A Comprehensive Report on Marketing in the Easyjet Organization

This report examines the role of marketing within the Easyjet organization, a low-cost airline. It begins with an introduction to marketing principles and its importance in achieving business objectives, followed by a SWOT analysis of Easyjet, highlighting its strengths, weaknesses, opportunities, and threats. The report then delves into Easyjet's marketing objectives, focusing on new product and service development, such as the installation of TV screens on Airbuses. It explores the marketing mix, including product, price, place, and promotion strategies, and analyzes how these elements are applied. Furthermore, the report outlines the implementation plan for new product launches, including ideation, product definition, design, development, verification, validation, launch, and improvement phases. Finally, it discusses methods for measuring the effectiveness of marketing plans, such as the use of Key Performance Indicators (KPIs), to assess the impact of marketing efforts on business outcomes and revenue generation.

The role of marketing in
business organization

Table of Contents
INTRODUCTION...........................................................................................................................3
The Swot frame work of Easyjet organization............................................................................3
Objective for marketing the products and service.......................................................................6
To approach the market using marketing mix. ...........................................................................6
How the plan will be implemented.............................................................................................8
How the effectiveness plan will be measured.............................................................................9
CONCLUSION..............................................................................................................................11
REFRENCES.................................................................................................................................12

INTRODUCTION
The introduction should begin with, action or business of promoting and selling product
and services, involving market research and advertising. This concept focus on organization
aims and objectives to full-fill the requirement of the company. It plays crucial role in promoting
the business enterprise and mission of an organization (Cortez and Johnston, 2019). The
marketing department's job to acquire out of prospects, customers, investors and community,
while developing an overreaching image that shows company in a positive light. It defines and
managing the brands, conducting campaign for marketing initiatives, developing internal
communications, conducting market research and customer. This report provide information on
easyjet organization which is international low cost airline group situated at London airport. It
was founded in march 1995. furthermore, this report leads to cover detail about principle and
practices of marketing, objective of marketing, a strategy to approach the market using the
marketing mix in given organization.
The Swot frame work of Easyjet organization.
Swot analysis is a strategic planning technique that is used to identify strength, weakness,
opportunity, threat of the organization which related to reckon planning and business

competition (Park, 2020). It is structured for use in the preliminary stages of decision making
procedure of the company. The main purpose of this frame work to identify the internal factors
that are favourable or unfavourable to acquiring those objectives.
This SWOT analysis gives an overview of easyjet, which is British multinational airline
gives their services some international airport throughout the UK and many others cities in
Europe. It is low cost airline that has been quite popular from acquiring market share from the
patrimony airline throughout UK and Europe. This organization should use a SWOT analysis to
identifying strength, weakness, opportunity, threats so they can change their strategy looking
forward and maintain its position.
Strengths
 This organization has developed brand reputation for the nominal rates Airbuses in the
UK and Europe, specially towards business gathering and travellers.
 They give best service on-time travel service with add some value features that involve
online booking, travel services and ticket-less travel.
 This company has been adding new sophisticated planes to ensure safety, reliability.
 Their mission is top focus on consumer loyalty through giving online sales alerts to e-
mail and text.
 Their websites is analysable to use for ticket purchasing.
 It has a clear corporate social duties with initiatives geared among reducing the
organization's affect on the atmosphere.
 It added many routes to serve more customer and offer more flight timings.
 It has a strong capital base with a market estimation around 3.5 billion pound and current
position about 211 pounds.
 Easyjet involved into expansion and expanded its business operation in appropriate
manner.
 It keeps particular model aircraft such as A319-100 and A321-200, it reduces
maintenance costs, training and supervisory.
 It ensure that supply of pilot and cabin crew is regular.

