Integrated Marketing Communication: Easy Jet
UK airline industry is one of the most advanced in the global market with a number of the globally leading operators. The industry is highly competitive and marked by local and international airlines which accounts for the creation of more than 220,000 jobs. (BATA, 2014) However, the market is subject to several factors including technological advance, economic factors variation, social preferences and lifestyles changes, political factors, environmental regulations as well as legal requirements. Those factors set industry trends and determine the industry dynamics including increasing competition, operation’s efficiency and wider market reach as well as airline consolidation among others. In that view, there are a number of opportunities including ability to reach more customers through advanced communication means, increasing demand as a result of improving consumer confidence, ability to expand operations with increased market liberalization as well as the opportunity to serve changing lifestyles and class preferences with differentiated services. (Euromonitor, 2014) On the other hand, there are threats including increasing competition and industry regulation as well as poor economic conditions including rising inflation.
The industry’s key competitors include the British Airways, Easy Jet, Flybe, Virgin Atlantic, Thomas Cook and Ryanair with Easy Jet increasingly enhancing its competitiveness through marketing strategies that include enhanced marketing communication and customer service. The strategies are credited with the recent increase in the airline’s passenger numbers and growing brand. On the other hand, the other competitors are also enhancing their operations through technological innovation and advanced marketing communication. However, British Airways is the market leader as a major holder of slots in Heathrow airport and the share of seats in UK. On the other hand, Easy Jet has the largest share of slots in Gatwick airport. In that respect, Easy Jet operates in a highly competitive market that requires more competitiveness enhancing strategies. The company’s strengths include being a well recognized brand, having skilled workers, having a well developed international network and being profitable, all which enhances its ability to compete and utilize the market opportunities in addition to addressing possible threats. (CAPA, 2013a)
In view of the market situation, competitiveness and the company’s position, some strategies have been identified as being necessary. The strategies are drawn using SWOT analysis in support of the recommended Porter’s generic strategy of services differentiation as a means of penetrating the existing UK market. Thus, the marketing and business objectives will include an annual 15% revenue growth, 10% profit growth and a 4% growth in passenger numbers. On the other hand, communication objectives would include creating a favorable brand image by promoting the business as a brand that values diversity. It would also involve promoting the brand as being cost effective relative to competitors in addition to promoting the brand’s differentiated services to customers. Finally, the business would also seek to promote the brand as being a responsible business in various aspects including environment conservation and community service. The strategy implementation would involve the use of suitable Medias including the traditional television media, the internet and social media as well as billboards and personal presentations during in sponsored events. (Sengupta, 2005)
Marketing communication strategies are crucial in enhancing a business’ competitiveness. In that respect businesses are increasingly applying the strategies in addressing the current dynamic markets. In that view, this analysis seeks to demonstrate an application of the strategies in view of industries situation and a business positioning relative to its competitors. To achieve the objective, the analysis uses the case of Easy Jet that is one of the leading airlines in the UK market. To begin with, the analysis provides an overview of the UK airline industry by analyzing the market players, market dynamics as well as opportunities and threats. Further, the analysis provides a situation analysis by analyzing Easy Jet’s performance, strategies and market positioning. Finally, suitable recommendations are made on generic and SWOT strategies that should be applied to address the existing market issues to enhance the brand’s performance.
