The Role of Marketing in Business: EasyJet Marketing Plan - LFBM102

This report presents a marketing plan for EasyJet, a company operating in the hospitality and tourism industry. The plan addresses the CEO's concerns about the slow pace of sales of its services. The report includes an introduction outlining the purpose of a marketing plan and its components. It then details the marketing mix of EasyJet, including its pricing, product offerings, place (distribution), and promotion strategies. An analysis of the effectiveness of the plan is provided, including an examination of EasyJet's growth, market presence, and brand awareness in key markets like the UK, Italy, and France. The report concludes that EasyJet has a strong presence across the European market and that the company's marketing strategies are effective in achieving its goals. The report also includes references to relevant marketing literature.

Marketing plan refers to making outlines marketing
strategy for the future, marketing plan include an
overview of business's marketing and advertising goals,
it’s also analyse the needs and wants of target market.
Esayjet's steady growth:
In march 22 Esayjet carried out on the path of
growth, despite playing number 2 in the European LCC
market. As showing in figure 1. organisational capacity
increase 8.5% during the year with passengers flow
increased by 9.7%, this increase the load factor to
92.6%. Esayjet's revenue is down in both actual and
constant currency, due to increase in LLC competition
in European market. Cost of fuel increased 4.4% in
constant currency, cost has been increased crew and
cost for operational disruptions.
Marketing mix refer to the model business use in order to
gain profitability and growth in the market.
Price: Easyjet, use low cost leader strategy in the
market, that helps organisation to attract more customers
and increase the level of customer base.
Product: Easyjet is one of the most established
low cost leader in the market, with the low price company
provide various premium services to their customers, also
they provide safe air travel option to the travellers in
economical charges.
Place: Easyjet provide various innovative way
for the booking of tickets from the online websites.
Promotion: Easyjet has various travel website
for the promotion of various services and price strategy to
the customers of the organisation.
Marketing Plan
INTRODUCTION A strategy to approach the market using
the marketing mix of Easyjet Analysis of effectiveness of plan

Easyjet has strong presence across the Europe
market on the various top 100 markets. From all
the Europe market in city pair top 10 routes have
24% of capacity shares in the company, also over
75% of company's capacity is in the airports where
they have leading position. With the high level of
share market in air ports company gain competitive
advantages with the effective strategies and
policies. Also there is high number of market pair
in the market.
Above graph is showing the brand awareness of
Easyjet in UK, France, and Italy, company has
seen its brand awareness is increased to high level.
The home market of Easyjet is 100% and 98%
earlier, the new market of company is lower than
over all shares in UK. Also company achieve
strong market awareness 98% in France and 92%
in Italy. In UK 13 % responses are considered for
Easyjet, to be first choice airline, and up from 12%
a year ago. In Italy and France company has over
taken UK's score.
From the above information it can be conclude that
marketing plan of the company provide insight about the
various strategies that helps in better achievement of
goals and objectives of the company. Marketing mix
strategy of the company helps in better understanding of
growth and objectives that company wants to fulfil in
order to gain better profitability.
Chernev, A., 2020. The marketing plan handbook.
Cerebellum Press.
Hanlon, A., 2019. Digital marketing: Strategic planning &
integration. Sage.
Hollensen, S., 2019. Marketing management: A relationship
approach. Pearson Education.
References
Market presence of EasyJet Brand awareness of Easyjet in UK, Italy
and France Conclusion