a result of segmentation to sell products. -EasyJet was featured in Airline series broadcast on ITV which followed the airline's operations at London Luton and later at other bases. It has been assumed that By 2017, the domestic market share of the “Big six” plus British Airlines will fall from 75% (2008) to 50%. EasyJet is intended to be “simple” and trouble-free (easyGroup, 2008). The strong development of the LCCs market reflects the truth that more and. Maximum one free child per room. EasyJet airlines fare differentiation has been the key to profitability. In Value Pricing companies offer a high product for a reasonable low cost. To export a reference to this article please select a referencing stye below: If you are the original writer of this essay and no longer wish to have your work published on UKEssays.com then please: Our academic writing and marking services can help you! As a result easyJet can fly one passenger for 6.8 cent per mile (American 8.8 & United 9.6 CENT). The company’s fleet size grew by 62 percent between 2011 and 2019, climbing to 331 by 2019. it applies to satisfy the target consumers. A competitive industry, like the airline industry, uses this concept in order to eliminate service homogeneity. It is small a British airline, it has carved its niche in short-haul flights with low prices and no frills. We're here to answer any questions you have about our services. It has been capable to keep its fares at a low level because, it operates one type of Aero plane (The 737), thus eliminating expenses of maintaining of different types of plane. Disclaimer: This is an example of a student written essay.Click here for sample essays written by our professional writers. Appointment of Ray Webster as Managing Director, easyJet floated on London stock exchange (shares six times oversubscribed), Online bookings reach 80% (highest proportion in the world), Stelios announces he will step down as Chairman, easyJet acquires GO (becomes largest low-cost airline in Europe with 81 routes), easyJet announces that it will grow aircraft capacity by 25% per year until 2004, easyJet exceeds £1 billion turnover figure for first time (fleet size = 44 aircraft), Ray Webster announces intention to retire as Managing Director, Figure 1: Milestone events in easyJet’s development over time. By observing the past two years while most of the industries were suffering by the hard time of recession, Airline like easyJet was enjoying its maximum earnings. Thanks to it, theats are eliminated, opportunities are created. No plagiarism, guaranteed! There are cost leadership, differentiation strategy and market segmentation strategy. It started its operation in 1995 with three Boeing 737 connecting three Taxes cities. And it offers strictly no frills, i.e. Easyjet Market Segmentation. The company must know about their goal and what they want to achieve with the product/service they offer to their clientele. Easyjet’s market segmentation and related marketing mix strategies Since established in 1995, easyJet has experienced a rapid growth with more than 10% each year on the company’s total revenue. more passengers begin to choose LCCs instead of the national flag carriers. Therefore, for easyJet, this particular price-sensitive short/ middle-haul passenger. They all operate on a similar business model to that of the highly successful USA southwest airlines. Color orange is becoming the synonymous of the firm easyJet, as it has become worlds most low-cost and useful airline (Alamdari and Fagan, 2005). If the firm did not distinguish it is offering in any other than price, the competitor will soundly beat it. It is powered by the YouGov Cube - our connected data vault which holds over 120,000 variables on 190,000 YouGov members. Segmentation is the process breaking down a large market into smaller specific markets (Kotler & Keller, 2012). Soon after the company grow to 157 planes, a route network to 37 cities and annual returns of $2 billion. 18 Oct 2018 7:18 am EasyJet should emphasize in managing long term profitable relationships with the customers rather than short term relationships. The aim of this essay is to analysis the business model of easyJet by segmenting the, company's consumers as well as studying the market mix, especially the promotion strategies. The support of consumer is conditional on the ability of firm to exhibit its alignment with the society’s behavioral norms, ideology and moral standards (brown & Dacin, 1997; Carroll, 1999; Managing & Ferrell, 1999). Easyjet is a successful example of a European no-frills airline. Psychographics look deeper and discover the motivations in a person’s life. Market Segmentation Introduction The process of defining and subdividing a large homogenous market into clearly identifiable segments having similar needs, wants, or demand characteristics. Segmentation normally engages important market study and can therefore be costly. EasyJet airlines fare differentiation has been the key to profitability. The evolving use of STP; Segmentation, Targeting and Positioning follows the wish of companies to seek opportunities to differentiate their product offerings from those of their competitorsThe process begins with efforts to identify new segments and to target those that offer the most attractive product opportunities in which suitable position (and communication ) strategies can … Unlike British Airways or any other high class Airlines, easyJet