The Role of Marketing in Business Organisations

This report analyzes the role of marketing in business organizations, using EasyJet as a case study. It includes a SWOT analysis, marketing mix strategy, and steps for successful implementation.

THE ROLE OF MARKETING IN
BUSINESS ORGANISATIONS
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INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
An analysis of the organization and its Market (Marketing audit) using the SWOT
Framework-............................................................................................................................3
Statement objective for marketing the products and service..................................................5
Strategy to approach the market using the marketing mix.....................................................6
How the plan will be implemented.........................................................................................8
How the effectiveness of the plan will be measured..............................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................8
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INTRODUCTION
Marketing plays a pivotal role in an organisation that helps company to promote their
products services and brand in order to accomplish business vision (Ali and Anwar, 2021).
Marketing department serves as the face of company and demonstrate organisation in front of
customers in an attractive manner. Present report has been conducted on EasyJet is a British
multinational low-cost airline group. This company report includes the measures that has been
undertaken by marketing director in order to overcome the issue of slow pace of sale in company
services. For this SWOT analysis being conducted along with marketing mix and steps to
implement plant successfully.
MAIN BODY
An analysis of the organization and its Market (Marketing audit) using the SWOT Framework-
Easy Jet Plc, is commonly known as easyJet which is operating its business operation as a
British multinational low-cost airline group. This organisation was founded in the year 1995 and
headquartered in England, United Kingdom. Furthermore, it has been identified that company
operates in international and domestic schedule services and is having more than 1,000 routes in
30 and more than countries (Hutt and Speh, 2021). With having more than 14000 employees this
organisation offers low-cost air travel services to customers. With its budget-based services, this
company named itself as a second largest budget airline in Europe by number of passengers
carried. Furthermore, it has been identified that easyJet company operates is business with a
mission statement that states to offer consumers the safe point to point, good worth service and
provide reliable and consistent fairs and products that appeals to leisure and business markets on
a range of European roots. In order to fulfil this mission objective company is continuously
engages in the process of increasing the group of consumer base while establishing long-term
relationship with them (AL-Mashhadi, 2021). However, it has been identified that by operating
its business in hospitality and tourism industrial sector the CEO of this organisation is concern
about the slow pace of sale of its services likely. In order to overcome this concern easyJet CEO
requested the marketing director of organisation to effectively address this issue and make use of
certain marketing strategies in order to enhance organisational competitiveness and gain
attractive market positioning in order to achieve sustainable competitive advantage within the
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industry. For this mentioned below SWOT analysis of company is conducted along with the
marketing audit:
SWOT ANALYSIS
STRENGTH WEAKNESSES
 The major strength of easy that is that
easyJet is a leading provider of low
budget travelling services in number
of destinations within United
Kingdom and across Europe that
include Berlin, Barcelona and
Amsterdam.
 Organisation offer high-quality
services with number of features in a
competitive price the include internet
booking ticket, travel end assisted
travel services.
 In addition to this company is having
distinctive livery on their fleet of
aircraft that make this organisation
distinguished and easily recognisable
from other rivals in industry (Bolton,
2021).
 It has been identified that domestic air
travel is significantly increasing
competitiveness in which easyJet is
facing competition from Ryan air,
BMI baby and other smaller
independent competitors. These
organisations are restricting and
shaping pricing policy that makes
easyJet bit harder to operate their
business services in minimum price
and make less profit.
 easyJet do not offer free food service
on longer flights. Furthermore, easyJet
comparatively to other rivals does not
engage in online promotion on
different types of social media sites in
order to provide hassle free services to
passengers.
THREATS OPPORTUNITIES
 The major threat which is facing by
easyJet is that highly competitive
market and price pressure from
number of rials.
 External market forces like rise in the
 easyJet is having significant possible
opportunities to open alternative route
to major cities in Europe. This will
significantly enhance organisation
competitiveness in industry.
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cost of oils is also having pressure
upon easyJet.
 Along with this economic downturn
due to covid-19 is also creating threat
upon company.
 easyJet is having potential to offer
extra perks and comfort to passengers
in order to make the journey more
enjoyable and comfortable. Company
is also having opportunity to increase
their publicity with the help of
different type of online media
marketing through which they can
attract large number of customers that
will enhance their coverage in market.
