Report on Easy Jet Marketing in Hospitality
Added on 2020-06-06
13 Pages4087 Words57 Views
Business DevelopmentMarketing
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Easy Jet Marketingin Hospitality
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1 ...........................................................................................................................................11.1 Discussing the concept of marketing for a relevant services' industry. ...............................11.2 Assessing the impact of the marketing environment on the industry...................................21.3 Evaluating the relevance of consumer markets in the industry.............................................31.4 Discussing the rationale for developing different market segments.....................................3TASK 2............................................................................................................................................42.1 Assessing the importance of components of marketing mix to the industry........................4TASK 3 ...........................................................................................................................................63.1 Evaluate the role of the promotional mix. ............................................................................63.2 Plan an advertising campaign for a services' industry operation..........................................63.3 Analyse the role that sales promotion and public relations play in promotional efforts. .....7TASK 4 ...........................................................................................................................................74.1 Discuss the relevance of market research to service industry operations ............................74.2 Undertake market research for an appropriate product or service. ......................................84.3 Analyse the suitability of different media for marketing an appropriate product or service. .....................................................................................................................................................84.4 Evaluate the implementation of the marketing plan for product and service........................8CONCLUSION ...............................................................................................................................9REFERENCES ...............................................................................................................................9
INTRODUCTIONMarketing is the prominent feature that has been used by all organisations to promotetheir services and products, marketing is the positive activity ton enhance the brand image andproduct publicity among the customers. Present report is based on marketing in hospitalityindustry, tourism sector. In this report, Easy Jet Airline has taken into action. This is the low costEuropean point to point airline company. It provides friendly services to their customers to grabtheir attraction. Its main aim is to make travel easy and affordable. Furthermore, Easy JetAirlines operate one bus services to repair the systems and maintain the customer safety. Alongwith that, they have 2865 number of pilots including 10,000 people as workforce. Overall, it willexplain about the different concepts of marketing for a relevant services' industry. It also reflectsthe impact of the marketing environment on the overall hospitality industry. Also, it discussesabout the marketing mix which helps company to enhance their services and profit revenue.Moreover, it will plan the marketing advertising campaign for a services' industry operation. TASK 1 1.1 Discussing the concept of marketing for a relevant services' industry. Marketing is the positive activity which is very prominent for the organisation to attractnumber of customers towards the company (Armstrong and et.al, 2015). Hospitality sector is themost growing sector which introduces new attractive services for the customers. Easy Jet airwaysis the low cost airline company, its main aim is to attract customers by giving them the bestflying services. There are few marketing concepts for the company through which they maintainits sustainability in the market.Product Concept: This is the first concept of marketing which represent the company inthe market. If company makes quality of products at affordable price according to thecustomer needs and wants, so that they attract the good selling and profit revenue. EasyEasy Jet Airline provides inside products in aeroplanes to make client happy andsatisfied. Along with that, they also provide some additional services to sustain thecustomer attraction (Bowie and et.al, 2016). Selling Concept: Selling concept defines that without introducing the services orproducts in the market, customer cannot buy a product unless they don't know about thecompany services or products. 1
Marketing Concept: The role of this concept is to analyse the customer needs andwants will satisfy them. Marketing activity helps company to reach the customer leveland promote the company services (Bowie and et.al, 2016). Social Concept: This concept focuses on the customer emotions which helps companyto maintain the long term relation with the customers. Social concept means whencompany contribute their part in some social activities for social development throughwhich they will get more appreciation from the society. 1.2 Assessing the impact of the marketing environment on the industry.Marketing environment is a crucial player which helps company to make marketingstrategies. Overall, it makes positive environment for the airline company; this marketingenvironment also helps to define the changeable factor which affects the company strategies andplans. Easy Jet Airline should need to operate micro and macro environment which keeps onchanging on a constant time. Overall, company needs to adopt current changes and make theirplans accordingly (Goffnett, Lepisto and Hayes, 2016). This process helps Easy Jet Airline toadopt updated environment and customer attraction. Easy Jet Airline should closely analyse themarket environment to ensure its own performances. Company also needs to maintain goodrelations with the suppliers, customers, stakeholders. These are some micro factors which affectcompany and also help to run the business in smooth manner. Strength of these factors minimisesthe negative impact on the company. On the other side, Easy Jet Airline also needs to determinethe demographic factor and population which helps in detecting the price competitions. Political: Political factor may affect the company operational activities due to changes indemographic factors. Easy Jet Airline also makes sure and have known about the income,current interest rate, GDP and consumption pattern which helps company to make their ownplans accordingly (Hanssens and et.al, 2014). Economic: it is another external factor which may affect the operations of Easy Jet Airline alsomake sure and have known about the income, current interest rate, GDP and consumption patternwhich helps company to make their own plans accordingly. In economic factors, it includes allchanges in interest rates that will affect the overall company functions.Social: This affects the company if they ignore the social factor and adopt unfair practices. Atthat point, it will affect the company sales and profits. Therefore, Easy Jet Airline also makesure and have known about the income, current interest rate, GDP and consumption pattern2
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