Marketing Analysis of British Airways and Easy Jet

Running head: MARKETING
MARKETING
Name of the Student
Name of the University
Author Note

MARKETING1
Task 2 a
Introduction
The marketing can be understood to be an effective aspect of the organization and
necessary functions which need to be adopted by the firm in order to ensure that it is being able
to carry out the operations in a successful manner (Armstrong et al. 2018). In consideration of
this, it can be mentioned that the primary aim of the report is to outline the manner in which the
different organizations tend to make use of the marketing mix function. The marketing mix can
be rightfully defined as a key tool in the function of marketing which helps in ensuring that the
Product, price, place and promotional aspects can be carried out adequately (Baltes 2015). In
consideration of this, the following report has taken into association the Airline industry of the
United Kingdom in order to assess and examine the manner in which different companies in the
industry have been making use of the Marketing mix as a tool but differently. In consideration of
this, it can be mentioned that the companies which have been chosen for the purpose of the
analysis can be stated to be the British Airways and the Easy Jet.
About the enterprises
British Airways
The British Airways can be said to be the flag carrier airline of the United Kingdom
which has its headquarters in London near the Heathrow Airport. The airline enterprise is the
second largest airline in the United Kingdom after Easy jet. The enterprise has been able to
merge with Iberia and created the international Airlines Group which became a holding company

MARKETING2
in Madrid (British Airways.com 2020). In association with this, it becomes effective to state that
the British Airways can be understood to be the first passenger airline to have generated more
than $1 billion in a year on a single route on the New York –JFK to the London Heathrow route.
Objectives:
 To engage in high sales
 To satisfy the customers as present
 To ensure successful operations
Easy Jet
The easy Jet plc can be mentioned to be a low cost airline group which started its
business in London Airport (Easyjet.Com 2020). The firm operates domestic as well as
international schedule over 1000 routes and has its presence in more than 30 countries. The
enterprises are listed on the Stock exchange and employ more than 15000 employees in UK as
well as the rest of Europe.
Objectives
 To diverse to more regions
 To engage in the introduction of a new line
 To ensure high customer ratings
Marketing mix and analysis

MARKETING3
The marketing mix as an analysis tool can be described as a mix of 7Ps which are made
use of to evaluate and reevaluate the business activities of any enterprise. These seven aspects
comprise of the product, price, place and promotional activities. As the global market has been
changing to a great extent, it becomes very critical to state that, each enterprise would be
required to reevaluate the mix on a consistent basis so as to gain the maximum results in the
enterprise (Bowie et al. 2016). The given section has been formulated in a systematic manner
whereby the 7Ps have been described in general and this is then followed by the discussion on
the Marketing mix of British Airways and the Easy Jet
Product
The product can be essentially described as the offering which is made to the different
customers. It can be stated to be a service as well. In consideration with this, the product needs to
comprise of various features as well as characteristics with the help of which, the needs of the
customers will be fulfilled accordingly (Brassington and pettitt 2012).
British Airways
The British airways tend to offer airline services of the premium segment. In association
with this, it is effective to state that the enterprise offers considerate customization and offers the
different customers with the core advantage of customization which can be considered to be
taken as a competitive advantage.
Easy Jet
The easy Jet as an enterprise sells its various products under 5 different categories. These
are of separate product lines and sold under the brand name (Brennan, Canning and McDowell