- Market Environment
- Market Overview
UK airline industry is one of the advanced markets with a number of international leading operators. Close to quarter of the people who visit UK use air transport with their spending registering an increase as 2012 air transport spending by visitors amounted to 15.6 billion. The industry employs more than 220,000 people directly and accounts for more indirect employment. In addition, the industry accounts for 6% of total emissions of greenhouse gas for both domestic and international operations. (BATA, 2014)
Source: (CAPA, 2013a)
BA is the leading business in the industry with 20% seats share in the UK market and it derives much of its revenue from its international operations. In addition, the business has had a significant market share in the past and current market. In that respect, the brand had a 64% share of the tones kilometers and an 84% share of the industry’s scheduled capacity in 1992. However, the company has been experiencing a fall in passenger numbers when it fell from 21% in 2001 to 16% in 2010 but regained to 18% after the merger with Iberia. (CAPA, 2013a)
In respect to Easy Jet, the business has a significant share of slots at Gatwick as shown by the following chart. In that respect, the business has 41% of the total slots against leading airlines as BA whose capacity fell from the 2003’s 32% to 16% in 2013. However, BA is the leading business in slots capacity at Heathrow airport. (CAPA, 2013a)
Source: (CAPA, 2013a)
However, the UK industry was singled by IATA as having the weakest performer in Europe. That was associated with high the travel costs and the recession which faced Britain economy. A good example of the industry challenges was BA’s two year loss in 2010 and 2011 as well as its problem with its crew members as a result of cost cut measures. (Milmo, 2010)
- Market trends
The industry has some key trends including consolidation as airlines seek to enhance efficiency in the face of challenging economic conditions since the 2008 global economic and financial crisis. That is being used as a means to protect airlines prom collapse with increased cases including business as Flyglobespan and SkyEurope. Examples of mergers are between Air one and Alitalia in 2009. (BA, 2010)
Further, the industry is increasingly being marked by the age of a connected traveler with airports evolving from being spots of engaging and serving customers to providing location specific and real-time customer intelligence as a way of driving revenue. In addition, the demands of the connected travelers are pushing the traditional offline marketing campaigns to become creative. (Eye for Travel, 2008)
In addition, the use of advanced service management technologies had been a growing trend with an example of 2008 when continental airlines adapted Neolane software program as a means of personalizing and enhancing their marketing communications. The software’s target was to increase the interaction between the airline operators and customers for tickets sales through the companies’ websites as a means of creating customer loyalty. Further, the technology allows airlines to profile their customers for the purpose of understanding and planning for their needs. Thus, the industry marketing campaigns are increasingly being guided by a better understanding of airlines’ customers. In addition, the system allows the companies to track their marketing operations, customers’ responses hence a better ability to evaluate the return on their marketing investments. (Eye for Travel, 2008)
However, some competitors and large market players have suffered some setbacks in the market including the massive 500 million and biggest ever loss by BA in 2010 that resulted from a great fall in passenger numbers that could be attributed to the period’s recession. In addition, the company had suffered a cabin crew strike. (Bacon, 2012)
- Market dynamics
The industry faces changing conditions including possible fluctuation in fuel costs that have a great impact on the airlines’ operations. That could result to massive profit variation with an example of the 2008’s variation that resulted to the industry making a loss of $36.1 billion from a profit of $14.7 billion. (Milmo, 2010)
The industry has also been faced with increasing regulation with an example of the regulation that raised airport charges in 2013. However, the industry is headed towards airports’ deregulation as the two major airports lose power against the airlines with establishment of long-term agreements with the airlines. (CAPA, 2014)
- Opportunities and Threats
The industry operators get opportunities as well as threats from the dynamic market factors that affect the environment within which they operate. Some of the opportunities and threats prevalent in the UK airline industry include the following.
- Increasing free trade policies create an opportunity for businesses to expand their operations to several other destinations.
- Political regimes and stability in the major markets including Europe and Asia provides a suitable operating environment for the industry players hence potential for enhancing business sustainability. (Keller, 2012)
- Improving employment level in Europe and the company’s major markets including Asia provides a significant demand hence an opportunity for growth.
- Social class preferences and lifestyles change presents opportunities for airlines to introduce new services that are tailored to varying customer needs. (Euromonitor, 2014)
- Technology advance presents an opportunity for the industry players to enhance their operations’ efficiency by offering more innovative services.
- Increased adoption of internet and social media use presents opportunities to increasingly reach the customers in a cost effective and easier manner. (Sengupta, 2005)
- Increasing environment concerns presents a threat to the industry operators as it could affect their operations as well as cost efficiency as they seek to address the greenhouse emission. (Kotler, 2010)
- Increasing industry regulations pose threats to the industry operators as they have to incur more costs in addressing various requirements relating to security as well as in meeting licensing requirements.
