Strategic Marketing Plan for EasyJet: Boosting Sales & Performance

This report outlines a marketing plan developed for EasyJet, addressing the CEO's concerns about slow sales. The plan begins with a marketing audit utilizing the SWOT framework to analyze EasyJet's strengths, weaknesses, opportunities, and threats. Following the SWOT analysis, the report defines specific marketing objectives focused on enhancing customer retention, improving client experience, and increasing sales by 5% within six months. The core of the plan involves a marketing mix strategy, detailing product, price, place, promotion, people, process, and physical evidence. The implementation phase includes providing clarity in objectives, allocating resources, assigning responsibilities, maintaining team alignment, fostering cooperation, and monitoring performance. Key performance indicators (KPIs) such as revenue growth, profit margin, and the number of new customers are identified to measure the plan's effectiveness. The report concludes that consistent research and adaptation are vital for EasyJet's success.

The role of marketing
in business
organisations

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Marketing audit using the SWOT Framework............................................................................3
A statement objective for marketing the products and service...................................................4
A strategy to approach the market using the marketing mix (Price, product, place,..................4
promotion, and the extended mix people, process and physical evidence).................................4
An outline on how the plan will be implemented (The steps or processes you will follow)......4
Also, How the effectiveness of the plan will be measured (The key performance.....................4
indicators (KPI’s)........................................................................................................................4
CONCLUSION ...............................................................................................................................4
REFERNCES:..................................................................................................................................5
Books and Journals:....................................................................................................................5

INTRODUCTION
Marketing can be defined as a function of management that aims to enhance the sale of
organisations by promoting the brand. It is a process of attracting customers for benefit of
company. It is seen that a company should use principles of marketing to achieve success
(Bilgin, 2018). There is discussion related to easyJet in this report. The company operates in
hospitality and tourism industry and they operate in more that 30 countries. The company bahs is
headquarters in London. In the report marketing audit of company is covered. There is
formulation of marketing plan with objectives that will help to enhance the sales of organisation.
Marketing mix and the process of implementing the plan is also part of this report. In the end of
this report there is discussion related to key performance indicators that help to analyse the
performance of marketing plan.
MAIN BODY
Marketing audit using the SWOT Framework.
It is important for every organisation to know about their strengths and weakness so as to
take measures. If a company wants of formulate marketing plan it becomes essential for them to
identify the opportunities present in the market and the should be prepared for the threats. Below
is discussion related to SWOT Analysis of easyJet.
Strengths
 It is seen that the biggest advantage that
is used by easyJet is its pricing policy.
It has been examined that the fare of
company are around 50% less than that
of competitors present in the market
(Chaney, Touzani and Ben Slimane,
2017). Along with that the company
has advantage of per unit cost.
 No doubt the company provides low
cost flight facility to the customers, but
they have attained a good and strong
brand image that is beneficial for the
Weaknesses
 It is seen that the company get unit cost
advantage, but at the same time it is
important to note that it is not lower
than one of its competitor that is
Ryanair. As they provide the flight at
cost lower than that of easyJet.
 It is see that the airline industry is
seasonal. So they have to faces losses at
a period of time and earn revenue at
other part of year.

company.
Opportunities
 It is vital to note that the aviation sector
has various opportunities for growth.
And easyJet is one of the strong player
in the industry so they have option of
growth and expansion in market.
 The company can further cut the cost
and can provide low cost airline facility
to the entire world.
Threats
 It is seen that the company needs labour
at every level and it becomes difficult
to manage the staff (Legner and et.al.,
2017). It is seen that they face the issue
of Labour unrest as the employees work
at various levels such as ground-
handling, security and ground transport,
as well as suppliers.
 This industry has to face various
complexities and due to Covid-19 hey
have faced major losses.
A statement objective for marketing the products and service
It is important to form objectives that will help company to enhance their sales. The
objectives for easyJet are as follows:
 To provide more facilities to the customers that help them to retain customers
 To enhance the experience of clients.
 To enhance expenditure on marketing and target to increase sales by 5% with in 6 months
A strategy to approach the market using the marketing mix
It is vital to note that a company should formulate effective marketing mix. As it helps in
formulation of strategy and working smoothly. The marketing mix in regard to easyJet is as
follows:
Product: It is seen that product is most important part of a company. It is a flight
company that has its operations in London. It is seen that company is in service industry. So, the
company provides the facility of online booking of flights (Chen and Kitsis, 2017). As well as
they try to provide quality services to the customers and enhance their satisfaction level. The
provide various options such as holiday packages etc.

