The Role of Marketing in Business Organizations - Desklib

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

THE ROLE OF MARKETING
IN BUSINESS
ORGANIZATIONS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1. SWOT analysis:.......................................................................................................................3
2. A statement of objective for marketing the product and service:............................................4
3. A strategy to approach to the market using the marketing mix-..............................................5
4. Outlining the implementation plan-.........................................................................................7
5. Approach and justification of market research:.......................................................................7
6. Evaluation of the effectiveness of plan bys using Key Performance Indicators (KPI)-..........8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

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 (Baines, Fill
and Rosengren, 2017). 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.
MAIN BODY
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.
Weakness: Weakness is one of the most common element in every business organization,
weakness lies in those areas where improvement is much-needed. EasyJet face certain criticism
in tourism industry because of their strategy, this company increase price and taxes of
commercial and international flight in season time which they call as 'Peak time sales'. Some
policy including cancellation and delay impact their impression in general public, it is very clear
that EasyJet deals in tourism industry which is already full of competitor and customer demand
new offer. The biggest weakness of EasyJet lies in less effective or unprofessional service when
travelling for longer duration.
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.
Threat: Every business organization face threat in business world, this threat is often called
competition, it is very clear that competitor always have great strategy which keep them ahead.
EasyJet have to face competition from already well-established flight company, there are number
of international flight provider who have more experience in serving people as compared to
EasyJet (Sarsby, 2016). Apart from this, another threat can be seen in government policy and
regulation which do not meet the demand of EasyJet, this company need to focus on government
policy and have to keep government satisfied if dealing in international matter.
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 (Anjani, Irham and Waluyati, 2018). 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.
The P's which are considered in the marketing mix are such as-
Product: This term referred to as the anything which is in physical form and it is being sold by
the companies to run the activities of the business. The company must ensure about considering
the factors such as the quality, specific features, packaging as well as the problem which will
help the company in solving the issues of the customers. Easy Jet company must consider these
factors as this will help them in satisfying their needs.
Place: This element of the marketing mix which means that the where the company is selling its
products and the services. There are many places available to the companies so it is very
important for the companies to decide which place is suitable for them. This means selling the
products or the services through the website, catalogue, social media and many more. The place
covers each and every channel of the distribution of the company. There are many factors which
are to be considered while deciding the place and the target audience plays the vital role in
distribution channels of the company. Easy Jet company must ensure deciding the right place as
this will help them in increasing the sales.

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.
Promotion: This element deals with the making the products and the services reach to the public
as this will help the company in increasing the sales through using the effective promotion
technique. There are many types of the promotion techniques available to the customers as this
will help them in making reach the products and services to the customer's. Easy Jet company
must ensure of using the most effective method of promotion as this will help them in boosting
the sales of the product (Hanssens and et.al., 2018).
Physical Evidence: This refers to as the proof of the purchase. This provides the proof for the
existence of the brand and its products. This includes the website, branding, social media, logo
on the product, packaging of the products as well as the post purchase. These elements offer the
customers the physical evidences which the customers need to know that whether the business is
reliable, viable as well as legitimate. Easy Jet company must ensure about all these factors as this
will help the company in creating the loyalty among the customers, and they stay comfortable
with the company.
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.
Process: This involves how the business is running, how the services are being delivered to the
customers, regarding the packaging of the product and many more. This is basically the whole
cycle which is involved in running the business is considered as the process (Nonthapot and
Thomya, 2020). When the process of the business is seamless and personalized this will help the
company keeping the customers happier. This enables the organization to reduce and eliminate

the complaints or the conflicts by keeping the eye on the online reviews for the company. Easy
Jet company effectively managing the work and effective process will help them in keeping the
customers 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.
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 (Gordon and Langmaid, 2022). 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.
Interview: Interview is one of the most effective way to perform market research, interviewing
target audience allow company to explore area of improvement. Interviewing mainly focused
group is best when it comes to gathering relevant information, company should focus on those
group who have most experience and details about the market and its condition. Interviewing is
method of market research which can be done with any person or group related to market.
EasyJet have to perform interview with different segment of the market, targeting or picking up
right customer for interview is important for the company.
Public data: market research is incomplete without examining public data, this secondary data
provide useful information about market and strategies to handle conflict with past experience.
EasyJet have to use public data which is already established or published in the market, there is
benefit of reviewing this data as this allow them to gain max. knowledge out of information.
EasyJet need to gather information with the help of public data, books, journals, magazine and
other source will be beneficial for completion of market research.
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.

Cash Flow from Financing activities: This performance indicators helps in demonstrating the
financial strength of the organization (Zhang and et.al., 2020). The formula which helps in
analysing the financial strength of the company is
(Cash Received from issuing the debt or stock) – (Cash paid in form of dividends and
reacquisition of debt or stock) = Cash flow from the financing activities
Easy Jet company using this indicator will help them in analysing the financial position of the
company using the above formula.Hanssens, D.M., and et.al., 2018
EBITDA (Earnings Before Interest, Taxes, Depreciation and Amortization): The indicator helps
the company in measuring the revenue after the expenses are taken into considerations and the
interest, taxes, depreciation as well as amortization is excluded from it. The formula for
calculating is
Revenue – Expenses (excluding interest, tax, depreciation & amortization) = EBITDA
Easy Jet company using this indicator will help them in measuring the revenue of the company
through using this formula (Boujelben and Boujelben, 2020).
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.
Cullen, L., and et.al., 2019. Data-driven precision implementation approach. AJN The American
Journal of Nursing, 119(8), pp.60-63.
Gordon, W. and Langmaid, R., 2022. Qualitative market research: a practitioner's and buyer's
guide. Routledge.
GURL, E., 2017. SWOT analysis: A theoretical review.
Hanssens, D.M., and et.al., 2018. Consumer attitude metrics for guiding marketing mix
decisions. In Long-Term Impact of Marketing: A Compendium (pp. 557-600).
Luo, Y. and Qi, L., 2019. Construction and practice of a conservation plan implementation
evaluation system for historic villages. Journal of Asian Architecture and Building
Engineering, 18(4), pp.351-361.
Nonthapot, S. and Thomya, W., 2020. The effect of the marketing mix on the demand of Thai
and foreign tourists. Management Science Letters, 10(11), pp.2437-2446.
Sarsby, A., 2016. SWOT analysis. Lulu. com.
Zhang, T., and et.al., 2020. KPI-based real-time situational awareness for power systems with
high proportion of renewable energy sources. CSEE Journal of Power and Energy
Systems.
1

2