Easy Jet
The marketing audit is a fundamental part of the marketing planning process. It is conducted not only at the beginning of the process, but also at a series of points during the implementation of the plan. The marketing audit considers both internal and external influences on marketing planning, as well as a review of the plan itself
1.Environmental Audict on Easy jet(the factors that can influnce the company)
A)Five porter’s forces:
*Threats from new entrants : When new airlines enter the market ,how they affect easy jet
*Threats from subsititue products: more options to go to a destination such as buses,train..how these things affect easy jet
*Bargaining power of suppliers: if plane manufacturer factories sell planes with a high price ,how this affect the easy jet’s finance
*Bargaining power of buyers: for instance easy jet makes a contract with plane factories for 10 years with the fixed charge so the factory can’t increase the price during this time.Bargaining lets you buy products at a cheaper rate
*Internal Rivalry: Internal competation ,easy jet fight against other airlines
Threat of substitutes-this can be anything that can be a substitute to EasyJet or airline industry in general. For instance, another airline with even lower prices, consumers opting to use other modes of transport (trains for instance). When Heatrow was hit by that huge fog just before Christmas and no planes were flying, Eurostar trains were suddenly all booked. I would think, however, that for Easy Jet, there would be no big threat of substitutes. There is a threat of ever growing competition but this isn't the case of substitutes. Substitues are in other words 'me too' products which are less likely to occur in airline industry or service industry then in FMCG. I think.
Buyers-here you can list down any possible threats from buyers. This is where you look at the relationship between Easy Jet and its targeted consumers. How strong is Easy Jet brand? Do consumers believe in,
1.Environmental Audict on Easy jet(the factors that can influnce the company)
A)Five porter’s forces:
*Threats from new entrants : When new airlines enter the market ,how they affect easy jet
*Threats from subsititue products: more options to go to a destination such as buses,train..how these things affect easy jet
*Bargaining power of suppliers: if plane manufacturer factories sell planes with a high price ,how this affect the easy jet’s finance
*Bargaining power of buyers: for instance easy jet makes a contract with plane factories for 10 years with the fixed charge so the factory can’t increase the price during this time.Bargaining lets you buy products at a cheaper rate
*Internal Rivalry: Internal competation ,easy jet fight against other airlines
Threat of substitutes-this can be anything that can be a substitute to EasyJet or airline industry in general. For instance, another airline with even lower prices, consumers opting to use other modes of transport (trains for instance). When Heatrow was hit by that huge fog just before Christmas and no planes were flying, Eurostar trains were suddenly all booked. I would think, however, that for Easy Jet, there would be no big threat of substitutes. There is a threat of ever growing competition but this isn't the case of substitutes. Substitues are in other words 'me too' products which are less likely to occur in airline industry or service industry then in FMCG. I think.
Buyers-here you can list down any possible threats from buyers. This is where you look at the relationship between Easy Jet and its targeted consumers. How strong is Easy Jet brand? Do consumers believe in,