Marketing Essentials: Role of Marketing and Interrelation with Other Functional Units of the Organisation

This document discusses the role of marketing and its interrelation with other functional units of the organisation. It also compares the marketing mix of different organisations to achieve business objectives. The document includes a basic marketing plan of Jet2 PLC, a British multinational airline company.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
LO1: ROLE OF MARKETING AND INTERRELATION WITH OTHER FUNCTIONAL
UNITS OF THE ORGANISATION...............................................................................................3
P1: Key roles and responsibilities of marketing function............................................................3
P2: Roles and responsibilities of marketing through wider organizational context....................5
LO2: COMPARISON OF ORGANISATIONS MARKETING MIX TO ACHIEVE BUSINESS
OBJECTIVES..................................................................................................................................6
P3: Comparison of marketing mix...............................................................................................6
LO3: MARKETING PLAN TO MEET MARKETING OBJECTIVES.........................................8
P4: Basic marketing plan of Jet2 PLC.........................................................................................8
CONCLUSION..............................................................................................................................13
REFERENCES................................................................................................................................1

INTRODUCTION
One of the most crucial aspect of any organisation is related to marketing. The marketing
essentials of any company is defined to be the asset of the company which determines the
growth. the marketing essentials of the organisation relates with every functionality of the
organisation where there are aspects that are related in making decisions as well as by
implementing rules that are required to incorporate in the employees and that which will satisfy
the needs of the customers (Thabit, T. and Raewf, M., 2018). Travel and tourism is considered to
be one of the vast sectors that is regarded as one of the greatest potential industry out of every
other. The marketing essentials with regards to this particular industry must be such that it has
the potential to provide every minute factor that determines the provisions that it offers to its
customers. The company that is obtained in this regard is Jet2 PLC. The British multinational
airline company Jet2PLC is involved in providing the services that are subsidiary with jet2.com.
Its head office is located in the low fare finder house in Leeds Bradford airport England. The
entire report consists of the factors that are associated with the company Jet2 PLC which will
help to understand the core of aviation industry.
LO1: ROLE OF MARKETING AND INTERRELATION WITH OTHER
FUNCTIONAL UNITS OF THE ORGANISATION
P1: Key roles and responsibilities of marketing function
Marketing functional is responsible for operating several operations with the organization
through which it can ensure that company is having high level of work productivity. Thus,
following are the different organizational functions which are played by the marketing function.
Employee training
Marketing departments is responsible for analysing the marketing trends and because of which it
has to analyse the current market trends and then has to evaluate the current work capability of
Jet2 PLC. Thus, on the basis of this raised differentiations it tends to provide effective training to
employees through which it can ensure that employees are able to work according to the
organizational requirements and company is able to achieve efficient competitive edge
(Kusumadewi, 2019). However, during this process, the marketing functional has to ensure that
organizational expenditures are done in a controlled way because if excessive capital investment

is done on employee training then it will make a significant impact upon company's economic
growth.
Market strategies
Marketing functional has to ensure that it is able to attract wide range of customers towards the
organization though which it can ensure that organizational sales are being increased. This is an
important step for the marketing departments that it tends to implement several creative
marketing strategies through which it can achieve high level of organizational sales are being
achieved. In order to achieve this marketing department at Jet2 PLC can increase its engagement
in mixed integrated approach of traditional marketing and digital marketing through which high
sales are achieved at reduced expenditure.
Taking customer feedbacks
Marketing department comes in a direct contact with the customers and because of which it may
utilize its efficient relationships with the customers for taking their feedbacks on the experience
which they achieved with Jet2 PLC (Mu, 2017). Through this feedback marketing department
can identify the organizational weak sections which is making negative impact upon customer's
experience and then can make concentrated approach for improving the weak sections. Through
this approach of improving weak sections on the basis of customer experience marketing
department can ensure customers that their suggestions are being taken care of and will motivate
customers to increase their engagement with the organizational activities.
Monitor market trends
The marketing department at Jet2 PLC monitors the changing market trend such that it can
improve its product placement and services to the customers such that it is able to provide
company an efficient competitive edge. With that this is also important because company tend to
operate with some of the biggest market competitors because of which it has to ensure that it able
to fulfil customer requirements and is able to achieve high level of work productivity. This is
also very important for marketing department because it has to ensure that company is able to
provide new and rare products to the customers through which it can attract new and trendy
crowd towards the organization for attracting new and trendy crowd towards the organization.
Establish inter organizational relationships
It is the role of marketing function that it tends to develop efficient relationship with other
market competitors because through this it can ensure that Jet2 PLC is able to introduce unique

