Internet Marketing Report: EasyJet's Strategies and Challenges

This report provides an in-depth analysis of internet marketing strategies, focusing on the airline company EasyJet. It begins by defining internet marketing and its role in the modern marketing context, exploring its application within the marketing mix. The report delves into the benefits of internet marketing for both customers and the business, highlighting how EasyJet utilizes online services to enhance customer experience and achieve efficiency. Furthermore, it examines the impact of internet marketing on EasyJet's success, including supply chain efficiencies and customer power. Finally, the report addresses the challenges of globalization faced by EasyJet when using the internet as a marketing tool, such as disintermediation and payment security. The report concludes by summarizing the key findings and providing insights into the future of internet marketing for the company.

INTERNET
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Role internet marketing has within a modern marketing context.........................................1
P2 Use internet marketing in company ......................................................................................2
TASK 2............................................................................................................................................3
P3 Benefits to customers of a business using internet marketing...............................................3
TASK 3............................................................................................................................................4
P4 benefits and opportunities to the business of using internet marketing within the marketing
mix...............................................................................................................................................4
P5 Internet marketing has made a selected business more efficient, effective and successful.. .4
TASK 4............................................................................................................................................5
P6 challenges of globalization facing a selected business when using the internet as a
marketing too..............................................................................................................................5
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Internet marketing has supported for enhancing the consumer experiences so that long
term growth of business can be ensured. I am going to prepare a report for the attention of the
management team for two contrasting organisations Easy jet (McQuarrie, 2015). In this report
introducing the unit of internet marketing, define what internet marketing is about and the role of
internet marketing. Also It , provide a section on which ways internet marketing is used. This
report also include information on how customers can benefit from the online services and the
online business itself
TASK 1
P1 Role internet marketing has within a modern marketing context
The function of marketing is to operate en generate profit and also attract and keep
customers. Marketing exist wherever goods and services are bought and sold (Melamed and
et.al.,2013). Nowadays, in the modern world, marketing is very important! Internet marketing is
a continuation of the old marketing practices.
Product
With internet marketing you sell your product in a different -way. Nowadays is Easy Jet
able to create an attractive page for each product, add information and videos/photos. Easy jet
wants to sell their products without a sales man when they offer products online. So the
information must be very clear and complete.
Price
When Easy Jet offers products on their website they can use the same pricing strategies
as if they offer their flights in the shop. (Mooney and Slobodian, 2016) I think that this part of
the marketing mix will not have much influence upon internet marketing.
Place
The place where the products are offered to the customer normally in shops, with Internet
Marketing you only need a web page, all potential customers can entry this site. This means that
people have the possibility to buy a flight at their own home; they do not need a shop or
intermediate.
Promotion
Promotion will differ a little- bit through internet marketing. Because with a lot of shops
you will make promotion by means of nice fryers and offers. For people who buy their flight
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online, they need to be attracted via other methods. For example, Easy jet can put a banner on a
website.
People
This part of the marketing mix will definitely affect the internet marketing. When a
customer is looking for a flight on the web-page of Easy jet, they only can see the information
that is available (Swoboda, Schlüter and Olejnik, 2011). They cannot ask questions personally.
The intermediaries cannot influence the customer with special offers and stories. The customers
choose a flight or holiday on their own. That is why the information on the website is so
important.
Processes
The processes that need to be run through can be much quicker by means of internet
marketing. Those processes need to be integrated in the web page, so the customer can fill the
forms in by themselves.
Physical evidence
Physical evidence is a hard problem when businesses use internet marketing. Because
internet is digital and not physical. Lot of customers like to feel or see a product before they
decide to buy.
P2 Use internet marketing in company
It is very important for a company to have a group of loyal customers with whom the
company has built a good relationship with, it is more profitable to keep customers then to
acquire new ones (Balusamy and Sridhar, 2016). The leaders of the current market will look on
the internet to keep themselves up-to-date on the new product/market platform because the
Internet is the fastest and biggest way to that type of research.
Product development means that a business can gather new information about products
and post it online. Market development means that a business can faster reach global popularity
because of the low advertisement costs compared to the pre-internet time. When a business
decides to use the internet to achieve objectives, the objectives still have to be specific,
measurable, realistic and time-related (SMART). Some examples are: increasing customer
retention by 15% or achieving a top-ten ranking in market penetration in a specific country.
