Sometimes there are factors out of a marketer’s control that completely disrupt income projections, cash flow and
ultimately marketing strategies. An example is an issue currently being faced by EasyJet.
European discount airline EasyJet announced in April that a decline in bookings will impact results going forward. It’s not an issue like a downturn in the economy or business travel. Instead, it is all about Brexit.
“The U.K.’s pending withdrawal from the European Union is causing travelers to hold back on booking tickets amid doubts over what Britain’s future relations with the block will be,” cited an article in USA Today. The company is expecting softer revenue and earnings in the second half of the year. Exactly how much is unknown.
Unknown changes in the external environment can cause an impact on cash flow and income projections for firms. What should marketing leaders @ EasyJet to adjust to this major uncertainty in consumer behavior and marketing results?