The Role of Marketing in Business Organizations - EasyJet

This report discusses the role of marketing in business organizations with a focus on EasyJet. It includes a SWOT analysis, objectives for marketing, marketing mix strategy, implementation plan, market research approach, and KPI evaluation.

THE ROLE OF
MARKETING IN
BUSINESS
ORGANIZATIONS
EasyJet

TABLE OF CONTENTS
 INTRODUCTION
 MAIN BODY
1. SWOT analysis:
2. A statement of objective for marketing the product and service:
3. A strategy to approach to the market using the marketing mix-
4. Outlining the implementation plan-
5. Approach and justification of market research:
6. Evaluation of the effectiveness of plan bys using Key Performance Indicators (KPI)-
 CONCLUSION
 REFERENCES

INTRODUCTION
 Marketing is one of the most important element in the business world, without
marketing business might not survive in today's advance world.
 Role of marketing is quite big where company totally depend on this area to survive
harsh competition, company need to keep eye on marketing and change in market to
manage themselves in highly competitive market.
 This study is based on EasyJet, this is one of the most famous international flight and
tourism provider with affordable price range and international destination.
 This report will discuss SWOT analysis and provide objective of marketing.
 Later marketing mix and process of implementation will be discussed. At last method
and KPI will be discussed.

1. SWOT analysis:
 Strength: Every business organization have uniqueness, this often called strength.
EasyJet is one of the most famous and luxury commercial flight and tourism
organization will strong capital bass.
 EasyJet is well-known for its affordable price range, with aim to increase domestic
flight travel and increasing tourism (GURL, 2017). This company continue their
expansion across the world, due to stable flow of money, EasyJet manage to avoid bad
debt.
 It is very clear that, strength of EasyJet lies in technological advancement that push
them ahead from their competitor, this company use innovation in every area of
commercial flight. When it comes to international flight travel, EasyJet provide range
of airline destination.

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 Opportunity: Every business organization seeks opportunity in the market, they
demand improvement to grab opportunity to explore area of development.
 EasyJet have opportunity to explore area of development with the help of brand image
and reputation they have in the market, this company can open flight academy which
allow them to provide flight training to pilot and explore new area of income.
 Apart from this, EasyJet have opportunity to include extra offer to attract new
customer, getting ahead of competitor and serving existing customer.
 EasyJet need to improve their marketing strategy to create a brand awareness and boost
customer retention.

2. A statement of objective for marketing
the product and service:
 Objective to increase brand awareness and boosting sales of the company, with specific
goals to reach as many audiences as possible and increase revenue of the company.
 EasyJet aim to become one of the best commercial and international flight provider and
aim to boost tourism within one year (Bjerke and Renger, 2017).
 This goal is measurable in terms of change in sales and change in the way company deal
in the market, sustainbility of goal and objective can be indication of company's rapid
growth.
 These goals are relevant to company and can be achieved because EasyJet have taken all
major steps to manage their business growth and expansion in the process.
 Each goal is time bounded need to be completed within one year as company is rapidly
growing and attain their goals and objectives. Smart objective help in achieving better
growth and increase chance of survive critical market condition.

3. A strategy to approach to the market using
the marketing mix-
 Marketing mix involves various areas for focusing the part of the marketing plan. This
term includes the classification of the P's such as product, price, placement, promotion,
packaging, positioning as well as the people.
 The marketing mix is considered as the tool which is used by the organizations to help
the brands in understanding the combination of the elements which will help them in
meeting the goals and objectives of the marketing.
 The Easy Jet company using the marketing mix will help them in deciding the right
place for its products and services in the marketplace.

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 Price: This is the most important element as this helps the company to attract the large
numbers of the customers when the prices set for the products and the services is better.
The company setting the products of the customer's must reflect their perceived value
of the product as well it should be in correlation with the budget. The Easy Jet company
can use many pricing strategies such as Price skimming, competition based price,
economy price, value based pricing and many more. This will help them in setting the
fair prices for the products and the services of the company.