Industry:
EasyJet operates in relatively high dominance hospitality and tourism industry in which
number of independent operators and leading rivals like Ryan Air are offering competitive
pricing and attractive services.
Target customers:
Target consumers of EasyJet are government and private corporate business travellers
those who mainly aim towards saving their time and need higher quality services. Along with
this, in order to grab more market base after Covid-19 EasyJet is looking forwards to attract
youngsters and middle-class travellers by offering them affordable services with high comfort.
Competitors:
Main competitors of EasyJet include Ryanair, JetStar, Flybe and more. These companies
are offer affordable services with maximum number of features.
Opportunity and areas of growth
Statement objective for marketing the products and service
In order to overcome the issue of slow pace of sales, marketing director of EasyJet formulated
come marketing objectives that include:
 Increase social media presence in order to advertise good deals. Main aim behind this is
to widely participate on social media platforms for example Facebook, blogs, forum and
more.
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 Now a days, most of the customers engage in the searching review sites, social network
for more reliable information before buying services and products. So in order to increase
sales marketing director have framed objective to be active on Twitter, Facebook and
Instagram and answer customers questions and advertise offers as comparatively to
traditional channels.
 Marketing director also formulated strategy in which they will undertake use of discount
marketing through which they will focus on offering company core products in cheaper
price range. Main aim behind this is to attack of competitors by embracing all types of
consumers and treating them on equal basis.
 EasyJet marketing director developed strategy to use newest technology.
Strategy to approach the market using the marketing mix
Price:
There is excessive competition prevailing in market which is acting as a major factor in
decreasing company sales (Shin and Shin, 2021). To overcome this EasyJet in the terms of price
element of marketing mix will undertake use of differential pricing in which they will offer their
core products at discounted pricing system. Along with is to grab attention of more number of
consumers and increase sales company will offer more discount on tickets for those customers
who booked through online booking.
Place:
According to this element of marketing mix EasyJet target consumers those who are
willing to get their ticket from third parties or agencies. In this company will not provide facility
and allow intermediaries to raise actual price to gain 30 or 20% as a commission. With the help
of this consumers will get the actual price of the air ticket and can save their time and money.
For this EasyJet offer services from its website in which consumers can have options of booking
accommodation, flight, schedule cab booking and other transportation through Internet.
Product:
In order to enhance sales EasyJet, offer their products like hotel reservation services, car
hire through its website. Marketing management has developed online strategy through which
company of different type of products by taking use of attractive pricing system.
Promotion:
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In order to offer products and services that EasyJet conduct promotion in terms of digital
marketing in which they attract customers on social media websites and promote organisation
products and brand with the help of creative campaigns. Along with this EasyJet will also
undertake use of effective communication program to provide required information and advice to
customers and persuade their target customers in order to grow company sales by 10%
comparatively to the previous year.
People:
In relation to this, this parameter demonstrates as employees whom customers interact for
example consumer service. For this EasyJet assures that right people are working for them in
order to enhance overall sales by keeping consumers happy and maintaining long term
relationship with them. For this EasyJet ensures that their job design, description, training
selection and appraisal is competitive in industry.
Process:
This element of marketing mix is defined as a process within which customers mainly go
through when buying a service or product. Thus, in this EasyJet offer its services through
Internet that will enhance effectiveness and speed of customers purchasing journey. This will
help EasyJet to gain positive reviews of social media that will further aid company in gaining
higher sales and profitability.
Physical evidence:
It is essential for an organisation operating in hospitality and travel industrial sectors to
have attractive physical appearance of their products and services (Lim, 2021). In this to enhance
overall sales EasyJet will demonstrate the cleanliness and general comfort that company is
providing on their plane to customers via social media sites. Along with this, company will
demonstrate their services and products quality that customers are purchasing on their website
with the help of other attractive features such as refund policy, independent reviews and
consumer endorsements.
How the plan will be implemented
In order to fulfil the above-mentioned objective by analysing market in this step EasyJet will
emphasize upon some essential steps to serve successfully implement their plan.
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 In order to increase overall sales company will emphasize upon advertising and attracting
consumers with the use of internet. For this company will undertake use of different type
of social media site and internet. For this organisation marketing director build a team
and secure resources and make sure that proper tools materials and skills are acquired in
order to execute the plan properly.
