Comprehensive Marketing Analysis and Strategies for EasyJet Airlines

This report provides a comprehensive marketing analysis of EasyJet, a multinational airline group. It begins with an introduction to marketing, differentiating between inbound and outbound strategies, and then provides a brief overview of EasyJet's history and operations. The core of the report is a detailed SWOT analysis, evaluating EasyJet's strengths (e.g., low-cost flights, customer-friendly website), weaknesses (e.g., lack of free food on longer flights), opportunities (e.g., route expansion), and threats (e.g., rising oil costs, competition). The report then outlines EasyJet's marketing objectives, which include increasing market share and maintaining brand reputation through partnerships and targeted services. The marketing strategies section focuses on the marketing mix (Price, Place, Product, Promotion), analyzing EasyJet's pricing, online booking system, service offerings, and promotional activities. The implementation section highlights key areas for improvement, such as passenger safety, transport network development, and website enhancement. Finally, the report concludes by emphasizing the importance of marketing strategies for business growth and includes a list of relevant references.

Marketing in
Organization

Table of Contents
Introduction-................................................................................................................................................3
SWOT analysis of business-........................................................................................................................3
Marketing Objective-...................................................................................................................................4
Implementation-..........................................................................................................................................6
Key performance Indicator-.........................................................................................................................6
Conclusion-.................................................................................................................................................6
References-..................................................................................................................................................6

Introduction-
Marketing plays wide role in business. It is the face of the business. Marketing gives information to
customer about the products or Services Company wants to sell. Main purpose of marketing is attracting
consumers which further leads to growth of the business. Marketing is of two types inbound marketing
and outbound marketing. Outbound marketing is forced marketing. Earlier, it was very famous. This type
of marketing forces customers to buy company’s products. On the other hand, inbound marketing attracts
customer to buy company’s products. It is related to two way communication. Like- digital marketing,
websites and eBooks. Examples of outbound marketing are advertisement and telemarketing etc.
Easy jet is a multinational airline group founded in March, 1995 by Stelios. It is headquartered in London,
England. It operates international and domestic services on over 1000 routes. Company is also listed on
London stock exchange. Easy jet grounded its fleet of planes due to pandemic on 30th march, 2020.
SWOT analysis of business-
SWOT analysis is a framework which gives information of strength, weaknesses, opportunities and
threats within an organization. It is very simple. It gives an idea about business. What is going well, what
needs to be managed and risk associated with the business and how can these risks can be managed.
SWOT analysis of easy jet is as follows-
Strengths-
 Main strength of this company is that it provides cheapest flights in UK and Europe. It is popular
among youngsters and businessmen.
 Website of the company is very customer friendly. It is very easy to use and customers can
purchase tickets from there.
 Company offers reliable and on-time travel services.
 It also introduced new planes for safety purpose.
 Company is known for its efficient and customer friendly service.
 In order to serve more customers, company has added many routes.
 Company also provides online sales for customer loyalty.
Weaknesses-
 Company does not provide free food for more than two hours flight, So customer faces
difficulties.
 Company is low cost airline so there are many competitors who are providing service at low cost.

 Company does not cate wide demographic area.
 Company’s most of the customers are youngsters and many customers do not like party
atmosphere, So it is also a drawback for the company.
Opportunities-
 Company can do expansion of routes to attract more customers.
 Travel packages should be offered by company so, it would be helpful for those customers who
are seeking travelling offers.
 Partnership with more airports will be helpful in expansions of routes which generates more
options for customers.
 Company can provide some added perk to become more competitive.
Threats-
 Internal factors are always a threat of a company like- strike of labors and money demand etc.
 External factors also Affects Company like rise in oil cost, recessions and pandemic etc.
 Providing customer more options at low cost is also a threat for the company.
 An increase in airport fees is also a threat for the company. It is a cost which out of control for the
company. It cannot be negotiated.
Marketing Objective-
Main objective of the company is to sell its services or airline tickets to its customers for various
destinations in UK and Europe. Main aim of the company is creating partnership so that it can
maintain its brand reputation. Target of the company is to provide service to private and
government business travelers. It should focus on increasing market share by concentrating on
the government agencies and on customers who want to travel at low prices.
Company provides special offers if ticket is booked in advance. Company is also interested into
cross selling. It means marketing of additional products to existing customers. Cross selling is
widely used in financial service industry.
Marketing Strategies-

Marketing mix is one of the most popular strategy in marketing. It is widely used in business or
organization. Marketing mix has four p’s- Price, place, product and promotion. These are very
important factors for marketing product or service to people. Marketing mix of company can be
analyzed by considering essential things which are- setting objective or goal, Budget,
determining target market and creating pricing strategy. Detailed discussion of marketing
strategies of company is as follows-
Price-
It is related with pricing policy of the company. It determines the price levels of the products.
Company decides at which price company should sell its products. When it comes to Easy jet,
prices of the tickets are low which are affordable for general public. Price is the key element for
the company. It uses differential pricing techniques; by which if someone is making booking in
advance then cost of the ticket is lower for the same person. In addition, one can get discount on
online booking.
Place-
Since internet has global reach. It is the greatest implications for place in the marketing mix.
Online booking system is the new way for customers to book the tickets. It is very easy for the
customers to book the ticket online. It attracts customers more because it is safe.
Product-
When Easy jet was developing its online strategy there were many alternatives. Easy jet provides
point to point services. Easy jet also has booking of hotel services and car rental services. Which
are fruitful for the company. It leads in increasing sales.
Promotion-
It is an element of communication strategy. Easy jet is on number on when it comes to providing
services at low cost. Prints are in bright orange telephone booking number and website link on
the side of its aircraft.
Company can use competitive strategy. It includes cost leadership, differentiation and
segmentation strategy. Easy jet can use two strategies which are cost leadership and

differentiation. Easy jet tried very hard to make it low cost airline. Differentiation strategy is
focused on making product unique. Easy jet has set a trend for differentiation its market. It
provided many differentiation services to major airports Like- Gatwick airport.
Cost leadership strategy always focused on selling products at low cost. Company has
maintained this thing very well. It always sold its services at low cost. By this technique it
became successful airline company. It provides service of booking tickets online and other
services also. Hence, it can be said that company is trying to give best services to its customers at
low cost.
Implementation-
Company has three main components to focus on which is safety of passengers, Building
transport network and third one is enhancing its websites. By improving all these three points
company can increase its sales. Detailed discussion of all the mentioned points is as follows-
 Safety of passengers-
In 2009, company introduced safety management system which was very attractive for
the customers. This safety management system was supported by the European
commercial safety team. Managing this system is quite difficult but it is a continuous
system.
 Building Transport Network-
Departure time is very important for all the customers, so slot management is very
important. Company worked very hard to build their portfolio across Europe.
 Website enhancement-
If website is not customer friendly, then customers will be facing problems while booking
tickets. So, company should enhance site in order to increase sales.

Key performance Indicator-
Conclusion-
From the above report, it can be said that marketing strategies are very important for company in
order to increase sales or growth of the companies. If company works without any strategies then
it can leads to loss. In this report, main objective of the company is discussed. It is also discussed
that with the help of marketing strategies company can perform well in the market and can give
competition to the competitors. As company provides services at low cost, it is competitive
advantage for the company. Hence, it can be said that marketing strategies are very important for
the company.
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