P4
The challenges that EasyJet must face using internet marketing are:
Ø Disintermediation and channel conflict
EasyJet sell tickets directly to the customers; they don’t have intermediations (no travel agency where you can buy the tickets from). All the tickets are sold online or through telephone (customer services). This will save EasyJet a lot of money and time. But also because when you buy an EasyJet ticket online you get a discount, no other EasyJet competitors offer this to their customers.
Through the disintermediation of EasyJet and introducing an internet sales channel on their website this will threat the relationship with other business that works in the existing channels.
Through this challenge EasyJet has to meet customer’s needs, this will be a bit difficult for them, because they sell directly to their customers; there are no intermediaries in between, to make sure that the customer will receive what they need. If the customers won't be satisfied by the products that are delivered by EasyJet, this will create a bad customer service.
Easy jet’s competitors are having a store and an online business (like KLM or other airlines). This will make it much easier for the competitors to reach customers and to have satisfied customers. Also a lot of customers prefers to have a face-to-face conversation when they are planning to book a holiday, EasyJet could not offer this to the customers, but their competitors do offer it.
In addition to that the channel conflict of EasyJet, could gives the opportunity to competitors to deliver a better service.
Through disintermediation EasyJet might loose valuable channels, which can have a huge advantage for EasyJet. So competitors are having taken this advantage.
So through using direct channel, they will let competitors to be ahead.
EasyJet sell tickets directly to the customers; they don’t have intermediations (no travel agency where you can buy the tickets from). All the tickets are sold online or through telephone (customer services). This will save EasyJet a lot of money and time. But also because when you buy an EasyJet ticket online you get a discount, no other EasyJet competitors offer this to their customers.
Through the disintermediation of EasyJet and introducing an internet sales channel on their website this will threat the relationship with other business that works in the existing channels.
Through this challenge EasyJet has to meet customer’s needs, this will be a bit difficult for them, because they sell directly to their customers; there are no intermediaries in between, to make sure that the customer will receive what they need. If the customers won't be satisfied by the products that are delivered by EasyJet, this will create a bad customer service.
Easy jet’s competitors are having a store and an online business (like KLM or other airlines). This will make it much easier for the competitors to reach customers and to have satisfied customers. Also a lot of customers prefers to have a face-to-face conversation when they are planning to book a holiday, EasyJet could not offer this to the customers, but their competitors do offer it.
In addition to that the channel conflict of EasyJet, could gives the opportunity to competitors to deliver a better service.
Through disintermediation EasyJet might loose valuable channels, which can have a huge advantage for EasyJet. So competitors are having taken this advantage.
So through using direct channel, they will let competitors to be ahead.
Ø Payment security
EasyJet offers the client the opportunity to purchase tickets online and to pay online. It is very secure website and you can easily pay the tickets.
You can pay with your master/visa/America express and other cards sorts all these payment methods are safe.
Because EasyJet uses a save payment systems this will make the customer feel safe and purchase online. Nowadays most of the travel agencies offer online payment. So for this part EasyJet got competitors.
EasyJet can protect it website through a lot of protections websites, but still there are always hackers who can hack something. Nowadays you hear a lot of things about hacking huge websites.
A lot of customers don’t want to make online booking, because they are afraid of being hacked. They also don’t want to give their payment details through the phone.
In this case EasyJet does have a lot of competition, because if they had a travel agency, then the customer can go to the travel agency and pay there. But because they don’t have that and competitors do, so they will lose a lot of customers, because usually customers prefer to pay cash (especially the old generation).
It is not easy for EasyJet to verify the payment details of the customers. If they don’t accept it, then competitors might accept it, so they will lose competitors.
EasyJet offers the client the opportunity to purchase tickets online and to pay online. It is very secure website and you can easily pay the tickets.
You can pay with your master/visa/America express and other cards sorts all these payment methods are safe.
Because EasyJet uses a save payment systems this will make the customer feel safe and purchase online. Nowadays most of the travel agencies offer online payment. So for this part EasyJet got competitors.