Weakness
 This organization business operations sensitive to any additional taxes that are prescribed
through the government due to its low margins of operating.
 Easy jet has been condemn in Germany for the benefit because they don't observe
European union law on compensation such as denied, delays or cancellation. When
flights are denied, consumers have to be repay in a week. And they doesn't refund amount
in given time. This thing create negative impact on organization.
 It faces so many competition by its competitors. The major weakness of its operation is,
there is so many airline for different destination in same fare.
 Services are not available in so many locations, it unable to serve in many destination due
to its budget. It only providing there service in Europe this is also a weakness.
Opportunity
 There is so many airlines to do collapse with this company to expand its business in
different locations.
 Convince on Easyjet hotels and holidays to enhance their brand awareness and also
attain customers to their airline.
 This organization can change it business operation, give best service to its consumer.
This improvisation will assist to enhance the business revenue and it will provide big
opportunity for the company.

Threats
 Changes of timing, government policies and rules and regulation that can affect the
business revenue in great circumstances.
 There are so many aviation industry in comparison of Easyjet airline, it also give affect
on business revenue because there are same travel fare of other airlines so, it comes under
an option which gives negative impact.
 Changing in external market forces in term of value that can be a big threat for earning
income for the organization.
 Technological issue is kind of digital interruption which serious threat for dis-balance
effectiveness and smoothing of the organization.
Objective for marketing the products and service.
Marketing strategy is looking forward to come up with innovative ideas for any business
or an organisation with a fundamentals aims of acquiring a sustainable competitive advantage
through understanding needs of of the consumer (Abdullahi, 2019).
New product and services: Install TV screens on Airbuses.
Objectives
 To increase company visibility and engine rankings along with social media platform.
 To launching new offerings which include promoting new product and services.
 To focus on selling rather than offerings.
 To know the small audience, if product is new.
To approach the market using marketing mix.

The model for business enterprise and include product, price, place and promotion. It is set of
marketing tools that organization utilizes its marketing objective in particular market is known as
marketing mix (Ganguly, Talukdar and Chatterjee, 2019).
Product: It refers the product actually being sold, product deliver minimum level of performance
. Easyjet looking forward to install TV screen on Airbuses which enhance the customer footfall
as well as brand awareness.
Price: It include the value that put on product, it based upon cost of production, quality of
market to pay and the other factor which is direct or indirect. This airline include the pricing
strategy, that is given below:
penetration pricing strategy: Small organization uses penetration, it sets low amount for
its product and services in hope of developing market shares. The primary objective of
penetration strategy is to store high number of consumers with nominal prices for use different
marketing strategies to retain them (Chernev, 2020). For example: Easyjet sell their tickets in
nominal prices and give entertainment facility to serve this customers to develop brand loyalty
among them.
Price skimming strategy: In this organization sets high price to recover expenses at the
time of product launching. The major objective of this strategy is to acquire profit quickly.
Product life cycle pricing: It shows the overall development of the product that is
introduction, growth, maturity and decline stage. At the time of growth, when sales going highly,
small organization will keep price high to earn profitability.
Competitive based pricing: In this strategy there is nominal difference between products
in an industry. Small organization may have to lower its prices to meet competitor price.
Company sets the price as per competitor tariff to compete in the market place.

Temporary discount pricing: organization use this strategy to enhance their sales. It
includes complimentary, coupons, seasonal price reduction. For example Easyjet offer discount
on fares in off season to generate revenue and business can run smoothly and efficiently.
Place: Organization wants open business there is need and demand of the consumer and make it
for them to buy it is the main goal of place strategy. It includes exact location to run business.
Promotion: It includes all the activities to enhance the product visibility, market as well as
customer get know there is new product in the market. This strategy involve advertising, word of
mouth, incentives, commissions to the trade. It also include direct marketing and give voucher
with specific brand. For example: Easyjet do their promotion with the help of social media,
Instagram official pages etc.
Extended marketing mix:It is a mixture of seven element of marketing that goal to work
together and acquiring the objectives of the marketing strategy that include product, price, place,
promotion, people, process and physical evidence.
Physical evidence: It refers everything to customer when interacting with business, it include
where organization provide the product or services.
Strong marketing plans that will acquire growth, goals all these factor together.
Marketing mix helps to attract customers and to encourage them to buy the product in which
business can increase and generate revenue along with profitability (Caputo and et. al., 2019).
Organisation do more research on their project and analyse about the product it is worth or not, is
it run or liable in market for the customer. Effective strategy gives the outcomes after sometime
and with the help of marketing mix organisation able to increase customer footfall to enhance
their brand awareness so, these are the approaches use at the time of new product launching
which mentioned above.
How the plan will be implemented.
Ideation: In this concept during the stage of ideation that a product functional and
performance requirement can be elaborate along consumer perspective, it design ideas that find
powerful potential solutions to identify market as well as customer need. For example Easy jet
has came with new innovative idea to install TV screens on Airbuses. It looking forward to
promote new product and services and utilise tools and techniques to expand their business with
the help of pint-rest, Facebook, social media platform for enhancing awareness of brand.