business collaborations with other market competitors. Through this step marketing function can
implement customer sharing and can also implement employee sharing through which
organizational employees can also analyse the different type of work environment which will
empower them to implement creative working measures by which problem solving time can be
reduced and quality of services provided to the customers can also be improved (Ungureanu,
2019).
P2: Roles and responsibilities of marketing through wider organizational context
Marketing with R&D
Marketing departments has to closely work with the Research & Development department
because the marketing departments comes in to the direct contact of the organizational customers
because of which it well aware of their requirements. The marketing department has to showcase
the customer requirements to the R&D so that the department can integrate following integration
in the new developing products. Through this approach the department can ensure that the
developed products is able to fulfil customer requirements and thus company is able to provide
product which is able to surpass customer's expectations and manages to achieve augmented
level of customer satisfaction. With the company Jet2 PLC will be able to achieve efficient
competitive edge by which it can ensure that customers are having new products which will
increase their loyalty towards the organization (Cheung and McColl-Kennedy, 2019).
Marketing functional with finance departments
Finance department and marketing department has to closely work with each other because the
marketing department is responsible for marketing organization to the customers such that it is
able to achieve high customers towards the organization. With that the finance department has to
ensure that company is having an efficient economic background and because of which tend to
make small budget for the marketing activities, but on the other hand marketing department want
high budget so that it can increase its reach to wide sections of the society. Due to these
organizational conflicts may often arise often between different departments and thus marketing
department has to make its marketing strategies in the budget allotted by the finance department.
Production and marketing

Marketing department has to develop its marketing activities in such a way that it is able to
achieve high level of customer engagement and thus which Jet2 PLC will be able to attract
specific target audience for achieving high sales. Due to which it has to develop close level
working with the production department through which it can achieve a deal line for the
development of product which is ready to the provided to the customers. Whereas the production
department has to ensure that the developed products is best in quality and also being tested
before reaching to the customers because if the customers are not being provided best in quality
products then it will make negative impact upon their engagement with the organization. Due to
this mixed approach of the integrated working procedure between different departments
marketing departments tends to for an end date till which the developed products would be made
available for the sale to the customers, so that marketing activities are being developed on that
basis.
Marketing with HR
It is the role of marketing department is to ensure that company is able to work according to the
latest market trend and customer requirements and because of which has to develop efficient
relation with the HR so that it can make appropriate recruitments such that company is fill with
appropriate talents and skills. This is an important step because if the company is being fulfilled
with the new talents and skills then it will not be able to implement new innovations in its
working procedure for achieving high problem-solving skills and high work productivity.
Therefore, marketing department tends to analyse the overall working capability of the
organization and then showcase the specific requirements to the HR so that it can make
recruitments for a specific talent by which company will be achieving high work productivity
and can ensure that customer requirements are being fulfilled.
LO2: COMPARISON OF ORGANISATIONS MARKETING MIX TO
ACHIEVE BUSINESS OBJECTIVES
P3: Comparison of marketing mix

