This report discusses the importance of marketing in business organisations and analyses Easy Jet's marketing audit, objectives, marketing mix, and implementation plan. It also highlights the significance of the balance scorecard in measuring the effectiveness of the marketing plan.
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The role of marketing in business organisations
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Table of Contents INTRODUCTION...........................................................................................................................1 MAIN BODY...................................................................................................................................1 Analysis of the organisation and its marketing audit..................................................................1 A statement objective for marketing the products and services..................................................3 A strategy to approach the market using marketing mix............................................................4 How the plan would be implemented..........................................................................................5 How the effectiveness of the plan will be measured...................................................................6 CONCLUSION...............................................................................................................................6 REFERENCES...............................................................................................................................7
INTRODUCTION Marketing department plays a very significant role in expanding the vision and mission of business organisation. With the help of efficient way of doing marketing maximum number of customers can get attracted. It involves different role like in the form of assuring growth, reputation, offering better products and many more. Marketing is mainly described as a range of differenttasksandactivitiesthatareinaccordancewithcommunicating,deliveringand exchanging all types of products that are much valuable. For a business organisation without doing good level of marketing no one can achieve success because it totally depends on that only that how promotion, innovation of products would be done(Kotler, Kartajaya and Setiawan, 2021). The below report is based on Easy Jet. It is a British multinational low cost airline industry. The organisation provides both international as well as domestic services in around more than 30 countries. It was founded in the year 1995 by Stelios Haji-loannou. The company implemented a new service of automatic scanner through which the passport of consumers would be automatically scanned and customers won't need to wait for a long period of time. As per today's COVID-19 pandemic phase automatic scanner is very much important so through this Easy jet introduced such service. The report includes analysis of the company by using SWOT, objective, marketing mix, implementation of the plan and key performance indicators. MAIN BODY Analysis of the organisation and its marketing audit Thereareseveralstrengths,weakness,opportunitiesandthreatsofabusiness organisation. In terms of Easy Jet also they carries such elements which is further being explained below: - Strengths: -ď‚·Strong capital base: -The airline industry carries a very strong capital base because it is involved with the market capitalization of around 4 billion pounds(Bhattacharya, Kumar and Chattopadhyay,2021). In comparison with other airline companies their credit ratings are one of the strongest among all.ď‚·Technology: -The airline company has implemented large level of digital strategy which directly influenced their customer relationship management and also an increment in the 1
phase of customer loyalty. On the basis of this it has become very much affordable for all the consumers to travel. ď‚·High brand recall: -The name of the company is very much short as well as easy to remember. On the basis of this customers feel very easy to pronounce it which ultimately leads to high level of brand recall. In relation with doing marketing audit they company plays a major role in implementing their marketing plan which leads to their growth. Through proper designing of all the marketing plans the company set up their objective. Besides this they also made certain modifications in their present plan which led them in achieving success. Weakness: -ď‚·Competitive industry: -In the airline industry there are lot of competitors which becomes very difficult for the industry to cope up with them(Troise and Camilleri, 2021). Due to this it is considered as a weakness for them because high level of competition is there.ď‚·Criticism: -Easy Jet has been criticized for many reasons like cancellation, contradict boarding and so on. There are certain situations when flights get cancelled so on the basis of that the company don't provide the refund on timely basis which is a major weakness for them. ď‚·Not available at many locations: -The industry provides their service only in Europe. It is a weakness for them because it is not available at other locations due to which less number of consumers prefer their services. In terms of Easy Jet there were certain factors which were considered as a weakness for them. By developing the concept of marketing and its planning there were certain risks associated with that like in context with ineffective suppliers due to which proper relationship is not being performed. Opportunities: -ď‚·Expansion of company: -At present the company is providing their services only at one specific destination so on the basis of that they has an opportunity to expand their services at other destinations also(Munoz, Todres and Rook,2021). Through this they would be able to increase their revenue too.ď‚·Easy Jet academy: -With the help of this academy it can be a source of extra income for the airline industry. 2
