Developing a Marketing Plan for EasyJet: Analysis and Strategy

This report provides a comprehensive marketing plan for EasyJet, a multinational low-cost airline. It begins with an introduction to marketing and its importance in business organizations, followed by a detailed SWOT analysis of EasyJet, identifying its strengths, weaknesses, opportunities, and threats. The report then outlines specific marketing objectives, including increasing sales, expanding market reach, and enhancing profitability. A key component of the plan is the application of the marketing mix (7Ps), tailored to EasyJet's services, with a particular focus on a new business class package. The report also details the steps for implementing the marketing plan, emphasizing communication, goal alignment, progress monitoring, and necessary adjustments. Finally, it addresses how the effectiveness of the plan can be measured using benchmarking tools. This marketing plan aims to provide EasyJet with a strategic roadmap to revive its sales and attract more customers in a competitive market. Desklib provides past papers and solved assignments for students.

The Role of Marketing
in Business
organisation

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Analysis of company and its market by using SWOT framework..............................................3
Objectives for marketing.............................................................................................................5
Strategy to approach market- marketing mix..............................................................................6
Outline as to how plan of the company will be implemented.....................................................7
How effectiveness of plan can be measured...............................................................................8
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
The marketing can be defined as the action of selling and promoting the products or
services of the company which includes advertisement and market research. In every
organization, the marketing unit plays an important role in the promotion of the business and its
mission. It mainly serves as a face of the company, coordinate and produce all relevant materials
which represents the organization. Marketing is a process which involves the series of steps that
allows the company to identify the customer problems, analysis of the market opportunities and
creation of marketing material in order to reach the potential target audience. Marketing plan is a
document which includes the advertising strategy which the company can implement so that
leads can be generated and target market can be reached (Deepak and Jeyakumar, 2019). The
organization chosen for this report is EasyJet, a multinational airline which provide slow cost
airline services. It was founded in the year 1995 and s headquartered in Luton. This report will
cover the marketing plan for the company by including details such as SWOT analysis,
objectives. Marketing mix, steps for implementing plan and how to measure effectiveness of the
plan.
MAIN BODY
Analysis of company and its market by using SWOT framework.
About company
EasyJet is one of the British airline company which deals in the low cost services to the
customers. It is headquartered in Luton, England and was founded in the year 1995. It operates in
both the international and domestic scheduled services in more than 30 countries and over 1000
routes. It has grown and seen the expansion since the time of its establishment by the
combination of the acquisitions. As nowadays EasyJet has seen the decline in its sales, there is a
need for company to revive its marketing strategy so that it can attract more customers. In order
to increase its sales, the organization is planning to introduce a new package for the business
class people so that they can travel in low cost airline. The business package shall include the
easy online boarding and check in to businessmen and the arrangement of meetings in the airline
so that they can have their business going while travelling.
About market
Segmentation, Targeting and Positioning

Segmentation an be referred to as process which involves breaking the market into small
groups on the basis of the common characteristics. It is mainly of four types:
 Demographics: It basically divides the market on the basis of the non character traits like
age, income, age, religion, etc.
 Psychographics: It mainly focuses on the interest and personalities of customers and
group them on the basis of traits such as hobbies, lifestyles, etc.
 Geographic: It is one of the easiest way to identify and segment the customers with
regards to its physical location. It is defined in many ways such as country, city, region,
postal code.
 Behavioural: This type of segmentation is useful for all the e- commerce business which
requires less data which is to be effective truly, it groups the customers on the basis of
purchasing power, spending habits, loyalty towards brand, etc. (Payne, Frow and Eggert,
2017)
EasyJet segment the customer on the basis of demographic characteristics.
Targeting
It is a marketing strategy which involves the identification of the specific market or
personas for the specific content. The organizations use the target marketing in order to learn
about the customers in more details and also creates the advertisements for the specific group in
order to maximise response. EasyJet mainly targets the customers who are wants low price for
the airline services. It also target the government as well as private business travellers.
Positioning
It mainly defines where the product or service of the company stands in relation to the
other by offering same offering in marketing and the mind of consumers. It is the ability in order
to influence the consumer perception (Kannan, 2017B). EasyJet can position itself by building
the strategy which can provide competitive advantage to it. It works on unparalleled network and
the market position by the efficient low cost model.
Market audit by SWOT framework
It is the tool which is used to identify the strength and opportunities of the company so
that it can overcome its threats and weakness. In relation to EasyJet, it is discussed below-
Strength
 The brand image of EasyJet which is
Weakness
 The competition in market is increasing

being established for the cheapest
flight in EU and UK is its biggest
strength as it attracts young and
business travellers. The organization follows the clear
corporate social responsibility program
with the initiatives which is geared
towards decreasing the impact of
company on environment.
from the legal carriers that have altered
their respective business model and
began to offer low price flight services.
 The company does not offer the free
food service on its longer flight which
are more than for two hours which
makes it difficult for the consumers.
Opportunities
 EasyJet can look for the strategic
partnerships with the airports so that it
can expand its system of route and also
offer more options of travel for the
customers. The company can focus on business
segment of the travellers as there is
ongoing need for the business travel
which is less influenced by the
changing economic cycles (erman and
Thelen, 2018).
Threats
 The competitors of the company are
offering flights, frills ad the route
options are low cost which is
threatening the market position of
EasyJet.
 The external forces of market is also
threat such as cost pressure relating to
rise of oil cost, economic recession,
environmental expectation, etc.
Objectives for marketing
By engaging in the marketing of the services of EasyJet, its core objective will be the
following-
 To increase the sales of the company by 20% in next 6 months.
 To expand the market reach in next 6 months.
 To enhance the profitability of the organization by 25% in next 12 months.

