Marketing strategy: Case study of Easy Mobile

Type :

Case study

Pages :

10 pages

Format :

.doc

Published date :

05/17/2009

Category :

Business & market

Sub category :

Marketing

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Summary :

Overall presentation of the strategic growth of the Easy Group
Ansoff matrix for the Easy Group
Developed Version of the Ansoff Matrix
Transfer of strategies from the previous Easy brands to Easy Mobile
Can the Telmore Business Model be replicated in France?
Should Easy Mobile integrate some local adaptation
Facing a disruption in the mobile Market
Conclusions
Bibliography

Abstract

Throughout the years, the easy Group strategy kept a clear readability built around some corner-stones principles: a no-frills/low-cost approach, an identifiable and recognizable simple communication strategy mainly focused on price and entertainment, constant expansion, development of new strategic business units in daily/close to the customers market, with a core focus on travelers. In terms of management, the easy Group also adopted a consistent and durable stance in minimizing its operating administrative fees and in applying for the newly created Strategic Business Units the management framework that brought success to the previously settled business. Eventually, the easy Group intended at each developing step to lever its expansion by using the experience, the drawbacks and the success models identified for previous low-cost businesses. All in all, the strategic consistency is to be found in a clear managerial desire to expand as far as possible the no-frills concept to every profitable market - which here means large-sized since profitability comes from size for low-cost companies -as the more numerous the customers are, the more diluted the fixed costs are. Another convergence is to be found in the stable and energetic presence of President Stelios who has now retired.

The first business the easy Group entered was the low-cost air traveling. In 1995, Stelios started easy Jet with regular flights between Luton Airport and Scotland. In 1996, he opened International routes to Nice, Amsterdam and Barcelona. In 1997, he transferred his entire selling platform to www.easyjet.com.