The Role of Marketing in Business Organisation

This article discusses the role and importance of marketing in business organisations, with a focus on the tourism sector and the marketing strategy of EasyJet. It covers topics such as marketing audit, SWOT analysis, implementation of a marketing plan, and key performance indicators (KPIs).

The roll of marketing
in business
organisation

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK ..............................................................................................................................................3
Analysis of the organization........................................................................................................3
A statement objective for marketing of EasyJet.........................................................................5
A strategy to approach the market using the marketing mix......................................................5
Implementation of plan...............................................................................................................6
KPI..............................................................................................................................................7
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8
Books and Journals:....................................................................................................................8

INTRODUCTION
Marketing is a important part of organisation as it promotes goods and services of
organisation in marketplace (Mansfield-Devine, 2017). Marketing play a significant role in
organisation. With the help of marketing strategy organisation can grow their business at global
level. Effective marketing strategy is very necessary as it increase sales revenue and profitability.
For success and growth or organisation, marketing strategy play a vital role. It is the only activity
that spread brand awareness of organisation in market place. In this context, EasyJet is
undertaken for developing a market plan that help to analyse practice of marketing in tourism
sector. EasyJet is a British multinational company that deals in tourism and hospitality services.
This report covers role and importance of marketing in tourism sector.
MAIN BODY
TASK
Marketing helps in promotion of goods and services as well as mission of organisation. It
is very important for organisation that they should make their marketing strategy in such a way
that organisation get maximum result (Sánchez and et. al., 2017). EasyJet is the company that
sell domestic and international flight. It is very important for organisation that they should make
a marketing plan in which it list all necessary steps that are important for success and growth of
business. In a marketing plan, all important activities and functions that are necessary to include
is mention. For EasyJet there is a marketing plan is stated below that help to identify taste and
preference of customers so that they make strategies according to them. A marketing plan can be
defined in a document and poster that gives all details of future activity take place. Marketing
plan of EasyJet is mentioned below:
Analysis of the organization
EasyJet is a low cost airline group that deals in hospitality and tourism activity. Their
main focus on affordability by person that each and every person is become able to afford
services of flight. Their strategy is very effective to attract customers (O’Brien, Navarro and
Hoffman, 2019). EasyJet has headquarter in London Luton airport. It is one of the companies
that provides airline services at reasonable prices. It is very important for organisation that they
firstly analyse all factors that can be affect their operations and functions. Marketing is important
department that can be formerly understand but the question that arise is how organisation can

identify that their marketing strategy can be effective or not. The answer that found during this
report is marketing audit. It is the step or activity in which organisation focus on analysis of
marketing goals and objectives. Marketing audit is necessary to find faults and problems in
organisation that perform by marketer (Fast-Berglund, Gong and Li, 2018). EasyJet is a
organisation that should be focus on their marketing strategy so that they can develop best
marketing plan. For a marketing plan, it is very necessary that organisation firstly need to do
marketing audit so that they can evaluate things accordingly. Marketing audit is a useful
technique which gives a mission that help to refocusing on their marketing agenda. There are
some important components of marketing audit such as it should be systematically,
comprehensive, periodic and independent. Marketing audit can be done with the help of SWOT
analysis. It should include inspection of EasyJet's marketing strategy.
SWOT Analysis:
SWOT analysis is very important for organisation if they want to find strength and
weakness of organisation. It is identified that organisation can perform marketing audit with the
help of SWOT analysis. EasyJet use SWOT tool to identify threats and opportunities of their
marketing strategy. So that they can be able to know marketing needs. In the below table,
EasyJet's SWOT analysis is given that helpful in making of marketing strategy.
STRENGTHS WEAKNESSES
 EasyJet has brand reputation as they
provide services at a very low cost. It is
helpful in making strategy accordingly.
 It is very reliable as it provide services
on time (Cashman and et. al., 2017).
 Their website is very user friendly that
anyone can purchase tickets very
simply. No need to follow hard steps.
 It is analysed that because of their low
prices, it is more competitive because
there are many company available in
market that provide cheap services.
 Due to lower cost, they have less
margin in profits.
 Their one weakness that they not
provide free food services after two
hours.
OPPORTUNITIES THREATS
 Their packages become attraction of
potential buyer.
 Most important threat is competition
that continuously rise at a very high