is a classless airline. Do you have a 2:1 degree or higher? “Better” means that a company is offering outperforms its rivals’ offers; it usually engages an improvement of the existing products/ service in a minor way. Emerging slowly but surely is a domestic industry that eventually could be dominated not by traditional hub-and-spoke airlines, such as United and Delta, but by low-cost carriers like easyJet. EasyJet provides a comfortable flight and friendly services, for the cost of almost one-third of its competitors, though one without frills. But in EasyJet’s case, only two basic of competitive advantage was used: cost leadership and differentiation. “Faster” means cutting down the time of performance or delivery in the process of using or buying a product/service. EasyJet maintains a database of existing, new and frequent customers so that they can focus on giving customized services to one client at any given moment. Critical Literature Review Based On easyJet Air Line Industry. - political: war? Short-haul roots and facilitating good customer service might help easyJet to be dominant over its new competitors. Segmentation in general engages significant market study and can therefore be expensive. EasyJet has adopted Value Pricing technique. ers tend to rely on intuition and on traditional segmentation techniques based on socio-demographic variables. Normally the leisure travellers can be classified into two different segments, which are the, business class leisure travellers and the economic class leisure travellers[ CITATION Tho08 \l, 2052 ]. EasyJet and Its Market Segmentation Brief Introduction Of Easyjet & Market Segmentation Market segmentation is the research of splitting up an general market into clientele subsets or segments, whose in segment distributing alike characteristics and needs. also simultaneously attracting more passengers of both segments to travel with LCCs. Second the firm may cut the services to keep the price down, and this action may alienate buyers. 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easyjet demographic segmentation

"Easyjet Segmentation" Essays and Research Papers . Due to very low prices it’s very difficult to compete it on prices base. concern about the price of the fight, due to the limited personal disposable income (PDI). - B2B (traveling for business) of B2C (traveling for holidays)? How to use psychographic segmentation in your marketing. EasyJet is also one of the Airline industries that posts profits on a consistent basis. And by the end of 2020, it may get settle by 45%. Market Segmentation – Classifying Customers. pound before tax in 2013 (easyJet, 2013), despite of the really low ticket price. Companies that differentiate their offerings solely by cutting their costs and price may be making a mistake, for several reasons. The demographic segmentation will require Easyjet Plc to divide market according to demographic characteristics, like- gender, age, income and ethnicity. They fly almost new planes and fuel-efficient (Airbus Press Department, 2006). Moreover, most of the people in this segment are short or middle-haul passengers and occupy, more nearly 82% of the total number in Europe from 2000 to 2004[ CITATION Key05 \l, 2052 ]. Most companies choose to use not just one but a combination of methods: 1.Demographic segmentation Demographics is the study of the make-up of the population. and tourism Task 3 (AO3) [pic] Overview: Market segmentation can be done in various ways. EasyJet Target Market Middle class / upper middle class. Looking for a flexible role? THE NEW SEGMENTATION AND MEDIA PLANNING PRODUCT FOR AGENCIES AND BRANDS Customers of EasyJet YouGov profiles is the new segmentation and media planning product for agencies and brands. These expense sensitive travellers are the best target market segment for easyJet, and research, on leisure travellers’ price elasticity of airline tickets has also proved their increasing market. In addition, they must first identify and profile distinct groups of buyers who differ in their needs and preferences (Chapter 8 Class Presentation, Slide 2). easyJet each aircraft on average is 2.2 years old. Discuss the activities that take place at each stage of the process. Moreover, Reusable tickets, first come first served basis, seating in high density and single class cabin (Sager, 1998). EasyJet was established in 1995 by Stelios Haji-loannou and operates as a no ‘frills’ low-cost airline, aiming to under-cut its rivals, such as, BMI Baby, Ryanair, and FlyBe. Demographic data only tells us who the customer is, not why they might buy. Registered Data Controller No: Z1821391. British Airways segmentation, targeting and positioning refer to ways in which the airline company identifies certain individuals among the general public to offer their service packages. EasyJet SWOT Analysis EasyJet Strengths Below are the Strengths in the SWOT Analysis of EasyJet: 1. hence EasyJet groups its market into busi ness routes/ take-off times, ... Demographic segmentation is, toget her with geographic segmentati on, the oldest and easiest scheme used If you need assistance with writing your essay, our professional essay writing service is here to help! The segmentation of markets depends on various bases such as demographic, psychographic, behavioral and geographic. Published: 4th May 2017 in The little enterprise tends to find out the segment it serves best, by the test and mistake of