EasyJet aims to provide low fares and frequent flights between major European airports. It targets both business and leisure travelers. Its marketing mix focuses on keeping costs low to offer the lowest fares possible through features like punctual no-frills flights and an orange brand. EasyJet's website is its main distribution channel and advertisements can be seen all over Europe. Factors like heightened environmentalism, terrorism, and energy crises have increased airline costs, affecting pricing decisions. The competitive airline market and price-elastic demand influence EasyJet's decisions to position itself as a low-cost carrier pursuing good value pricing.
8. Question 1 How do easyJet’s marketing objectives and its marketing mix strategy affect its pricing decisions?
9. EasyJet ’s Mission Statement: “To provide our customers with safe , good value , point-to-point air services . To effect and to offer a consistent and reliable product and fares appealing to leisure and business markets on a range of European routes. To achieve this we will develop our people and establish lasting relationships with our suppliers.”
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12. With recognition for providing more efficient, low-cost flights, whilst maintaining as a high quality of service as possible, easyJet is positioning itself to its consumer base as the best form of budget travel in Europe. Price is a crucial positioning factor
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17. Question 2 Discuss factors that have affected the nature of costs in the airline industry since 2000. How have these factors affected pricing decisions?
47. Question 5 Do you think that EasyJet will be able to continue to maintain a competitive advantage based on price? What will happen if other carriers match the low-price leader?
