Strategic Advertising Management Assessment

CAVENDISH COLLEGE

Strategic Advertising Management

EasyJet

Assessment – Task Two

Lecturer: Steve Heather

Danilo Gomes de Matos – Group C – DMS/MBA

Date: 03/06/2008

List of Material

Company assortment and background4

Customer base4

Product/Service4

Target market5

Monetary information5

1 ) External Examination – Macro Environment6

1 ) 1 PESTEL Analysis6

installment payments on your External Evaluation – Mini Environment12

2 . 1 Porters Five Force12

3. Segmentation17

3. you Target Market17

3. 2 Products/Services20

3. 3 Competitors Analysis20

3. 4 Market21

3. 5 Brand21

4 Internal Analysis22

4. 1 Resources Audit22

4. 1 . 1 Physical Resources22

four. 1 . a couple of Human Resources22

4. 1 . 3 Intangibles22

4. 1 ) 4 Financial Resources22

four. 2 Competences23

4. 2 . 1 Primary competence23

four. 2 . 2 Distinct competence23

4. three or more Capabilities23

four. 3. you Men23

four. 3. 2 Money24

four. 3. 3. Market24

some. 3. four. Machines24

5. 3. 5. Materials24

a few SWOT Analysis24

6 Advertising Plan27

six. 1 Objectives27

6. two Strategies27

six. 3 GAP Analysis28

6. 4 Marketing Mix29

six. 4. one particular Product: 30

6. four. 2 Price30

6. four. 3 Place31

6. 4. 4 Promotion31

6. 5. 5 People31

7 Monitoring and control32

8 Finances..................................................................................................................... 32

almost 8. 1 Costs33

8. a couple of Break Even34

8. a few ROI……………………………………………………………………………. 33

9 Conclusion35

Bibliography36

Appendix............................................................................................................... …... thirty six Date: 01/07/2008

To: Steve Heather

Via: Danilo Gomes de Matos

Title: Marketing Planning

Subject: EasyJet

Firm selection and background

The organization that I picked is easyJet. The company started in 1995. The flight is based at Luton Air-port U. T. EasyJet is a good low cost flight in The european countries and also is definitely the second largest airline in U. K. The company gained diverse awards on customer service. In 2002 EasyJet acquired more than 90% of reserving tickets using the online service in the web page of the business (www.easyjet.com). The goal of the company is usually to provide for the customers with safe, value for money, point-to-point air flow services. EasyJet provide flights around Europe and North Africa. The corporation has nearly 6, 500 employees which usually operate internationally. EasyJet function using fresh aircrafts. The company has 131 aircrafts (Airbus A319 and Boeing 737-300) and the uses of the aeroplanes are 2 . 1 years of age.

Customer base

The client base at EasyJet are those who will not want to pay extra for high-class such as business and 1st class service, meals during the airline flight (EasyJet offer food, however, not for free) and so on. People who use EasyJet services are generally those that want to spend less when you compare to other companies.

Product/Service

EasyJet provide solutions as services with the Net, EasyJet contains a lot of Net shops around London to get the customers, facilities with trainer, easyJet gives transport from your centre towards the airport and from the air-port to the hub of Greater london, and the key product which is the low cost fares that the company offers for the purchasers.

Target market

EasyJet is the second largest flight in U. K. (the first one is definitely British Airways) and is the leader in terms of passengers transported in U. E. Other low priced airline, Ryanair, is behind EasyJet. EasyJet gained market because of the consumer services provided which gained some awards and also due to attractive airports on the success of the plane tickets.

Financial details

EasyJet does very well year by season. According to the monetary report (2007) on the website of the company (www.easyjet.com), they are raising the overall performance as we can compare inside the final of...

Bibliography: http://www.easyjet.com/EN/Routemap/ (Accessed 19/05/2008)

http://www.ryanair.com/site/PT/dests.php?flash=chk&culture=PT&pos=HEAD (Accessed 19/05/2008)

http://www.easyjet.com/EN/About/Information/ingopack_passengerstats.html (Accessed 19/05/2008)

/imgs/2019-09/36519679321_strategic-advertising-management-assessment-essay.jpg (Accessed 25/05/2008)

www.easyjet.co.uk/ (Accessed 25/05/2008)

www.news.bbc.co.uk/1/hi/business/6744255.stm (Accessed 08/06/2008)

www.ba.com (Accessed 08/06/2008)

www.foodandretail.blogspot.com/2007/10/porter-5-forces-how-they-work-3.html (Accessed 08/06/2008)

CRAVING FOR FOOD, J. (2002) Strategic Supervision, 2nd release, Rio de Janeiro: Reichmann & Affonso.

COSTA, Elizabeth. (2003) Ideal Management, second edition, Sao Paulo: Saraiva.

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