Easy Jet( Airline company) e-marketing strategies Essay

Founded in the twelvemonth 1995 Easy Jet has been a really fast turning company. In the twelvemonth 1998 they sold their first place through the cyberspace and as of now about 98 % seats are sold online. This has made Easy Jet one of the foremost in the cyberspace retailing. One of the foremost grounds the company went online is because it wanted to cut down and administer costs. Harmonizing to EasyJet. com ( 2008. a ) . the construct overview gives a overview of their e-marketing scheme. they are as follows:

· Reduction and distribution of costs which includes puting up their engagement Centres and manual labor.

· No tickets during travel. An electronic mail incorporating the engagement mention itself is adequate to board a plane. The farther reduces undertakings and costs of publishing. distribution. processing and rapprochement of tickets for every twelvemonth.

· All operations are paperless thereby doing the cyberspace all the more utile for other concerns such as direction and disposal intents.

Mc Govern. G ( 2004 ) references that the e-marketing scheme demands to be logical must hold substance and demands to hold a batch of textual affair. In general it has to “be useful” .

The chief ground for its success is eCommerce and the manner it has been used as a portion of their concern program. The chief ground for Easy Jet’s e-strategy was that the company wanted to “scale down its call Centre operation” and sell most of their tickets online ( 2001 ) . The usage of the web site has made their flights even cheaper when compared to their rivals.

EasyJet. com ( 2008. B ) . gives an overview of the different ways that the cyberspace is being used and how the clients are being benefited.

· Customers who book online receive price reductions for each leg of the journey.

· They make it a point to set up all inexpensive flights online.

· Customers can seek flights by menus and besides position inexpensive flights that are available over two hebdomads.

· Customers can do their engagements online. Make any flight transportations. name alterations and can bespeak duplicate verifications by electronic mail.

· Customers can besides reschedule their flight engagements.

· The web site besides offers on-line cheque in for its riders.

· The client besides has the option of choosing Speeding embarkation which will enable the rider to board the flight before all the other riders.

· There are sole publicities for clients who are booking online.

E-strategy is aimed at selective targeting of client groups for publicities. Harmonizing to Chaffey. D ( 2007 ) e-marketing scheme includes

· Segmentation and Targeting. Online clients are from different demographic locations. their demands and even behaviors are different. So the same e-strategy demands to be able to model itself to specific demands of the client.

· Differentiation and Positioning. It is besides of import that the on-line merchandise gives appropriate value for money. Rivals will hold different value propositions and Easy Jet will hold to be able to run into.

Based on this some of the recommendations are as follows.

· The client base needs to be expanded. by giving the client more promotional benefits of online engagement.

· E-marketing should non be seen as the exclusive selling scheme but must be integrated as a portion of the bigger selling program for the company.

· Enhance the experience of online engagement by offering benefits. advantages and publicities.

· Make on-line booking a precedence non a necessity. As they will hold to retain the client base of cyberspace users every bit good as non-users.

· Need to get down bind ups with other air hoses so that they can spread out into other states.

· Their scheme needs to be able to manage and follow to competition of air hoses and new concern theoretical accounts schemes of other companies which may or may non include e-strategy.

· The service of managing client ailments and feedbacks should be efficaciously managed. So that feedbacks are positive and the ailments received are every bit minimum as possible.

· They should besides hold a program in topographic point if rising prices occurs and if monetary values of merchandises are affected. They need to be prepared with options and replacements.

· Change in political ordinances and authoritiess policies should hold no or else minimum consequence on the operation of Easy Jet and its low monetary values.

· Easy Jet besides needs to be environment friendly on and off air.

· They need to present their engagement services by taking the engineering of the cyberspace to countries that do non hold the installation.

There are assorted sorts of e-tools that can be used on the cyberspace. Some of the e-tools used by Easy Jet are listed below.

· Websites so that clients can surf through the pages and book. natural or reassign flights.

· E-commerce to enable engagements online.

There are other tools that are non being used by Easy Jet and these are listed as follows.

· Email. So that clients can hold their on personal Easy Jet email Idaho for a more personals on-line service.

· No confab and courier service. A client support executive can be online to assist and steer the client through the procedure of doing minutess or else to help in replying questions.

· Communities and forums. These can assist the clients to interact with other clients thereby enabling the company to understand and measure its services and client satisfaction ratio.

· The web site can besides include pictures and sound cartridge holders to assist clients who are physically disabled to still be able to utilize the cyberspace to do engagements.

Dr Chaffey. D ( 2008 ) suggests that there needs to be some nucleus model for appraisal and that should include the merchandise inside informations. monetary value competences. present e-commerce minutess across different sites and publicities. This will so maintain the client in the practical universe every bit happy as in the existent universe.

Easy Jet has a really has a really good hereafter in front but merely if it can take up on some recommendations to break itself in the long tally.