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Case study
Easyjet

1-In the 1990, easyjet says that the internet is not important for her business, and they denounced that the internet as something “for nerds”, and swore that it wouldn’t do anything for his business In the 1998 the easyjet company as a low cost airline company were looking to undercut traditional carriers such as british airways, it need to create a lean operation to achieve this , the company decided to use a single sales channel that it was the phone but after the unexpected growth in sales they was obliged to start using the internet to serve his customer well , that it was a more efficient idea than building a new call center, that was in 1999 when easy jet start using internet for sales. The low cost generated by going online give this company the ability to reach a high level of permanent discount compared to other airline. Finally and in 2003 90% of the easy jet sales was online. 2-Using this strategy of sales the internet gives more propositions for the customers because they take the same service and product with a lower cost and time consumption. Before that the customers was obliged to spend a lot of time and money only to reach the sales department of this company. Also when the company develop the call center the customers was spending a lot of time waiting the staff to take his information that will lead to money and time wasting. On the other hand, the company will benefit from this strategy by first, lowering his cost as rent for building, employees salaries and running cost. Second by increasing her sales as we mention before that customer value will increase that will lead to new customers and more revenue.

3- Easyjet was using only offline marketing but after going online and after the unexpected high online sales this company give more value to the online marketing to end with a marketing mix strategy. Also easyjet was using his own website as a marketing communication tool for related business such as hotel,...
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