- Increasing inflation in Europe is a threat to the industry demands hence a need for businesses to develop more cost effective and suitably priced services that address the economic challenge. (Euromonitor, 2014)
- Competitors’ analysis
Porter generic Strategies, Revenue and Profits
As a business that pursues differentiation strategy with its premium services, BA also applies new technology technologies for its outdoor campaigns to promote its unique brand. A good example of an advertising campaign is the “Magic of Flying” that seeks to remind customers how magical flying can be. In that respect, the adverts have been done on digital billboards in Piccadilly as well as Cheswick and apply custom built surveillance to interact with aircrafts in the sky. The billboard adverts show the tracking of the aircraft and information of their destinations as well as relevant flight details. That advertising concept by BA was first in the UK airline industry hence setting the pace for use of the advanced technology by other operators in their marketing communication. With the company’s strong projections, its parent Company’s profit target for to the year 2015 was raised to 12.5%. (Johnson, 2013)
With its cost leadership strategy, Ranyair has been implementing marketing and communication strategies to enhance its customer service as well as wooing the industry’s disgruntled customers. Some of the strategies including allowing travelers a 24 hours grace period in which they can change some minor errors on booking as well as adjusting allocated seats in addition to some relaxation of the baggage rules. The changes were responsible for a rise in travels in December 2013 when the company served 4.3 million travelers against the competing Rynair’s 5.0 million travelers. (Vizard, 2014) In addition, the business had a record profit of £569 million in 2013 which was a 13% increase from the 2012 figure. The performance improvement was credited to the airline’s low cost approach that enhanced its competitiveness even in face of challenging economic conditions. The business also applied capacity expansion that allowed it to cut prices and enhance performance. (CAPA, 2013)
Other competitors include:
- Thomas Cook is the oldest travel firm in the world. The business reported its first operating profits of 13million in 2013 since the year 2010. However, the company’s losses before tax reduced to £158 million from £337 million in 2012. In a bid to enhance its performance, the business has applied several strategies including job cuts in UK as well as investment in its people who are meant to drive cultural change. In addition, the company introduced a new logo as means of repositioning its brand. (Palsons, 2013)
- Virgin Atlantic is one of the global leading airlines in long-haul and its profit for the year 2013 were £68.4 million which was an increase compared to 2012’s £34.8 million. This was credited to an increase in premium travelers. The company have applied a number of marketing campaigns including the £10 million global advertising that features the “Your airline’s either got it or it hasn’t” campaign. (Virgin, 2013)
- Flybe is one of the biggest regional airlines in the low cost carrier category and has been making losses since 2010 with the 2012 and 2013 earnings being losses of £5.4 million and £41.8 million respectively. However, the brand have been applying marketing campaigns to enhance its competitiveness through advertising campaigns including the 2013 advertising campaign through press, outdoor, radio, digital and TV medias with a strap line “Making flying better”. (Cheeseman, 2013 )
- Company Current Situation Analysis
- Company Overview
EsyJet is a British airline that was founded in 1995 as a subsidiary of Easy Group Conglomerate. The company has its headquarters in London and provides low cost services across its extensive network in Europe from its largest hub at Gatwick airport. (CAPA, 2014) The business operates in top 100 routes in Europe as well as through the largest 50 airport in the continent and serves a total of 600 routes with more than 200 aircrafts. (EasyJet, 2013)
The airline is one of the leading operators in the UK and has an online booking system through which travelers can book for their journeys either through an agent or direct through the company website. Customers are also able to track Easy Jet flights through its flight tracker tool as a means of enhancing efficiency in customer timing of departures and arrivals. Through its program named Flexi, the company offers unlimited dates changes and customers can make a choice for their seats and have one piece of hold luggage in addition to not being charged any extra booking fees. (Easy Jet, 2014b) Through its strong positions in key markets and major airports, the business has developed a leading network in Europe. Further, the brand has the ambition of becoming Europe’s’ preferred short-haul airline that delivers leading market returns. (Easy Jet, 2014d)
- EsyJet’s Asnoff Matrix
In its operations, Easy Jet have been applying product development with its latest bid to address the needs of rising affluent and business traveler segments. In that respect, there have been actions to add value to the business services as well as enhanced market. In that respect, the business strategies have been product development to serve the existing market needs.
With product development, the business have introduced into its services the arranged seating system as well as flexible bookings and flight services where travelers are free to adjust their flight arrangements within a given time shorter than the usual industry practice. (Easy Jet, 2014b)
- PESTEL analysis
A number of external factors that are beyond business control ranging from political, economic, social and technological as well as environmental and legal factors affect Easy Jet’s operations. (Sengupta, 2005) In that respect, the factors affecting the airline’s operations in UK are summarized as follows.
Free trade: Government policies in favor of free trade are increasingly liberalizing markets for new entries. In that respect, the business is faced with increased competition with entry of new market players. In that respect, free trade policies pose a threat of increasing competition hence a need for the business to enhance its competitiveness.
Political regimes and stability in the business’ major markets including Europe and Asia provides a suitable operating environment for EasyJet hence potential for business sustainability. (Keller, 2012)
Economic growth determines the demand of services in and economy hence a good potential for the business growth given the improving economic conditions in Europe and Asia that are Easy Jet’s major markets.
Employment level in an economy determines the level of disposable income hence the demand of services including air travel. Improving employment level in Europe and the company’s major markets including Asia provides a significant demand hence an opportunity for Easy Jet’s growth.