Defining the product: Organization already have overall idea about new product, they
have to focus on polishing the product which is done by concept testing and brainstorming.
Project team have to do review on product design concept. After select the design and finalize it.
Easyjet is the first airline to give entertainment service with in nominal price.
Design and development: In this process check the design of product and find out the method
of development. The product is developed against the design, it will risk of its failure. So
organization must focus on design and development.
Verification and testing: Testing includes the evaluation of the product that checks the design
and quality to meet consumer and their performance requirement., where verification takes place
against the design requirement (López-Robles and et. Al, 2019).
Validation: It takes place against the customer needs, which have been justified at the ideation
stage and also supports the launch phase and manufacture.
Launch: It bring new product to market, the aim is to make sure that every member of the
organization and targeted customer know about the new product. If organization do product
launch effectively, customer looking forward to buy it.
Improvement: New product is part of the organisation function. It ensure that product is subject
to upgrades and improvement (Singh, Klarner and Hess, 2020).
These stages helps to implement the plan in new product development. Easyjet covers
these all process to get success in launching of new product and services, that is beneficial for the
company to analyse the market need and find out new way to enhance the business.
How the effectiveness plan will be measured.
Measuring market plan it is important because, the aim of any company should be
increase revenue. It includes ways to measure short term term goals and return on investment
that can improve the opportunities of acquiring those goals. Outcomes can be used by leaders to
guide the decision making process. In this organization take KPI method to measure the plan.
KPI stands for key performance indicators is essential to business objectives because they
keep objectives at the forefront of decision making (Heinze and et. al., 2020). It is important
that business objectives are well communicated over an organization, so when people know they
are responsible for their own key performance indicators. It insure that the business enterprise
overarching aims are top of mind. This is used for measure the plan how its effective or liable to

the organization as well as customer also. It identify the enhancement of product, it checks the
overview perception about goods and services, in last it measures the reaching of product.

CONCLUSION
It is inferred from the above report, it describes about the findings such as SWOT
analysis of given organization, objective for marketing the product and services, the market
using the marketing mix, how plan will be implemented and how the effectiveness of plan will
be measured. Apart from it, this report covers strength and weakness to identify position of the
organisation and to increase the company visibility, to enhance the business, it also included
effective plan of new product launching.

REFRENCES
books and journals
Cortez, R.M. and Johnston, W.J., 2019. Marketing role in B2B settings: evidence from advanced,
emerging and developing markets. Journal of Business & Industrial Marketing.
Park, S., 2020. Marketing management (Vol. 3). Seohee Academy.
Abdullahi, S.I., 2019. Zakah as tool for social cause marketing and corporate charity: a
conceptual study. Journal of Islamic Marketing.
Ganguly, A., Talukdar, A. and Chatterjee, D., 2019. Evaluating the role of social capital, tacit
knowledge sharing, knowledge quality and reciprocity in determining innovation
capability of an organization. Journal of Knowledge Management.
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
Caputo, F., and et. al., 2019. A knowledge-based view of people and technology: directions for a
value co-creation-based learning organisation. Journal of Knowledge Management.
López-Robles, and et. al, 2019. 30 years of intelligence models in management and business: A
bibliometric review. International journal of information management. 48. pp.22-38.
Singh, A., Klarner, P. and Hess, T., 2020. How do chief digital officers pursue digital
transformation activities? The role of organization design parameters. Long Range
Planning. 53(3). p.101890.
Heinze, and et. al., 2020. Digital and social media marketing: a results-driven approach.
Routledge.