easyjet essay - trinh phuong thao
TRANSCRIPT
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PRICING, SUPPY AND DEMAND
Easyjet Essay
Hanoi, January 12, 2011
From: Trinh Phuong Thao
To: Miss Thuy and Miss Dung Hue, Integrated Business lecturers
Subject: Easyjet Essay
Table of content
Introduction………………………………………………………………………………………..2
Role of pricing…………………………………………………………………………………….3
Easyjet fare fluctuation…………………………………………………………………………..5
Easyjet and British Airways pricing strategies……………………………………………………7
Conclusion……………………………………………………………………………………….10
Recommendation………………………………………………………………………………...11
Reference………………………………………………………………………………………...12
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INTRODUCTION
In the airline industry around the world has appeared low cost carriers as major players
who have created huge changes in the original service and pricing strategy. Easyjet is one of the
most successful low cost short-haul ones in England as well as European.
Along with the development of airline industry and the increase of air traveling demand,
low cost flights become more and more common attracting much effort to research pricing
strategies in this field in order to reach improvement opportunities. There are some different
methods about the way carriers hold their flights. Studying this issue can help managers
understand clearly how the prices of low cost airlines in fact could be opposed with normal ones,
so they can adjust their oriented goal to achieve good performance.
On the other hand, this essay provides a chance to challenge the role of pricing within
four Ps of marketing mix and see its actual level of importance in the business environment.
Therefore, it will bring marketing theory into reality, which shows the necessity to be flexible
applying theory into changing business situation.
Generally, this essay gives out the mode operation of two airline companies heading to
different priorities when they offer their products. It will study and represent the result of the
comparison between a low cost carrier and a normal one.
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ROLE OF PRICING
Price which is one of four Ps of the marketing mix talks about the value placed on
something that is exchanged. The work of calculating the price for a product is called pricing
which can influence directly business performance. These are several aspects making pricing
important.
To begin, let’s look at how price is different from other marketing mix factors to
understand the unique role of it. While decisions and performing processes related to product,
place and promotion take a long period of time to carry out or to make changes, price is much
more flexible. Marketers can quickly decide to adjust a product price in order to respond to either
consumers’ demand or competitors’ action. This nature of pricing helps organizations adapt
effectively to market changes. Specially, in the time that a business is on the verge of collapse, a
wise strategy on pricing can prop it up when this work can keep goods flowing out and cash
flowing in. Like this, price is the most adjustable element of all marketing decisions.
Besides, contrary to cost drivers like the rest Ps, price generates revenues which influence
how much a business can earn. While revenues are decided by the quantity of good sold, price is
the factor that affects this figure. In other words, price puts a strong impact on customers’
decisions involving their evaluation and impression of the product. If pricing is not done
appropriately, organization’s benefit will be damaged. When the price is set too high, consumers
can turn away making all the work it has done wasted. Conversely, too low price not only results
in the loss of additional profit when customers are willing to pay more but also creates an
impression that the product quality is not good. Pricing then is a distinctive process for the
reason that its outcome provides the foundation of both recovering costs and making profit.
In addition, pricing and organization objective are connected closely. Pricing is affected
by corporate strategy and then needs to be considered both in the view of satisfying customers’
demand and in the view of reflecting business aspiration. Because price can be a communicator
to customers, the impact of pricing can make company target become more or less attainable.
Towards company image, an unsuitable price can lower its position in the market. Therefore, the
price has to be worked out with careful research and analysis to avoid the situation that
consumers misunderstand organization characteristics.
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Furthermore, there is no weapon that can rival and respond to competitors’ actions better
than price. The use of this weapon, however, is also very dangerous when it can drive a price war
that contains a possibility of losing organization market share. Hence, it is necessary to
understand company’s position, examine cautiously market situation and prepare for
competitors’ responses before trying to attract customers with product price. It produces
evidence that pricing requires much effort to do or it can lead the organization to a big mistake.
Last but not least, changing a price or setting new price is a difficult work. To increase
sales or profit, price may be adjusted according to product life cycle, scarcity in the market, time
period and social situation. Affected by these factors, demand is different and altering price can
give businesses more chances to have profit. But changing too much may damage organization
stability under consumers’ point of view, so marketers should not overuse it. Moreover, when a
new product enters the market, pricing is very important because it can decide whether or not the
product can attract customer and create good attitude towards buying it.