EasyJet can protect it website through a lot of protections websites, but still there are always hackers who can hack something. Nowadays you hear a lot of things about hacking huge websites.
A lot of customers don’t want to make online booking, because they are afraid of being hacked. They also don’t want to give their payment details through the phone.
In this case EasyJet does have a lot of competition, because if they had a travel agency, then the customer can go to the travel agency and pay there. But because they don’t have that and competitors do, so they will lose a lot of customers, because usually customers prefer to pay cash (especially the old generation).
It is not easy for EasyJet to verify the payment details of the customers. If they don’t accept it, then competitors might accept it, so they will lose competitors.
Ø Meeting customer expectations
Online customer expectations are higher than offline environment. Customers are expecting one-to-one online attentions, EasyJet is doing that through giving the customers the opportunity to ask questions through the customers services, but also through letting them have their own page (when they have to sign in and manage their travel).
Also they deliver what the customers expect from EasyJet, because in comparing to other low budget airlines EasyJet does charge for a whole travel, but for example Ryanair does charge for everything separate (for the bags you have to pay separate). That all the information I gathered from my own experience and also from what I found on their website. But after doing research in other websites I found: Top travel websites including EasyJet and Lastminute.com are failing to meet customer expectations; according to a study by Global Reviews. Below you find a link for the article.
http://www.hotelmarketing.com/index.php/content/article/uk_travel_sites_fail_to_meet_consumer_expectation/
Because EasyJet is an online business it is very difficult to meet customer expectation, because they have to be up-to-date and they have to keep in touch with their customers.
Also because they have a lot of competitors outside and they also do have a lot of travel agencies, who easily can meet customers expectations.
Also they have to make sure that their website is up-to-date and they have to make it looks attractive and easy to follow. Most of the competitors are having a good looking website (like Qatar airways). They always ask for customer feedback after they have traveled, you receive an e-mail from them, and you can give your opinion about your flight. EasyJet doesn’t do that at all.
Also because they have a lot of competitors outside and they also do have a lot of travel agencies, who easily can meet customers expectations.
Also they have to make sure that their website is up-to-date and they have to make it looks attractive and easy to follow. Most of the competitors are having a good looking website (like Qatar airways). They always ask for customer feedback after they have traveled, you receive an e-mail from them, and you can give your opinion about your flight. EasyJet doesn’t do that at all.
Ø Overload of market feedback
EasyJet is an online business that can successfully acquire a lot of market data. However, this has to be sorted and prioritized before being acted on. Also on the website of EasyJet you can contact the customer service and you read the FAQ. Because they have provide a lot of information to the customer, but they can’t put everything on their website, because it might get overloaded and no one can enter easyjet.com, and so the customers will go and book on competitors website. So it is important to sort out the important information and puts them on the website, this is what EasyJet does.
There is a lot of online business on the web, so EasyJet should have something special which lets the customer choose for them. So they have to put really useful information on their website.
Because the only way of contacting them is through the telephone or through sending them an e-mail. Usually the most people will choose for sending an e-mail, because it’s free of costs. They can ask for information or send complains. EasyJet has to make sure that they replay to the customers e-mails. They not always replay directly to questions; it takes them 2 weeks or sometimes longer. But if you look at the competitors like KLM , they answer the e-mail within 3 working days.
So this still have to work on this, because competitors are ahead. They have to work on it, because otherwise they will lose a lot of customers.
If they manage the e-mails and try to answer all e-mails, then they won't have an overload on their systems.
EasyJet is an online business that can successfully acquire a lot of market data. However, this has to be sorted and prioritized before being acted on. Also on the website of EasyJet you can contact the customer service and you read the FAQ. Because they have provide a lot of information to the customer, but they can’t put everything on their website, because it might get overloaded and no one can enter easyjet.com, and so the customers will go and book on competitors website. So it is important to sort out the important information and puts them on the website, this is what EasyJet does.
There is a lot of online business on the web, so EasyJet should have something special which lets the customer choose for them. So they have to put really useful information on their website.