Marketing mix tool Jet 2 plc Expedia
Product In this company products and
services are designed as that
they can easily adapt changes
according to customer needs
and expatiations (Thabit, and
Raewf, 2018). It also tries to
attract customers by their
products and services such as
views and different
accommodation services.
It is also one of the leading
travel company which offer
different services such as flight
bookings, holiday hotel etc.
Expedia also provide wide
variety of products for all
travellers and customers.
Company also provide
different services such as car
rentals, vacation packages and
more.
Price Its main objective is to
increase revenue for that they
try to provide the best product
and services on best price so
travellers attract more. In this
company mainly use premium
price strategy to attract more
customers.
This company offer various
discounts, offer packages to
attract customer and to create
their base of loyal customers.
Expedia set their pricing
according to their customer
requirements. It also create
packages according to
customer needs.
Place As location is most important
factor in travel and tourism
organization for that this
company try to sale facility on
the basis of point of sale. It
also provides access to
travellers. It also attracts
customer by providing service
at different famous places.
Expedia company is located in
Washington. It offers its
services in different countries
such as China, Brazil, United
Sates, Japan, India etc. It
provides benefits to the
company to attract more
travellers to raise sales. This
company also ensure that their

customers are getting proper
information and service on
different places.
Promotion They invest huge amount in
promotional activities to attract
more customers and to
increase their sales and profits
(Vico, 2018). They majorly
use advertising tool for
promotion and to help
company in achieving its goals
and objectives.
This company generally use
social media and
digital marketing platform for
promotional activities. It tries
to attract more target customer
by the use of internet and
social media platforms.
Expedia use Facebook pages
to promote their products and
services and to attract more
travellers.
The marketing mix that is opted in this regard is that Jet2 PLC which is considered to be one of
the most effective factors in terms of aviation industry. The aviation industry deals with the set
of challenges and perspectives that will be best sorted out with a very good marketing strategy
that can be adopted and can be analysed at regular intervals of time.
LO3: MARKETING PLAN TO MEET MARKETING OBJECTIVES
A successful marketing plan will determine the growth of the company in all the possible ways.
P4: Basic marketing plan of Jet2 PLC
Executive summary:
Marketing plan is like a blueprint of the organisation that consists of all the essentials right from
the direction in which it is moving ahead and also includes the goals and targets that are to be
performed in the coming years.
About the company:

Travel and tourism department is regarded as one of the finest departments of all other. for this
particular report the organisation that is being chosen as Jet2 PLC. the company Jet2 PLC is a
British multinational airline company in Leeds England. operating with head office in low fare
finder house on the grounds of Leeds Bradford airport, England (Sobocińska, 2019). the travel
industry has reached a consistency where people opt to travel various places and for this the
airlines have given a greatest move which is to provide the best services for all the travellers.
PESTEL analysis
Political- aviation industry said to be impacted by increasing central role of the political factors.
There said to be a driving growth which is politically stable and the role of government in
making terms and policies in order to bring forth the market attractiveness and creating business
friendly environment is said to be and oversight of the aviation regulation. Placing aside the
government control over the aviation industry the political factors that cause uncertainty in the
operational process of Jet2 PLC company is the laws that are related with a travel, border coma
customs and immigration law. There said to be no customers that are related with the passport
hassles.
Economic factors- every industry is dominated by the economic challenges and the factors that
are associated. The business of the airline industry in the United Kingdom is said to be a very
was sector where the economic factors dominate and directly but the business. Every country or
the region is profitably stable only when the airline brands are operating in a healthy manner.
Considering the country there said to be a lower unemployment rate where the economic
confidence is not lowering. Therefore, the company stands as one of the economic holder of the
country from the time of its establishment.
Social factors-the most important social factor that predominates the aviation industry is the
demographic change. It is said to be one of the important roles that it plays in the aviation
industry. The aviation industry moves ahead with the target of the airline brands. Generation of
the generation the aviation industry is said to be one of the most convincing factors and modes of
transport for people. The company maintains of curse upon the operational efficiency reliability
and social image. This helps the company maintain efficiency and minimise environmental
impact.
Technology- technology is said to be one of the most driving factors of growth of every industry
in this present scenario. Technology has reached great heights and people from every nook and