considering with customers and supplying goods more and more apt to its specific clientele. Moreover, one could argue that UK Airways, who has lofty fixed cost and low productivity, was in fact the first victim of the low-cost carriers. *You can also browse our support articles here >. EasyJet is always keen on time and punctuality. Even though several segmentation types exist, the psychographic segment prevails in this industry. OPPORTUNITIES Government grants permission to purchase new Aircrafts. Few companies are big enough to supply the needs of an entire … Among all the LCCs, easyJet together with its strongest competitor Ryanair are dominating, the market. This preview shows page 1 - 3 out of 15 pages. Course Hero is not sponsored or endorsed by any college or university. For instance if easyJet has selected its target market and market spotting watchfully, then its marketing mix strategy, counting price will be fairly simple. In June 2005 easy lounges were introduced, even though passengers had to pay for that as well, but it resulted in the attraction of business travelers. “Newer” means developing the unique solutions that don’t exist from before, it usually involves higher risks than a simple improvement but also chance of higher gain. Some of them could become shadows of their previous slaves. It is the responsibility of the EasyJet to serve its customers the best services and products and in return should generate the profits. EasyJet Positioning Low cost carrier with no frills. easyJet holidays: Free Child Places on easyJet holidays: One free child place for every two full paying adults sharing accommodation is available on selected holidays departing between 1/4/22 and 31/10/22, where you see the ‘Free child place’ label, subject to availability. Easyjet PESTLE Analysis Political Factors Political factors reflect the political stability of the region where Easyjet is operating. 151 - 160 of 500 ... Market segmentation Introduction Market segmentation is a marketing strategy that is one of steps goes into defining the selection of consumers who have common need and will assist consumers with products that satisfy their individual sets of needs and buying practices. Which parts of the marketing mix are done efficiently and which parts need some improvements 1.0 Introduction. - Demographic: What is the age of the passengers? The service format does not correspond to a large demographic. Second, we discuss the marketing challenges facing Ryanair.Thirdly we analyse the options available to Ryanair based on its sustainable competitive advantages and SWOT analysis. A top limit on the price that the company can charge for its offered product/services is set by Demand and the costs of the company sets the base. 2.Targeting • And how would the target group look like? 40287567 - International Marketing assignment.pdf, Low-cost air fares-- How ticket prices fall and rise.pdf, MKT 571 Week 3 Segmentation and Target Market Paper.doc, Starbucks Segmentation and Target Market Paper.docx, Nanyang Technological University • ECONOMICS MISC, Lahore College of Education • ECONOMICS 124536, Institute of Education Main Campus , Khairpur, Business & Hotel Management School • BA BS, Institute of Education Main Campus , Khairpur • ENGLISH CL 111122, Business & Hotel Management School • HMT 3800. In 2005, both company’s fight carried almost 70% of all the passengers carried by, all the LCCs[CITATION Min052 \l 2052 ]. Geographic segmentation is when a business divides its market on the basis of geography. The competitive advantage of budget airlines is maintained by achieving low operating costs, increasing revenue and using new economy technologies such as the Internet to sell their product. It is small a British airline, it has carved its niche in short-haul flights with low prices and no frills. However, due to the liberalization of the airline, industry, a great number of new companies are now entering the market which significantly, increases the competitiveness of the market[ CITATION Rig05 \l 2052 ]. EasyJet STP EasyJet Segmentation Economy travelers mainly in Europe. EasyJet has frozen its cost, by flying only one type of plans i.e. A remarkable, evidence of the raising competitiveness is the continue decreasing of the average price of, tickets on both leisure traveling and business traveling [ CITATION Mar12 \l 2057 ] , which. Segmentation Marketing Segmentation Theory based on selling Oxygen bars 1) Demographic Consumer age, gender, income, occupation are considered to be the main factors for demographic segmentationOther factors like race, religion, nationality is not emphasized here because product usage will be less affected by those factors. Info: 1637 words (7 pages) Essay Demographic trends illustrate how the population is changing. Free resources to assist you with your university studies! EasyJet’s Lis Blair is on a journey to move the brand beyond price with a new campaign just six months into the job and a long-term plan to balance creativity with greater use of data. Demographic segmentation refers to market segmentation that segment or group individuals based on their religion, ... EasyJet is confident that its strategy of competitive advantage, efficient, low-cost model as well as the fact that EasyJet is a pan-European brand, will help to deliver sustainable growth in … From simple essay plans, through to full dissertations, you can guarantee we have a service perfectly matched to your needs. Differentiation strategy. European Countries Collaboration and good relationship making EU politically stable. All work is written to order. Finally a competitor may will usually find a lower-cost production site and offer an even cheaper version. (easyjet) Price is less so quality is not important. Study for free with our range of university lectures! 