Marketing Plan Analysis

This document provides an analysis of the marketing plan of Jet2.com, a low-cost British airline. It includes a SWOT analysis of the company's strengths, weaknesses, opportunities, and threats, as well as a TOWS analysis. The document discusses the internal and external factors affecting Jet2.com and provides recommendations for improvement.

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

1MARKETING PLAN ANALYSIS
Table of Contents
Introduction and about the company..............................................................................2
SWOT analysis of Jet 2..................................................................................................2
TOWS analysis of Jet 2..................................................................................................3
Conclusion......................................................................................................................4
References......................................................................................................................5

2MARKETING PLAN ANALYSIS
Introduction and about the company
Marketing plan audit can be defined as the process that is implemented by an
organization in order to evaluate the marketing strategy that has been used. The audit is able
to the provide support in order to identify the strength and the weaknesses of the organization
in the environment (Engert, Rauter and Baumgartner 2016). The analysis also leads to the
recommendations that are provided based on the recommendation of changes that need to be
implemented in the organizations for proper improvement of the operations (Frynas and
Mellahi 2015).
Jet2.com Limited that is better known as Jet2 is low cost based British Airline that has
its operations in the chartered and scheduled services. Jet2 is the third biggest scheduled
airlines organization in the UK. The base of the organization is located in Leeds Bradford
International Airport (Jet2.com 2019). The report will be based on the internal environment
analysis of Jet2.com based on the airlines industry.
SWOT analysis of Jet 2
Strengths – The availability of services of Jet2 is considered to be a major strength
that has been gained by the organization. The diverse services that are offered by the
organization are based on the proper fulfilment of needs and demands of the customers. The
parent company of Jet2 is Dart Group PLC that has developed a prestigious brand name from
the last forty years (Hanson et al. 2016). Jet2 has received the award of “Best Short Haul
Airline” at Globe Travel Award that is based on the votes provided by different professionals
of the travel industry. The operations of the organization are based on more than 3000
employees that provides major support to the profitability and revenues of Jet2 (Jet2.com
2019).

3MARKETING PLAN ANALYSIS
Weaknesses – The airlines based market in which Jet2 operates is highly competitive
in nature and the competitors influence the profits of Jet2 in a negative way. The operations
of Jet2 are limited in comparison to the other organizations that are operate in the same
industry. Increasing costs of labour have played a major role in the development of the cost
structure of Jet2 (Hitt, Ireland and Hoskisson 2016).
Opportunities – The aviation industry has the opportunity of increasing more people
in the usage of airlines services. Jet2 has received the license of United Kingdom Civil
Aviation Authority Type A License that enables the organization to carry mail, passengers
and cargo with more than 20 seats. The proper expansion of cargo market will be able to play
a major role in the development of the revenues of Jet2 in the airlines industry (Jenkins and
Williamson 2015).
Threats – The major threats that are offered to Jet2 are mainly related to negative
publicity that has been received by the company for hiding the final prices of the flights. The
website of the airlines organization forces the UK based customers in the other parts of the
world to book the flights in foreign currency that levies extra charges on the transactions that
are made by them. This reduces the levels of booking that are made by customers with the
help of the website (Wheelen et al. 2017).
TOWS analysis of Jet 2
Internal strengths (S)
 Easy ticket booking
facilities offered to
customers.
 Diverse services and
packages are offered
by Jet2.
 Parent company of
Jet2 has been able to
develop a huge
legacy in the
industry.
Internal weakness (W)
 The market is highly
competitive in
nature.
 The global
operations of Jet2 are
limited in
comparison to some
of the other leading
airlines
organizations.
 The costs of

4MARKETING PLAN ANALYSIS
 Employees are
highly efficient
(West, Ford and
Ibrahim 2015).
operations of Jet2
have increased
(Wheelen et al.
2017).
External opportunities (O)
 The high growth
levels in aviation
industry are able to
provide opportunities
to Jet2.
 The Type A license
is held by the
organization (Hitt,
Ireland and
Hoskisson 2016).
SO
The aggressive maxi-maxi
strategy needs to be used by
Jet2 in order to use the
strengths to take advantage
of the opportunities that are
provided to them. This helps
in the strong levels of
development and expansion
of the operations of Jet2 in
the airlines industry (Hitt,
Ireland and Hoskisson
2016).
WO
The mini-maxi strategy is
implemented by Jet2. This
strategy is based on the
ways by which the
weaknesses of the company
can be reduced with the help
of effective usage of the
opportunities that are
provided to the organization
(Frynas and Mellahi 2015).
External threats (T)
 The negative
publicity that has
been received by
Jet2 has affected the
revenues and levels
of profitability.
 The extra costs that
need to incurred by
UK customers in
other countries have
affected the customer
base of Jet2 in
negative manner
(Engert, Rauter and
Baumgartner 2016).
ST
The maxi-mini strategy will
be used by Jet2 in order to
use the strengths to reduce
the weaknesses. The
strengths of the organization
are used in such a manner
that will help in the usage of
diverse services in for the
purpose of increasing the
global operations in
different parts of the world
(Hanson et al. 2016).
WT
The mini-mini strategy has
been implemented by Jet2 in
order to minimise the threats
that are provided by its
competitors and reducing
the threats as well (Jet2.com
2019).
Conclusion
The analysis can be concluded by stating that the Jet2 has many strengths that can be
used in an effective manner in order to use the opportunities that are offered by the external
environment. The weaknesses of the organization can be reduced with the help of appropriate
usage of the strengths of Jet2 in order to maintain the profitable operations in the airlines
industry. The competitive environment in the airlines industry is able to play a major role in

5MARKETING PLAN ANALYSIS
the ways by which the organization can develop the operations and the diverse packages that
are offered to the consumers as well.

6MARKETING PLAN ANALYSIS
References
Engert, S., Rauter, R. and Baumgartner, R.J., 2016. Exploring the integration of corporate
sustainability into strategic management: a literature review. Journal of cleaner
production, 112, pp.2833-2850.
Frynas, J.G. and Mellahi, K., 2015. Global strategic management. Oxford University Press,
USA.
Hanson, D., Hitt, M.A., Ireland, R.D. and Hoskisson, R.E., 2016. Strategic management:
Competitiveness and globalisation. Cengage AU.
Hitt, M.A., Ireland, R.D. and Hoskisson, R.E., 2016. Strategic management: Concepts and
cases: Competitiveness and globalization. Cengage Learning.
Jenkins, W. and Williamson, D., 2015. Strategic management and business analysis.
Routledge.
Jet2.com 2019. [online] Available at: https://www.jet2.com/en [Accessed 14 May 2019].
West, D.C., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating competitive
advantage. Oxford University Press, USA.
Wheelen, T.L., Hunger, J.D., Hoffman, A.N. and Bamford, C.E., 2017. Strategic
management and business policy (p. 55). Boston: pearson.