1. MARKETINGREPORT FOR TRAVEL AND TOURISM
MARKETING REPORT FOR TRAVEL AND TOURISM
Name: Felicia Palmer
Module Title: Marketing for Travel and Tourism

2. Module Leader: Dr.Bruno Cignacco (PhD)
Date: 12:07:2015

3. Executive Summary
The whole idea of EasyJet was innovative, it was built on believe
that demands for short-haul air conveyance is price elastic, in
other words if costs for flights are being reduced, more persons
will fly. This report illustrates a thorough look of EasyJet
marketing plan and brand strategy use and implemented by
this economical airline; I will take a close look at external and
will give an External analysis demonstrate on Macro
environment through PEST which is made up of political,
environmental, social/cultural and technology factors of
EasyJet, in addition an investigation of the competitive market
environment of EasyJet will be shown which consist of EasyJet’s
nature of business in which it operates in the Micro
environment by explaining it through Porter’s 5 Forces. I will
later go on to give an internal analysis via SWOT which consists
of strength, weakness, opportunities and threats of EasyJet. I
will later go on to discuss the Marketing Objectives and
Marketing Segmentation fixed for EasyJet. Last but not least
Marketing Mix (7 Ps) including digital communication for
EasyJet and finally this will be followed by a conclusion and
referencing

4. Table of Content
 Executive
Summary………………………………………………
…….
 Introduction……………………………………………
………………....
 Situation
Analysis…………………………………………………
……..
 Internal Analysis –
SWOT…………………………………………..
 Macro-
PEST……………………………………………………
…………
 Micro-Five
Forces……………………………………………………
….
 EasyJet Structure and Size
Segment……………………………….
 Problems facing
EasyJet……………………………………………….
 Overview of present
condition………………………………………

5.  Marketing
Plan………………………………………………………
……
 Marketing
Segmentation…………………………………………
…...
 Marketing
Distribution……………………………………………
……
 Marketing
Objectives………………………………………………
…..
 Marketing
Mix………………………………………………………
…….
 Positioning………………………………………………
………………….
 Conclusion………………………………………………
………………...
 Reference………………………………………………
………...............

6. Introduction
EasyJet Airlines has emerged as one of the most successful low-
cost airlines in Europe since its launch in 1995 by the British
entrepreneur Sir Stelios Haji-loannou. The headquarters of this
airline is based in Luton Airport and serves over 500 routes and
around 129 airports in Europe, North Africa and West Asia.
EasyJet is the competitor of the low-cost European airline
market right behind the front-runner Ryanair. As a cost-
effective airline EasyJet varies from traditional airlines by
having very low economical fares. It strive to retain its fee low
by removing the excessive value of embellishments. The
necessity to lessen prices is vital as a strategy to reach as many
clienteles as possible. In order to conduct a critical analysis of
this report I will be carrying out an overall study of EasyJet
Airlines marketing strategies and its operations, outlining its
effect on EasyJet procedures as a whole.

7. Situation Analysis
Situation Analysis
An organization does not run in solitude, its feedback and
choices totally relies on whatever occurs in the environment.
The factors happening outside a business are identified as
external factors or influences. The external factors affect key
internal procedures and the objectives and the strategies of the
business. It is so vital to recognise factors that might in turn
affect a quantity of vital variables that are expected to influence
the businesses supply and demand stages and procedure costs
(John P. Kotter, Leonardo Schlesinger, 1991; Gerry Johnson and
Kevan Scholes, 1993).
The tactic of EasyJet is to offer low-priced, no embellishments
air conveyance. This tactic has allow EasyJet to thrive. It is still,
vital to constantly strive to fulfil consumer needs and stay in
competitive position by valuing marketplace trends and
condition. This demands up to the need to do situational
analysis which includes the study of significant company
elements such as rival, consumers, price, weather, (external
environment), co-workers and the business itself. Conducting a
situational analysis for EasyJet provides the data and framework
for preparation by defining the business’s competitive situation,
monetary and working circumstances and the over-all condition
of the business’s internal and external relations. To achieve this
techniques such as SWOT and PEST are used.

8. PEST Analysis:
Political:
Environmental:
A. Ecological:
B. Environmental regulations: Economic recession where some
countries economy could increase and some could decrease.
C. Society:
D. Environmental product: The EasyJet EcoJet will deliver a
step change in the environmental performance
Social:

9. Technology:
Legal:
SWOT Analysis:
SWOT means strength, weakness, opportunities and threats; it is
a vital implement when examining the internal and external
environmental factors of EasyJet. Strength and Weakness are
internal environmental factors while external factors are
expressed through Opportunities and Threats. Essentially the
SWOT analysis will assist EasyJet gaging its resources, abilities
and weak opinions which need advance direction to develop
competitiveness. It can also provide an outline to assess the
policy or direction of EasyJet.
Strengths:

10. EasyJet is original and has very operative marketing strategy; it
is well known, respected and recognized as the leading brand
name in travel industry in the UK. EasyJet is facilitating several
of the foremost city destinations throughout Europe and is the
top rated supplier of low-price and no extra cost air travel.
EasyJet has a low running ratio due to the use of internet
providing consumers the advantage of paying the local calls
and have the most excellent customer’s service, for instance
EasyJet reimburses customers for flights that have been
delayed for more than 4 hours and it also have a suave system
that deals online promotion alerts by e-mail existing customers.
EasyJet has a user friendly website displaying the full fee
breakdown system for customers scheduled excursions for
example breaking down the price plan averts any unseen
charges to consumers when checking their reservations. EasyJet
has now venture into diverse market such as rental cars and
internet cafes making life much easier for their clienteles by
being served by the same business when needing these
amenities.
Weakness
EasyJet only flies solely with Europe and doesn’t provide free
on-board food services; it relies a lot on computers for booking
and information storing which can be risky for business. The
life-threatening competitiveness of the in-house air travel
industry can limit and outline pricing strategies on some of
EasyJet less gainful routes, it also has to charge low rates even

11. on these routes to vie with their rivals which are Jet Ryan Air,
Bmi Baby and other independent airlines
Opportunities
Provide free on-board refreshments would definitely be a plus
and would increase luxury for EasyJet consumers. EasyJet
should open new routes to major towns in Europe, from Dublin
to the UK also new contacts into business flyers to and from
UK. EasyJet could rearrange new types of the fly on the wall
biopics by providing the EasyJet trademark using additional
exposure and advertising.
Threats
Financial recession could cut the amount of casual and business
travellers. External marketplace services such as the rise of
price for oil can have major influence on running price posing
significant pressure on the profit of less popular routes and
time slots, while other airlines flying the same routes compete
fiercely on price forcing pressure on the margin on popular
flights and time slot. Day to day activities of EasyJet can be
significantly affected by pressure from union and member of
staff committees, also strikes have proven to be expensive to the
business and its image.
Micro Analysisof EasyJet

12. A.Suppliers:
B. Distributions
C.Customers
D. Competitors

13. EasyJet Structure Segment
Problems Facing EasyJet
Overview of present
Marketing Plan
Marketing Segmentation
Marketing Distribution
Marketing Objectives

14. Marketing Mix Analysis:
Marketing mix is all about putting the right product or a
combination in the right place, at the right time and at
the right price.
A. Product
B. Price
C. Place
D. Promotion
E.
P

16. Positioning
Conclusion
Reference

18. There are two types of external marketing
surroundings; these are called Macro and Micro. These
atmospheres’ issues are beyond the control of marketers
but they still have an effect on the choices made when
making a tactical marketing strategy.