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ď‚·Improve operating framework: -The airline industry can make certain improvements in their operations and provide better services to all the consumers. The organisation gets a good opportunity in building up their business. Inordertoachievesuccesseverybusinessorganisationneedtoaccesscertain opportunities for them so that their marketing plan can get enhanced. One of the opportunities is the proper resource analysis(Sisaye, 2021). With the help of this company can analyse about all their suppliers that whether they are right for them or not. Threats: -ď‚·Changes in the policies of government: -There are certain changes that happen in all kind of government policies in a timely manner due to which it create an impact on their revenue on a high aspect. ď‚·External market forces: -As changes happen in the value of the market it creates a huge threat on their source of income. While doing the overall marketing audit the company need to face many threats because there are several internal as well as external factors which create the impact on their marketing plan. Marketing plan: - The main objective of chosen company is to modify their business with the help of new product development and also the aspect of penetration through targeting new consumers. In terms of their strategic analysis it focuses on various concerns like on the basis of building up communication strategies and forming the team in an accurate way. The company main target was the elder people and kids because they had more risk associated with the health issues so on the basis of that company introduced their new strategy of automatic scanner. A statement objective for marketing the products and services The main objective of Easy Jet airline industry is to offer all the consumers a safe and good value air services. Besides this to provide a reliable product in terms of whole business market on the range of European paths. It is further being explained below: -ď‚·To generate more sales: -By looking at the present phase of COVID-19 pandemic airline industry has faced huge amount of loss because no travelling was being done at other domestic or international locations(Swani, 2021). So, they made an objective that 3
they would be offering all the passengers discounted tests through which they get encouraged to travel more.To expand conversions: -Another objective of the company is to attract maximum number of consumers and enlarge the conversion rates(Grønholdt,2021). On the basis of this the company made an objective to exploit certain channels in the form of several applications and initiate greater personalisation. To expand into a new market: -In terms of the selected organisation they made an objective with regards to expanding their airline industry into new market also. The organisation is mainly operating in Europe only so on the basis of that they set up a new target and chose a new Easy Jet services destination. A strategy to approach the market using marketing mix There are seven elements involved in marketing mix and these are product, price, place, promotion, people, physical evidence and process. In relation with the chosen company it is being explained below: -Product: -By introducing a new service of automatic scanners the company made a strategy of offering a safe air travel option to all the people. Through this they approached the market by providing premium level customer services(Wirtz, 2021). As per present phase of pandemic it was very important for the airline industry to maintain a safe environment so they built up the option of automatic scanners.Price: -The company built up their pricing strategy on the basis of their new services. By providing premium level service at less rate Easy Jet was being able to stay competitive in the market. Through such new service every traveller was feeling safe because everything was being done automatically. They made a strategy that they would approach the market with the help of provide best level services at reduced cost.Place: -Through implementing new technologies in the market they approached the market by connecting with all the consumers at global level. In comparison with other competitors the facility of automatic scanner was not there so the basis of that the organisation made a strategy of making a connection with other tourism websites and increase whole customer base.Promotion: -For every business organisation by implementing new product or service promoting them is the most important thing. So, Easy Jet offered all the consumers 4
