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EASYJET ONLINE PRESENCE

EASYJET ONLINE

PRESENCE

INTRODUCTION

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EASYJET ONLINE PRESENCE

Online sales continue to be an increasingly important channel for consumer purchases


around the world. In 2008, online sales reached $133.6 billion in the United States and
$116.6 billion in the United Kingdom (e-Marketer 2008a; U.S. Census 2009). European
online sales were expected to reach €124.1 billion in 2008 (Jongen 2008). In the Asia -
Pacific region, online sales reached $73.3 billion in 2007 (e-Marketer 2008b). The global
proliferation of online sales is being fueled by not merely online-only firms such as
Amazon.com (often referred to as pure-play online retailers) but also traditional bricks-
and-mortar companies1. For example, Tesco, the fourth largest retailer in the world,
indicated that home shopping over the Internet is an important growth market (Jones
2001). The retailer monitors and analyzes online competitors' strategies in both its home
market (the United Kingdom) and foreign markets to determine when and how to
establish online sales presences most effectively. Tesco's efforts to understand customers,
competitors, and foreign markets have facilitated effective online sales strategies in
various European and Asian markets.

(Gregory, Karavdic, and Zou 2007; Korper and Ellis 2001; Lancioni, Smith, and Olivia
2000; Rugman, Li, and Oh 2009). The capabilities include the firms' market orientation,
entrepreneurial orientation, and foreign market orientation. Market orientation is the set
of processes and activities used to understand customer needs to satisfy customers
(Deshpande and Farley 1996). Entrepreneurial orientation is a firm's inclination to take
risks, favor change and innovation, and compete aggressively (Miller and Friesen 1982).
Foreign market orientation refers to an organization's knowledge about foreign markets
(Simonin 1997). We define brand strength as the extent to which customers are aware of
and recognize brands and view them favorably (Keller 1993), and we define supplier

relations as the communication and coordination between the online saler and its primary
supplier (Anderson and Narus 1990).

1
Aaker, D A, (1988), “Strategic Market Management”, 2nd Edition, John Wiley & Sons,
New York.

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EASYJET ONLINE PRESENCE

The purpose of this easy jet’s online presence of information’s and procedures is to
sketch and propose suggestion on the progression involved in creating a booming online
presence.

Constructing a booming easy jet’s online presence:

Creating a booming, lucrative online presence using XML web pages is to emerge to
evade many business organizations. What many organizations and non-profit
organizations wrap up with is frequently not much more than an inert internet
advertisement2. Whereas an online pamphlet website is debatably best than not anything,
many organizations could attain more profit from having an presence of online business
that constructs community, society, association, discussion, and contented into their easy
jet’s website.

Building community, society, association, discussion and contented into a easy jet’
website needs a much more of preparation, planning and ideas, with a precise and clear
understanding of the goals and the viewers that will be using the easy jet’s website. The
fundamentals of budding a better online presence by easy jet’s includes that:

• Forecast – Wide forecasting is significant role of doing successful easy


jet’s website. Accepting the needs of the easy jet’s websites for different
viewers, setting objectives, and expecting outlook development are all
essential.
• Ease of steering – To excerpt some of the article’s study "more than
80% of online users are liable to depart a web site if they sense they have
to do lot of clicking the mouse to get what they are looking for”.
Carefully planned navigation/steering are the most excellent chances to
build a better intuition and keeping the people on easy jet’s web site.
• A well-built reception – The easy jet’s website will serve up the first
intuition for many possible viewers, associates, scenario, sponsors,
2
Camerer, C, (1985), “Redirecting Research in Business Policy and Strategy”, Journal
of Strategic Management, Volume 6.

