Marketing Research - EasyJet PLC
CONTENTS
Table of Contents:
1. Executive Summary 2
2. Background Information 3
3. Problem Definition and Objectives 5
3.1 MDP 5
3.2 MRP 5
3.3 Components 5
4. Research Design 6
4.1 Target Population 6
4.2 Sampling Process Steps 6
4.3 Questionnaire 7
5. Data Analysis 11
6. Findings & Recommendations 13
7. Limitations 14
8. Biography 15
Executive Summary
This market research report is based on EasyJet founded in 1995 by Stelios Haji-Ioannou. One of the largest airlines in the United Kingdom and Europe’s leading airline operating on over 600 routes across more than 32 counties. The company offer a number of services from package holidays to car hires bookable via the easyjet.com website, the 3rd most searched for airline on a global scale (Google Analytics). With number 1 and 2 market share positions in key airports across Europe, this year EasyJet have been voted one of the best for budget flight in a Skyscanner survery. Having seen a rise of 10.5% in revenues between FY2012 and FY2013 and with over 370 million visits per annum to easyjet.com attributing to 85% of sales, EasyJet are now looking at ways in which the company can have a stronger understanding of their customers and their needs/preferences in order to balance keeping costs down with a strong customer experience increasing customer satisfaction and loyalty.
From the background information available, the management decision problem (MDP) was defined as: “Should EasyJet invest capital into improving the online customer experience in order to understand their customers, increase customer satisfaction and loyalty?”
Using a combination of conclusive descriptive and exploratory research approaches, the market research group acquired detailed qualitative and quantitative data from previous EasyJet customers and concluded with a recommendation of EasyJet not investing
Table of Contents:
1. Executive Summary 2
2. Background Information 3
3. Problem Definition and Objectives 5
3.1 MDP 5
3.2 MRP 5
3.3 Components 5
4. Research Design 6
4.1 Target Population 6
4.2 Sampling Process Steps 6
4.3 Questionnaire 7
5. Data Analysis 11
6. Findings & Recommendations 13
7. Limitations 14
8. Biography 15
Executive Summary
This market research report is based on EasyJet founded in 1995 by Stelios Haji-Ioannou. One of the largest airlines in the United Kingdom and Europe’s leading airline operating on over 600 routes across more than 32 counties. The company offer a number of services from package holidays to car hires bookable via the easyjet.com website, the 3rd most searched for airline on a global scale (Google Analytics). With number 1 and 2 market share positions in key airports across Europe, this year EasyJet have been voted one of the best for budget flight in a Skyscanner survery. Having seen a rise of 10.5% in revenues between FY2012 and FY2013 and with over 370 million visits per annum to easyjet.com attributing to 85% of sales, EasyJet are now looking at ways in which the company can have a stronger understanding of their customers and their needs/preferences in order to balance keeping costs down with a strong customer experience increasing customer satisfaction and loyalty.
From the background information available, the management decision problem (MDP) was defined as: “Should EasyJet invest capital into improving the online customer experience in order to understand their customers, increase customer satisfaction and loyalty?”
Using a combination of conclusive descriptive and exploratory research approaches, the market research group acquired detailed qualitative and quantitative data from previous EasyJet customers and concluded with a recommendation of EasyJet not investing
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