Marketing Research - EasyJet PLC

Topics: Customer service, Marketing, EasyJet Pages: 12 (3136 words) Published: December 5, 2014


CONTENTS

Table of Contents:
1. Executive Summary2

2. Background Information3

3. Problem Definition and Objectives5
3.1 MDP5
3.2 MRP5
3.3 Components5

4. Research Design6
4.1 Target Population6
4.2 Sampling Process Steps6
4.3 Questionnaire7

5. Data Analysis11

6. Findings & Recommendations13

7. Limitations14

8. Biography15

Executive Summary

This market research report is based on EasyJet founded in 1995 by Stelios Haji-Ioannou. One of the largest airlines in the United Kingdom and Europe’s leading airline operating on over 600 routes across more than 32 counties. The company offer a number of services from package holidays to car hires bookable via the easyjet.com website, the 3rd most searched for airline on a global scale (Google Analytics). With number 1 and 2 market share positions in key airports across Europe, this year EasyJet have been voted one of the best for budget flight in a Skyscanner survery. Having seen a rise of 10.5% in revenues between FY2012 and FY2013 and with over 370 million visits per annum to easyjet.com attributing to 85% of sales, EasyJet are now looking at ways in which the company can have a stronger understanding of their customers and their needs/preferences in order to balance keeping costs down with a strong customer experience increasing customer satisfaction and loyalty. From the background information available, the management decision problem (MDP) was defined as: “Should EasyJet invest capital into improving the online customer experience in order to understand their customers, increase customer satisfaction and loyalty?” Using a combination of conclusive descriptive and exploratory research approaches, the market research group acquired detailed qualitative and quantitative data from previous EasyJet customers and concluded with a recommendation of EasyJet not investing into further improving the online customer experience. In terms of the levels of satisfaction, the majority of respondents did not have an opinion meaning that the company need to invest in other areas/activities in order to improve sales etc. A loyalty programme for easyjet.com users was recommended in order to reward highly frequent flyers whilst at the same time encouraging them to continue word-of-mouth-advertising, which is still the most effective way for businesses to win new customers (ARF, 2013). Finally, EasyJet are attracting older affluent business passengers with an increase of 1.2% to the average age of customers on the EasyJet database. It was recommended by the market research group that EasyJet invest into further adapting networks, offers and plane layout (allowing for more allocated seating to suit business travellers) in order to capitalise on this opportunity.

Background Information

EasyJet, founded by Stelios Haji-Ioannou in 1995, is headquartered in London Luton Airport, United Kingdom. The British airline carrier is now one of the largest airlines in the UK and “Europe’s leading airline operating on over 600 routes across more than 32 countries” (EasyJet PLC, 2013). In line with the company’s growth, employment levels across Europe have increased with now over 9,000 employees (EasyJet PLC, 2013). Primarily operating in the United Kingdom and Southern Europe (MarketLine, 2013) and alongside offering short-haul flights, EasyJet offer a range of services via their website www.easyjet.com. Customers are able to book hotel stays, package holidays, arrange car hires with Europcar travel insurance and purchase euro currency cards in order to ensure safety when using money abroad (Quick Numbers, 2013). Also, for customers who have a fear of flying, the company facilitate a “Fearless Flyer” course bookable via the company website and aimed at helping people to overcome their fears...

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EasyJet PLC. (2013). Winning Against Low-Cost Competition. Available: http://corporate.easyjet.com/~/media/Files/E/Easyjet-Plc-V2/pdf/investors/results-centre/2013/US-inv-presentation-10-sep-2013.pdf. Last accessed April 2014.
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