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Customers can have advantages and disadvantages of dynamic pricing. When there are
many products in stock and the businesses doesn’t sell well, prices will be of influence of that
and will go down. (.Hallam, R., 2016) When there is much demand to the product and there are
not many products in stock the price will go up. When you would like to buy tickets to go for
Rome, it could be the tickets are quite cheap but if the Pope dies the next day. All the tickets for
Rome will go up because many people than want to go to Rome to be at the funeral this is how
Easy Jet use's internet marketing in company.
TASK 2
P3 Benefits to customers of a business using internet marketing.
There are many benefits to the different aspects of internet marketing with the main
points being that it should be easy for customers to use as well as not taking up much of the
customers time (Lee and Park, 2016). It is extremely important for companies to meet the
standards and expectations of customers as, even though the competition with brick
organizations or physical is low, they still have to compete against them. There is then the
addition of all the other online websites on the vast internet meaning the competition is
increased. There is only really one main benefit of responsive transactions which is to save
customer time.
This is because the main objective for companies is to keep customers interactive with
the website and to be happy with the speed of service which can't really be achieved if the
transaction process is slow and not up to a good standard. An additional benefit of this sign up
system is that, like the example link above with the company of Easy Jet the email address of
the customer needs to be given (Malaval and Bénaroya, 2013) This gives the company an
opportunity, with the customer's consent, to be able to email and inform them of new goods and
what promotional offers they can have which forms an additional type of promotional marketing
for the company .
24/7 Accessibility: is one of the major reasons for a company to go online. For Easy Jet
to go online it will mean that more customers can get to their company at their own time. This is
the benefit that internet marketing provides to Easy Jet because their customers can book their
tickets online at any giving time. As Easy Jet is both online and offline they do not worry about
after hours booking as their customers can book anytime on their website. With the company’s
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presence online their customers will not be disappointed as they can always book their flights at
any time of the day without leaving the comfort of their house.
TASK 3
P4 benefits and opportunities to the business of using internet marketing within the marketing
mix
Internet marketing has many opportunities that will benefit a business for example it can
help businesses to reach a wider audience, to reduce overhead cost of the business and to expand
the company.
Target Market and Broadband user Personalities
What is the target market? The target market is basically the audience and the business
that will do anything to attract their target market to the business (Rosca, Arnold and Bendul,
2016) . In the target market there are different types of customer that prefer different types of
products for example:
Demographic segmentation
Age, Gender, Price, Lifestyle and cultures
Easy jet main target market is the those people who love travelling. For example
teenagers and early adults, this target market is spread all around the world, being satisfied with
Easy Jet services market is both gender male and female and also they target to different
cultured, sporty people and lifestyles people live around the world.
P5 Internet marketing has made a selected business more efficient, effective and successful.
Internet marketing has offered Easy Jet more efficiency, effectiveness and successful as
with internet marketing supply chain efficiencies have been offered as buying and selling has
become more smoother, faster and can substantially save on costs and get their product to the
markets more quickly.
Internet Marketing has allowed Easy Jet to procure online with this they can sell the
tickets instantly to consumers them the efficiency of time saving (.Schaltegger, Hansen and
Lüdeke-Freund, 2016). Also internet marketing has offered Easy Jet customer power as they
have a wide range of choice in buying tickets which has made them efficient in cost saving.
These efficiencies have made Easy Jet effective as they know produce goods quicker and
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effectively sell them online for private customers to buy. Also with internet marketing Easy Jet
more successful as they gain immediate cash sales before delivering the product so no credit is
delivered whereas with internet and online choice they can be given credit from their suppliers
making them effective in improving cash flow.
Efficiency:
Easy Jet is efficient when it comes to promotion, as they always offer promotions of
products, which encourages people to buy products (McQuarrie, 2015). Easy Jet also is efficient
with promotion, as they send out promotional e-mails offering you products, that they think you
will like based on your previous purchases
Effectiveness:
Easy Jet uses promotion effectively because when they offer new promotions there is
more opportunity to gain sales. This is because when Easy Jet send through personalised
promotional e-mails, then customers may see products that they like and then go forward to
purchase them.
