LFBM102: Marketing Plan for EasyJet Services - Analysis and Strategy

This report provides a comprehensive marketing plan for EasyJet, a British low-cost airline operating internationally. It begins with an introduction to marketing plans and their importance, followed by an analysis of EasyJet's market position. The core of the report is a SWOT analysis, evaluating the airline's strengths, weaknesses, opportunities, and threats. This analysis considers both internal factors, like brand value and modern fleet, and external factors, such as competition and airport fees. Following the SWOT analysis, the report outlines EasyJet's marketing objectives, including promoting services, enhancing digital presence, and increasing brand awareness. The report concludes by emphasizing the role of marketing objectives in guiding future growth and success. References to relevant academic sources are also included. This assignment provides a detailed marketing plan that addresses the CEO's concerns about sales performance.

Marketing plan

Table of Contents
INTRODUCTION...........................................................................................................................1
Marketing plan for EsayJet:.............................................................................................................1
Analysis of the organization and its Market with the use of SWOT
Framework.................................................................................................................................1
Analysis of marketing objectives................................................................................................2
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing plan refers to making outlines marketing strategy for the future, marketing
plan include an overview of business's marketing and advertising goals, its also analyse the needs
and wants of target market (Chernev, 2020). Marketing plan usually explain the target customers
of the business and hoe business can make effective strategy to attract more customers in order to
gain profit. This report is based on EsayJet, it is British multinational low cost airline. Its
headquartered at London Luton Airport, organization operates international and domestic
scheduled services over 1,000 routes in more than 30 countries. In this report marketing plan for
the EsayJet services has been introduce, also analysis of organization and its market with the use
of SOWT analysis, also various marketing objective. Further, analysis of strategy approach with
the use of marketing mix, also it include outline for effective implementation of marketing plan
and in the last the effectiveness of the marketing plan will be measured.
Marketing plan for EsayJet:
Analysis of the organization and its Market with the use of SWOT
Framework.
Marketing plan is an operational document that analyse and outline the marketing and
advertising strategy of the company, and implement that plan to reach out the target market
(Hanlon, 2019). Marketing audit refers to the systematic analysis of business environment, both
internal and external, goals and objectives, strategies etc. of business that helps in better
understanding about the target market. For the marketing audit of EsayJet, below is detail
explanation of SWOT analysis is explained:
SOWT analysis of EsayJet:
This analysis assist company to analyse the internal and external business environment
factors that have an impact on its decision making process. SWOT analyse also helps in analysis
of business's strength and opportunity in order to over come the various weaknesses and threats
for business. SWOT analysis of EsayJet could help the company to analyse both internal and
external factors that have an impact on its decision making process.
Strengths of EsayJet: Airlines has been develop its brand value as an cheapest flights in
the UK And Europe, they make huge impact on young travellers and some business people
(Hollensen, 2019). This has become huge strength for the organization, they also provide
1

services on time with the various value added features such as online-booking, travel services,
and ticket-less travel. EsayJet also add new Morden planes to ensure the safety, reliability and
emission reduction. Their online ticket booking website is easy to use for every passenger, they
also focus on customers loyalty by offering them text massages and online mail for better sales
alerts. With all the strengths EsayJet airline make huge growth and success by all the strategies
they apply to gain more customer base in the market.
Weaknesses of EsayJet: This refers to all the factors that may affect the business and its
decision making. In the context of EsayJet, being an low cost Airline industry has various
competitive brand that may have an impact on its business and its profitability(Minton, and
Krszjzaniek, 2020). Price war strategy could have an impact on the business of respective
airline. EsayJet also do not provide food and beverage services to the longer flights of more than
two hours, which many passengers find difficult. With all the weak points company may
decrease its profitability in global competitive market.
Opportunities for EsayJet: Airlines have opportunity to expand its market into new
regional market throughout Europe and can caters to specific customers segments(Sainz de
Vicuña Ancín, 2020). EsayJet also provide travel packages with the tours that could help them
to attract more travellers that seeks specific kind of travel experience. Airlines have opportunity
to make partnership with the airports to helps them in expand their routes and offer more travel
option to its travellers. Thus, there are various opportunities for the respective airlines brand in
order to expand its business and gain more profitability.
Threats For EsayJet: Increase in airport fees could be an huge threat for the brand, it
could impact the low cost strategy of business (Sumarwan, 2019). There are huge competition in
the market that are offer more frills, route options, flights with maintaining low cost which can
be an huge threat for EsayJet. Thus, there are several threats that could impact the business and
profitability of EsayJet. Threats for the business can have an impact on profitability and growth
in the competitive market.
Analysis of marketing objectives.
Marketing objectives refers to the various goals and aim business make in order to gain
better growth and success in the competitive market. Marketing objective helps business and
individuals to have clear vision about goals and aims. Below are detail description of marketing
objectives in the context of EsayJet:
2

Promote services: The main objective of marketing is to promote various services
offered by EsayJet. Airlines use various tools and strategies to promote their business in the
market. EsayJet ensure that their target customer group know about upcoming offers and deals so
they circulates text massages and email for their past customers in order to provide them
information about new offers and deals in their travel agencies.
Digital presence: From the various marketing strategies EsayJet ensure that they make
huge presence on digital platforms. The main objective of company is to make sure that their
target customers base visit the various websites, so that it can help them to increase brand
awareness on digital platforms.
Brand awareness: It is one of the most important objective of marketing, brand
awareness is very important for better growth and profitability. Brand awareness among the
target customer group is very essentials for the better sale of product and services. In the context
of EsayJet, company use various marketing tools that help them to increase brand awareness
about airlines among the young travellers and business professionals.
Thus, from the various marketing objectives of EsayJet it can be understand that
marketing objective helps business in better growth and success in competitive market.
Marketing objectives outlines marketing plan of the company so that they can make effective
strategies for the future growth and profitability.
3

4

REFERENCES
Books and Journals
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.
Minton, E.A. and Krszjzaniek, E.J., 2020. Enhancing marketing research learning outcomes
using the outdoors. Marketing Education Review, pp.1-6.
Sainz de Vicuña Ancín, J.M., 2020. El plan de marketing en la práctica. Esic Editorial.
Sumarwan, U., 2019. Pemasaran Strategik: Perspektif perilaku konsumen dan Marketing plan.
PT Penerbit IPB Press.
5