In summary, pricing can bring to organizations both opportunity and threat, which of
them is base on the judiciousness of decisions marketers make. Therefore, this process should be
done step by step carefully.
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EASYJET FARE FLUCTUATION
After consulting carefully flight fares of Easyjet company, the result shows that there are
various fares not only for different flights that have the same route but also for the same flight
with the same class. Through investigating these differences and even the factors that can drive
this situation comes the conclusion that the fares of flights can be diversified according to three
aspects. One is about location and two are related to time preparation.
Location here means the place that flight will take off. The difference of departure spot
can lead to the difference of the amount of money customers have to pay. For flights on January
4th at 7 am, if customers went from Luton to Amsterdam, fare was £ 78.99 but if customer went
from Amsterdam to Luton, fare was € 104.99 which is equal to £ 87.68. Other flights have the
same condition showing that fares are affected by local authorities’ policy and different carriers’
charge.
The second aspect making up the variation of fare is the time that the flight leaves in a
day. Below is an example of time schedule of the flights from Luton to Amsterdam on Tuesday,
January 4th, 2010.
Ordinal Fare
Time
Departure (Luton time) Arrival (Amsterdam time)
1 78.99 7:00 9:10
2 58.99 15:00 17:10
3 58.99 18:15 20:25
As can be seen from the chart, the flight at 7 o’clock was more expensive than the others.
It took an additional of £ 20 in comparison with the flights which left at 15 pm and 18:15 pm. It
is because there are higher demands for early morning flight on weekday when customers have
business trips. By contrast, on Friday flight fare on late afternoon can require more money than
other flights on the same day for the reason that there are many people who go on short holidays
on the weekend.
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Finally, the most importance aspect that influences the price of an Easyjet flight is the
different period between the day customers order ticket and the departure day. The chart below
reveals the changes in fare of a return flight from Luton to Amsterdam through time.
Easyjet price flutuation (Return flight: Luton - Amsterdam)
0.00
20.00
40.00
60.00
80.00
100.00
120.00
140.00
160.00
1 day 1 week 1 month 3 months time booking advance
GBP
Cheapest price
The most expensiveprice
The fares here are calculated by summing up the outbound and inbound flights. The chart
shows that though the highest fare could fluctuate but the lowest one only had downward trend.
It means the further time customers booked advance was, the less money they had to spend. This
was because when the departure day came, demand for that flight increased and the fare became
more expensive.
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EASYJET AND BRITISH AIRWAYS PRICING STRATEGIES
British Airways is an traditional airline in England. In order to compare its pricing
strategy with the one of low cost airline Easyjet, let’s take a look at the graph below that shows
two carriers’ cheapest return tickets on the same day. There is a small difference that the route of
British Airways flights is from London City Airport for the reason that this carrier do not have
flights in Luton.
Difference between Easyjet and British Airways prices
0.00
20.00
40.00
60.00
80.00
100.00
120.00
140.00
160.00
180.00
1 day 1 week 1 month 3 months
time booking advance
GBP
Easyjet
British Airways
British Airways fares were much higher than the ones of Easyjet. Booking one day
advance, Easyjet fare was equal to two-third of British Airways fare. While Easyjet lowered its
fare much when the time booking advance lengthened, British Airways also did that but with less
decrease. If customers order their ticket three months before their trips, Easyjet offered them the
fare that was less than 50% of British Airways fare.
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The difference was base on the pricing strategy that each carrier used. Easyjet had only
one class that was offered with the same fare but the fare was depended on the day customers
buy tickets. By contrast, British Airways did not change their fare over time. It provided a wide
range of classes which had different services and the ticket price was decided on which class
customers chose. However, the fare of British Airways on the graph was also higher at the time
near departure day. Because the lowest fare which was limited was sold more quickly, the day
before the flight did not tend to have any cheap ticket left. Hence, though using two opposed
strategies, one rule was the same – customers were more likely to be able to buy a lower fare by
booking early.
However, there was a strong difference between Easyjet and British Airways. It was the
disparity between the cheapest and the most expensive fares. The table below will state it more
clearly.