corner of the world are said to be experiencing the greatest revolution that Technology brought.
Technology has enabled growth factor which is related to the evolution of good sales and
tangible service Technologies. With these services the Airways have decided to invest more
upon using various technologies in order to ensure your good efficiency and better services
which will return in higher profitability. Including technology in daily operations will let no
stone and tried for the aviation industry. Technology helps people to book tickets directly from
the company's website where the key drivers of operational efficiency and customer satisfaction
is derived.
Environmental- the aviation industry is major concern are the environmental factors which play a
crucial role in determining the stage of the company. Maintaining the environmental factors by
all the regulatory authorities that are imposed upon the company will help the company to
maintain sustainability and to grow more in the core areas of strategic importance. This will have
helped in sharpening the brand where growing the fuel efficiency will lead to reduce carbon
footprint.
Legal factors- Legal factors are considered to be one of the most important concerns in the entire
aviation industry of the country that the company's operating. There will be a certain compliance
for the critical aviation players where the jet2 PLC company is one among those. The laws that
are related to the labour and several operational areas are considered to be one of the most
important legal factors of the country. The airline industry said to be governed by several laws
that are regulated under EU regulations mainly. There are other entities that are associated with
the operations of International Airport branch some of the laws that are in charge of the company
include those of operations labour laws and some will be very significant upon the areas that will
affect the company.
SWOT analysis
SWOT analysis deals with the strengths weaknesses opportunities and threats that are related
with the company. The aviation industry is said to be one of the most renowned and said to be
the best of all kinds. The strengths and weaknesses of the company are said to be the internal
factors whereas, opportunities and threats are said to be the external factor. The management
framework will enable the company to stand as a brand and maintain its benchmark in the
business and performance and that is the reason why it stood as one of the greatest competitors
and leading brand in the aviation sector.

Strength- The brand that the company maintains is said to be one of the excellent Global
presence and is one of the greatest strengths of the company. The government of the country
where the company is operating is said to be one of the major strengths of the which will sponsor
at the desired times.
Weakness- There seems to be a great arise in the travel and tourism industry hence there is a lot
of competition from other leading Airlines. This intense competition has led to a a limited market
share for the company.
Opportunities- The opportunities that are related with the aviation industry is said to be the
expanding global operations where the alliances are encoded with sharing the global airlines.
This boosts the company's revenue.
Threats- There seems to be greater threats in the aviation industry like the rising of you well
where it has reduced the profit margins. There is a greater hike in the labour cost which is said to
be one of the biggest threats to the aviation industry. Increasing competition leads to the adverse
effect of market share related to company.
Segmentation, Targeting and Positioning:
Segmentation targeting and positioning refers to the general public where the company identify
certain individuals or a group of population and divide them accordingly. The segmentation,
targeting and positioning helps the company to target certain people who are most suitable to
grow profits. The company Jet2 PLC is said to follow a multi-segment concentration where the
marketing strategy is offered by a set of different targets. The segmentation basis of the company
is of Geographic segmentation where the particular places are being identified and demographic
segmentation where different levels of people based on occupation salaries and profession is
being selected. The behaviour patterns which contains benefits affordability value luxury
convenience are being considered under the user status which defines the regular travelling and
the first time as well as the current user interface. the customer expectations are also considered
where the low, medium, high and premium are categorised (kharim). An appropriate market
segmentation for the aviation industry will help to be targeting effectively and also attract the
position which will lead to critical success factor. The company strives for long-term growth
there it aims at enhancing the perception of its services by present and perspective customers of
its target segment. the positioning of the company is based on all the internal factors as well as