01- making use of specific examples, outline the principles and processes of market segmentation, market targeting and market positioning. But data is useless unless acted upon! Registered office: Venture House, Cross Street, Arnold, Nottingham, Nottinghamshire, NG5 7PJ. Government guidance and assistance available to travel and tourism businesses. How Easyjet has segmented its market for its major product and what is the marketing mix? [ CITATION eas12 \l 2057 ] Widely regarded as the, model of the low-cost airlines (LCCs) and the saver of the once ailing European airline, industry[ CITATION Don99 \l 2057 ], easyJet built up with a core business concept to, eliminate every unnecessary cost, and thanks to all kinds of operational and marketing, characteristics based on this concept, such as only use one type of airplane, point-to-point, short-haul travel, no in-fight meals, the company is wining a huge profit with 478 million. Any opinions, findings, conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of UKEssays.com. Unlike the relatively rich business class passengers, the latter segment has more. Image: Wikimedia. Despite of economic crises, it enjoyes the increasing cashflow and market share growth with its poor brand (easyJet, 2009b). Market segmentation leads to an efficient distribution of services to the right customers. Founded by the Cypriot Stelios Haji-Iaonnou in 1995, Eayjet gained a dominant market position over time thanks to its excellent marketing strategies. So how do you uncover something that isn’t just data? EasyJet should take this in consideration that where it should respond by ceding niche-market or by competing ground low price to the new contestants. Its objective is to design a marketing mix that precisely matches the of customers in the targeted segment. “Question haunts industry as low-fare carriers taken hold of market share, and high costs, low productivity begin to squeeze the life out of some Airlines” (Aviation Week &. Thing that matters most for the business travelers is “time”, it facilitate its segment customers in cutting flight time by avoiding busy routes. This assignment focuses on a cheap, no frills, UK based Airline company called easyJet. This study guide is a comprehensive discussion (along with many examples) of the key aspects of: market segmentation, segmentation bases, target markets, product positioning, and perceptual maps, as well as examples of market segmentation. For instance easyJet operates between cities and internationally by offering point-to-point short flights. Find answers and explanations to over 1.2 million textbook exercises. This free study guide has been prepared to meet the information needs of university-level marketing students throughout the world. As mentioned earlier easyJet is hitting passengers who can drive to their distention, but rather than driving company’s offerings are such that they can easily fly their way. Which opened the eyes of the other airline industries and they realized, that they don’t have any strong hold on the market shares compare to these low cost airline industries like easyJet. Our academic experts are ready and waiting to assist with any writing project you may have. EasyJet is the first carrier and it proud on it, when it charges its customers for even a cup of coffee (Sager, 1998). Secondly easyJet do not offer its passengers any kind of free food, for example lunch, dinner or any snack, but only a bag of peanuts. EasyJet stands itself as a “fun” airline that breaks regulations but not promises. demand for LCCs [ CITATION Mar02 \l 2052 ]. The low-cost airline sector currently ha… (Simplicity in pricing structures and convincing the customer that the airline is “doing one thing and doing it will” (Laura Ries President of Rise & Rise quoted in Nigam, 2008). By 2013, Edmund S. Virgin Airline will be the British largest UK Airline, and passing other emerging airlines easyJet will grow to be the third largest UK airline by 2020, depend on the degree of difference in growth rates of the two groups of carriers (Begley, 2002). Space Technology New York; Nov 18, 2002). 1.1 Contents of this report: This report is made up of four main parts: first a general description of Ryanair in terms of its history, expansion, its competitors and its business model. Targeted segment 1: Price-sensitive short-haul travellers. We've received widespread press coverage since 2003, Your UKEssays purchase is secure and we're rated 4.4/5 on reviews.co.uk. Secondly, they must understand that the major segmentation variables are geographic, demographic, psychographic, and behavioral (Chapter 8 Class Presentation, Slide 4). 737; as a result it is able to eliminate the maintenance cost. VAT Registration No: 842417633. If Easyjet Plc chooses behavioural segmentation, then customers will be divided according to their buying pattern like usage frequency, benefits sought, usage occasions and brand loyalty. These categories based on different perspectives are assisting the investors and the product manufacturer to target the market. It is performed predominantly in primary business with highly differentiated merchandise lines or assisting huge markets. 