 One more opportunity is to expand
their business in all over the world.
 It is identified that they should consider
strategic partnership.
speed.
 Rising in airport fees is a threat that
they may have to increase the price of
tickets.
 There are many external forces that
affect their business operations. For
example, COVID-19 (Azoury and et.
al., 2020).
A statement objective for marketing of EasyJet
It is identified that EasyJet has objective that mentioned below:
 To make sure that their customers are safe during services in flights.
 To make it simple through cut down all irrelevant things that doesn't matter.
 To make a strong team work that helps to find solution in any situation.
 To stay at their own words and never neglect them.
 To generate a passion in employees so that they provide best services to customers for
their maximum satisfaction.
 To become innovative for finding new ways so that journey become affordable and easy.
A strategy to approach the market using the marketing mix
It is important for organisation that they should adopt a strategy for marketing. EasyJet
should approach a important strategy that helps in finding a best solution for organisation. With
using of marketing mix, it is identified that organisation need to understand all the factors that
come under marketing mix (Chen and Huang, 2018). Marketing mix help in filling the gap
between actual and expected sales. Marketing mix have some important components that are
mentioned below:
Product: EasyJet is a company that provide services of hospitality in tourism sector.
Their headquartered is located in London. They has not provide any product because they
provide services. There are some benefits of EasyJet such as they provide services digitally.
Because of this reason it is analysed that they provide better margins as compared to other
organisation

Place: Through digitalisation of services it become easy for company to spread their
brand awareness in other countries. Majority of EasyJet's sales is online so it becomes easy for
organisation that they focus on other things and on their target market. Because of upgraded
technology, it allows more and more people to purchase their products or services. EasyJet can
focus on their desired target market so that they can achieve their organisational goals and
objectives.
Price: EasyJet adopt cost leadership that means they are using low cost strategy to attract
their customers. With low cost, every person is able to take services at reasonable prices (Hutson,
2017).
Promotion: Their website become the most important platform that perform a function of
promotion of their services. Their websites provide almost all information that help to customers
inquiry.
Physical evidence: Their is no physical evidence in practically but they have physical
evidence on online platform on their websites.
People: Their main focus is on satisfy the needs and wants of customers. They build
customer loyalty with satisfying their desired needs at affordable prices.
Process: they have a systematic process for booking tickets. The prices can be available
in offline as well as online platform.
Implementation of plan
There are six steps in which organisation can implement their plan so well that they can
eligible to acquire all desired result that they want. All important steps are mentioned below:
1. Set the right expectations- It is very important for organisation that they should make
the expectation that they can be achieve in near future. It should not set those expectation
in employees that can not be achieve by organisation (Hietanen and Andéhn, 2018).
2. Build the team- Next and important step for EasyJet that they build a strong team that
has motivation and willingness to perform a plan. Because the success of implementation
of plan depends on team work. They can be integrate individual goals with common
goals.
3. Communicate plan- After making teams and plan now it is time to communicate the
whole plan to team so that they can able to understand their job roles and responsibilities.

