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Assignment: Information Systems Management

1. Management Summary

This is a management strategic plan to highlight the effectiveness of eMarketing-based information management system, of one of the prominent low-cost British airline, EasyJet. The plan has analysed the background information, situational analysis and the aggressive marketing strategy adopted by the company for the implementation of its online method. The report has highlighted the effectiveness of EasyJet’s current practices in using its marketing platform for gaining a differential advantage over its competitors. Buy  assignment writing service online in UK. Findings have highlighted significant influence of the marketing strategies’ implementation on the financial as well as non-financial aspects of business. EasyJet has been responding to the legal and ethical requirements associated with the collection, processing, distribution as well as use of the information on the Internet. In the end of the plan, based on the loopholes in the weaknesses of the current practices, EasyJet is recommended suggestions for the improvement of eMarketing platform.

2. Introduction

EasyJet is one of the prominent names among the low cost airlines in Britain. Ask experienced writers to  write my essay for me in discount rates. The company was established in the year 1994 with an aim to compete with the traditional carriers such as British Airways(Jones, 2007; Mills, 2016). Initially, the founder of EasyJet, Stelios Haji-loannou preferred phone booking for streamlining and creating lean operations. However, with the passage of time and due to the encouragement of the business partners such as Direct Line Insurance, the company was successful in bringing in online information system in the business to increase both the Internet as well as off-line sales (Blythe, 2013). However, historically the information system developed was based on the call centre, where the staff of the EasyJet with the help of a basic trial site dedicatedly exchanged information from the customers. Due to overcrowded space at a call centre and steady rise in number of calls on the weekly basis, EasyJet was able to start selling over the Internet (Jones& Robinson, 2012).

Due to its adequate purposeful growth strategy and disciplined investment decisions, EasyJet has been able to deliver a remarkable performance, specifically financial, in recent years. Pay for your  coursework paper online. From the analysis of the financial report 2017, it can be depicted that the company is growing at a faster pace through the delivery of strong passenger and revenue development, strict cost control, and irrepressible operational performance. Statistics for 2017 show record number of passengers= 80.2 million (9.7% rise on annual basis), increase in passenger capacity= 8.5% rise to over 86.7 million seats. Total revenue of the company for the year is around it as£5,047 million (8.1% rise). As far as the market position of company is concerned, 98% of EasyJet‘s volume touches a number one or number two airport. Under control site, EasyJet in the year 2017 has been able to save around£85 million on account of lean saving (easyJet plc, 2017).

The business portfolio of EasyJet is categorised into diverse products and services. Currently the company is delivering its business to almost hundred destinations all across the Europe. The main services include booking for flights, cabin and on-board services, frequent flyer from business travel and loyalty products. Additionally, EasyJet has also started offering accommodation booking services throughout the airline’s network such as EasyJet hotels and EasyJet holidays(EasyJet, 2018).

After gaining a precise analysis of EasyJet, in the next section of the eMarketing consultation document, possession of industry analysis is presented.

3. Situation Analysis

for the better understanding of how the company is using Internet and online platform for marketing to the diversify customer segments, it is highly necessary to gather insights about the internal as well as external environments of the business. SWOT and PEST analysis frameworks offer great opportunity for the examination of organisations current position.

3.1 SWOT Analysis

3.1.1 Strengths

Internet and online customers are the biggest strength of the EasyJet business. Get  help with term paper online. The platform is help the company in reducing running cost as well as generating profit per passenger of about£1.5. The website based promotion of the business is also capable of attracting millions of customers. The company has one of the strongest Pan-European airport network. Almost all the airports in EasyJet network are primary airports at both ends. Additionally, the pricing structure for the customers i.e. low cost relative to the competitors further make EasyJet as a significant airline. Low fares and strong brand awareness cannot be undermined by assessing the time performance and customer friendly approach of the business in targeting customers (EasyJet Plc, 2016).

3.1.2 Weaknesses

EasyJet is not able to leave the unit cost advantage against its three main competitors in the group of ultra-LCCs such as Ryanair, Wizz Air, and Pegasus. This makes the company were available to the direct competition. Additionally, the business persistence towards the seasonal learning patterns may focus on leisure traffic, leads the company to sacrifice its profitability certain extent. Too much emphasis on the website based promotion by suppressing other modes of promotion such as public relations, newspapers can also lead to fragmented market (EasyJet Plc, 2016).

3.1.3 Opportunities

similarly, EasyJet possess the opportunity to venture for the business travellers by offering them extra set of branded products such as check ins, fast tracking security as well as flexibility. The diversify distribution strategy can further be enhanced by focusing on the potential opportunities (EasyJet Plc, 2016).