02- Explain the new product development process from the inception of the product idea to the post launch evaluation. Management. Company Registration No: 4964706. business class people. EasyJet is intended to be “simple” and trouble-free (easyGroup, 2008). Firstly “cheaper” products are often viewed as inferior in quality. Easy_Jets_Market_segmentation_and_market.docx - Easyjet\u2019s market segmentation and related marketing mix strategies Since established in 1995 easyJet, 1 out of 1 people found this document helpful, Easyjet’s market segmentation and related marketing, Since established in 1995, easyJet has experienced a rapid growth with more than 10% each, year on the company’s total revenue. How would segmentation look like if you were Marketing manager @ Easyjet? group is the company’s easyJet’s main target segment. Market segmentation is the research of breaking up general market into clientele subsets or segments, which’s in segment distributing similar characteristics and desires. EasyJet offers cheaper flights and “CHEAPER” in one of the big way a company can set apart its offering. The firm can also create value by offering something that is Better, Newer and Faster. It started its operation in 1995 with … Accenture (Marketing Management textbook, p. 236). In 2012, the LCCs has occupied a quarter of the entire European airline traffic while the, figure of the traditional scheduled airline is 55%, which has declined nearly 5%[ CITATION, EUR13 \l 2052 ]. Now you’ve got the data. Segmentation, targeting, positioning in the Marketing strategy of British Airways – BA uses the mix of demographic and Psychographic Segmentation strategies to Identify and determine the important characteristics of the market helping the company in … On 11th November 2006, The Times suggested that easyJet were successful in capturing the business market. EasyJet knows about this fact that’s why it does not compete on prices alone, rather it has one of the best on time flight records in the industry because it passes by the most crowded hubs. Companies who use different types of planes their maintenance cost is usually high. Easyjet does not offer a free food service on flights than more than two hours, which is seen as a weakness by Easyjet’s consumers. Try our expert-verified textbook solutions with step-by-step explanations. luggage or other belongings. Facilities are all mutually same for all customers, which in turn helps easyJet management to work out the exact cost. - Geography - industry – which industry do we like to serve? EasyJet had made prominence attempts to make their product pop out from its low cost airline competitors. Copyright © 2003 - 2021 - UKEssays is a trading name of All Answers Ltd, a company registered in England and Wales. Flying from minor airports and stay away from the major airport hubs, put easyJet on a side from the direct rivalry with other airlines. Any company desires to charge a price that cover up its cost of production, distribution, and sales cost, including a fair give back for its hard work and risks (Gary Armstrong & Phillip Kotler, 2005). Segmentation involves dividing population into groups according to certain characteristics, whereas targeting implies choosing specific groups identified as a result of segmentation to sell products. -EasyJet was featured in Airline series broadcast on ITV which followed the airline's operations at London Luton and later at other bases. It has been assumed that By 2017, the domestic market share of the “Big six” plus British Airlines will fall from 75% (2008) to 50%. EasyJet is intended to be “simple” and trouble-free (easyGroup, 2008). The strong development of the LCCs market reflects the truth that more and. Maximum one free child per room. EasyJet airlines fare differentiation has been the key to profitability. In Value Pricing companies offer a high product for a reasonable low cost. To export a reference to this article please select a referencing stye below: If you are the original writer of this essay and no longer wish to have your work published on UKEssays.com then please: Our academic writing and marking services can help you! As a result easyJet can fly one passenger for 6.8 cent per mile (American 8.8 & United 9.6 CENT). The company’s fleet size grew by 62 percent between 2011 and 2019, climbing to 331 by 2019. it applies to satisfy the target consumers. A competitive industry, like the airline industry, uses this concept in order to eliminate service homogeneity. It is small a British airline, it has carved its niche in short-haul flights with low prices and no frills. We're here to answer any questions you have about our services. It has been capable to keep its fares at a low level because, it operates one type of Aero plane (The 737), thus eliminating expenses of maintaining of different types of plane. Disclaimer: This is an example of a student written essay.Click here for sample essays written by our professional writers. Appointment of Ray Webster as Managing Director, easyJet floated on London stock exchange (shares six times oversubscribed), Online bookings reach 80% (highest proportion in the world), Stelios announces he will step down as Chairman, easyJet acquires GO (becomes largest low-cost airline in Europe with 81 routes), easyJet announces that it will grow