EasyJet's Marketing Fundamentals: Comprehensive Analysis Report

This report provides a comprehensive marketing analysis of EasyJet, a British multinational low-cost airline, using various strategic tools. It begins with an introduction to marketing principles and the importance of effective marketing in a competitive market. The report then delves into a SWOT analysis, evaluating EasyJet's strengths (strong capital base, technology, expansion policies, airline destinations, low-cost model, EasyJet academy), weaknesses (sensitivity to taxes, criticism, competitive industry, limited locations), opportunities (EasyJet academy potential, travel packages, European expansion), and threats (government policy changes, major industry players). Following the SWOT analysis, a PESTLE analysis examines the impact of political, economic, social, technological, legal, and environmental factors on EasyJet's business, with a focus on the impact of Brexit and the COVID-19 pandemic. The report also includes a VRIO analysis and a discussion of EasyJet's marketing mix. The analysis aims to provide insights into EasyJet's strategic position and potential areas for improvement. Desklib provides access to this document along with a wealth of study resources.

Assessment 2
Marketing
Fundamentals
Analysis and
Evaluation

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK...............................................................................................................................................4
SWOT analyses of Easy jet ........................................................................................................4
PESTLE analyses of Easy Jet.....................................................................................................6
VRIO analyses of Easy jet .........................................................................................................8
Marketing mix of Easy jet.........................................................................................................10
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing refers to those process which is used by the company to stimulate the demand
of their product and services by using different marketing tools. Marketing is one of the most
important aspect of the present business because the existence of company are possible only due
to effective marketing tools and technique. The importance of marketing are increases day to day
and the main reason for that is the increasing level competition in t he market. Today there is a
cut throat competition present in the market under which many company are operated in the
same industry which creates price war in the market. The impact of price war on company are
very negative as thy decrease the profit margins of the company. It is very important for the
management of the organisation that they put their efforts on the development of effective
marketing framework in the organisation. There are many tools and technique of marketing are
present in the market such sales promotion, advertising, personal selling and many more. These
are the important tools of the marketing which helps the organisation to increase the demand of
their product and services in the market. This report is based on the marketing analyses of well
known organisation Easy jet. This report contain brief discussion related to SWOT and PESTLE
analyse of the company which established judgement related to strength and also the impact of
different factors on the business of the company. This report also contains brief discussion
related to marketing mix under which all the factors of mix are effectively defined in context of
selected organisation. This report reflects the description of many strategic models which can
help the company to analysed different aspect of the market. (Shepherd and Zacharakis, 2018)
About the company
Easy jet is a British multinational low cost airline whose headquarter are located in
London. This company has operated their airlines in both domestic and international market as it
operated in more than 25000 routes and operates in more than 30 countries of the world. This
organisation was established in the the year 1995 and reflects many expansion. The main reason
for the success of airlines in the market is their expansion policy and also the acquisition policy.
The impact of covid-19 are very bad on the business of the company and the organisation has
seen many negative aspects due to this.

TASK
Before the year 2019, the economies of all countries of the world has reflects positive
growth and many milestones has achieved by the businesses due to this because of positive
growth of the economy. But the pandemic breaks all the structure of businesses and enables the
economies to reflects negative growth in the market. The biggest negative impact of covid-19 are
placed on airlines business. At the time of covid pandemic, the government of the respected
country has put restrictions on the movement of peoples from one place to another. Most of
airlines has put their flights on hold for much time but the fix cost of maintaining makes many
difficulties for airlines companies. As the management of the Easy jet also faced faced many
losses in their business so it is required to conduct internal and external analyses of the business
so that the actual impact of covid can be evaluated from this. (Samuels, 2021)
SWOT analyses of Easy jet
SWOT analyses refers to those strategic tool which is used by the company to evaluate
strength and weakness of the company. There are four factors are present in this analyses such as
strength, weakness opportunities and threats of the business. It helps the company to develop
effective strategies in their business and try to minimise their weaknesses by using the strength
of their business. This model helps the company to evaluate different types of threats which the
company may be face in future and enables them to develop effective measures to deal with
these threats. There are many opportunities can be present in the future and this model helps the
company to grab these opportunities. The brief discussion related swot analyses of the Easy jet
are given below:
Strength
Strong capital base :- The financial position of the company has very strong and positive which
enables the organisation to deal with different types of issues. The main reason for the positive
financial position of the company is their market capitalisation which is around 4 billion pounds
and net cash position is about 113 pounds. The credit rating of the Easy jet is the strongest of all
the airlines companies of the world.
Technology :- The management of Easy jet has believed to acquire the loyalty of their customers
by providing them effective and attractive services in their organisation. The management of the
Easy jet has used different types of technologies in their organisation which attracts the
customers towards the company. (Rezaee, Jozmaleki and Valipour, 2018)