Success:
Easy Je uses promotion in order to increase profits, as they can offer products to existing
customers, which may encourage them to buy them (Melamed and et.al.,2013). Easy Jet web
analytics to see what products are most popular and then try to promote those products even
further, to gain more customers
TASK 4
P6 challenges of globalization facing a selected business when using the internet as a marketing
too
In this task I have been asked to explain the challenges of globalization facing a selected
business when using the internet as a marketing tool. The business I have chosen is Easy Jet
Globalisation
Globalization is a core of economic globalization, including the mutual links between the
countries in various regions of ethnic politics, culture, science and technology, military, security,
ideology, lifestyle, values and other multi-level, multi-field impact, constraints diverse concepts.
Challenges of globalisation.
Disintermediation
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The internet offers the chance to use a direct channel of supply to clients or customers,
wherever they are (Mooney and Slobodian, 2016). This process, called disintermediation, is the
tendency to cut out the middle man, like the agents who booked tickets for their customers . This
creates obvious efficiencies and savings, but at the danger of destabilising many older traditional
channels that might still be valuable sources of revenue to the business.
Payment security
Consumers are often concerned about payment security with transaction via the internet.
There are frequent stories about attacks by hackers, ‘identity theft’ and so on – all of which leave
us feeling vulnerable (Swoboda, Schlüter and Olejnik,2011). The internet offers the chance to
use a direct channel of supply to clients /customers this process is known as Disintermediation
and is the tendency in order to cut out the middle man.
Customers are often concerned about purchasing products from the internet customers
and often have stories of hacking and scammers and therefore reluctant to give credit or debit
card details online it is a organisations' responsibility to inform customers how payments are
taken and to reassure potential customers that it is safe purchasing products online with that
business.
Meeting Customer Expectation
The internet continues to expand customer expectations and this is a challenge to all
online businesses. The 24/7 availability and convenience of the internet has been reinforced with
increased personalisation and price transparency (Balusamy and Sridhar, 2016). More
importantly customers are starting tof the time taken in visiting the website and delivery of items
once the order has been placed.
Merchandise is becoming available in mass customization as it enables customers to enter
personal measurements/requirements online before ordering or the ability to configure their
machine such as a computer before they order it. The challenge for online marketers is to
anticipate and understand what customers’ expectation will be within the market context in
which the organization operates
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CONCLUSION
Business can easily check the top seller products/services through the internet. This is
done by checking what the customers are viewing and buying. There is also the rating check that
will enable the business to examine whether the customers are interested in a certain
product/service or not. Easy Jet can check which products are more preferable by checking the
feedback and the rating of the products. If customers are interested in the products, Easy Jet can
work towards improving the services and adding more varieties or flavours of that services
because customers will increase their interests toward the product.
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REFERENCES
Books and Journals
Balusamy, B. and Sridhar, J., 2016. Web Analytics: Assessing the Quality of Websites Using
Web Analytics Metrics. InDesign Solutions for Improving Website Quality and
Effectiveness. pp. 253-275. IGI Global.
Hallam, R., 2016. How the internet can overcome the collective action problem: conditional
commitment designs on Pledgebank, Kickstarter, and The Point/Groupon websites.
Information, Communication & Society.19(3). pp.362-379.
Lee, M.G. and Park, J.W., 2016. A Study on the Application of Infotainment Design for the
Improvement of User Experience.TECHART: Journal of Arts and Imaging Science.3(3).
pp.6-9.
Malaval, P. and Bénaroya, C., 2013. Aerospace marketing management. Springer Internat. Publ.
McQuarrie, E. F., 2015. The market research toolbox: a concise guide for beginners. Sage
Publications.
Melamed, A. and et.al.,2013. Genome-wide determinants of proviral targeting, clonal abundance
and expression in natural HTLV-1 infection. PLoS Pathog. 9(3). p.e1003271.
Mooney, M. and Slobodian, S., 2016. Seeing the wood for the trees: Fixing large undefined
problems in digital marketing. Journal of Digital & Social Media Marketing. 3(4). pp.294-
303.
Rosca, E., Arnold, M. and Bendul, J.C., 2016. Business models for sustainable innovation–an
empirical analysis of frugal products and services.Journal of Cleaner Production.
Schaltegger, S., Hansen, E.G. and Lüdeke-Freund, F., 2016. Business models for sustainability:
Origins, present research, and future avenues.
Swoboda, B., Schlüter, A. and Olejnik, E., 2011. Erfolgsrelevanz von KAM Strategien und
Strukturen gegenüber internationalen Handelskunden. Marketing ZFP. 33(4). pp.278-292.
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