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Marketing And Management: Easy Jet Assessment Answer


Marketing Strategy &Strategic Options & Strategy- Segmentation, Targets & Positioning of Easy Jet

The Chosen Brand Easy Jet has built the industry with its focus on leading the business model in European short – haul aviation. Their vision was to leverage easy Jet’s cost advantage, leading market positions and brand to deliver point – point low fares with a maximum operational efficiency and by providing a friendly service for their Customers (Bamber, G. 2009)

Marketing Strategy

Easy Jet has built a strong number in their network positions in order to maintain a cost advantage which can drive maximum demand, convert and yield better results across Europe. They also had a disciplined way of using their capital which can give better results in terms of sustainable growth with a market share which is a little higher than the margins of 3% - 5%. Easy Jet has a balanced approach to get regular and tangible cash returns with 3x cover dividend (Jamroziak, N. (2003)

They had a large capacity in operations in terms of operating all across Europe with its presence in almost all the top European airports (Easy Jet 2011).  They have a strong position in a lot of key cities like Paris and Milan.

Strategic Options

Easy Jet has strong strategic options in terms of Fleet planning, Network Development and long capital allocation. The basic highlights of their strategy are

  • They have a strong strategic direction
  • They have a clear sense of direction in terms of their Focus Markets
  • They have a perfect scenario planning

Easy Jet has implemented a portfolio review of its own network performance with a perfect asset allocation. They have tracked their performance by getting their ROCE calculations, competitor activity and promotion activity. Their main strategies have also included execution of network plans in order to optimize their network cost.

Market Segmentation

Easy Jet has a perfect synchronized market segmentation with its high volume conversion which has a great focus on e –commerce engine. This is a demand based pricing model which is inter – connected with its proposition re-design and segmentation. This has resulted in structured re-targeting customers and other future prospects.

Targets and Positioning of Easy Jet

Easy Jet is targeting all the potential customers as their customer base. This is because their objective is to tap the private and the Government customers. These are the premier customers who require the highest quality of services and they are willing pay large amounts for their comfort (Porter, Michael E. 1980).   Easy Jet has managed to have the most premier markets in the world as their customer base and they mainly serve all the leisure travellers who spend their majority of time on holidays.


Easy Jet has won a lot of Customers by giving them special attention and they have focused on winning the long term Customers than the short term ones. This winning spirit has kept them going to maintain greater standards of customer service which they should also try and retain in the future.


Bamber, G. (2009) Up In The Air: How Airlines Can Improve Performance By Engaging Their Employees, University Press, 2009.

Jamroziak, N. (2003) La Bataille du Ciel Européen [online] available from [10 December 2011]

easyJet (2011) Présentation d'easyJet [online] available from [5 December 2011]

Porter, Michael E. (1980), Competitive Strategy: Techniques for Analyzing Industries and Competitors, The Free Press. New York


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