Inflation affects consumers’ purchasing power hence the customers’ ability to pay for services including air travel. Increasing inflation in Europe is a threat to the business. (Kotler, 2010)
- Social and cultural
Social class determines the types of travel services that travelers demand hence the need to increasingly brand different travel services in a manner that EasyJet addresses different social classes’ needs.
Lifestyles changes are increasingly resulting to a change in the types of services that airlines deliver to their customers. In that respect, as customers become more sophisticated in terms of the types of services they would want to identify with, airlines are increasingly blending their services and systems to meets those demands hence the industry is in constant change that Easy Jet should address. (Euromonitor, 2014)
Airlines operations are increasingly being improved with advanced technology. In that respect, airlines that adapt innovation as EasyJet are increasingly enhancing their operations relative to competitors.
Effective marketing communication is also being enhanced by technological advance with its provision of new marketing platforms like internet and social media. In that respect, it is easier to reach different segments using certain advanced Medias with an example of an ability to reach the middle aged and the young technologically savvy through social media, as well as internet advertisements and promotions. (Sengupta, 2005)
Increasing concern over the airlines emission of greenhouse gas is affecting their operations with increasing calls to reduce the emissions. That means that Easy Jet has to establish suitable and effective operations in terms of travel planning and buying of effective airplanes. (Kotler, 2010)
- Legal and regulatory
Aviation regulations are increasingly seeking to enhance air travel safety hence a growing need for the business to continue investing in meeting the safety requirements.
Licensing of new entrants in the market has numerous requirements given the sensitivity of the industry’s services. In that respect, the requirements keep the airline protected from new entrants’ competition. (Euromonitor, 2014)
- SWOT Analysis
- It is a well recognized brand in the Europe market given its extensive network coverage and marketing operations.
- It is profitable hence has a suitable financial position to enhance continued investment in enhancing service efficiency and business sustainability.
- The business is Innovative in enhancing customer experience through differentiated services that makes it’s a brand of choice hence enhancing its performance.
- The business has a well developed international network that enhances its reach to several markets as well as ability to address demand variation.
- The business has relatively low performance compared to the industry peers. In that respect, the business is relatively less attractive to potential investors. (Easy Jet, 2014b)
- Advanced technology that enhances market reach and development of innovative services provides the business with an opportunity to differentiate its services and provide unique brands to the market.
- Increasing demand owing to improving consumer confidence and economic conditions provides the business with an opportunity to serve more customers in the existing market. (Easy Jet, 2014b)
- The business faces increasing competition with increased market liberalization that allows new market entry into its existing markets.
- Increasing regulation in the industry presents a threat to the business as it could be required to incur more costs in seeking to meet the requirements including safety requirements among others.
- Increasing environmental concern that results to the need for airlines to reduce greenhouse gas emission could affect the business operations negatively through added cost and reduced operations. (Euro monitor, 2014)
- Marketing performance with 4 P elements
The brand’s marketing operations entails application of the 4 P’s of product positioning, pricing, distribution and promotion. Easy Jet’s marketing success was marked by its recognition as the winning airline in marketing category by Airline business which is a leading aviation magazine. That was in recognition of the company’s success in use of internet as one of its major marketing and sales tools. In that respect, the business promotion and distribution strategies were effective in establishing it as the best recognized brand in the whole of Europe. (Easy Jet, 2014f)
In addition, the company’s focus on its website as a distribution and promotion tool enhanced its performance by increasing its passenger numbers from 23.9 million to 25.2 million in 2012. (Smith, 2012)
The company has also been involved in positioning its brand as a smart choice for travelers with its increased product positioning strategies that sought to deliver value to customers. Good examples are the arranged seating and enhanced customer service. (Smith, 2012) Finally, the business pursuit of low pricing has been credited with its performance improvement hence reflecting its pricing strategy success. (Smith, 2012)
- Past and Current marketing campaigns
Among the company’s marketing campaigns is the email marketing that was applied in delivering message to customers about the business products and services. The campaign resulted to the business being ranked the best email marketer while the Ryanair which is a competing brand was ranked by Airline magazine as the least scorer in email marketing. (Easy Jet, 2013)
The company has also applied multimedia advertising campaigns with an example of the 2011 campaign in which it was celebrating its new generation of travelers who were created as a result of the brand’s extensive network and low fares. The campaign aimed at reflecting and celebrating diversity of the airline’s passengers including holiday, family and business travelers. The campaign was run through televisions in UK and across 10 countries in Europe spending a total of £5 million. The campaigns message was that; with Easy Jet, everyone can do many things including visiting family and friends, exploring new business opportunities as well as holidays. (Easy Jet, 2013)
The Company also offers some added benefits to its customers through programs like the annual EasyJet plus pass that exclusively gives services access to its members for £149. In addition, the business has a customer charter that provides information to travelers through its website. The charter provides customers with access to information as well as platforms to chat with the airline crews. (EasyJet, 2014a)
The company also has a current marketing campaign named “Generation ESY Jet” that seeks to celebrate the company’s customer base diversity with its customers ranging from business fliers to those traveling for holidays. Its new seating allocation system was credited with revenue growth that was marked by a 10.5% increase in 2013. (Vizard, 2014) Further, the business employees seeks to serve customers guided by some strategies as follows
- Service with a big smile as friendly service is the company’s passion.