Because the only way of contacting them is through the telephone or through sending them an e-mail. Usually the most people will choose for sending an e-mail, because it’s free of costs. They can ask for information or send complains. EasyJet has to make sure that they replay to the customers e-mails. They not always replay directly to questions; it takes them 2 weeks or sometimes longer. But if you look at the competitors like KLM , they answer the e-mail within 3 working days.
So this still have to work on this, because competitors are ahead. They have to work on it, because otherwise they will lose a lot of customers.
If they manage the e-mails and try to answer all e-mails, then they won't have an overload on their systems.
Ø Keeping pace with technological change
Through the constantly changing of the technology gave EasyJet the opportunity to sell tickets online, because before they did all that through calling customer services, but now each customer can book online. Their website is accessible to everyone, and makes a booking very easy. So through this they are ahead of airlines that don’t have website. EasyJet is busy with innovating new way to be ahead of the competitors and also providing better services to customers they do that through the knowledge-based economy.
The technology is changing quickly and all business has to be up-to-date with those changes, because otherwise they will lose a lot of customers.
EasyJet must be ahead of the competitors and must always respond to new ways of working.
the challenge of keeping up with new technology is hard, because customers is always looking for new things and wants always attractive and easy things. The market is keep changing and also people are changing and their opinion as well, so EasyJet have to attract all the people. They are doing that through using social media (like Twitter and Facebook), a lot of people are having access to social media. But as well competitors are having access to, so they are doing the same as what EasyJet is doing. In addition to that, nowadays a lot of customers are having I-phone/I-pad. If you enter the KLM website you can download KLM application for free. I haven’t found the EasyJet application yet. This application makes it easy for customer to book and manage their booking. In this point EasyJet is running behind. Following the new technological changes will cost money and time, but if EasyJet wants to be ahead of the competition than they have to follow the changes.
EasyJet must be ahead of the competitors and must always respond to new ways of working.
the challenge of keeping up with new technology is hard, because customers is always looking for new things and wants always attractive and easy things. The market is keep changing and also people are changing and their opinion as well, so EasyJet have to attract all the people. They are doing that through using social media (like Twitter and Facebook), a lot of people are having access to social media. But as well competitors are having access to, so they are doing the same as what EasyJet is doing. In addition to that, nowadays a lot of customers are having I-phone/I-pad. If you enter the KLM website you can download KLM application for free. I haven’t found the EasyJet application yet. This application makes it easy for customer to book and manage their booking. In this point EasyJet is running behind. Following the new technological changes will cost money and time, but if EasyJet wants to be ahead of the competition than they have to follow the changes.
Ø Ensuring maximum exposure through ISP and search engines
ISP offers business and private household internet connections, their primary function to provide a link to the internet and mostly they also host websites on their own servers. Through ISP makes it easy for the customers and EasyJet to find each other and make bookings, because it allows customer to have internet and from there the customer can visit EasyJet website and make a booking, but also EasyJet can through the internet send email/offers to their customers. They have to keep attracting people which are not in their target group (for example: business man) try to let them visit their website and so their website will be visited more. But this is a bit difficult for EasyJet, because they don’t offer Business or First class seats. Also EasyJet doesn’t fly all over the world. A lot of other airlines they does offer this to their customers. Also through the use of social media they will get people to know them and visit their website.
Search engines make it easy for EasyJet to be found on the internet. For example as mentioned in P3 if you write flight tickets London Gatwick in Google then you will get EasyJet. They are not the only one on the list, British airways is as well there. If you take a look below you see on the first place is British airways and EasyJet comes on the 3rd place.
Ø security and payment system
EasyJet plans for security when customer booking online and paying online, because nowadays it is very easy to hack a website and steal all customers information. EasyJet uses the authentication methods for security and payment methods, before you want to enter anything or want to book you should have a password and username. Competitors might have used other security methods that are less secured than the one EasyJet uses.
EasyJet provides customer the security through having Data Protection Act. This will protect customer information, and secure it from being stolen.