It should be two way process so that leader can take all comments and feedback in a right
way and solve their problems.
4. Build out timeline- Timeline plays a significant role as it allocate a time limit that help
to team member finished their task within time. Timescale is important thing in
everyone's life because it gives specified time to a person so that they can work
effectively. If organisation can not give time limit then it is possible that individual will
not perform work.
5. Set up a dashboard for tracking success- Another important step is that EasyJet should
set a dashboard or standard so that organisations' employees able to see their growth and
success in assigned task. Dashboard should be achievable because if it is not then
employees can not see their growth and productivity level (Patsiaouras, 2017).
6. Monitor and check-in regularly- After all above steps, monitoring is very essential part
of organisation. That it helps in checking day to day activity and take corrective measures
according to the situation.
Above mentioned plan is beneficial for organisation as it help in implementing a
marketing plan in an effective way. The above steps should be followed in a systematic manner
so that organisations ensures that they implement their plan.
KPI
KPI is the indicator that help to measure the performance of employees. It is very
necessary for organisation, they can find difference of actual and expected performances. When
EasyJet's employees perform their work then it becomes a responsibility of organisation that they
should evaluate their performances. The effectiveness of implemented plan can be identified
with the help of KPI. There are some important points of KPI that help to identify the
performance of employees. The detail of points mentioned below:
Revenue Growth: EasyJet can easily identify and analyse the performance of employees
through analysing revenue growth. In revenue growth, EasyJet can calculate growth with three
steps:
 EasyJet can track sales from previous few years.
 Subtract previous record from current record.
 Last but not least step that divide the number by last years revenue.

Income Sources: It is another component that help to evaluates the performance of
EasyJet's employees. In this component, organisation can find individual income sources that
how much and from where they generate their income.
Working Capital: It is very necessary element in KPI, because of this factor organisation
can easily find the performances of employees. For example, if working capital is increasing
continuously for day to day operation or for raw material that means employees perform very
well in organisation. Because their productivity is increasing day by day and this help to increase
sale. But it is necessary that organisation should focus on reason of working capital raises
(Okazaki and et. al., 2019).
Profitability Over Time: In this method, organisation measure profits with specified
time limit.
CONCLUSION
It is concluded from the above discussion that organisation need to make a marketing
plan in a appropriate way. So that organisation can achieve their organisational goals and
objectives. Marketing plays a significant role in organisation as it promote their goods and
services in the marketplace. It is identified that organisation need to do marketing audit that they
can do with using of SWOT analysis. Organisation should always focus on their objective so that
their marketing plan become successful and goal oriented. It is also analysed from this report that
marketing mix gives all necessary detail that marketer need.

REFERENCES
Books and Journals:
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Cashman, P., and et. al., 2017. Participant-centred active surveillance of adverse events
following immunisation: a narrative review. International health, 9(3), pp.164-176.
Chen, Q. and Huang, R., 2018. Local food in China: a viable destination attraction. British Food
Journal.
Fast-Berglund, Å., Gong, L. and Li, D., 2018. Testing and validating Extended Reality (xR)
technologies in manufacturing. Procedia Manufacturing, 25, pp.31-38.
Hietanen, J. and Andéhn, M., 2018. More than meets the eye: videography and production of
desire in semiocapitalism. Journal of Marketing Management, 34(5-6), pp.539-556.
Hutson, M., 2017. People don’t trust driverless cars. Researchers are trying to change
that. Science (14th Dec. 2017).
Mansfield-Devine, S., 2017. Beyond Bitcoin: using blockchain technology to provide assurance
in the commercial world. Computer Fraud & Security, 2017(5), pp.14-18.
O’Brien, E. K., Navarro, M. A. and Hoffman, L., 2019. Mobile website characteristics of leading
tobacco product brands: cigarettes, smokeless tobacco, e-cigarettes, hookah and
cigars. Tobacco Control, 28(5), pp.532-539.
Okazaki, S., and et. al., 2019. The curious versus the overwhelmed: Factors influencing QR
codes scan intention. Journal of Business Research, 99, pp.498-506.
Patsiaouras, G., 2017. The history of conspicuous consumption in the United Kingdom: 1945-
2000. Journal of Historical Research in Marketing.
Sánchez, A., and et. al., 2017. PROCESOS COGNITIVOS Y AFECTIVOS EN LA
CONDUCTA DEL CONSUMIDOR. PSICOLOGÍA UNEMI, 1(1), pp.33-40.