Price: It is seen that the company serves its customers. It is important foe a company to
provide their service in best possible price as it helps to attract and serve more customers. In
regard to easyJet the company follows low price strategy and that helps them to serve more
customers. It is vital for an organisation to provide affordable services to the customers. The
company emails the boarding pass to customers in order to cut the cost and provide low cost
flight facility to the customers. In relation to competitors also the company is providing low cost
flights to the customers and that helps them to attain advantage over the competitors.
Place: Place and destination plays a vital role in success of an organisation. The serve
around 150 countries around the world. It is seen that they have their operations through online
mode (Mousa and Othman, 2020). Due to use of technology the company is able to serve them
effectively. The customer's are able to book tickets online as well. It is important to note that the
fare of company are available through Global distribution system.
Promotion: It is vital for each and every organisation to promote its goods and services.
It is seen that a company should use effective ways as it helps to make customers aware and
remind them about the brand. In relation to easyJet they update their website on timely basis, use
search engine optimisation, as well as social media marketing in order to promote the company
effectively (Vassakis, Petrakis and Kopanakis, 2018). It is seen that they use advertising to
enhance sales of the company. Along with that it is vital for the company to promote the brand
and that is vital for success of the company. They provide the option of loyalty points that can be
redeemed at the time of availing service.
The strategy of company helps them to establish strong image in the market. At the same
time it is observed that they are able to attract so many people with use of social media
marketing. It is essential for easyJet to work in such a manner and enhance their marketing
expenses as it will help to increase the sales of company.
People: People are working population of the company. It is seen that all the work of
company is done by the people. It is important to note that a company should maintain good and
effective relations with all the people that are related to company (Dekimpe and Deleersnyder,
2018). In respect to easyJet the pilots and cabin crew are professional and that helps them to
work effectively. It is seen that there are good relations among employees and the interact with
the customers in effective manner that helps them to be successful. It is seen that the company is

able to maintain good image in the market. It is seen that a company must provide services to
customers that will help them to work effectively.
Process: It is vital to note that that different business have different functions. It is seen
that company has its process in such a manner that they are able to economies of scale. It is
observed that they provide easy check in that are also available online. It helps the customers as
well as company (Al-Dmour and et.al.,2019). It is essential for a company to work of the process
as it must be simple and customers do not face any problem. It is vital to note that there are
always someone available for help.
Physical evidence: The image of the company that the customers are able to look is
called physical evidence. In respect to easyJet it is observed that the company has user friendly
website as well as the aircraft is also good and the logo of company is also recognisable. It is
seen that the company maintains cleanliness and other facilities as per the reviews shared by the
customers.
This is marketing mix of easyJet that shows that company is working in an effective
manner. They should work on marketing and provide more facilities to customers as it will help
them to work effectively and enhance sales of the organisation.
An outline on how the plan will be implemented
It is important to implement the plan that is formulated. In order to achieve the marketing
objectives the company must follow the below mentioned steps in order to accomplish goals and
objectives.
1. Provide Clarity: It is important to note that the objectives must be clearly stated. It is
seen that easyJet has made efforts and formulated objectives in such a manner that helps
them to enhance sales (Navío-Marco, Ruiz-Gómez and Sevilla-Sevilla, 2018). The
objectives and clearly stated to all the employees so that they can also work upon them.
2. Resource Allocation: It is important to know about the resources that are required by the
organisation to implement the plan. It is also important to collect resources in such a
manner that helps them to achieve success and growth of company.
3. Assign Responsibilities: As the work is competed in team. It is important for a company
to assign the work to the individuals. In relation to easyJet the company assign the work
to the employees and help them to work effectively.