Strategy to approach market- marketing mix
It is a strategy of marketing which involves set of tactics or actions which the company
can use in order to promote the product or brand of the company. In context to EasyJet, 7Ps are
discussed below- Product: It is the product or service which is offered by the company. EasyJet is planning
to bring the new package exclusively for the business travellers wherein an exclusive
meeting room will be provide to the business people so that they can work while
travelling and save their time. Price: It is the value of the offering which the consumers are required to pay to avail the
services. EasyJet will offer the new services at competitive pricing wherein it will not
charge more or less than its competitors in order to stay within the competition. Place: It involves the distribution strategy of the organization. EasyJet has the excellent
design of the website which mainly helps customers in checking price, building itinerary
and also completing booking of tickets. It has include many foreign languages in it so that
more customers are attracted that are not fluent in the English language. Customers can
book via website or offline mode for the airline rickets (Ndofirepi, Farinloye and Mogaji,
2020). Promotion: It includes the strategy of promoting and communicating the product or
service to the customers. As EasyJet have partnered with many tourist and travel website
in order to increase its market research so it can make use of these websites for promoting
new offers. It can use email marketing in order to reach their target market which is
EasyJet so that it can attract them and communicate special discount via emails. People: It includes the people who are associated with the company and contributing in
the achievement of goals. As EasyJet offers premium quality services to the customers so
it has employed well skilled and trained staff who undergoes regular training so that the
customers are handled in proper manner. Training is offered in the customer relationship
management so that hanging needs of passengers are identified, thereby fulfilling the
expectation of consumers. Process: It includes process involved in the delivery of the offering to the customers. The
company EasyJet integrates offline and online mediums for providing customers services
both at airport and online medium. The organization can regular analysis of its services

so that it can identify the scope of improvement in order provide satisfactory and
complete experience to customers.
 Physical evidence: It is referred to everything which the customer looks when making
interaction with business. As EasyJet has attractive website which is used by customers to
book tickets, although customers can make booking via travel agents or the airports.
While booking from website, the passengers get the online delivery of itinerary which
will help it to reduce administrative cost and take the company towards sustainability
(Palmatier, Kumar and Harmeling, 2017).
Outline as to how plan of the company will be implemented.
EasyJet can implement the new marketing plan by following the steps discussed
thereunder- Communicate with staff: This step involves communicating the details of the plan to the
team and staff members and make sure that they have the opportunity to make
contribution in it. EasyJet can communicate plan and assign the roles and responsibility
to whole team so that they can began to work in it. Know end goals: The objectives of marketing plan must be aligned with the overall
business goals of the organization. The marketing manager of EasyJet must not lose the
sight of what it want to achieve in business. It must plan its objectives as per the end
goals of company. Monitor the progress: Next step involves revisiting the marketing plan in every quarter
so that the actual performance is compared with the plan. EasyJet can use benchmarkeing
tool so that it can review its progress and compare the actual performance with plan so
that it make improvement wherever needed. Make adjustments: This step involves making adjustment in the plan due to change in
many factors such as technology, competition, market, suppliers, customers, etc. EasyJet
must get engage in reviewing the performance so that it can make timely adjustment to it
as per the changes in new trends such as technology, market, etc. (Churchill Jr, 2017)
 Develop contingency plan: As marketing is creative process which changes and grows so
it is important for companies to develop the contingency plan with extended time line so
that it can get ready for any contingencies. EasyJet can develop the contingency plan in
case of any mis- happening so that it can get prepared in advance with new plan.

How effectiveness of plan can be measured
Tracking the performance of plan can provide the understanding of the overall health of
business. In respect of the marketing plan, controlling and monitoring is the process which
involves measuring the performance of plan and taking the corrective actions in order to assure
that the plan is on the track in order to meet the goals. EasyJet can make use of the benchmarking
tool which is a practice of making comparison of the actual performance with the plan. A
standard is fixed by the company and the actual performance is compared with the standard
(Mintz and et. al., 2021). Likewise the effectiveness of the plan will be measured by EasyJet with
the help of benchmarking tool.

CONCLUSION
It is concluded from this report that marketing plan is a document which outlines the
advertising strategy which a company implements in order to generate leads as well as reach the
target market. EasyJet is planning to prepare the marketing plan which involves new package for
the business travellers. SWOT analysis is being used in order to conduct the market audit.
Marketing mix is a strategy which is used in order to approach the market. The benchmarking
tool will be used in order to measure the effectiveness of plan. The company can implement the
plan by following the process which includes communicating plan to team, identify end goals,
monitor the progress, make adjustments and develop the contingency plans so that it can be
implemented.

REFERENCES
Books and Journals
Berman, B. and Thelen, S., 2018. Planning and implementing an effective omnichannel
marketing program. International Journal of Retail & Distribution Management.
Churchill Jr, G.A., 2017. Marketing. Saraiva Educação SA.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing. 34(1). pp.22-45.
Mintz, O., and et. al., 2021. The right metrics for marketing-mix decisions. International Journal
of Research in Marketing. 38(1). pp.32-49.
Ndofirepi, E., Farinloye, T. and Mogaji, E., 2020. Marketing mix in a heterogenous higher
education market: A case of Africa. In Understanding the higher education market in
Africa (pp. 241-262). Routledge.
Palmatier, R.W., Kumar, V. and Harmeling, C.M. eds., 2017. Customer engagement marketing.
Springer.
Payne, A., Frow, P. and Eggert, A., 2017. The customer value proposition: evolution,
development, and application in marketing. Journal of the Academy of Marketing
Science. 45(4). pp.467-489.