Implementing this growth strategy has its own challenges for the organisation, as the consumer base of premium airline has not been the main focus of Easy Jet organisation and the brand image of Easy Jet organisation is also not of a brand that is suitable or intended to create appeal to affluent group of people. Due to this reason, Easy Jet organisation cannot appeal to the premium consumer segment of airline industry without having to make some significant changes to its organisation structure and strategy. The aim of such strategic changes would be to ensure that there are some premium offerings for the high-class airline industry consumers to make the brand appeal to such consumers.
For the goal of making Easy Jet consumer share reach to premium consumers as well, the organisation needs to make changes in its existing business strategy. One such change would be to make changes to the brand image of Easy jet organisation which can be done by adopting a new marketing methodology. To achieve this goal, it is important for Easy Jet organisation to use its marketing strategy in a clever way to promote Easy Jet as a premium service offering organisation at a reasonable price, rather than the current marketing strategy which promotes Easy jet as a cost-effective airline company. The marketing strategy of the company should make good emphasis on high quality of services and a vast variety of luxury services that are available with the company for the business class consumers of Easy Jet. With such a marketing technique, Easy Jet organisation can influence the higher-class market segment to perceive Easy Jet as an alternative option for their existing premium airline company.
By using this marketing strategy by replacing existing cost-friendly marketing tactic, Easy Jet can get rid of its brand image of affordable airline company in Europe. While this strategy certainly has ability to create some appeal for Easy Jet organisation among the premium airline consumers, it may also disrupt the already present brand image of Easy Jet among its loyal consumer base (Ordóñez de Pablos and Tennyson, 2014). Promoting its services as premium segment services can result in alienating the existing consumer base which comprises of lower-income group of consumers.