4. Keep Everyone on Track: It is vital for a company to keep check on the employees. As
duties are delegated to the employees, it is time to check that are they working over them
and completing the tasks assigned to them.
5. Improved Cooperation: A plan can be implemented in an effective manner of the
employees work in coordinated manner. In respect to easyJet the team works in an
effective manner with full co-operation and that helps them to achieve success. This helps
to understand the requirement of customers and make efforts to achieve them.
6. Monitor performance: It is the last step under which the company monitors the
performance. It is important to compare the results with standard task so that a company
is able to identify gaps and work over them.
How the effectiveness of the plan will be measured (The key performance indicators )
The ways that help to monitor the performance are know as key performance indicators.
The KPI use by easyJet are as follows:
 Growth in Revenue: It is seen that the first target set by easyJet is related to sales. The
company worked upon and measured the growth in revenue to know the improvement.
 Profit Margin (PM): The next indicator that helps to measure the effectiveness of
performance is change in profit margin of company (cuotto and et.al., 2017). It is seen
that easyJet also checked the profitability and compared it if there is any rise in profit of
company.
 Number of new customers: It is seen that there are two sources of sales. One is through
old customers and another is by attracting new customers. It is seen that easyJet checked
and monitors the add on in the customers in order to know about the number of new
customers.
These are some of the indicators that are used by easyJet so as to measure the
effectiveness of their marketing plan and to achieve success.
CONCLUSION
From the above marketing plan it can be evaluated that a company must conduct regular
research to now about the need and wants of customers. This report is based on marketing of
easyJet. There is SWOT analysis in the beginning to know the real position of company. The
marketing mix, steps of implementation of plan and KPI are also part of this report.

REFERNCES:
Books and Journals:
Al-Dmour, H.H., Algharabat, R.S., Khawaja, R. and Al-Dmour, R.H., 2019. Investigating the
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image and brand loyalty. Business & Management Studies: An International
Journal, 6(1), pp.128-148.
Chaney, D., Touzani, M. and Ben Slimane, K., 2017. Marketing to the (new) generations:
summary and perspectives.
Chen, I.J. and Kitsis, A.M., 2017. A research framework of sustainable supply chain
management: The role of relational capabilities in driving performance. The
International Journal of Logistics Management.
Dekimpe, M.G. and Deleersnyder, B., 2018. Business cycle research in marketing: a review and
research agenda. Journal of the Academy of Marketing Science, 46(1), pp.31-58.
Legner, C., Eymann, T., Hess, T., Matt, C., Böhmann, T., Drews, P., Mädche, A., Urbach, N.
and Ahlemann, F., 2017. Digitalization: opportunity and challenge for the business and
information systems engineering community. Business & information systems
engineering, 59(4), pp.301-308.
Mousa, S.K. and Othman, M., 2020. The impact of green human resource management practices
on sustainable performance in healthcare organisations: A conceptual
framework. Journal of Cleaner Production, 243, p.118595.
Navío-Marco, J., Ruiz-Gómez, L.M. and Sevilla-Sevilla, C., 2018. Progress in information
technology and tourism management: 30 years on and 20 years after the internet-
Revisiting Buhalis & Law's landmark study about eTourism. Tourism management, 69,
pp.460-470.
Scuotto, V., Santoro, G., Bresciani, S. and Del Giudice, M., 2017. Shifting intra‐and inter‐
organizational innovation processes towards digital business: an empirical analysis of
SMEs. Creativity and Innovation Management, 26(3), pp.247-255.
Vassakis, K., Petrakis, E. and Kopanakis, I., 2018. Big data analytics: applications, prospects and
challenges. In Mobile big data (pp. 3-20). Springer, Cham.