3.1.4 Threats

the competitors targeting the alternating customers who do not prefer booking online can turn out as biggest threat for the company. Get  dissertation help by qualified and experienced dissertation writers. As a case study exhibit that the owner of the company is not worried about distancing customers. Since the nature of the airline industry is cyclical, therefore financial ups and downs gain heavily impact the cost and profits of the business. The business of EasyJet is relatively dependent on primary airports and therefore it is more exposed towards the economic fluctuations (fluctuations in pound, exchange rate differences, inflation and others) (EasyJet Plc, 2016).

The next section of the report presents macro environment analysis of the EasyJet to show how the political, economic, and technological environments in Europe can affect its online promotion strategy (eMarketing) (EasyJet Plc, 2016).

3.2 PEST Analysis

Political: while analysing in context of the political environment, recent political movement Brexit, can have significant impacts on the airline industry too. Pay for  thesis writing service in cheap rates. The connectivity and relationship among the EasyJet and other European countries airports may be influenced as a result of changes in the regulations and practices of the businesses operating in Europe. Previously, Britain was also pursuing the European Union’s regulations in framing the rules and regulations for its business industries (EasyJet Plc, 2016).

Economic: Similarly, changes in exchange rate, employment rate, consumer power, and other economic variables can also place varying impacts on the EasyJet’s business. Economic changes can impose an upward pressure on prices and costs of the business (EasyJet Plc, 2016).

Social: The emergence of ultra-low-cost carriers is capable of changing the patterns and trends of consumption. Consumers of the EasyJet company might prefer the full-service airlines all these alternative ultra LCCs due to the added benefits. It is necessary to understand that not everyone prefers low cost airlines similar to the EasyJet’s propositions,“no tickets, no travel agents, nonetwork tie-ups and no in-flight meals”. Theoretical literature has also confirmed impacts of the lifestyle patterns of consumers in influencing the decisions of the marketers (Panda, 2011). Similarly, while using the Internet for targeting online customers, EasyJet cannot forget the fact that generally French and German customers do not prefer transacting online to avoid sharing the credit card information over the Internet (EasyJet Plc, 2016).

Technological: Additionally, where the technological platforms allow the company to target more passengers (who the existing as well as potentials), it also brings high risk of information security. Technological support Hurricane help the EasyJet in gaining competitive advantage as well as in achieving distribution and cost synergies through significant consolidation is with industry partners. Too much overreliance on online communication and information marketing is subjected to distract the off-line customers (EasyJet Plc, 2016).

First, the analysis of the internal and external environments of the business highlight that focusing on eMarketing is a challenging strategy for the EasyJet’s marketing management. Both the qualitative as well as quantitative aspects of the strategy should be taken into account for reaping successful outcomes.

4. eMarketing Strategy

4.1 eMarketing Strategy– Aggressive Strategy

EasyJet has turned out its website as an aggressive tool for targeting large segments of customers in the competitive marketplace. It can be analysed that the website URL of the company is available everywhere i.e. in the newspaper, in-flight promotions. In the annual performance report published by the EasyJet for the year 2016, it can be depicted that company has specifically used the URL of its website approximately 15 times for referencing in different sections of the report (EasyJet Plc, 2016). It is important to highlight that the main website of the company is developed based on the risk management strategy. A micro-site is built for the newspaper such as Times reader in order to avoid putting strain on the main site.

EasyJet is currently opting to use the aggressive marketing strategy for its ePlatform. In pursuance of this strategy, the marketing management has developed active programs for the expansion into new markets and for the stimulation of advanced opportunities. Moreover, the aggressive marketing strategies also addressed for the development of new products based on the prefix of“easy”. Examples extracted from the case study include easy everything such as development of 400 seat capacity of Internet café and easyRentacar, a low-cost car rental business offering car rental at£9 a day.  The main aim behind the aggressive strategy why and market here through the employment to offensive marketing strategy. It can be analysed that EasyJet is concentrating on the attractive economics of high-capacity through the differentiated offers and hard-line promotions. The marketing staff is involved in all types of activities which can attract the attention of online customers. Examples can be viewed in the form of'Battle with Swissair' and what BA's losses would be on'Go'. It can be analysed that the company is also using this website as a PR tool for providing the information about the new promotions and offers. The company informed the phone and emailing journalists about the promotion of words and asked them to refer to the website for further information.

