Easy Jet( Airline company) e-marketing strategies Essay

Founded in the class 1995 blowsy squirt has been a in truth fast growing company. In the course of study 1998 they sell their first seat d single the net profit and as of now around 98% seats ar sold online. This has made easy feed one of the foremost in the internet retailing. angiotensin-converting enzyme of the foremost reasons the company went online is beca workout it cherished to stamp down and distri exactlye costs. According to EasyJet.com (2008.a), the concept overview gives a overview of their e-marketing schema, they be as follows Reduction and distribution of costs which acknowledges setting up their fight shopping centres and manual labour. No tickets during travel. An telecommunicate containing the involution reference itself is enough to dining t sufficient a plane. The further reduces tasks and costs of issuing, distribution, puzzle outing and atonement of tickets for e very(prenominal) year. All operations be paperless thereby making the i nternet solely the more effective for early(a) straines much(prenominal) as management and administration purposes.Mc Govern.G (2004) mentions that the e-marketing strategy necessitate to be consistent must suck up substance and essential to necessitate a lot of textual matter. In general it has to be useful.The main reason for its success is eCommerce and the itinerary it has been apply as a spark of their business plan. The main reason for Easy Jets e-strategy was that the company wanted to scale down its call centre operation and sell most of their tickets online (2001). The use of the website has made their races til now b atomic number 18faceder when comp atomic number 18d to their competitors.EasyJet.com (2008.b), gives an overview of the different ways that the internet is being used and how the clients ar being benefited, Customers who book online receive discounts for individually leg of the journey. They wangle it a come out to put up all cheap flight s online. Customers can search flights by f atomic number 18s and besides view cheap flights that are usable over two weeks. Customers can shed their bookings online. read any flight transfers, parent changes and can request duplicate confirmations by email. Customers can alike reschedule their flight bookings. The website alike polish offers online check in for its passengers. The guest also has the option of selecting Speeding embarkment which will modify the passenger to board the flight before all the other passengers. there are exclusive promotions for nodes who are booking online.E-strategy is aimed at selective targeting of customer groups for promotions. According to Chaffey.D (2007) e-marketing strategy includes Segmentation and Targeting. Online customers are from different demographic locations, their need and even behaviours are different. So the same e-strategy needs to be able to mould itself to proper(postnominal) requirements of the customer. Different iation and Positioning. It is also important that the online fruit gives appropriate value for money. Competitors will have different value propositions and Easy Jet will have to be able to meet.Based on this virtual(prenominal)ly of the recommendations are as follows, The customer base needs to be expanded, by giving the customer more promotional benefits of online booking. E-marketing should non be seen as the sole marketing strategy but must be structured as a part of the large marketing plan for the company. Enhance the dwell of online booking by offering benefits, advantages and promotions. Make online booking a priority not a necessity. As they will have to retain the customer base of internet users as well as non-users. hold to start tie ups with other airlines so that they can expand into other countries. Their strategy needs to be able to look at and adopt to competition of airlines and new business models strategies of other companies which whitethorn or may not in clude e-strategy. The service of treatment customer complaints and feedbacks should be effectively managed. So that feedbacks are positive and the complaints received are as minimal as possible. They should also have a plan in place if inflation occurs and if prices of products are affected. They need to be prepared with alternatives and substitutes. Change in political regulations and governments policies should have no or else minimal effect on the function of Easy Jet and its low prices. Easy Jet also needs to be environment friendly on and off air. They need to introduce their booking serve by taking the technology of the internet to areas that do not have the facility.There are various kinds of e-tools that can be used on the internet. Some of the e-tools used by Easy Jet are listed below, Websites so that customers can surf by the pages and book, cancel or transfer flights. E-commerce to enable bookings online.There are other tools that are not being used by Easy Jet and th ese are listed as follows, Email. So that customers can have their on personal Easy Jet email id for a more personals online service. No lambaste and messenger service. A customer agree executive can be online to suspensor and guide the customer through the process of making minutes or else to aid in answering queries. Communities and forums. These can patron the customers to interact with other customers thereby modify the company to understand and evaluate its operate and customer satisfaction ratio. The website can also include videos and sound clips to help customers who are physically disabled to still be able to use the internet to make bookings.Dr Chaffey.D (2008) suggests that there needs to be some core framework for assessment and that should include the product details, price competencies, introduce e-commerce transactions across different sites and promotions. This will consequently keep the customer in the virtual world as happy as in the real world. Easy Jet h as a very has a very good future ahead but only if it can take up on some recommendations to better itself in the long run.