Marketing Analysis - EasyJet PLC

 Marketing Exploration - EasyJet PLC Article

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CONTENTS

Table of Contents:

1 . Executive Summary2

2 . Backdrop Information3

3. Problem Definition and Objectives5

three or more. 1 MDP5

3. a couple of MRP5

3. 3 Components5

4. Study Design6

4. 1 Focus on Population6

5. 2 Testing Process Steps6

4. 3 Questionnaire7

five. Data Analysis11

6. Findings & Recommendations13

7. Limitations14

8. Biography15

Executive Brief summary

This market exploration report is founded on EasyJet founded in 95 by Stelios Haji-Ioannou. One of the largest flight companies in the United Kingdom and Europe's leading airline functioning on above 600 paths across much more than 32 counties. The company provide a number of solutions from package deal holidays to car employs bookable with the easyjet. com website, the next most sought for airline on a global size (Google Analytics). With number 1 and 2 market share positions in crucial airports across Europe, this season EasyJet have been voted one of the best for price range flight within a Skyscanner survery. Having seen an increase of 15. 5% in revenues among FY2012 and FY2013 and with over 370 , 000, 000 visits per year to easyjet. com attributing to 85% of sales, EasyJet have become looking at ways the company may have a stronger knowledge of their customers and their needs/preferences to be able to balance keeping costs down with a strong customer experience increasing customer satisfaction and devotion. From the history available, the management decision problem (MDP) was understood to be: " Should EasyJet commit capital into improving the internet customer knowledge in order to appreciate their customers, maximize customer satisfaction and loyalty? ” Using a mixture of conclusive detailed and exploratory research approaches, the market research group acquired detailed qualitative and quantitative data from previous EasyJet customers and concluded having a recommendation of EasyJet not investing into further improving the online customer experience. Regarding the levels of satisfaction, virtually all respondents did not have an view meaning that the business need to invest in other areas/activities in order to increase sales and so forth A commitment programme pertaining to easyjet. com users was recommended in order to reward extremely frequent flyers whilst concurrently encouraging these to continue word-of-mouth-advertising, which is still the simplest way for businesses to win new clients (ARF, 2013). Finally, EasyJet are attracting older wealthy business travellers with a boost of 1. 2% to the common age of buyers on the EasyJet database. It was recommended by market research group that EasyJet invest in further adapting networks, offers and planes layout (allowing for more given seating to match business travellers) in order to capitalize on this option.

Background Information

EasyJet, founded by Stelios Haji-Ioannou in 1995, is usually headquartered in London Luton Airport terminal, United Kingdom. The British airline carrier is now one of the most significant airlines in the united kingdom and " Europe's leading airline working on over 600 routes across much more than 32 countries” (EasyJet PLC, 2013). In accordance with the company's growth, employment amounts across European countries have elevated with right now over on the lookout for, 000 employees (EasyJet PLC, 2013). Primarily operating in britain and The southern area of Europe (MarketLine, 2013) and alongside offering short-haul routes, EasyJet provide a range of solutions via their website www.easyjet.com. Buyers are able to book hotel stays, package vacations, arrange car hires with Europcar travel insurance and purchase european currency credit cards in order to make sure safety when you use money abroad (Quick Numbers, 2013). As well, for customers who may have a anxiety about flying, the corporation facilitate a " Fearless Flyer” course bookable with the company web page and geared towards helping people to overcome all their fears...

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MarketLine

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