Expansion and acquisition :- The expansion and acquisition policies of the company are very
impressive and strong which is a great strength of the Easy Jet. These policies of the company
has enables the management to achieve considerable growth in the market.
Airlines destinations :- The management of Easy jet has operated their airlines services in more
than 130 destinations across the europope and it is one of the most popular airline organisation
of these destinations.
Low cost model :- The main strength of Easy Jet is their low cost airline model under which the
management provide airline services to the customers with low budget. The main business of the
company are based on least cost production under which the company has put more focus
different cost factors.
Easy jet academy :- The management of Easy jet has organised specialised academy under
which they develops effective pilots and other staff of the airline by providing them proper
training. It is one of the important strength of the company under which specialised training are
provided to the employees of the organisation.
Weaknesses
Sensible to additional taxes :- The management of the Easy jet has operated their business on
the concept of low budget airline so that the company are more concerned about the costing so
that the profit margins can be maintained. Any minor changes in the taxes imposed by the
government of respected country negatively if they move upward.
Criticism :- The management of Easy jet has to face high level of criticism from the Germany
market due to no compiling with compensation law. The customers has face the problem of
delaying and cancellation of flights and also their refund. As per the law, airline has to refund the
amount of customer within a week if any flight becomes cancelled.
Competitive industry :- Easy jet has operated their business in aviation industry of the world
where there are many big players are operated in same industry. These big players has hold huge
market share on the basis of their effective and extensive marketing framework. The
management of Easy jet has to face many difficulties due to the competition such as price war
and many more. (Ren, Wu and Liu, 2018)
Non availability in many locations :- The management of the Easy jet has only operated their
business in Europe so that many locations are vulnerable from the services of the organisation
which becomes the weakness for the company.

Opportunities
Easy jet academy :- Easy jet academy is one of the established training academy of the company
which has potential to be effective source of additional income for the company. The number of
pilot aspirants are increased day by day in the market and the number of training are relatively
very low so it become the opportunity for the business to earn additional income and use them in
their core business.
Easy jet travel packages :- Most of the people in the market has demand the whole holiday
package under which the company organises all the needs of their tour such as hotel resort and
many more. If the company has developed these types of packages in their organisation it
becomes very beneficial for the organisation.
Expansion in whole Europe :- The main focus of the company are placed on the expansion
policy since the establishment of the organisation. The management of the organisation has
expand their business in whole Europe which creates many opportunities for the company.
Threats
Change in government policies :- If the policies and measures of the government changes due to
any circumstances then the number of chances of failure of organisations strategies and policies
are increased. It becomes threat for the organisation if they does not put their efforts to deal with
these issues.
Major players in industry :- There are so many players are operate their business in aviation
industry of the world which creates the threat of competition and price war in the market. It is
very important for the management of the organisation that they develop effective marketing
strategies to deal with these issues in the market. (Rauschnabel, Felix and Hinsch, 2019)
PESTLE analyses of Easy Jet
PESTLE analyses refers to those strategic tool of the organisation which is used to
evaluate the impact of various external factors on the business of the organisation. There are six
factors are present in this analyses such as political, economic, social, technological, legal and
environmental. It is very important for the management of Easy Jet that they evaluate the impact
of these factors on their airlines so that the effective and efficient strategies can be developed in
the organisation so that their negative aspects can be minimised. This analyses helps the
organisation to conduct the external analyses and the brief discussion related to the same in
context of Easy jet are given below:

Political :- This factor of PESTLE analyse deals with the impact of changing in government
policies and strategies. The minor changes in the strategies and policies of the government can
lead to great loss to the company. The management of Easy Jet has operated their business in
more than 30 countries of Europe so they have to concerned about the policies of these countries
which is not easy for management. One of the most important factor which has very negative
impact on business of Easy jet is Brexit. It is an agreement under which the government of
United kingdom has terminate all their trade agreements with European Union. The companies
of United kingdom has faced many criticism and also cost disadvantage on the business. The
covid-19 also hit the business of company very badly because management has to wind up many
base due to negative impact of covid.
Economic :- This factor of the PESTLE analyses are linked with the impact of economic
variables on the business of the organisation. It is very important for the management of the
organisation that they effectively evaluates these variable so that their negative impacts can be
minimised. Before the year 2019, the economy of United Kingdom and other countries of the
world reflects positive growth and all the indicators provide positive sigh of growth. In the year
2019 one of the biggest disaster called covid pandemic hit the world and economies of the
countries to reflects negative growth. The negative growth of the country has breaks the
corporate structure of Easy Jet. (Man, Lu and Lin, 2019)
Social :- This factor of pestle analyses are related to the impact of culture tradition and belief on
the business of the organisation. It is very important for the management of Easy jet that they
analyse the culture and tradition of the location so that their services can be success in the
particular area. There are different types of social issues are present in the market which the
management has to concerned such as to maintain the gender balance in the staff of the
organisation. The management of Easy jet has to maintain considerable gender balance in the
management of organisation so that social values can be fulfilled by the organisation.
Technological :- This factor of the PESTLE are related to the the impact of technological
advancement on the business of the organisation. In the past few decades the face of technology
are fully changed and world witnessed new technology every day. It is very important for the
management of Easy jet that they analyse the information about the new and advanced
technology in the market so that it can be used in the organisation. There are different types of
technologies are used by the Easy jet in their working area such as introduction of new bag-sizer

on application of Easy jet, innovative bag scanning features and adoption of data science. These
technology not only attracts the customers towards the company but also enables the company to
survive in this competitive market. As we all know that there are cut throat competition in the
market which negatively impacts the business of the organisation and technology is the effective
tools to deal with the competition in the market.
Legal :- This factors of the pestle analyses are related to the impact of rules and regulation
developed by the government of respected country. The management of Easy jet has conduct
their business in more than 25 countries so they have to comply the rules and regulations of these
countries. The government of united kingdom has developed many strict rules and regulations
for the aviation companies so that the chances of any tragedy can be minimised. The
management of the organisation has to follow the command of air traffic control and also the
other authorities responsible to government. The founders of Easy jet has faced charges of
Bribery which impacts negatively on the image of the company. These allegations on the
management of organisation has very negative impact on the profit margins of the company
because the management has to spend huge legal cost in these allegations. (Latinopoulos, 2018)
Environmental :- It refers to those factor of the PESTLE under which the business organisation
has evaluate the impact of environmental factors on the business of the organisation. The
requirement of natural resources are very high and this need of the business organisation are
fulfilled by the environment so it is the duty of the organisation that they try to promote the
environment with their activities. There are many business organisations are present in the world
which has conducted malfunctions in their organisation which demotes the natural environment.
There are so many malpractices are conducted such as acids in river, over utilisation of resources
and many more. The government of the respected country has developed many rules and
regulations in relation to the protection of the environment and the organisation has to fulfil them
so.
VRIO analyses of Easy jet
VRIO analyses refers to those analyses which is used by the organisation to access all the
internal resources of the company and develops effective judgement whether they are compatible
to deal with the competition in the market. There are so many resources are present in the
workplace of Easy jet but it is required to evaluate their capabilities and the brief discussion
related to the same are given below

Valuable
 It is analyse from the workplace of the Easy jet that their financial resources are very
valuable because it helps the organisation to deal with expansion.
 The employees of Easy jet are the valuable resource of the company because it helps the
company to attracts their customers from the market.
 The patents of company are the valuable resource because it helps the organisation to
protect their self developed technology used by other organisation.
 The distribution network of the company are the valuable resource it enables the
company to develop effective supply chain in the market.
Rare
 The financial resource of the company are very rare because not all the company has
these resources.
 The employees of the company are their rare resource because of their unique style of
working.
 The patent of the company are rare resource as they does not hold by other organisation.
 The distribution network of the company are not rare because many companies has these
channels. (Landi and Sciarelli, 2019)
Imitable
 The financial resources of organisation are very costly to imitate as the management has
makes efforts for many years.
 The employees of the organisation are not so costly to imitate because any company can
develop by proper training and development of employees.
 The patent of the company are very imitable because no the company can use the
technology of company.
 The distribution network of the company are imitable.
Organisation
 The financial resource of the organisation are highly imitable as they developed tom use
in different hard circumstances.