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EASYJET ONLINE PRESENCE

shareholders and employees. It is consequently vital that it is a optimistic


one. This is skilled through aesthetics like plan, design, images,
multicolor, better located texts, and the significance of the easy jet’s
website to the end- users.
• Implementing text with Suitable for the Web – excerpting web usability
reports that get clear of partially the text words on every page, then make
clear of next partially of which thing is left, because viewers do not read
and understand the website pages but scrutinize them, easy jets effective
websites are like a discussion versus a pamphlets – warm welcoming and
personal. CCC- Community, Conversation, and Content are the basic
elements in maintaining and creating a revisit user support. Message lists,
search engines, links on other social interaction sites, advertisement link
sites and other features of the Internet are all important in a successful
online presence of web technology.
• Advertising exterior from the Internet promotes – Incorporate reliable
online presence into general advertising and industry support programs.
With internet and email id’s on all companies details and their business
cards.
• Testing – considering that not everybody knows and uses the website in
the same way, the testing approach make sure that a easy jet’s website is
effective. Testing is a effortless and cheap process that can surely be done
at no cost, if you can get individual persons willing to volunteer their time
as a tester.
• Assessing the success way – Success can be calculated in many ways by
counting number of visitors and the number of new visitors, repeat
visitors, visitor’s self-involvement, associates of increased membership
and so on..
Firm orientations and resources affect performance (Hunt and Morgan 1995; Lumpkin and Dess
1996). Similar to Noble, Sinha, and Kumar (2002), we hypothesize that the impact of orientations
on performance is not direct but rather is mediated by the resources they help create. Much of the
extant research on online sales performance uses metrics associated with Web site hits or number
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EASYJET ONLINE PRESENCE

of unique visitors, which do not necessarily correspond with ultimate financial success.
Following recent studies that assess effects on performance in the e-commerce and global
marketing contexts (e.g., Avlonitis and Karayanni 2000; Hewett, Roth, and Roth 2003), we use
financial measures of performance. Consistent with Hult and colleagues (2008), we measure
financial performance in multiple ways, in terms of both revenue growth and an overall index of
performance objective achievement. While the former captures an explicit percentage rate, the
latter pertains to how well the online seller met objectives relative to online sales, profitability,
market share, sales growth, and the number of new customers. Creating a booming, lucrative
online presence using XML web pages is to emerge to evade many business
organizations. The purpose of this easy jet’s online presence of information’s and
procedures is to sketch and propose suggestion on the progression involved in creating a
booming online presence.

Evidence of the direct effects of market orientation on performance has been mixed,
apparently dependent on the research context (Kirca, Jayachandran, and Bearden 2005).
For example, studies in international settings have found inconsistent direct effects
between market orientation and performance. Yet one of the advantages of online sales
stores is their ability to serve customers regardless of their geographic location. Thus, we
propose that market orientation (as well as entrepreneurial and foreign market
orientations as described in the next section) has a first-order effect (e.g., Hult and
Ketchen 2001) on strategic resources, which in turn affect online sales firm performance.
This mediated view (Baron and Kenney 1986) of the market orientation-performance
relationship also builds on the work of Noble, Sinha, and Kumar (2002), who advocate a
broader perspective when considering the relationship between strategic orientations and
performance. Thus, our model explores howe-tailer resources mediate the relationships
between orientation capabilities and performance. Much of the extant research on online
sales performance uses metrics associated with Web site hits or number of unique
visitors, which do not necessarily correspond with ultimate financial success. Figure 1
summarizes the constructs and relationships that our research investigates regarding
global e-tail performance. We propose and test for mediating effects, and then we
hypothesize specific relationships between orientations and resources and between

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resources and performance3.

BUSINESS PORTRAYAL OF EASYJET AND ITS COMPETITOR RYANAIR

One of the leading airlines that offer Low-fare prices in UK airline market is EasyJet ,
Head quartered in luton – UK. It has been with a fleet of 122 aircrafts in the year of 2007
from which exactly 35 Boeing 737 fleets and more over 87 are Airbuses. Ryanairs fleet
is fabricated with 120 Boeing 737 with a seating capacity of more than 190 passengers
in each fleet. (Cranfield University Report, 2000). in the European airline industry
Easyjet is one of the extremely number one low fare airlines that have a 122 aircrafts.