- Makin it easy for travelers to understand what to expect at all stages of their journey.
- Being open and upfront in informing travelers what they should know and what is truthful. (Easy Jet, 2014c)
- Outline of current marketing activities
The business has been investing in marketing strategies including the pan-European campaign that involves campaigns including the “Europe by easy jet” and the “Where are you going”. The campaigns are aimed at making a connection between easy Jet and the travelling pleasure whether for business, visiting friends or holiday purposes. (Smith, 2012)
Other marketing activities include:
- The use of the easy Jet Plus card that provided customers with flexible services.
- Increased customer service that focuses on enhancing customer comfort.
- Application of the company website as a means of providing service access to customers through the online booking system. (Easy Jet, 2014a)
- Company Financial performance
As a result of suitable strategies as the travelers arranged sitting and provision of the necessary information to customers through the company website, EasyJet is easily catching up with its competitors including Renyair in terms of passenger numbers. Further, the business has been trying to sets its brand apart from the competing low cost airlines through a focus on customer service and introduction of perks including flexible tickets. In comparison, Easy Jet’s passenger numbers grew by 3.6% in the year 2013 from 59.2 million in 2012 to 61.3 while Ryanair’s numbers grew by 2.3% to 81.4 million passengers. In addition, Easy Jet’s load factor that measures the capacity of its flights was ahead of that of Ryanair in %2013. This was demonstrated by Easy Jet’s load factor being 89.3% compared to Ryan air’s 81 %. (Vizard, 2014) Further, the business’ passenger numbers grew significantly in 2014 with a 3.5% increase in February compared with the same period last year. (EasyJet, 2014b)
In that respect, Easy Jet’s annual profits for the year 2013 increased by 51% as a sign of its success in attracting more passengers that resulted to massive increase. The performance was boosted by increased demand by old fliers, the affluent as well as business passengers. The profit rose to £478 million in September 30th from the previous profit of £378 million in 2012. In addition, the business paid total dividends of £175 million to its shareholders in a special dividends payment. (Easy Jet, 2014b)
- Target profile
Easy Jet’s target market can be summarized through their demographic aspects as follows
Age: The travelers are middle aged including mainly holiday and business travelers.
Income: The target segment has a significantly high income hence capable of paying for the premium services. In addition, the high income earners would not be sensitive to price changes and values high quality.
Education: The segment comprise of educative people who have at least attended college. In that respect, the customers are expected to be technologically savvy and capable of using online platforms. (Milmo, 2010)
As a means of positioning the brand to meet the target customers’ needs, Easy Jet applies marketing strategies including delivery of effective services. That has been done through strategies as the arranged seating as well as enhanced customer service. In respect to pricing, the businesses have been applying value pricing that seeks to reflect value to its customers. In that respect, the target market that comprise of business people and the affluent gets value through efficient service, convenience as well as comfort for which they are willing to pay the premium price. Further, the business seeks to enhance its distribution through its website as well as through partnership with key airports as the Gatwick that enables its customers to have easy access of the brand services. Finally, the business applies promotion strategies ranging including advertising as a means of creating a favorable brand image that travelers would want to identify with. (Easy Jet, 2014f)
The budget estimate for the communication strategies can be summarized as follows.
- Revenue and profit
With the application of the marketing communication strategies, the business would be capable of penetrating the existing markets through increased awareness and creation of a favorable brand image. In that respect, the business could be able to enhance its revenue by 15% and profit by 10% that would be realizable considering the industry performance. (Sengupta, 2005)
- IMC Campaign
The marketing communication strategies implementation should have objectives that are on line with the current market situation, as well as the company’s capacity and goals. (Sengupta, 2005) In view of the competitors and industry performance, the business objectives will include increasing revenues by 15% on an annual basis, increasing passenger number by 4% on an annual basis and achieving 10% annual growth in profit. Further, the marketing and communication objectives are as follows.
