Strategic Marketing Management Assessment
CAVENDISH COLLEGE
Strategic Marketing Management
EasyJet
Assessment – Task Two
Lecturer: John Heather
Danilo Gomes de Matos – Group C – DMS/MBA
Date: 03/06/2008
List of Contents
Company selection and background 4
Customer base 4
Product/Service 4
Target market 5
Financial information 5
1. External Analysis – Macro Environment 6
1.1 PESTEL Analysis 6
2. External Analysis – Micro Environment 12
2.1 Porters Five Force 12
3. Segmentation 17
3.1 Target Market 17
3.2 Products/Services 20
3.3 Competitors Analysis 20
3.4 Market 21
3.5 Brand 21
4 Internal Analysis 22
4.1 Resources Audit 22
4.1.1 Physical Resources 22
4.1.2 Human Resources 22
4.1.3 Intangibles 22
4.1.4 Financial Resources 22
4.2 Competences 23
4.2.1 Core competence 23
4.2.2 Distinct competence 23
4.3 Capabilities 23
4.3.1 Men 23
4.3.2 Money 24
4.3.3. Market 24
4.3.4. Machines 24
4.3.5. Materials 24
5 SWOT Analysis 24
6 Marketing Plan 27
6.1 Objectives 27
6.2 Strategies 27
6.3 GAP Analysis 28
6.4 Marketing Mix 29
6.4.1 Product: 29
6.4.2 Price 30
6.4.3 Place 31
6.4.4 Promotion 31
6.4.5 People 31
7 Monitoring and control 32
8 Budgets .....................................................................................................................32
8.1 Costs 33
8.2 Break Even 34
8.3 ROI…………………………………………………………………………….33
9 Conclusion 35
Bibliography 36
Appendix...............................................................................................................…...36
Date: 01/07/2008
To: John Heather
From: Danilo Gomes de Matos
Title: Marketing Planning
Subject: EasyJet
Company selection and background
The company that I selected is easyJet. The company was founded in 1995. The airline is based
Strategic Marketing Management
EasyJet
Assessment – Task Two
Lecturer: John Heather
Danilo Gomes de Matos – Group C – DMS/MBA
Date: 03/06/2008
List of Contents
Company selection and background 4
Customer base 4
Product/Service 4
Target market 5
Financial information 5
1. External Analysis – Macro Environment 6
1.1 PESTEL Analysis 6
2. External Analysis – Micro Environment 12
2.1 Porters Five Force 12
3. Segmentation 17
3.1 Target Market 17
3.2 Products/Services 20
3.3 Competitors Analysis 20
3.4 Market 21
3.5 Brand 21
4 Internal Analysis 22
4.1 Resources Audit 22
4.1.1 Physical Resources 22
4.1.2 Human Resources 22
4.1.3 Intangibles 22
4.1.4 Financial Resources 22
4.2 Competences 23
4.2.1 Core competence 23
4.2.2 Distinct competence 23
4.3 Capabilities 23
4.3.1 Men 23
4.3.2 Money 24
4.3.3. Market 24
4.3.4. Machines 24
4.3.5. Materials 24
5 SWOT Analysis 24
6 Marketing Plan 27
6.1 Objectives 27
6.2 Strategies 27
6.3 GAP Analysis 28
6.4 Marketing Mix 29
6.4.1 Product: 29
6.4.2 Price 30
6.4.3 Place 31
6.4.4 Promotion 31
6.4.5 People 31
7 Monitoring and control 32
8 Budgets .....................................................................................................................32
8.1 Costs 33
8.2 Break Even 34
8.3 ROI…………………………………………………………………………….33
9 Conclusion 35
Bibliography 36
Appendix...............................................................................................................…...36
Date: 01/07/2008
To: John Heather
From: Danilo Gomes de Matos
Title: Marketing Planning
Subject: EasyJet
Company selection and background
The company that I selected is easyJet. The company was founded in 1995. The airline is based
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) http://tutor2u.net/business/images/Ansoff%20Matrix%20w500.gif (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) HUNGER, J. (2002) Strategic Management, 2nd edition, Rio de Janeiro: Reichmann & Affonso. COSTA, E. (2003) Strategic Management, 2nd edition, Sao Paulo: Saraiva.