Manpower: EasyJet employed labours to nearly 5000 people. Among then were Flying
service crews and pilots . In the meantime Ryanair has its employee strength of morethan
3,500 employees. (Rayanair holdings PLC Datamonitor Report, 2007).

Easyjet: Availing the service of transporting more than 6.990 millions of peoples
worldwide. 74 key European airports are being connected by Easyjet.

Ryanair : Availing the services of transporting morethan 8.000 millions of passenger


worldwide.

STRATEGY OF EASYJET AND RYANIAR

Proussaloglou and koppelman (1999), said that “when passengers choose a flight, they
try to make the most of their air travel utility”. The various travelers necessities that
could be met by any air transport services are the excellence of service, the market
condition, membership, the levels fare, the restriction on travel and the convenience of
the schedule for different flights. Keeping in view all these strategic planning issues
Ryaniar and Easyjet focuses on COST REDUCITON strategies.

3
Easyjet about us (2006), Information pack.
http://www.easyjet.com/EN/About/indes.html

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EASYJET ONLINE PRESENCE

Ryanairs Chief Executive Officer has said that “We want to be known as the wal-mart of
flying”. The profit margin of Ryanair was being raised because they have gone for
cutting down the cost that are being spend unnecessarily and concentrating on offering
low cost airline services. (Maier, 2006). Ryanair flights and airlines moves to very far
places as of secondary where else Easyjet flies only to those airports which is in leading
as of primary. Hence Ryanair was able to produce on time deliver and moves from one
destination to another destination. This is because always there will be less jam-packed in
the secondary airports than in the primary airports. (Ryanair holdings PLC Datamonitor
Report, 2007). The strategy of Ryanair is that “FREE AIR TRAVEL” as if the travel fare
is of zero cost. (Maier, 2006).

The Easyjet is gaining competitive advantage over Ryanair through the air port landing
charges contract and the turnaround time that is of high speedy to the extend of less than
or equal to thirty minutes and it is offering free seating for its passengers. The
distribution cost of both Ryaniar and Easyjet is being reduced by applying a common
strategy of introducing various technologies and innovative distribution system. They are
not interested in issuing the tickets they are following “TICKETLESS” travel by their
passengers so that they can avoid cost spend on dispensation, distribution, issue and other
reconciliation of millions of tickets each year. The internet facilities are being promoted
which enables the passengers to register or book for travel and view the schedules of air
flights in every twenty four hours. (Kasilingam, 1998). Easyjet is reducing its cost by
applying an strategy of “NOMEALS” strategy that is no meals are being served to the
passengers thus it leads reduction in cleaning cost, serving cost and maintenance cost. For
each and every amenity that are being provided to passengers are being charged by
Easyjet. A well-built reception – The easy jet’s website will serve up the first intuition for
many possible viewers, associates, scenario, sponsors, shareholders and employees. It is
consequently vital that it is a optimistic one. This is skilled through aesthetics like plan,
design, images, multicolor, better located texts, and the significance of the easy jet’s
website to the end- users.

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EASYJET ONLINE PRESENCE

CONCLUSION:

Conceptually, entrepreneurship (entrepreneurship, entrepreneurial proclivity, and


entrepreneurial orientation are commonly labeled constructs that capture the processes
underlying innovativeness, risk taking, and proactiveness) has been described as an
antecedent of market orientation (Deshpande, Farley, and Webster 1993; Grinstein 2008)
as well as a common first-order factor with market orientation (Hult and Ketchen 2001).
We adopt the latter approach in our study of etail strategy, following Slater and Narver's
(1994) and Becherer and Maurer's (1997) recommendation that the complementary nature
of constructs suggests that they be examined together. Therefore, we must examine the
extent to which the various firm orientations are related to brand strength and supplier
relations resources.

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6) Doganis R.(2001), The airline business in the 21st century. New York.

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EASYJET ONLINE PRESENCE

7) Easyjet about us (2006), Information pack.


http://www.easyjet.com/EN/About/indes.html

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