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Marketing and Communication assignment : EasyJet

   

Added on  2021-04-22

16 Pages3459 Words103 Views
Running Head: Marketing and Communication EASYJETMarketing and Communication

Marketing and Communication 1Table of ContentsIntroduction......................................................................................................................................2Task 1 Evolution of Marketing........................................................................................................3a.Describe two orientations of marketing, highlighting the advantages and disadvantages of each..............................................................................................................................................3b.Identify and explain the orientation adopted by Easy Jet, and provide two (2) examples that demonstrate Easy Jet’s use of the approach..........................................................................4Task 2 Marketing Environment.......................................................................................................6a.Identify and discuss one legal factor and one technological factor that could impact Easy Jet’s business operations and consumer’s buyer behaviour.........................................................6Task 3 Marketing Strategies............................................................................................................8a.Explain how psychographic segmentation differs from demographic segmentation...........8b.Discuss one type of segmentation that would be considered the most valuable for Easy Jet to use when segmenting the market.............................................................................................8Task 4 Marketing Mix...................................................................................................................10a..................................................................................................................................................10b.Communication plan...........................................................................................................12Conclusion.....................................................................................................................................13References......................................................................................................................................14

Marketing and Communication 2IntroductionEasyJet is a low cost carrier company based in United Kingdom. It was founded in 1995 and in a very short time period, organization is leading United Kingdom’s airline industry. The main reason behind their success and growth is their effective strategies such as providing qualitative and low cost air travel services. EasyJet has also developed an effective image in the international airline industry. It operates in more than 30 countries with approximately 820 routes. Its modern fleets and large aircrafts are major reasons for increasing their customer base and market share in the global airline industry. In relation to expand its business as well as to develop effective position in rest parts of the globe, organization has appointed marketing assistant in order to evaluate marketing concept. In this report, marketing orientations used by EasyJet along with their advantages and disadvantages will be discussed. Next part of the report will focus over marketing environment of the airline industry so that appropriate measures could be adopted in relation with expansion. Further, report will focus over marketing strategies and marketing mix techniques for developing their effective image in the target market.

Marketing and Communication 3Task 1 Evolution of Marketing a.Describe two orientations of marketing, highlighting the advantages anddisadvantages of eachMarketing orientation is the process under which companies adopt effective strategies such asproduct mix in order to fulfill its potential consumers’ desires and wants. It is a customer-centricapproach which mainly focuses on customer satisfaction. Unlike previous marketing strategies,marketing orientation approach helps the organization to determine its target audiences’ needs aswell as determines strategies for fulfilling those needs in an effective manner. In order to fulfilltarget audiences’ needs and desires, companies adopt product development and related strategies.With the objective of fulfilling customer’s needs on priority basis, it is necessary to develop theproducts on the basis of current market trends and on their requirement basis (Alrubaiee & Al-Nazer, 2010).As per case study, marketing orientation for Easy Jet will be client’s satisfaction and gaincompetitive advantage in the international airline industry. Adopting quality measures andadvanced methods in relation with improving service quality as well as to cope up with theclient’s needs, marketing orientations are being adopted and implemented (EasyJet AirlineCompany Limited, 2018). This will help the organization to acquire client satisfaction relatedobjectives along with the development of an effective image in the target market. Apart fromthis, focus on sales orientation is over sales promotion and advertising-driven mechanism. Thishas helped the organization to develop a distinctive place in the marketplace (Tomczak,Reinecke & Kuss, 2018).With the help of these marketing orientations, organization would develop an effective image inthe target market along with gaining adequate competitive advantage. Apart from this, it alsohelps in client satisfaction and development of an effective image in the airline industry. Apartfrom this, there are certainly other advantages of customer satisfaction orientation such asgaining competitive advantage in the market, enhancing the demand for the company's productsand services in the target market, etc. (Shaltoni & West, 2010).

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