Marketing

1.0 Introduction:

I shall compile a report based on Easyjet and their major competitor, British Airways. The document shall enclose background information about both of these organisations, a SLEPT and SWOT Analysis of Easyjet, a Competitor Analysis, recommendations and a summary of the information processed.

The purpose of the report is to show an analysis of the marketing environment of my chosen organisation, with an in depth research policy, which includes Easyjet's and British Airways' Financial Information, Mission Statements, Aircraft and Passenger details, Flights, Routes and Destination details and other relevant information.

2.0 Notes and Background Information- Easy Jet:

Company Name: Easy Jet

Web Site Address: www.easyjet.co.uk

Telephone Number: 08717 500 100

Company Founder: Stelios Haji-Ioannou

Other Organisation Sub Groups: * EasyInternetCafe

* EasyCar.com

* EasyMoney

* EasyValue

Main Airline Base: Luton Airport.

Turnover: (To Sep. 2003) Ј932 Million

Profit: (To Sep. 2003) Ј52 Million

Number of Passengers: (2002) 20.3 Million

Stock Market Debut: 22nd November 2000

Stock Market Debut Price: Ј3.10 per share

Easy Jet's first ever flight was in November 1995 and it still remains the UK's low cost airline. Since then, they decided to merge with Go-Fly, which increased Easy Jet's purchasing power, financial resources and their market segmentation.

This lead to the airline increasing their aircraft numbers and available routes across Europe.

Easy Jet have since, decided to improve their customer base. This has lead to a survey recording the following results:

86% of GB residents live within 90 minutes drive of an EasyJet airport.

64% within 60-minute drive.

Source: FY2003 Interim Results

(See SWOT Analysis- Social Factor).

3.0 SWOT Analysis:

Easy Jet:

4.0 SLEPT Analysis:

Easy Jet

5.0 Competitor Analysis:

The airline industry is a highly competitive market, which consists of major organisations obtaining the greater market share. These include Easy Jet and British Airways- My chosen company for my Competitor Analysis. There are also various other rival organisations which include BMI Baby and Bargain Flights

Company Capability Profile:

Available Routes

British Airways fly's to 550 destinations, which is a slightly more than EasyJet.

Financial Power

BA recorded a profit of Ј105m (pre tax) for the year 2002-2003. The figure previous to this was Ј245m (pre tax).

Easy Jet British Airways

Value for Money 1 2 3 4 5 1 2 3 4 5

Quality of Service 1 2 3 4 5 1 2 3 4 5

Comfort of Journey 1 2 3 4 5 1 2 3 4 5

Available Routes 1 2 3 4 5 1 2 3 4 5

Travel Services 1 2 3 4 5 1 2 3 4 5

Financial Power 1 2 3 4 5 1 2 3 4 5

Customer Service 1 2 3 4 5 1 2 3 4 5

Timetable Flexibility 1 2 3 4 5 1 2 3 4 5

E-Commerce Service 1 2 3 4 5 1 2 3 4 5

Booking Procedures 1 2 3 4 5 1 2 3 4 5

Overall Total 37 40

The above table suggests that although Easyjet offer their passengers a value for money and a booking user-friendly service, BA concentrates on the quality factors, such as the comfort of the journey, the travel services available and the number of available routes. Overall, BA outscores Easyjet, which states they should also obtain a greater share of the market segment.

British Airways:

Strengths: Weaknesses:

British Airways- Objectives:

 By November 2003- Increase passenger capacity.

 To produce a pre tax profit for the year 2003.

 To develop routes to Algiers from London Gatwick on January 5, 2004.

 To develop routes to three new routes to three Italian destinations, Bari, Cagliari and Catania by Summer 2004.

 To increase service frequency- (November 2003-Summer 2004).

(Please see the appendix- Press Release for evidence of the above)

Strategies for BA:

BA plan to