Also through Terms&Condition and Privacy Policy they can protect the customer.
Before you can make a booking on easyjet.com you have to register. They have different kind of payment method all of them are secured. They do the same as what their competitors are doing. Just customers cant pay cash, the competitors will have advantage of that, because the competitors who are having a travel agency, customers can go there and pay cash.
EasyJet provides customer the security through having Data Protection Act. This will protect customer information, and secure it from being stolen.
Also through Terms&Condition and Privacy Policy they can protect the customer.
Before you can make a booking on easyjet.com you have to register. They have different kind of payment method all of them are secured. They do the same as what their competitors are doing. Just customers cant pay cash, the competitors will have advantage of that, because the competitors who are having a travel agency, customers can go there and pay cash.
The most of the people will choose for this, because they will feel safer, then provide their information on the internet.
The challenge for EasyJet will be is to make sure that their website won't be hacked and that customer information will be save and their payment details as well.
The challenge for EasyJet will be is to make sure that their website won't be hacked and that customer information will be save and their payment details as well.
Ø legal complexity
They meet the legal requirement, because they have to sell tickets all over the world. So they have to make sure to cover all the legal requirements.
It is very important for all the business to meet the legal requirements. Most of the airlines are meeting the legal requirements, because otherwise they won't be successfully and still exists in the market.
EasyJet are having less legal requirements than competitors like KLM, because KLM is having travel agencies. When you have an offline business and an online business then you have to meet more legal regulation than just having an online business.
But it is still a challenge that EasyJet have to meet like all above mentioned challenges.
Some of the legal regulation that EasyJet and competitors have to meet is: they have to provide the right information on the website; they have to fulfill their information (for example if they say on their website that they travel to new destination, and then they have to fulfill that and really travel to new destination).
Also EasyJet have to meet the E-commerce regulation like their competitors.
It is very important for all the business to meet the legal requirements. Most of the airlines are meeting the legal requirements, because otherwise they won't be successfully and still exists in the market.
EasyJet are having less legal requirements than competitors like KLM, because KLM is having travel agencies. When you have an offline business and an online business then you have to meet more legal regulation than just having an online business.
But it is still a challenge that EasyJet have to meet like all above mentioned challenges.
Some of the legal regulation that EasyJet and competitors have to meet is: they have to provide the right information on the website; they have to fulfill their information (for example if they say on their website that they travel to new destination, and then they have to fulfill that and really travel to new destination).
Also EasyJet have to meet the E-commerce regulation like their competitors.
Ø linguistic and cultural sensitivity
For sure EasyJet did look up for the meaning of their business before choosing it; I couldn’t find information about it and what it does mean in other languages. As mentioned before they did looked up for the meaning, because otherwise they won’t be popular like how they are now. No competitors has chosen a name that means a bad things if you translate it to other languages.
On easyjet.com you only can pay with visa/master/airplus/dinner club and American express, but other online travel website, does offers IDEAL/PayPal, so there competitors are ahead in this case, because not all the students have got visa/master card, but most of them are having IDEAL/PayPal.
The design of their website is standard like all other website. You also can choose other languages when you enter the website, but on Ryanair.com they provide more languages than EasyJet. When you enter EasyJet website it is easy to know where to go even if you don’t understand the language.
the languages EasyJet provides are usually for the EU-countries. But if I look on the Qatar airways website I find that they provide more languages for all over the world. So they might lose a lot of customer from the Middle-east, because they won't understand the EasyJet website.
EasyJet does have currency changer and that is very good, because they do the same as their competitors.
the languages EasyJet provides are usually for the EU-countries. But if I look on the Qatar airways website I find that they provide more languages for all over the world. So they might lose a lot of customer from the Middle-east, because they won't understand the EasyJet website.
EasyJet does have currency changer and that is very good, because they do the same as their competitors.
So above you read the challenge that EasyJet faced by using internet marketing. They do have a lot of competitors like Ryanair, KLM and Qatar airways. Also above you read what EasyJet does to be ahead and to be still in the market.
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