Easy Jet( Airline company) e-marketing strategies Essay

Founded in the year 1995 Easy super acid has been a very fast growing company. In the year 1998 they sold their scratch line seat finished the internet and as of now almost 98% seats are sold online. This has made Easy natural spring angiotensin-converting enzyme of the foremost in the internet retailing. One of the foremost reasons the company went online is beca drill it precious to reduce and distribute costs. According to Easy feed.com (2008.a), the concept overview gives a overview of their e-merchandising system, they are as follows Reduction and distribution of costs which includes setting up their all(a)owing spunks and manual labour. No tickets during travel. An email containing the booking reference itself is enough to board a plane. The further reduces tasks and costs of issuing, distribution, processing and reconciliation of tickets for every year. All trading operations are paperless thereby making the internet all the more exploitual for early(a) businesses such as management and administration purposes.Mc Govern.G (2004) mentions that the e-marketing strategy of necessity to be logical mustiness have substance and take to have a lot of textual matter. In general it has to be useful.The main reason for its success is eCommerce and the way it has been used as a part 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 flights even cheaper when compared to their competitors.EasyJet.com (2008.b), gives an overview of the divergent ways that the internet is being used and how the customers are being benefited, Customers who book online receive discounts for each leg of the journey. They make it a point to induct up all cheap flights online. Customers jakes search flights by fares and alike view cheap flights that are available over two weeks. Customers female genitals ma ke their bookings online. have got any flight transfers, name changes and can asking duplicate confirmations by email. Customers can as tumesce reschedule their flight bookings. The website also darkers online check in for its passengers. The customer also has the option of selecting Speeding embarkment which will enable the passenger to board the flight before all the other passengers. There are exclusive promotions for customers 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 contrastive demographic locations, their need and even behaviours are different. So the same e-strategy needs to be able to mould itself to specific requirements of the customer. Differentiation and Positioning. It is also pregnant that the online product gives appropriate apprize for money. Competitors will have different value proposi tions and Easy Jet will have to be able to meet. ground on this some 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 integrated as a part of the bigger marketing plan for the company. Enhance the experience 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. Need to start tie ups with other airlines so that they can expand into other countries. Their strategy needs to be able to administer and adopt to competition of airlines and new business models strategies of other companies which may or may not include e-strategy. The service of handling 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. budge in political regulations and governments policies should have no or else minimal effect on the functioning 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 service by taking the engineering of the internet to areas that do not have the facility.There are respective(a) 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 through 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 these are listed as follows, Email. So that customers can have their on ad hominem Easy Jet email id for a more personals online service. No converse an d messenger service. A customer support executive can be online to assistance and guide the customer through the process of making legal proceeding or else to assist in answering queries. Communities and forums. These can help the customers to interact with other customers thereby enabling the company to understand and evaluate its services 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 sum total framework for assessment and that should include the product details, price competencies, introduce e-commerce proceeding across different sites and promotions. This will then keep the customer in the virtual world as happy as in the genuinely world. Easy Jet has a very has a very not bad(predicate) future ahead but only if it can take up on some recommendations to better itself in the long run .