Value Proposition and Differential Advantages

Aggressive marketing strategy is selected by the EasyJet for closing of all the opportunities for the competitors to create an alternative competitive advantage. The value proposition of strategy is related with the avoidance of head-on conflict with the competitors. The strategy also allows EasyJet to play on its own strengths and on the competitors’ weaknesses (Piercy& Piercy, 2016). Strategic management of the company identifies EasyJet’s business strength as unparalleled network, well-known brand, low-cost model, strong balance sheet, revenue growth, and disciplined use of capital (EasyJet Plc, 2016).

The key value proposition of the EasyJet is cost leadership therefore aggressive marketing strategies are used by the company for reducing the business cost and for expansion of revenues. Price promotions are identified as significant aspects in this context (Burns, 2014). Examples examined from the case study such as price benefits offered to the passengers who book online (£1.5). The airline promotions targeting passengers’ savings contributing vitally in selling the large number of the during the promotion period. The price focused strategy when driven through the website and telephonic channels of promotion, it ultimately helped the management of the company in saving their marketing costs.

It can be analysed from the information given in the case study that manager of the EasyJet is continuously involved in tracking the changes occurring in the external environment of business. The key of the electronic marketing is to sell the seats, more and more seats for increasing the customers and revenue base.However, the differential advantage offered by the aggressive marketing strategy is not price based only. EasyJet is targeting the positive consumers’ perceptions towards the products and services. Academic researchers have confirmed that in order to create differential advantage through the marketing strategy at the consumer level, a business is required to pursue high-level cooperation from the channel members involved in the marketing and promotion of the business products and services (Hill, 2007). In case of EasyJet, these members include newspapers journalists, telephone and web operators, and specifically the customers of the airline. It is a fact that the companies following an aggressive marketing strategy can gain a differential advantage over their competitors by securing a continuous and enduring connectivity with customers. EasyJet holds a strong connection with its customers via web. Company’s website is being used for exchanging the idea’s thoughts and opinions of the consumers a business moves in the competitors’ practices. A dedicated section on the site exemplify a great example in this context.

The direct selling approach selected for the eMarketing, has been identified as remarkable in benefiting the customers to increase their levels of personalisation across multiple channels. Customers through the digital platform offer an effective user experience. The use of targeted marketing campaigns via email and text messages facilitates the convenience and ease exchanging and communicating with the company website’s and mobile platforms. Furthermore, EasyJet’s e-marketing management has not only stopped through the provision of digital platforms rather they also focus on the physical layout and design of the website to attain optimisation goals. Upon the analysis of the eMarketing strategy of EasyJet it can be depicted that the company has enhanced its market position from the cost leadership towards the digital leadership. Constantly accelerating capacity of the web platform mobile offerings has been leading towards the increasing returning customers as well as new customer’s attraction. For example, the EasyJet web application has been downloaded 18.3 million times, to meet the increasing on annual basis (EasyJet Plc, 2016).

4.2 Implementation

Furthermore, EasyJet has effectively involved in the implementation the eMarketing strategy by focusing on the technicalities of the digital information system. All the elements of the digital platform (website) are designed and implemented according to the investigated consumer behaviours. According to Duong, (2013),eMarketing platforms employ a range of tools for meeting the demands of customers related with the colour and visual elements. The researcher further emphasises on the importance of sequential effects in order to direct the response of consumers towards the eMarketing. In the implementation of the digital platform, it is highly necessary to select the colour which can function properly from both the technical as well as psychological aspects. EasyJet has also taken into account this is the principle involved in the digital marketing by selecting the colour choice for its website to exhibit its fitness with the brand image. By settling the initial problem of colour, orange, digital marketers (new media agency of EasyJet) were able to address the desired target market.

Additionally, it is also necessary for a digital platform to focus on the logical organisation of the website in order to positively impact the user experience (Hanke, 2016). It is very important for the marketers to place good navigation in order to make the information search is convenient for the visitors of the websites i.e. information is accessible in few clicks without any complications (Hanke, 2016). EasyJet has also follow this principle in designing the navigation intuitive. Users are directly to the desired site section without any undesirable moves e.g.“moved directly from the timetables to the working area without having to go via the home page”.Additionally, no access graphical presentations are made for unnecessary advertisements in order to prevent destruction of the website visitors.

