Marketing Planning for Easy Jet: Analysis and Proposed Strategy

Marketing Planning

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................4
Environment Analysis.....................................................................................................................4
Macro Trend Environment Analysis...........................................................................................4
Micro Trend Environment Analysis............................................................................................5
Internal Environment Capability Analysis..................................................................................7
Proposed Strategy..........................................................................................................................10
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing planning refers to plans which are developed by the company to promote its
products in market in such a way that it can attract most of the customers from its target market.
This requires considering all the factors and environment affecting the operations of the
company. This report will discuss about Easy Jet, British low cost airline group founded in 1995
and headquartered at London, Luton Airport, Luton, UK. Easy Jet operates at domestic and
international schedules on over 979 routes in 33 countries. Easy Jet employs 15000 employees
and these are employed throughout Europe though mainly they are based at UK (Cattaneo and
et.al., 2016). From its foundation Easy Jet has expanded and its expansion happened through
combination of acquisition and base openings. Vision of Easy Jet is that they want to develop
leading value brand of Europe’s into global force. Mission of Easy Jet is that by managing and
expanding Europe’s leading value brand to more products and services and at the same time
creating wealth for stakeholders. Values of Easy Jet are based on safety, Simplicity, one team,
integrity, passion and pioneering. Strategies of Easy Jet are that its structural cost advantage
allows it to provide more affordable travel services. Strategic priorities of Easy Jet are number
one or two in primary airports, wining loyalty of customers, value by efficiency, the right people
and innovating with data.
Easy Jet is working for giving best value to its customer but the company faces several
challenges among them one is increasing price of oil (Gilligan, 2017). This is really a challenge
for Easy Jet because it is a low cost airline and it is important for it that related costs are low.
Environmental concern is another challenge for the company because carbon emission and
increasing concern for environmental sustainability and safety of nature might require that Easy
Jet might have to adapt unexpected challenges.

MAIN BODY
Environment Analysis
Macro Trend Environment Analysis
Micro environment of Easy Jet can be analysed through PESTLE analysis. The analysis
is as follows-
Political
This is an important factor affecting business operations and their success. Easy Jet is
operating in travel industry and because it is an international airline this exposes itself from
various political environments (Achinas and et.al., 2019). There are several political factors such
as travel policies of countries, decision regarding taxation and level of interference of political
factor in business and industry. Easy Jet operates in Europe and based in UK and this is why
Brexit is also an important factor affecting Easy Jet. Brexit can negatively affect operations of
Easy Jet in EU countries.
Economical
This is concerned with factors such as economic condition of a country, inflation rate,
rate of saving and disposable income of people in a country all this affect business and its
operations. In this factors affecting Easy Jet are stability of economic system, market economy
and intervention of government affecting prices of the airline, quality of infrastructure, inflation
rate etc.
Social
This is concerned with those who are customers and potential customers of Easy Jet.
Easy Jet is a low cost airline and this why it has strong factor to attract people towards it. Social
factor involves taste and preferences of people and their tendencies too travel (Gheibi and et.al.,
2018). People at some of the countries have higher tendencies to travel on regular bases whereas
people of some of the countries do not travel that much. These are some of the factors affecting
external environment of Easy Jet.