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 People: The people elements of the marketing mix can be described as the anything or
any person which is involves in the business activities.
 This includes the process of selling the products and the services of the company. This
directly contributes to the critical success of the organization because when the
employees stay satisfied they contribute much for the company in achieving the goals
and objectives.
 Easy Jet company must ensure that all the people who are involves in their business
stay satisfied.

4. Outlining the implementation plan-
 There are some key components of the implementation plan which helps the company
in implementing the changes and the development effectively by the Easy Jet company.
These steps are such as-
 Stating goals and objectives: The first step is to clearly define the goals and the
objectives which are to achieve as this will help the company in proving the
implementation plan as successful. Easy Jet company will have to convey the goals and
the objectives to the employees.
 Assigning responsibilities: The next step is to assign the roles and the responsibilities
to the employees and these to be provided with the clarity as what roles are to be
performed by whom. It will be much easier for the Easy Jet company to keep the
employees accountable (Luo and Qi, 2019).
 Implementation schedule: The next step is to implementation of the activities
according the schedule as this will help the company in tracking as well as keeping the
eye on the progress.

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 Allocation of resources: This is the most important step of the implementation plan
because without providing the sufficient or the enough resources to the employees will
not be able to achieve the goals and objectives effectively. Easy Jet company must
ensure about allocating the resources effectively and efficiently.
 Defining Metrics: After the allocation it is necessary to determine the success of the plan
as this can be done by using the Key Performance Indicators. This will enable the Easy
Jet organization in measuring the progress and can celebrate the success for keeping the
employees motivated.
 Contingency Plan: It is very important for the organization to plan for challenges. This
involves making the plan for the team as how will they navigate enough resources when
the business go over the budget. Easy Jet company will be helped by this step as by this
the company will not go off the track when the challenges arise (Cullen and et.al., 2019).

5. Approach and justification of market
research:
 Survey: Survey is one of the best way to collect relevant information about market and
customer, every business organization survey their target customer and understand their
actual demand.
 EasyJet need to perform survey to capture perfect information and to understand where
they lack behind, this company can gain competitive advantage just by conducting
survey.
 Although, EasyJet have to adopt certain strategies if survey is conducted for example;
focusing on existing group of customer who regularly travel will going to provide more
relevant information as compared to other customer segment.
 Surveying the viewpoint of customer allow company to explore area of improvement,
understand what exactly customer demand is the best way to make company stable.

6. Evaluation of the effectiveness of plan
bys using Key Performance Indicators
(KPI)-
 Key Performance Indicators are the critical tool which is used as the indicators for
evaluating the progress towards the determined results.
 This helps the company to focus on the operational as well as strategic improvement.
Easy Jet company using the KPI's for the evaluation of the progress will help them in
taking the effective decisions required for the improvements.
 Some Key Performance Indicators are such as-
 Profit: This is the one of the most common and important performance indicators for
the companies' evaluation of the profit. Analysing the gross as well as net profit margin
will help the company in better understanding the results of the organization which it is
generating.

CONCLUSION
 From the above report it can be concluded that it is very important for the organization
to analyse the market as this will help them in the areas where the improvements are
required.
 This report has discussed the marketing audit using the SWOT analysis model as well
as the SMART objectives for the products and services of the company.
 Along with this, the report has also covered the marketing mix and the outlined the
implementation plan.
 Later, report discussed the approach which has been used while conducting the research
of the market as well as the effectiveness of the plan which can be measured by using
the Key Performance Indicators.

REFERENCES
 Books and journals
 Anjani, H.D., Irham, I. and Waluyati, L.R., 2018. Relationship of 7P Marketing Mix
and Consumers' Loyalty in Traditional Markets. Agro Ekonomi, 29(2), pp.261-273.
 Baines, P., Fill, C. and Rosengren, S., 2017. Marketing. Oxford University Press.
 Bjerke, M.B. and Renger, R., 2017. Being smart about writing SMART
objectives. Evaluation and program planning, 61, pp.125-127.
 Boujelben, S. and Boujelben, C., 2020. Socio-emotional wealth preservation and KPI
voluntary disclosure quality. Journal of Financial Reporting and Accounting.