 After acquiring all the resources, the next step includes communication of the plan and
strategy to the group in order to make them understand the goals. In this marketing
director assures that leader of team communicates the plan objective to each and every
team member in order to contribute their efforts in success of the plan.
 Al this, project leader will made timeline and allocate task to every individual as per their
expertise skills and knowledge. It is an important stage in which leader undertake use of
project management software in order to easily assign task to team members. This step
will help in in guiding every individual to accomplish their allotted task in time limit.
 In this step setting up of dashboard to track success is being done with the help of proper
tracking tools in order to measure efforts. This will help organisation to fulfil their
objective to increase sales 10% comparatively to the last year.
Thus, according to the above-mentioned analysis it has been identified that by focusing upon
all those steps marketing director will implement plan successfully in order to accomplish
organisation mission to enhance sales to gain more competitiveness in industry (Shah and
Murthi, 2021).
How the effectiveness of the plan will be measured
Easy joint is looking to increase the volume of their sales
 To fulfil the aim and enhance profitability by 5% company will engage in telling better
experience to customer by building more value and offering affordable pricing products
with high quality comparatively to other rival in order to achieve strong financial
performance and sales objective.
 To accomplish the aim EasyJet will engage in the process of operating stronger cash flow
in order to keep their business running and allowing them to re-invest with the help of
measuring cash flow company will make improvement in their financial position.
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 To gain more competitiveness and acquire sales goals EasyJet will emphasize upon
putting their customers at first and making them as their main focus. For this company
increase alternatives for customers through which they can provide their feedback. This
will help complete to continuously improve their services that will help in strengthening
relationship with consumers with transparency, fairness and openness.
CONCLUSION
According to the above-mentioned report, it has been concluded that there are a number of
internal and external factors that will lead organisation towards measuring decrease in their sales.
In this organisation with the help of taking advantage of swot framework and analyse their
strength weakness threat and opportunity and can utilise them to build strategic objectives. This
will help company to plan their price product place and other essential aspect through which they
can compete with other rivals in effective manner. For this organisation by taking advantage of
proper implementation of plan and by measuring them on continuous basis can a source overall
growth.
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REFERENCES
Books and Journals
Ali, B.J. and Anwar, G., 2021. The Effect of Marketing Culture Aspects of Healthcare Care on
Marketing Creativity. Ali, BJ, & Anwar, G.(2021). The Effect of Marketing Culture
Aspects of Healthcare Care on Marketing Creativity. International Journal of English
Literature and Social Sciences, 6(2), pp.171-182.
Ali, B.J. and Anwar, G., 2021. Measuring competitive intelligence Network and its role on
Business Performance. International Journal of English Literature and Social
Sciences, 6(2).
Hutt, M.D. and Speh, T.W., 2021. Business marketing management: B2B. South-Western,
Cengage Learning.
Bolton, R.N., 2021. The convergence of sustainability and marketing: Transforming marketing to
respond to a new world. Australasian Marketing Journal, p.18393349211005200.
Shin, S.H. and Shin, J.I., 2021. The Relationships among CEO's Role, Internal Marketing,
Market Orientation, Patient Satisfaction, and Hospital Image. Journal of the Korea
Society of Computer and Information, 26(1), pp.189-199.
Lim, W.M., 2021. A marketing mix typology for integrated care: the 10 Ps. Journal of Strategic
Marketing, 29(5), pp.453-469.
Shah, D. and Murthi, B.P.S., 2021. Marketing in a data-driven digital world: Implications for the
role and scope of marketing. Journal of Business Research, 125, pp.772-779.
AL-Mashhadi, A.S.J., 2021. Transformational Leadership Model & Marketing Supporting the
Rall of Auditor According to Job Ethics and International Accounting Standard. Turkish
Journal of Computer and Mathematics Education (TURCOMAT), 12(5), pp.1497-1511.
Roslina, H.J. and Jimad, H., 2021, April. The Customer Awareness and Intention of Syariah
Bank: The Role of Marketing Communications. In ICEBE 2020: Proceedings of the
First International Conference of Economics, Business & Entrepreneurship, ICEBE
2020, 1st October 2020, Tangerang, Indonesia (p. 251). European Alliance for
Innovation.
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