Easy Jet( Airline company) e-marketing strategies Essay

Founded in the year 1995 sonant spirt has been a truly fast growing attach to. In the year 1998 they exchange their first seat through the internet and as of now approximately 98% seats atomic number 18 sold online. This has made piano common one of the foremost in the internet retailing. One of the foremost reasons the company went online is because it wanted to reduce and distri moreovere costs. According to well-fixedJet.com (2008.a), the concept overview gives a overview of their e-marketing strategy, they ar as follows Reduction and distribution of costs which includes setting up their battle centres and manual labour. No tickets during travel. An email containing the appointment reference itself is enough to wag a programe. The further reduces tasks and costs of issuing, distribution, processing and reconciliation of tickets for every year. each(prenominal) operations ar paperless thereby make the internet all the to a greater extent useful for other business es such as management and administration purposes.Mc Govern.G (2004) mentions that the e-marketing strategy needs to be logical must have marrow and needs to have a lot of textual matter. In normal it has to be useful.The main reason for its success is eCommerce and the way it has been apply as a part of their business plan. The main reason for Easy Jets e-strategy was that the company wanted to scale down its predict centre operation and sell most of their tickets online (2001). The use of the website has made their fledges fifty-fifty cheaper when comp bed to their competitors.EasyJet.com (2008.b), gives an overview of the diametric ways that the internet is existence use and how the guests are being benefited, Customers who book online receive discounts for each leg of the journey. They make it a luff to put up all cheap flights online. Customers corporation search flights by fares and as well as view cheap flights that are avail satisfactory over cardinal weeks. Cus tomers back end make their bookings online. Make any flight transfers, name changes and can request duplicate confirmations by email. Customers can also reschedule their flight bookings. The website also offers online check in for its passengers. The guest also has the option of selecting amphetamine boarding which will en competent the passenger to board the flight in the beginning 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 different demographic locations, their needs and even behaviours are different. So the same e-strategy needs to be open to mould itself to specific requirements of the customer. Differentiation and Positioning. It is also important that the online product gives appropriate value for money. Competitors will have differe nt value propositions and Easy Jet will have to be able to meet.Based on this round of the recommendations are as follows, The customer brute needs to be expanded, by giving the customer more promotional benefits of online booking. E-marketing should not be seen as the sole marketing strategy but must be integrated as a part of the big marketing plan for the company. Enhance the experience of online booking by religious 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 handle 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 th e complaints received are as stripped-down as possible. They should also have a plan in place if inflation occurs and if prices of products are affected. They need to be watchful with alternatives and substitutes. Change 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 stack away their booking services by taking the technology of the internet to areas that do not have the facility.There are various 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 circuit breaker 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 personal Easy Jet email id for a more personals online service.    No chat and messenger service. A customer support executive can be online to divine service and guide the customer through the process of making transactions 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 respect its services and customer satisfaction ratio.    The website can also include videos and tidy 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 core framework for assessment and that should include the product details, price competencies, introduce e-commerce transactions across different sites and promotions. This will then keep the customer in the virtual world as happy as in the real world.       &nbs p    Easy Jet has a very has a very good future ahead but only if it can sell up on some recommendations to better itself in the long run.