The Role of Marketing in Business Organizations - Desklib

This presentation discusses the role of marketing in business organizations, using Easy Jet as a case study. It covers topics such as SWOT analysis, STP, marketing mix, marketing strategies, implementation of the plan, and measuring effectiveness of the plan. The presentation also includes references for further reading.

THE ROLE OF
MARKETING IN
BUSINESS
ORGANIZATIONS

Table of content
 Introduction
 Easy jet Formation
 SWOT framework
 STP
 Objectives of the marketing plan
 Marketing mix
 Marketing strategies
 Implementation of the plan
 Measuring effectiveness of the plan
 Conclusion
 References

Introduction
A marketing plan is an operational statement that follows advertising tactics in which
the management will execute to produce targeted marketplace. A marketing plan
involves the information about outreach and PR campaigns that include how the
business will measure the impact of these initiatives.

Easy jet Formation
 Mission statement - To be a recognized as a premium class airline to meet the travelling
desires of their users.
 Vision statement – To develop Europe's leading value brand into a globalised force.

SWOT framework
 Strength
 Weaknesses
 Opportunities
 Threats

STP
 Segmentation
 Targeting
 Positioning

Objectives of the marketing plan
Specific The targets should be in organised manner like Easy Jet will coordinate with high class airline all over the
world in coming 4 years.
Measurable Targets should be effectively measured by any stockholder. Increment of the number of services by 30%
to measure their annual terms of the profit.
Achievable Easy Jet should create aims that are effectively achievable at marketplace. It can be effectively achievable
by maximising the marketing functions in 3 more countries in further 4 years of the time period.
Reliable The reliability support the business to create aims. Every management and sector utilise the reliable
communication and marketing mediums for communication with users through which they can manage
efficient relationship with their customers for longer run.
Time oriented The targets should be created for a certain time period that means like Easy Jet should create timely
objectives. The sales maximise by 20% is the timely objective of the management that is accomplished in
2 years.

Marketing mix
 Product
 Price
 Place
 Promotion

Marketing strategies
Promotion Strategy
 It concentrates on influencing consumers and aware them
about their services.
Value preposition
 Easy Jets strategy will concentrates on cost objective in
which they provide no external charges to lower the price
costs that can enhance productivity by increasing and
promoting online bookings in respect to cut overhead
price.

Implementation of the plan
 Create a Designated Implementation group
 Define Actionable Goals
 Create an Action-Oriented Plan

Measuring effectiveness of the plan
KPI allow the management to evaluate their own skills to set and accomplish targets.
They are frequently utilise to measure consumer satisfaction, employee performance
and consumer engagement section with any sort of users in the business and they
managed by a KPI organisation tool.

Conclusion
From the above mentioned report it has been concluded that, marketing plan for Easy
Jet to manage the marketplace that is one of the most suitable section of the aviation
section.

References
 Jaman, S.F.I. and Anshari, M., 2021. Facebook as marketing tools for organizations: Knowledge
management analysis. In Research Anthology on Strategies for Using Social Media as a Service and Tool
in Business (pp. 117-131). IGI Global.
 Lin, J., and et.al., 2021. Why do organizations leverage social media to create business value? An external
factor-centric empirical investigation. Decision Support Systems, 151, p.113628.
 Pop, R.A., and et.al., 2021. The impact of social media influencers on travel decisions: The role of trust in
consumer decision journey. Current Issues in Tourism, pp.1-21.
 Shanahan, D.E., Palmer, L.H. and Salas, J., 2021. Achieving scaled and sustained use of client-based
projects in business school marketing education: A proposed suprastructure. Journal of Marketing
Education, 43(1), pp.59-74.