本文主要讲述的是Easy Jet组织的营销策略，要采用这种解决方案，Easy Jet组织需要改变其现有的营销策略，将业务运营推广为一家价格低廉的航空公司。相反，Easy Jet的营销噱头可以把更多的注意力和重点放在Easy Jet航空公司提供的高级功能和设施上。该组织还可以推广其高质量的服务，以及为商务舱乘客提供的一系列令人难以置信的服务。本篇曼彻斯特论文代写文章由英国论文人EducationRen教育网整理，供大家参考阅读。
To adopt this solution, Easy Jet organisation needs to alter its existing marketing strategy of promoting the business operations as a highly affordable airline company. Instead, Easy Jet marketing gimmicks can put more focus and emphasis on premium features and facilities available with Easy Jet airlines. The organisation can also promote high quality of its services and incredible array of services available for business class passengers.
Such a marketing strategy can help Easy Jet organisation in getting rid of its existing brand image of an affordable brand and appeal to the premium airline consumer base). However, implementing this solution may also backlash on Easy Jet operations as it may alienate its existing loyal customer base (De Chernatony, 2008). Use of this approach to create appeal for the Easy Jet services among the affluent class of airline consumers requires the organisation to develop and implement many new services which are solely designed to appeal to the premium consumers of its airline services. Easy Jet can offer these premium services to the affluent consumers as add-ons on the base flight services.
The aim of such premium services is to make the brand look appealing and satisfactory for the premium airline services. Examples of such premium services may include priority customer support, exclusive custom checkouts and flight reservations services; some kinds of brand loyalty program, VIP concierge services, and parking management by Easy Jet organisation. This is most optimum method for the Easy Jet organisation to create some appeal for its brand among the premium consumers of airline services, as a way of improving the market share of the organisation.The airline industry in UK has reached its saturation due to reasons like high competition in the market, presence of numerous big and small airline companies and globalisation. In such a market position, Easy Jet organisation has very little room to grow any further within the airline industry of UK.
For the time being, Easy Jet organisation remains a UK based affordable airlines company that has its flight services available for select European cities and territories. One of the most promising methods of growing in the airline industry for Easy Jet is to introduce its services in new territories as a way of growing its consumer base and revenue.Based on its market position and high reputation in airline industry, it is a viable option for the Easy Jet organisation to enter new territories within Europe and other countries outside of Europe. In current market situation, the most ideal selection for business expansion would be a politically stable country with unsaturated industry market share (Chan, 2006). In order to enter new market territories for its expansion, Easy Jet organisation needs to make a decision about the strategy that it will use to introduce its services and operations in new territories.