4.21 Management of the online and off-line promotion methods

The information system associated with the eMarketing for the EasyJet is well integrated with the other business processes. A digital platform needs to be connected and reflective of the business processes so that any update on modification in the business information and practices can easily be directed to the website (Beynon-Davies, 2013). EasyJet also uses the electronic system in feeding the press releases into the site for every new information that in the company’s information system. The global companies are utilising the balance approach by connecting the online and off-line marketing tactics for generating improved results. They have started recognising the importance of synergies in the marketing ecosystem in order to attain the long-term benefits and outcomes. In contrary, the practices of EasyJet appear to be highly focused on the online mode up to greater extent. The case study has highlighted the perceptions of the company’s management related with the use of website is an aggressive in place of the newspaper, and public relations. However, the effectiveness of the off-line promotional methods adopted by the EasyJet can examined through the dedicated phone number used for offering new promotions to the customers via calling. Emails are also recognised as one of the off-line promotional tool used by the EasyJet. However, it is highly important to identify that all these off-line modes are directly connected with the online mode i.e. company’s website. Such integration of the online and off-line promotional methods has further improved the bounce rate and the average time spent on pages (8 minutes) by the visitors. The website and ethics highlighted towards the increasing web traffic, leads and number of engaged visitors (Solomon, et al., 2013). The website log file analysis has also confirmed that the link created between the company’s website and phone calling (dedicated number for the caller’s on website) has contributed vitally in increasing sales for the company e.g. almost all the visitors or users buy a ticket relative to the normal phone line calls. Another example of online and off-line integration can be viewed in context of additional service easyEverything. The company would need to increase its marketing budget for the banner ad supported by this independent company, while on the other side it would benefit from the rising web clicks between 2% to 3%.

4.22 Impact of Implementing Marketing Strategy Upon the Business Performance

Furthermore, the case to the analysis has also stressed on the positive impacts of implementing a digital marketing strategy on both the financial as well as non-financial performances of the EasyJet. Budget of eMarketing -based information system cannot be undermined. The integration of website, phone lines, public relations, as well as information systems of other additional service businesses would need to project the additional cost/day. The summary of the arrived figure is given below.

  • Assumed cost of banner ads per day= 20% of£1* number of hours accessed* number of seats acquired in Internet cafés/day
  • Assumed cost of promoting easyRentacar= 20% of£9* number of cars rented/day
  • Savings on the Internet promotion= Between£5 and£10

Besides financial impacts on the marketing budget as well as profits of the business, eMarketing is also placing significant influence on the non-financial performance of the business. The integration of website with information system of the business has helped the company in attracting the users towards the customised website(Beynon-Davies, 2013; Blythe, 2013). The effective implementation of the information system on Internet is carried out in a way to encourage customisation features without any hectic. For example, users searching a specific flight on are required date can easily find information on the booking page where you can enter the date of travel, the destination information and subsequently check the availability of flight. Upon availability, he can move towards the booking of the flight with EasyJet, where the website provides a PIN code to the customer(EasyJet, 2018; EasyJet, 2018). This PIN code is needed to be showed upon the arrival on the airport at the specific date and flight. The paperless implementation of the eMarketing platform has also made for the users to deal with the information system of the EasyJet. It can be examined that the website is user-friendly in providing the promotional information to the consumers with focus on direct provision of the to the point information. The company does not give value to the abstract marketing banners and uses range of web links for conveying the right message to support and guide the information search. Furthermore, in order to drive positive results from the implementation of the digital information system for marketing, EasyJet is also offering benefits to the consumers who booked online (£1 saving in booking cost).

5. Legal and Ethical Issues

Subsequent to the analysis of the eMarketing strategy and platform adopted by EasyJet, in this section of the report relevant legal and ethical issues are discussed.Range of issues are present for consideration in relation to the collection, processing as well as distribution and usage of information on the Internet. Mainly like EasyJet, every online marketer at present is facing the three legal issues such as privacy, data collection and intellectual property rights. The main concern is related with the protection of intellectual property right. It can be examined that the EasyJet sales frequently emails for the promotion of new offers to the consumers. These emails contain the intellectual property such as logos and trademarks for their brand. It is important to register these properties to avoid any infringement later. EasyJet has attempted such protection effectively currently. In contrary, the company has faced court battle due to direct counterpoint in on the slogan of the competitor, British Airways,“The World’s Favourite Airline”.

Secondly, company collects and processes the information of its customers mainly through emails. The information system of the EasyJet records the details of the customers once they enter these in the website of the company. The system ultimately signs frequent updates in the form of emails to the registered customers which can be annoying for them. The websites attempt can be referred as invasion of privacy orintrusion of solitude(Beynon-Davies, 2013). This can lead towards the customer’s grievance and legal issues for the EasyJet.