- Objective1: Create a favorable brand image by promotion it as a business that values diversity.
- Objective 2: Promote the brand as being cost effective relative to competitors.
- Objective 3: Promote the differentiated services to customers as a means of creating awareness of the unique value that the business offers relative to the competitor’s services.
- Objective 4: Promote the brand as being responsible business in various aspects including environment conservation and community service. (Percy, 2011)
- Porter generic strategies with SWOT Analysis
As a means of penetrating the existing market in line with the Asnof Matrix analysis, the business should apply differentiation and Cost Leadership strategies.
Given the changing customer needs and improving customer confidence as well as recognition of Easy Jet brand in the market, the business can adapt differentiation strategy as a means of serving exiting customers who would value high quality services that are charged a high price. This would be appropriate as the business has already attracted a significant market of the affluent and business travelers who are not price sensitive given their relatively high disposable income and purchasing power. (Percy, 2011)
In view of the current issues facing the company in addition to the opportunities and threats that face the industry, it is crucial for Easy Jet to apply strategies that utilize its strengths and address its weaknesses in maximizing on opportunities while averting possible threats in support of the differentiation generic strategy that is aimed at penetrating the existing market with use of existing products. (Pick ton & Broderick, 2005)
- The business should utilize its skills and innovation capability to utilize the opportunity in technological advance and enhance service delivery that can differentiate its operations. That could include developing loyalty programs through which customers can earn points that can be redeemed for free travels upon accumulation of certain points. (Sengupta, 2005)
- As a means of enhancing differentiation, the business could apply its well developed network with the airports like Gatwick to deliver more customized services in terms of timing and schedule for high value customers. This would be suitable in addressing the rising competition threat. (Kotler, 2010)
- The business could utilize the rising demand in the market by developing more innovative services to differentiate its brand as a means of addressing its relatively low performance. This could enhance market penetration and performance improvement. (Percy, 2011)
- As a means of averting possible threats and addressing the business weakness, Easy Jet can seek to enhance its adherence with increasing industry and environment regulations. Through the strategy, the business could avoid regulation risks as well as enhance its performance through creation of a favorable brand image that is socially responsible hence customers would want to identify with. (Kotler, 2010)
Medias and Key messages
- The messages should focus on portraying the business as one that values diversity in serving its customers without discrimination.
- The objective can be achieved by advertisements through a wide variety of Medias including televisions and internet as well as social media avenues like Face-book and twitter so as to reach wider geographical areas with the diversity message. (Percy, 2011)
- The messages should focus on informing travelers of the low prices. In addition, the messages should seek to educate customers on the value they get for the differentiated services.
- The messages can be delivered through a wide collection of Medias including the company website, social media as well as billboards. (Hooley, Nicouland & Piercy, 2011)
- The messages should focus on the differences that EasyJet services offers. That can include some visual presentation of the services.
- Effective delivery for the message would be through televisions and the internet where travelers would have an opportunity of seeing the service difference. (Percy, 2011)
- The messages should focus on informing people on the company’s commitment in addressing social and environmental issues like environmental conservation as well as community support.
- The promotion will be done through the business sponsoring community events as well as engaging in environmental conservation, events where the company representatives would relate with people and pass the information on the company’s involvement with social responsibility. (Brassington & Pettitt, 2006)
In view of the industry analysis, the UK airline market have been demonstrated as being highly competitive with large global and regional airlines including British Airways, Ryanair, Easy Jet, Flybe, Thomas Cook and Virgin Atlantic. However, the market has been facing challenges and was named by IATA as the poorest performer in Europe in 2013. In addition, a number of dynamic factors have had effect on the airlines operations with a large number registering losses. In that respect, the businesses have been applying massive marketing campaigns as a means of enhancing their performance. On the other hand, Easy Jet has been demonstrated as one of the leading airlines in the market with massive marketing campaigns to reposition its brand. However, given the company’s current situation and the industry status, a number of opportunities are identified that the business can utilize to reposition itself. That can be done through a differentiation strategy that would focus on penetrating the existing market with its existing services. Finally, a number of strategies that address the business weaknesses while utilizing its strengths to take advantage of market opportunities and avert threats are suggested. In addition, marketing communication strategies are suggested to support the porter’s generic strategy implementation.
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