Easy Jet

4283 Words18 Pages
The marketing audit is a fundamental part of the marketing planning process. It is conducted not only at the beginning of the process, but also at a series of points during the implementation of the plan. The marketing audit considers both internal and external influences on marketing planning, as well as a review of the plan itself
1.Environmental Audict on Easy jet(the factors that can influnce the company)
A)Five porter’s forces:
*Threats from new entrants : When new airlines enter the market ,how they affect easy jet
*Threats from subsititue products: more options to go to a destination such as buses,train..how these things affect easy jet
*Bargaining power of suppliers: if plane manufacturer factories sell planes with a high
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These external competitive forces can restrict and shape pricing policy on some of EasyJet’s less profitable routes as they seek to compete with their competitors. * They do not offer a free food service on longer flights of 2 hours plus. easyJet has many weaknesses but the main include the lack of service,flexibility and business focus making the low-cost model unappealing to business travellers. Businesstravellers are not included within easyJet’s business model. Since September 11 business travellersaccount for 50% of passengers and therefore should be a target for marketing and should be included inthe business model. This can be seen as a weakness for not targeting this segment. easyJet’s business model also relies on people flying more often. However, there is a limit as to howoften people fly. The growth is not infinitive, it is possible that the low-cost market will be saturated. Itwill come to a point when the low-cost airlines will not be able to stimulate any more demand fromlow prices. (CPRE: The Future Development of Air Transport in the UK, July 2003

Weaknesses:

Pilots over 65 are not allowed to fly over France, Italy and Portugal.

No guaranteed departure.

No unaccompanied children under age of 16.

No autopilot.

Lack of service, flexibility and business focusmake the low-cost model
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