Thirdly, the online information collection system (eMarketing) is also subjected to use the cookies, spyware and other techniques for tracking the consumers visiting patterns. According to Umar, (2003), cookies prefer to the small text files, which are stored in the computer’s browser of the individual visitor. Clearly, it is highly essential for the website to inform the consumer for storing the cookie and tracking the information. The corporate website of the EasyJet is effectively pursuing the cookie policy in order to avoid any legal claim afterwards. Every visitor is initially informed about the companies continues to use the site. The information system of the EasyJet clearly identifies that while continuing to use the website the user is presumed to have agreed on the use of cookies by the EasyJet information system (EasyJet, 2018). Besides the legal position of using consumers’ information with their permission, digital and electronic marketing practices also need to comply with the ethics of privacy. It has been already mentioned above that many of the potential consumers from Germany and France did not prefer sharing their credit card information over the Internet due to privacy issues. In similar context, EasyJet is required to implement effective ethical measures for the protection of personal and private information of the consumers. Consumers share their relevant information with the online booking of the EasyJet, the company needs to ensure that such information is saved and protected without risk of exposure to the intruders or hackers (Smith& Chaffey, 2012).

On the other side, for maintaining the information security of the consumers it is also necessary to consider encryption during the information processing stage (Beynon-Davies, 2013). The emails provided to the customers should also be encrypted in order to ensure that only the authorised person can read it. EasyJet has also implemented the principles of privacy while using its website for the marketing purpose. One of the significant examples of such implementation is the video published on the privacy policy on the corporate website of the airline company titled as“Privacy Policy and our Privacy Promise”. The company makes effective promise for collecting and keeping the customer’s data through safe and secure measures. The data company collects include customer’s name, email address, payment details, and passport information (EasyJet, 2018). The company has given control for the management of preferences for receiving email marketing information. EasyJet acknowledges the control of consumers to tie in the hand of consumers only (EasyJet, 2018). Through the provision of clarified privacy statements in line with the consumer protection guidelines of the European regulatory, EasyJet attempts to ensure that service quality is higher and the consumers information is adequately secured.However, the marketing management of the company needs to stay updated about the new modes of security violations and raise their policy practices. EasyJet’s marketing management should not forget that management of online and off-line modes is highly necessary for increasing their awareness about the customers fears and phobias. The company should constantly act for the minimisation of customers’ concerns by increasing the functionality, flexibility, consistency, privacy and security of the web platform. In the end of the section, it would be suggested to the management of EasyJet that it should focus on the changing regulatory requirements to be integrated with the existing privacy and security policies to show its responsiveness. Technology can environment is subjected to ongoing changes and therefore the emergence of new legal and ethical should be expected as a part of routine business(Oz, 2008).

6. Conclusion

Upon in the analysis and consultation on the eMarketing platform in the information system associated with the EasyJet’s promotion and marketing, it can be concluded that the company has effectively manage the use of online platforms for capturing a long-term position for its business. The in-depth analysis of aggressive marketing strategy adopted by EasyJet has informed that Internet has been used by the company as an effective sales tool, PR tool, customer service tool, brand building tool, cost reduction tool as well as a highly valuable promotion and communication tool. Information management system involving data collection, processing, and data usage in the EasyJet’s eMarketing platform should be capable of lowering the risk for both the business as well as its customers. In order to deal with the market forces driven from the internal as well as external environmental factors, EasyJet would be required to be highly adaptive and responsive to the changing circumstances. It would be necessary for the company’s strategic management to direct its electronic marketing business idea towards the accomplishment of the long-term goals such as competing with the ultra-low LLC airlines.

Besides, the functional attributes of the website it is also necessary for the management to lower the cost of maintaining the website in order to retain its cost leadership. The changing political and economic environments in the European countries can increase pressures on the online airline, because of the weakening consumer’s bargaining power (currency rates) and the rising competition in the low cost airline industry. The company should focus on practising the aggressive marketing strategy only until the internal and external factors are unchanged and supportive. It is also necessary for the company to focus on using the aggressive marketing strategy not only for the cost minimisation and profit maximisation purposes rather the focus should be placed on the maximisation of consumers and business value. In simple words, the aggressive marketing strategy must not be aligned only with the price-based promotions and cost measures. The summary of the key insights gathered also highlighted the need to understand budgetary impact of the implementation of eMarketing solutions. All the technicalities as well as security -related aspects must be aligned with the information system connected with the use of company’s website in eMarketing. In the end, it can be summarised that the strategic plan given above needs to be followed effectively to help the EasyJet in investing wisely in its strengths while simultaneously recovering its weaknesses.


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