Easy Jet

Question 1

strengths

Answer 1

low cost structure (cost of supply, not price)

Question 2

traditional ‘legacy’ airlines

Answer 2

weakness: high cost structure, now struggling e..g strikes and bankruptcy

Question 3

opportunity

Answer 3

demand for cheap air travel

Question 4

Easy Jet strategy

Answer 4

price based competition, defensible via low cost structure

Question 5

Product

Answer 5

‘no frills’

Question 6

no frills

Answer 6

removing things from the traditional marketing mix that add more cost than value e.g. meals and class seating

Question 7

airports

Answer 7

EasyJet still uses primary airports, unlike companies like Ryanair

Question 8

price

Answer 8

• low, dynamic pricing: able to vary the price on a minute to minute basis thanks to technology
• reverse pricing: set price low then increase

Question 9

placenon-shop shopping: i

Answer 9

nternet… reduces cost / cuts out the middle man

Question 10

promotion

Answer 10

• low cost advertising media
• message emphasises price
• publicity: relatively cheap compared to advertising

Question 11

outside the marketing mix

Answer 11

• same aircraft used across company
• cabin crew cleaning: quicker turn around: more flights in one day
• self check-in desks

Question 12

differential advantage

Answer 12

‘LESS FOR LESS’
charge a lot less than ‘legacy’ carriers in return for giving a little bit less to customers: removing things less visible to customers
has been able to stay successful when other cheap airlines such as Lufthansa and Monarch have failed