Parameters Value Rareness Imitability Organisation
Financial resources Yes Yes Yes Yes
Patents Yes Yes Yes No
Employees Yes Yes No No
Distribution
network
Yes No No No
Marketing mix of Easy jet
Marketing mix refers to those strategic tool which is used by the company to advertise
their product and services. It is one of the most important and valuable model which is used by
many organisation due to their success. There are seven factors are described in this model such
as product, price, place, promotion, process,,people and physical evidence. It is very important
for the organisation that it considered all the factors. The brief discussion related to marketing
mix of Easy jet are given below:
Product/ services :- It is related to those factor of the organisation which they offered to their
customers in exchange of the price. The product or service offered by the company is the most
important factor because the success and failure of the organisation are based on their product
and services. The management of Easy jet has conducted a business of airlines under which the
company has provide many travel services across 30 countries. The management of Easy jet also
conduct a specialised training academy under which they provide training to pilots and other
aviation staff.
Price :- This factor of marketing mix refers to the amount charges by the company in exchange
of their product and services in the organisation. It is very important for the management of the
organisation that they develop effective pricing strategy in the organisation so that that the
chances of failure in the organisation can be minimise in market. The management of the Easy
jet has followed competitive pricing strategy under which they offer their services to the
customers in relatively very low prices from their customers. This help the organisation to attract
more and more customers towards the organisation. (Haldorai and Ramu, 2021)

Place :- It refers to those factors of the marketing mix which is related to the physical market or
area where the organisation has conduct their business. It is very important for the managers of
the organisation that they develop their services on the basis of the market preference so that the
success of the company can be possible. The management of Easy jet has spread their business in
more than 30 countries of the world and provides their services in whole Europe. There are many
countries are present where the company are the leading player in the market.
Promotion :- It refers to those factors of the Marking mix which is related to the promotion and
advertisement of the product and service of the company. It is one of the most important factor of
the model because it helps the organisation to achieve competitive advantage from the industry.
There are many methods and techniques are present in the market which can be used by the
organisation such as advertisement, sales promotion, personal selling and many more. The
management of Easy jet uses search engines and different types of websites in their markting
framework.
Process :- The management of Easy jet has used both offline and online processes in their
business so that no the customer has to face problem in their travel. There are many technologies
are present in the organisation such as online booking and many more.
Physical evidence :- It refers to those things and actions of the company and their employees
which reminds the customers after some time about the services of the company. (Astroth and
Chung, 2018)
CONCLUSION
This report concludes the marketing analyses of well known organisation Easy jet. This
report concludes brief discussion related to SWOT and PESTLE analyse of the company which
established judgement related to strength and also the impact of different factors on the business
of the company. This report also concludes brief discussion related to marketing mix under
which all the factors of mix are effectively defined in context of selected organisation. This
report concludes the description of many strategic models which can help the company to
analysed different aspect of the market.

REFERENCES
Books and Journals
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research with a critical eye. Nephrology Nursing Journal, 45(4), pp.381-348.
Haldorai, A. and Ramu, A., 2021. Canonical Correlation Analysis Based Hyper Basis
Feedforward Neural Network Classification for Urban Sustainability. Neural Processing
Letters, 53(4), pp.2385-2401.
Landi, G. and Sciarelli, M., 2019. Towards a more ethical market: the impact of ESG rating on
corporate financial performance. Social Responsibility Journal.
Latinopoulos, D., 2018. Using a spatial hedonic analysis to evaluate the effect of sea view on
hotel prices. Tourism Management, 65, pp.87-99.
Li, Y., Ma, F., Zhang, Y. and Xiao, Z., 2019. Economic policy uncertainty and the Chinese stock
market volatility: new evidence. Applied Economics, 51(49), pp.5398-5410.
Man, X., Luo, T. and Lin, J., 2019, May. Financial sentiment analysis (fsa): A survey. In 2019
IEEE International Conference on Industrial Cyber Physical Systems (ICPS) (pp. 617-
622). IEEE.
Rauschnabel, P.A., Felix, R. and Hinsch, C., 2019. Augmented reality marketing: How mobile
AR-apps can improve brands through inspiration. Journal of Retailing and Consumer
Services, 49, pp.43-53.