Easyjet is a British low-cost airline that operates flights to over 1000 destinations across Europe and beyond. Founded in 1995, the company has grown to become one of the largest and most successful budget airlines in the world. One of the keys to Easyjet's success has been its effective market segmentation strategy, which has allowed it to target specific groups of consumers and tailor its products and services to meet their needs and preferences.
Easyjet's market segmentation can be broadly classified into two main categories: demographic and psychographic. Demographic segmentation is based on characteristics such as age, gender, income, and education level, while psychographic segmentation is based on lifestyle, values, attitudes, and interests.
One of the key demographic segments that Easyjet targets is budget-conscious travelers. With its low fares and no-frills approach, Easyjet is able to attract price-sensitive consumers who are looking to save money on their flights. This segment includes students, young professionals, and families on a budget.
Another demographic segment that Easyjet targets is business travelers. While the airline may not have the same level of amenities as traditional full-service carriers, it does offer convenient flight times and a reliable service, which makes it an attractive option for busy professionals who need to get from point A to point B quickly and efficiently.
Easyjet also uses psychographic segmentation to target specific groups of travelers. For example, the airline has a strong focus on sustainability and environmental responsibility, which resonates with consumers who are environmentally conscious and want to reduce their carbon footprint. Easyjet also targets travelers who value flexibility and convenience, offering a range of services such as online check-in and mobile boarding passes to make the travel experience as smooth and stress-free as possible.
Overall, Easyjet's market segmentation strategy has been instrumental in helping the airline to grow and succeed in a competitive market. By targeting specific groups of consumers and tailoring its products and services to meet their needs and preferences, Easyjet has been able to attract a wide range of travelers and build a loyal customer base.
Easyjet Marketing Strategy Analysis
The below details was show the EasyJet how to manage and monitor its environmental impact. The low-cost airlines market depending on the region is studied across North America, Europe, Asia-Pacific, and LAMEA. In October 2004, the international investment company FL Group was purchased an 8. The airline only sells tickets on a one-way basis and therefore if a passenger wants a return ticket they must buy two one-way tickets. Some of them could become shadows of their previous slaves. Different from other competitors, who used smaller, much less convenient airports, and more remote, over 90 per cent of EasyJet aircraft operate into and out of congested airports.
Travel is a common interest among UK users of the British airline, who also consider food and music as important aspects of life. This behavioural segmentation creates a more dynamic edge in comparison to their competitors who solely focus on leisure travel. Single Travelers are typically looking for the quickest and most convenient way to travel. Consumer matrix Bowman and Faulkner 1997 were also mentioned that the consumer matrix details that customers have with regard to the service or product offered to them and the prices charged. How is the management balancing their online and offline promotion methods? This depends on two things. Targeted segment 1: Price-sensitive short-haul travellers 1 Demographic Characteristic. Moreover, Reusable tickets, first come first served basis, seating in high density and single class cabin Sager, 1998.
They would seek some comforts of travel and probably would not choose an airline simply based on price. 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. On 11th November 2006, The Times suggested that easyJet were successful in capturing the business market. In 2005, FL Group increased its share in the company to 16. Companies who use different types of planes their maintenance cost is usually high. Some of the popular low-cost airlines include Ryanair, EasyJet, Air Asia, and Qantas Airways.
S ocial factors The low cost carriers position their product to leisure travellers and non business travellers. Without a formal AUP, it was much more difficult to enforce acceptable and eliminate unacceptable behaviours and punish violators. 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. EasyJet was used customer relationship management CRM software to enhance its online booking server and reduce operational costs. There are only slight differences in the order of importance of factors when flying in general compared to flying low cost, and the majority of factors were rated slightly lower when travelling low cost.
There is limited research into passenger satisfaction on low cost airlines. It can offer additional flights to business travelers with busy timetable, for the same cause. 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. For instance if easyJet has selected its target market and market spotting watchfully, then its marketing mix strategy, counting price will be fairly simple. So they have a strong marketing strategies and it is going to be a little bite difficult to change this strategy but it can always been improved. Benjamin and Weigand 1995 calculated that, using the sale of quality shirts as an example, it was possible to make cost saving of 28 per cent in the case of b and 62 per cent for case for c. Below figure show how it is just one of many different media channels.
As a consequence easyJet can wing one rider for 6. Segmentation in general engages significant market study and can therefore be expensive. Easyjet operates over 500 routes and has 182 aircrafts in 28 countries www. As the airline educates their consumers that the cheapest fares are sold first, consumers checking prices are more likely to purchase straightaway as they will have confidence that lower prices are not likely to appear later. Product is anything that can be offered to a market to satisfy a want or a need.
Our academic experts are ready and waiting to assist with any writing project you may have. Get Help With Your Essay If you need assistance with writing your essay, our professional essay writing service is here to help! Second the firm may cut the services to keep the price down, and this action may alienate buyers. It is performed particularly in foremost businesses with highly differentiated merchandise lines or assisting large markets. EasyJet is besides one of the Airline industries that posts net incomes on a consistent footing. Therefore, in addition to their frequency of purchase, they are an attractive and important market segment as they have significant ability to influence the purchase decisions of other consumers in the airline market. In 1995, EasyJet starts flights 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.
EasyJet has frozen its cost, by flying only one type of plans i. Furthermore, Reclaimable tickets, foremost come foremost served footing, siting in high denseness and individual category cabin Sager, 1998. Firstly the ability to change the ticket, and secondly the availability of a later flight to change on to. And by the terminal of 2020, it may acquire settle by 45 %. Brady, 2000 The firm can also create value by offering something that is better newer and faster. Situation analysis present position and industry of EasyJet by use SWOT and PEST model. Whenever a user signs on to the corporate network, the user should see a reminder of the AUP and be notified that online activates are monitored.
In Value Pricing companies offer a high product for a reasonable low cost. Surge in number of crime rates such as kidnaping, pickpocket, and robbery has led to instability in various destinations. Another factor notably affecting tourism is natural disasters such as Indian Ocean earthquake and tsunami, 2004; Tohoku Earthquake and Tsunami, 2011; Hurricane Sandy, 2012; Hurricane Odile, 2014; Chennai Floods, 2015; ,2016 Kaikoura earthquake and China flood, 2020. Airlines will typically withhold a handful of seats on each flight in the last few days prior to the flight to be sold at a premium price in expectation that a proportion of consumers will have an immediate need to travel. There's a specialist from your university waiting to help you with that essay. EasyJet has frozen its cost, by flying only one type of plans i. It is small a British airline, it has carved its niche in short-haul flights with low prices and no frills.
Introduction Of Easyjet And Market Segmentation Management Essay
As a result EasyJet can fly one passenger one mile for 6. Out of these, leisure travelers make up the bulk of the easyJet target market. Defining the performance metrics framework: Kotler 1997 mentioned that measurement for assess the effectiveness of internet marketing also be related to different levels of marketing control. It has been capable to maintain its menus at a low degree because, it operates one type of Aero plane The 737 , therefore extinguishing disbursals of keeping of different types of plane. Companies who use different types of planes their maintenance cost is usually high. The following factors are likely to have an influence on the EasyJet. It is undeniable that this system reduces cost but it can cause problem if the general is touched by problem.