special discounts on the basis of providing safe services. With the help of this better customer loyalty was being generated.ď‚·People: -Easy Jet has always been customer centred company so on the basis of that they innovated new service also by focusing on that aspect only. The company implemented a new product which is the automatic scanner in order to handle all the people in a good way and encouraged the consumer to travel through their flights(Farooq and et.al, 2021). With the help of new services at their industry a more positive image was being generated.ď‚·Process: -The company offers both online as well as offline services. So, the people who were using offline services at the airport and booked tickets through that then their new service was being beneficial to them as it was leading to better customer satisfaction. Each consumer is conscious about their health issues so on the basis of this they integrated the process of offering automatic scanners due to which everything was being done very fast. ď‚·Physical evidence: -On the basis of this the company approached the market through travel agents and their airport. By indulging into new services all the consumers were having the information with respect to their websites through which they were able to decrease their administrative costs also. How the plan would be implemented ď‚·The first step involved in introducing a new service in the airline industry the company set up their objective which was to offer consumers a safe place. So, on the basis of this they implemented the service of automatic scanners which was beneficial for everyone. Through this it was important to assign the responsibility to different persons as a single staff member cannot handle everything. ď‚·The second step involves to implement a schedule as during the phase of pandemic it was important for the company to provide best level services as fast as possible. So, by innovating the concept of automatic scanners they involved certain stakeholders and analysed the progress on continuous basis(Top and Ali, 2021). Besides this the company also made a strategy that everything must be done in accordance with the budget so that no further consequences get arisen. 5
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ď‚·There are certain resources which are involved while developing a new service like software, money, time, people and so on. In terms of building up automatic scanner the most important thing was the usage of software and money only. The organisation set up different pricing strategies through which proper margin was being set up. How the effectiveness of the plan will be measured As per the above marketing plan their effectiveness would be measured by balance score card. It helps the organisation in keeping track of all the products and services which are being offered. So, by implementing a new service of automatic scanners it was a beneficial way as through this proper execution can be done(Woo, Kim and Wang, 2021). On the basis of this the company would be able to do proper strategic planning and would offer the consumers best level services. CONCLUSION From the above report it has been concluded that for a business organisation proper marketing plan is very much important. Through the implementation of new product certain strategies need to be implemented so on the basis of that large number of customers would get attracted. There are various elements being involved in the measurement of performance like on the basis of balance score card. 6
REFERENCES Books and Journals Bhattacharya, S., Kumar, R.V. and Chattopadhyay, S., 2021. Revisiting Marketing Management TeachingPedagogy:AStudyBasedontheVoiceofIndianMarketing Professionals.FIIB Business Review, p.23197145211006961. Farooq, Q., and et.al, 2021. Basics of macro to microlevel corporWoo, H., Kim, S.J. and Wang, H., 2021. Understanding the role of service innovation behavior on business customer performance and loyalty. Industrial Marketing Management, 93, pp.41-51.ate social responsibilityandadvancementintriplebottomlinetheory.CorporateSocial Responsibility and Environmental Management,28(3), pp.969-979. Grønholdt, L., 2021. Digital customer experience: An emerging theme in customer service excellence.InKeyChallengesandOpportunitiesforQuality,Sustainabilityand InnovationintheFOURTHINDUSTRIALREVOLUTION:QualityandService ManagementintheFourthIndustrialRevolution—SustainabilityandValueCo- creation(pp. 143-152). Kotler, P., Kartajaya, H. and Setiawan, I., 2021.Marketing 5.0: Technology for humanity. John Wiley & Sons. Munoz,A.,Todres,M.andRook,L.,2021.EmpoweringOrganisationstoGainFrom Uncertainty: a Conceptualisation of Antifragility Through Leveraging Organisational Routines in Uncertain Environments.Australasian Accounting, Business and Finance Journal,15(3), pp.23-42. Sisaye, S., 2021. The influence of non-governmental organizations (NGOs) on the development of voluntary sustainability accounting reporting rules.Journal of Business and Socio- economic Development. Swani, K., 2021. To app or not to app: A business-to-business seller's decision.Industrial Marketing Management,93, pp.389-400. Top, C. and Ali, B.J., 2021. Customer satisfaction in online meeting platforms: Impact of efficiency, fulfillment, system availability, and privacy.Amazonia Investiga,10(38), pp.70-81. Troise,C.andCamilleri,M.A.,2021.Theuseofdigitalmediaformarketing,CSR communication and stakeholder engagement. InStrategic corporate communication in the digital age. Emerald Publishing Limited. Wirtz, B.W., 2021.Digital Business and Electronic Commerce: Strategy, Business Models and Technology. Springer Nature. Woo, H., Kim, S.J. and Wang, H., 2021. Understanding the role of service innovation behavior on business customer performance and loyalty.Industrial Marketing Management,93, pp.41-51. 7