Introducing easyJet Coach: Your Premier Choice for Seamless Inter-City Travel
In an ever-evolving travel landscape, easyJet emerged as a game-changer prioritizing
innovation, accessibility, and customer-centricity. This bold commitment is to make travel
easier and more affordable for everyone; built on the brand success as easyJet is poised to
revolutionize the road transport market.
Potential Market Impact:
Companies may face cultural barriers and complex environment when expanding
generally, for instance they face multiple political, economic, legal, social and cultural
changes at varying rates in the country they do business in (Evans and Bridson, 2005).
The introduction of a new Service line will definitely have significant market impact such
as; Democratizing Road Travel, Competitive Advantage, Market Disruption, Global
Expansion, with a solid foundation and a strong emphasis on growth, as eazyJet sets its
sights on global expansion and market penetration.
Marketing planning tailored specifically for easyJet Coach:
Market Analysis
Industry Analysis: No doubt this move is faced with competitive landscape and industry
trends including the performance of existing competitors, market saturation, regulatory
changes, and emerging technologies. This is set out to leverage strengths such as a strong
brand presence, cost leadership, experienced human resources and a diversified route
network.
Customer Analysis: Our target market segments which includes leisure travellers, business
travellers, and budget-conscious consumers.
PESTEL Analysis:
easyJet, operating in a highly regulated industry, faces the following:
Political factors like Brexit implications and governmental regulations.
Economic: Cost of electrical coaches as it requires advanced technology.
Social trends which impact travel demands
Technological advancements which influences operational efficiency, hence we have gone
for the latest in technology (Electric plus solar powered Coaches)
Environmental concerns tends to drive sustainability efforts, hence this new line is
complying with the global environmental sustainable goal, and not going for vehicles that
will increase as emissions.
Legal: In this case, easyJet is well equipped to avoid breaking any laws from its robust
years of travel experience.
Segmentation, Targeting and Positioning:
By effectively segmenting the market, targeting specific customer segments, and
positioning the brand accordingly, easyJet Coach differentiates itself from competitors in
the inter-city transportation industry.
Demographic Segmentation
For all ages, gender, from lower income earner to higher income earner, occupation,
education, ethnicity.
Psychographic Segmentation
Lifestyle: easy and quick
Behavioral Segmentation
For easy coach premium customers, there will be easyJet coach plus card for price claim on
quarterly basis.
Geographic Segmentation:
easyJet coach will cover cities, urban and sub urban areas
Targeting:
eazyJet coach targets cities in England
Positioning: means arranging for a market offering to occupy a clear, distinctive desirable place
relative to competing products in the minds of target consumers (Armstrong et al, 2019). We
are positioning it to be a low cost coach operating inter-city routes.
Marketing Mix
After identifying the market and gathering the basic information about it, the next step is the
direction of market programming, is to decide upon the instruments and the strategy to meet
the needs of the customers and the challenge of the competitors. Singh (2012)
The marketing mix strategy tailored specifically for promoting an easyJet coach transport
service is centered on the 7 Ps:
NAMES OF GROUP 10 MEMBERS:
Olubunmi Ruth Adebayo
- 22083746
Ojo Ademola Adewumi
- 22035411
Temitope Olayinka Agbede
- 22095123
Noah Oyetoro Biolatiri
- 22062217
Opeyemi Oluwapelumi Tanimowo
- 22083238
Multi-Channel Approach:
Traditional and Digital Channels: Channels such as tour
operators, Global Distribution Systems (GDS) also Leverage
digital channels such as existing easyJet's official website,
mobile app, and Online Travel Agencies (OTAs) to provide
customers with convenient and easy-to-use platforms for buying
tickets.
Price
Implement dynamic pricing strategies to optimize revenue and
maximize load factors while remaining competitive in the lowcost transport segment in a bid to ensure customers
convenience.
Pricing
- Competitive Pricing - Transparent Pricing
- Discounts and Packages
Place
- Have route network strategically to access new markets and improve
accessibility for customers.
- Online Booking Platform
- Ticket Sales Channels
Promotion
Develop integrated marketing campaigns across multiple channels, including
digital advertising, social media, email marketing, and partnerships with travel
agencies or tour operators while embracing Digital Marketing.
People:
-Exceptional Staff Members
-Driver Ambassadorship
Physical Evidence:
-Branding Reputation and Identity
Product:
Here's a comprehensive strategy aligned with EasyJet's objectives
Service Offerings: easyJet coach transport services offers intra-city, airport
transfers, sightseeing tours, or corporate shuttles and rentals
Fleet Description: Features includes reclining seats, Wi-Fi, charging ports,
amazing safety measures, and cleanliness standards.
Route Options: Routes will be selected to cater to different destinations and
customer preferences.
Distribution
Here's how easyJet coaches will implement distribution strategies to enhance
accessibility and convenience:
CONCLUSION
As a trusted name in the travel industry, easyJet has redefined the way
passengers experience air travel, hotel reservations and short trip car services.
Now, we're extending our commitment to excellence to the realm of ground
transportation, offering a seamless and enjoyable journey between cities.
Embark on a journey of convenience, comfort, and affordability with easyJet
Coach – your premier solution for hassle-free inter-city transportation.
…easyJet Coach at your service.
References
Singh, M. (2012) 'Marketing Mix of 4P’S for Competitive Advantage'. IOSR
Journal of Business and Management (IOSRJBM). 2012, Volume 3, Issue 6
(Sep,-Oct.).
Evans, J. and Bridson, K. (2005), “Explaining retail offer adaptation through
psychic distance”, International Journal of Retail & Distribution Management,
Vol. 33 No. 1, pp. 403-11.