Individual Report of Easy Jet
Added on 2020-06-04
11 Pages2262 Words107 Views
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Individual Report
Table of ContentsINTRODUCTION...........................................................................................................................11.1 Background of research area............................................................................................11.2 Literature Review.............................................................................................................2Impact of promotional activities and tools for improving marketing positioning of Virgin..21.4 Research methodology.....................................................................................................21.6 Timeline of research activities..........................................................................................8CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................10
INTRODUCTIONTitle :- “ To identify the impact of promotional activities on company's performance :A case study on Easy Jet “.1.1 Background of research areaThis is considered as important area of the investigation as it represents the overview ofproject. Here the primal motive is to recognise the influence of advertisement on theperformance of Easy Jet and how it helps in improving the same. In order to accomplish this aim,some of the questions are framed in context with the topic of research and their answers are alsodiscussed in literature review section. In addition to this, an interview is conducted for attainingthe feedbacks of common people or consumers and a questionnaire is designed in accordance tothat. Virgin Atlantic is a popular British airline firm having its head quarter in Crawley, UnitedKingdom (Clark, 2015). This airway was set up in the year of 1984 as British Atlantic Airwaysand was firstly planned by its co – founders known as Randolph Fields and Alan Hellary forflying between Falkland Island and London. After this, its name converted or changed intoVirgin Atlantic Airways since Fields had sold his shares in the firm after occurrence ofdisagreement with Sir Richard Branson regarding the management of corporation. This has beenobserved that they have earned revenue of around £2,689 million in the year of 2016 and washaving nearly 8,875 workers who were performing under them at same time. They have beenserving destinations of approx. 33 or more than this. Thus, in order to gain recognisance andfame in the eyes of all people who are surviving in UK, Virgin need to take use of differentpromotional activities (Erlam, Smythe and Wright, 2016). This will surely helps them inincreasing their sales rate and establishing themselves as a powerful brand. Aims:“To identify the impact of promotional activities on company's performance : A case study onEasy Jet “.Objectives :The entire research is designed on the basis of some objectives which is listed below :To determine the impact of promotional activities on Virgin's performanceRecommend of some tools via which Virgin Atlantic can improve its marketing presence.In addition to this, some research questions has also derived which is mentioned below :1
What are the effects of advertisement on performance of company ?Suggest some tools and techniques of promotion for upgrading existing positioning ofVirgin Atlantic.1.2 Literature ReviewThis is also treated as an eminent part of research as it shows views and opinions ofscholars or authors in context with theme of project. This helps in drawing efficient conclusion atlast. As per the view point of Cooper and Higgins (2015) airway is most sensitive sectors as itswhole operations relies on the beliefs and interest of passengers. Thus, this is known as aconsumer oriented industry where – in directors or managers of firm should focus on wishes aswell as demands of their potential customers. If they would not do the same, then it is impossibleto survive in this competitive era.Impact of promotional activities and tools for improving marketing positioning of VirginAccording to thought of Josephsen (2014) every company needs to understand theimportance of promotion actions. It is noting but an active process that requires to be closelyscrutinized in order to obtain best outcomes. Promotion simply refers to the voice of any firmwhich is used to send out message of brand loudly and clearly to the audience. Virgin Atlanticshould also use promotional activities in their business for conveying information regarding newproducts and services manufactured by them. This helps them in attracting large number ofconsumers towards the identical thing. Dahlke, Hall and Phinney (2015) stated that there arevarious media platforms that could be utilised in order to promote brand and whole enterprise.Some of them includes radio, television, magazines, social - media, etc. This helps venture inreaching to vast number of audiences. There are numerous of advantages of using promotionaltools. These involves increment of brand awareness, providing appropriate information to targetaudience, increasing consumer traffic, etc. This as a result aids in building sales and earninglarge sum of profitability. 1.4 Research methodologyThis section covers all the tools and techniques associated with investigation that is goingto be used in this report for attaining aims and objectives in effect-able manner. There aredifferent method of doing researches which has been described in this section.Research method 2
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