aircraft capacity by 25% per year until 2004, easyJet exceeds £1 billion turnover figure for first time (fleet size = 44 aircraft), Ray Webster announces intention to retire as Managing Director, Figure 1: Milestone events in easyJet’s development over time. By observing the past two years while most of the industries were suffering by the hard time of recession, Airline like easyJet was enjoying its maximum earnings. Thanks to it, theats are eliminated, opportunities are created. No plagiarism, guaranteed! There are cost leadership, differentiation strategy and market segmentation strategy. It started its operation in 1995 with three Boeing 737 connecting three Taxes cities. And it offers strictly no frills, i.e. Easyjet Market Segmentation. The company must know about their goal and what they want to achieve with the product/service they offer to their clientele. Easyjet’s market segmentation and related marketing mix strategies Since established in 1995, easyJet has experienced a rapid growth with more than 10% each year on the company’s total revenue. more passengers begin to choose LCCs instead of the national flag carriers. Therefore, for easyJet, this particular price-sensitive short/ middle-haul passenger. They all operate on a similar business model to that of the highly successful USA southwest airlines. Color orange is becoming the synonymous of the firm easyJet, as it has become worlds most low-cost and useful airline (Alamdari and Fagan, 2005). If the firm did not distinguish it is offering in any other than price, the competitor will soundly beat it. It is powered by the YouGov Cube - our connected data vault which holds over 120,000 variables on 190,000 YouGov members. Segmentation is the process breaking down a large market into smaller specific markets (Kotler & Keller, 2012). Soon after the company grow to 157 planes, a route network to 37 cities and annual returns of $2 billion. 18 Oct 2018 7:18 am EasyJet should emphasize in managing long term profitable relationships with the customers rather than short term relationships. The aim of this essay is to analysis the business model of easyJet by segmenting the, company's consumers as well as studying the market mix, especially the promotion strategies. The support of consumer is conditional on the ability of firm to exhibit its alignment with the society’s behavioral norms, ideology and moral standards (brown & Dacin, 1997; Carroll, 1999; Managing & Ferrell, 1999). Easyjet is a successful example of a European no-frills airline. Psychographics look deeper and discover the motivations in a person’s life. Market Segmentation Introduction The process of defining and subdividing a large homogenous market into clearly identifiable segments having similar needs, wants, or demand characteristics. Segmentation normally engages important market study and can therefore be costly. EasyJet airlines fare differentiation has been the key to profitability. The evolving use of STP; Segmentation, Targeting and Positioning follows the wish of companies to seek opportunities to differentiate their product offerings from those of their competitorsThe process begins with efforts to identify new segments and to target those that offer the most attractive product opportunities in which suitable position (and communication ) strategies can … Unlike British Airways or any other high class Airlines, easyJet is a classless airline. Do you have a 2:1 degree or higher? “Better” means that a company is offering outperforms its rivals’ offers; it usually engages an improvement of the existing products/ service in a minor way. Emerging slowly but surely is a domestic industry that eventually could be dominated not by traditional hub-and-spoke airlines, such as United and Delta, but by low-cost carriers like easyJet. EasyJet provides a comfortable flight and friendly services, for the cost of almost one-third of its competitors, though one without frills. But in EasyJet’s case, only two basic of competitive advantage was used: cost leadership and differentiation. “Faster” means cutting down the time of performance or delivery in the process of using or buying a product/service. EasyJet maintains a database of existing, new and frequent customers so that they can focus on giving customized services to one client at any given moment. Critical Literature Review Based On easyJet Air Line Industry. - political: war? Short-haul roots and facilitating good customer service might help easyJet to be dominant over its new competitors. Segmentation in general engages significant market study and can therefore be expensive. EasyJet has adopted Value Pricing technique. ers tend to rely on intuition and on traditional segmentation techniques based on socio-demographic variables. Normally the leisure travellers can be classified into two different segments, which are the, business class leisure travellers and the economic class leisure travellers[ CITATION Tho08 \l, 2052 ]. EasyJet and Its Market Segmentation Brief Introduction Of Easyjet & Market Segmentation Market segmentation is the research of splitting up an general market into clientele subsets or segments, whose in segment distributing alike characteristics and needs. also simultaneously attracting more passengers of both segments to travel with LCCs. Second the firm may cut the services to keep the price down, and this action may alienate buyers.

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