Easyjet British Airways
Booking time
1 day advance 3 months advance
1 day advance 3 months advance
Cheapest pricePrice 105.98 50.98 157 120
Difference 51.90% 23.57%
Most expensive
price
Price 135.98 55.98 207 132
Difference 58.83% 36.23%
With Easyjet, the fare could be lowered by more than half if customers booked three
months advance. This was the way Easyjet attracting customers when they had chances to obtain
so cheap ticket benefiting their financial situations. Besides, British Airways tickets which was
varied by classes did not fluctuated this much. In other words, the discrimination among this
high cost airline did not exceed 40%, which ensured the quality of services even when customers
chose the lowest class.
Then the biggest distinction between low cost carriers and high cost ones was the service.
In order to evaluate these airlines, it was worth asking whether or not Easyjet provided services
like British Airways. The answer was yes but with an additional fee, which could make the low
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fare become much more expensive. The clearest evidence was about check-in luggage. Including
in flight fare of British Airlines was one piece of checked baggage which was up to 23 kg and
two pieces of permitted hand baggage. On the contrary, the fare of Easyjet just covered a
handbag but not a check-in one. Traveling with a heavy luggage requires more money invested.
Booking time
Easyjet British Airways (luggage included -
23kg)TotalLuggage included
(23kg)
1 day advance
Cheapest 105.98 165.98 157
Most expensive
135.98 195.98 207
1 week advance
Cheapest 65.98 125.98 131
Most expensive
66.98 126.98 157
1 month advance
Cheapest 55.98 115.98 120
Most expensive
79.98 139.98 147
3 months advance
Cheapest 50.98 110.98 120
Most expensive
55.98 115.98 132
In the case customer book advance for checked baggage at Easyjet, they will receive £ 18
saving, which means they need to pay £ 18 for a check-in luggage that weighs 20 kg and £ 14
more for each additional kilogram. Generally, to bring a checked bag that was 23 kg like the
allowance of British Airways, Easyjet customers had to pay £ 60, a big amount of money in
comparison with total flight fare. Like this, cost for traveling with Easyjet is equivalent to going
with British Airways.
However, for people who is on a tight budget and do not need to carry much belongings
traveling, Easyjet is still a very good choice with the fare which is much lower than high cost
airlines.
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CONCLUSION
Pricing is an important process in the marketing mix that can influence business profit
and development. There are some strategies for pricing that is applied by organizations which do
not target the same market segment. Among them are two carriers, one follows more traditional
method of pricing in airline industry and one tries a newer mode.
With different pricing strategy, Easyjet and British Airways aim at different customers.
While Easyjet tries to create the cheapest fares with the lowest costs, British Airways focuses
more on quality of services on flights. Each method has its own advantages and disadvantages
which can suit customers in various situations.
RECOMMENDATION
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There is no perfect pricing strategy which businesses should follow completely.
Depending on the market segment and customers each company want to approach as well as
strengths and weaknesses of the company, it should investigate to find out the strategy that is the
most suitable.
As can be showed from this essay that for both high and low cost carriers set their fares
base on the length of period before the departure day, so it is suggested that the sooner customers
order their ticket, the cheaper fare they can own. Therefore, planning your trip advance brings
much financial benefit.
Before choosing Easyjet or British Airways for you flight, something should be
considered - which luggage is included in your trip and how heavy it is. Bringing baggage that
weighs too much may require more money. In short, the fee for additional luggage should be
plus on flight fare to know the total amount of money each carrier offers.
REFERENCE
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1. Frances Brassington and Stephen Pettitt, Essentials of Marketing Second Edition, Chapter
7 ‘Price’
2. KnowThis.com, Importance of Price, Retrieved from
http://www.knowthis.com/principles-of-marketing-tutorials/pricing-decisions/
importance-of-price/
3. Oded Koenigsberg, Eitan Muller and Naufel J. Vilcassim (October 2007), Easyjet Pricing
Strategy: Should Low-Fare Airlines Offer Last-Minutes Deals?
4. Keith J Mason, Pricing Strategies of Low Cost Airlines
5. Simon Smith, The Strategies and Effects of Low-Cost Airlines
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