the external factors the company deals with which involve SWOT analysis, PESTEL analysis
and many other factors that are to be categorised.
The elaborated form of SMART is the specific, measurable, achievable, relevant and time bound
objectives. Going deep into the depth of every point of consideration is as follows:
Specific: by the usage of few objectives, the main objective is being followed. This is mainly to
optimise efficiency that will be achieved through marketing objective. Every objective will have
to have their own plans and perceptions to maintain effectiveness. For example, if a pen
manufacturer would want to introduce the new version then he must be able to specify the usage
and the content that is employed. There must be a distinct plan to survive in the business.
Richemont company being the largest luxury product retailer will have to specify its line of
business and that is what makes sense in the specific objective.
Measurable: in order to know whether a company excelled in the marketing world, it must be
able to produces measurable objectives. Based on the total profits, the marketing plan will have
to be measurable. The measure of success is not when simply stating the marketing objective. If
a particular target is set to be achieved then it must be atleast a percentage increase in the
profitable count.
Achievable: the growth of any business is planned gradually. When there is any marketing plan
aiming to be created, them it must include achievable objectives. If the company has profit of
30% the previous year, then this year target will atleast be twice that of the previous year.
Achievable measures are those that are to be gained and achieved with proper mechanism. The
achievable objectives will determine the amount of growth because if the company is able to
achieve its target, then automatically the graph will be at the crest.
Realistic: there must be a realistic approach in the product momentum. Like if there is a
certainness where the company lies yet it keeps thinking about the things of increasing its sales.
In simple words it means that the expectation will not have to exceed the capacity. Whatever the
company is capable of achieving will have to be attained and anything beyond that will use more
resources which will go scarce.
Time bound: whatever be the marketing objective it will have to be time bound. This will help
the company to analyse the results that are actually expected. If the target is to achieve the output
in just 6 months, there must be a time bounded for some work that is to be performed in that
particular work.

Achieving business objectives is a tedious task to be accomplished. This is because there are
unexpected challenges that will appear in between that are to be coped up. These challenges will
include external factors some of which include the political approaches. Mainly the political
approaches will be a bane to any organisation or a company. if the politics are tackled in the way
they are to be then there will be a healthy workspace. The marketing essentials are the
requirements that are to be adopted by nearly every company. This will provide information to
the users that are in need to know about the company. The marketing essentials will also help to
maintain a stable record for any extreme purpose.
CONCLUSION
This report concludes that there are various marketing essential in the market which help travel
and tourism to raise their sales and attract more customers. With the help of this report Jet 2 plc
also can grow their market. It also assists that how different roles and responsibilities or
marketing are playing important role in the travel and tourism business and with the help of
different roles of marketing company can also achieve its target and objectives easily. As above
mentioned marketing plan also helps Jet 2 plc to complete their goals and raise their sales and
attract more customers. After analysing external and internal elements of the business it also says
that jet 2 plc has potential to compete with their competitors. Basically after analysing this report
it also suggested to the company that they must use marketing mix strategies to improve their
performance and productivity.

REFERENCES
Books and journals
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case study.
International Journal of Social Sciences & Educational Studies. 4(4).
Kusumadewi, 2019. The Role of Marketing and Individual Environment Association in
Elevating the Customer Value. Budapest International Research and Critics Institute
(BIRCI-Journal), pp.451-460.
Mu, 2017. Dynamic capability and firm performance: The role of marketing capability and
operations capability. IEEE Transactions on Engineering Management. 64(4). pp.554-565.
Ungureanu, 2019. The Role of Marketing in Managing Modern Organizations. In International
Conference on Economic Sciences and Business Administration (Vol. 5, No. 1, pp. 214-
219). Spiru Haret University.
Cheung and McColl-Kennedy, 2019. Addressing vulnerability: what role does marketing play?.
Journal of Services Marketing.
Sobocińska, 2019. The role of marketing in cultural institutions in the context of assumptions of
sustainable development concept—A Polish case study. Sustainability. 11(11). p.3188.
Khraim, THE ROLE OF MARKETING INFORMATION SYSTEM IN DECISION MAKING:
A CONCEPTUAL FRAMEWORK.
Online
Jet 2 PLC: [Online]. Available through: < https://www.jet2plc.com/Annual-Report-and-
Accounts-2019/20/>
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