EasyJet Marketing Plan: Analysis of Strategies and Recommendations

This report provides a detailed analysis of EasyJet's marketing plan, examining its approach to marketing, including SWOT and PESTLE analyses. It evaluates EasyJet's capabilities to expand customer services and explores tools for analyzing operational activities within the aviation sector. The report includes a comprehensive marketing plan, explaining each stage and its importance in strategic planning. It also delves into new product development, offering recommendations for pricing, distribution, and communication. Furthermore, the report addresses ethical considerations in marketing and their influence on the EasyJet's plan, including customer ethics. The report provides a comprehensive overview of EasyJet's marketing strategies, challenges, and recommendations for future development.

Marketing Planning
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TABLE OF CONTENTS
Introduction...............................................................................................................................................3
TASK 1......................................................................................................................................................3
1.1 Review of changing approach of Marketing planning ..................................................................3
1.2 Evaluation of capabilities of Easy Jet to expand its customer services..........................................3
1.3 A tool that analyse the operational activities of aviation sector......................................................4
1.4 Analysis of Easy jet ........................................................................................................................4
TASK 2......................................................................................................................................................5
Task 3.........................................................................................................................................................6
3.1 Full marketing plan along with explanation of all stages ..............................................................6
3.2 Importance of marketing planning in the strategic planning process for an organization..............6
3.3 Need and techniques of new product development .......................................................................7
3.4 Recommendation to senior management for approval of pricing policy, distribution and
communication mix..............................................................................................................................7
3.2 Factors affecting marketing plan.....................................................................................................7
Task 4.........................................................................................................................................................8
4.1 Ethics and their influence on marketing plan ................................................................................8
4.2 Easy-jet response to ethical issues..................................................................................................8
4.3 Analysis of customer ethics and its impact on marketing plan ......................................................8
CONCLUSION.........................................................................................................................................9
REFERENCES........................................................................................................................................10
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INTRODUCTION
Marketing planning plays a vital role in effective development of business organization because
it provides an appropriate design of promotional plan. It is beneficial for the advancement in sales and
leads business to high level of success (Small, 2004). With an assistance of marketing planning,
organization can easily measure the influence of market conditions on business. In order to understand
the concept of marketing planning, learning will focus on the work conditions of EasyJet. Learning
will focus on the changes in perspectives of marketing planning. It will also provide an understanding
about the key barriers that business firm can face in marketing planning. Furthermore, it will also
provide information about the ethical issues that can influence the working of EasyJet.
TASK 1
1.1 Review of changing approach of marketing planning
Marketing planning is considered as a method that helps the management to attain sustainable
development and lead business to high level of success. With assistance of marketing planning, Easy
Jet can attain better competitive advantage in the market. There are number of approaches that can be
used to have better opportunities in the global marketplace (Bussey, 2014). In support of this, top
management of EasyJet has implemented different kinds of new technologies and approaches to meet
the final objectives. Situational analysis is also beneficial for the business organization because it
provides information that can be used to effectually design the strategies. Information about diverse
external factors will impact the operational productivity in a positive manner.
Proper information about the legal aspects and social needs is also essential for the organization
so that business can have better opportunities in the market. Norms and policies of aviation sector need
to be followed for sustainable development (Glynn, 2011). Market research is also advantageous for
EasyJet because it helps in effective designing of promotional plan. Business entity also tries to
determine a range of cost cutting measure that lowers the cost as well as price of tickets. In addition to
this, effective consideration of these fundamental aspects assists in sustainable development. In the
current market scenario, company also focuses on social and cultural aspects as it helps in effective
implementation of strategies (Kotler, 2011).
1.2 Evaluation of capabilities of EasyJet to expand its customer services
In order to understand the capabilities of EasyJet, management can focus on SWOT analysis. It
will provide information about strengths and weaknesses of business so that strategies can be designed
in an appropriate manner.
Strength: Company is well known in the UK market that promotes opportunities for the
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business. Company is also famous for low cost airline services which help the management to meet
customer satisfaction aspects (Sirohi, 2015). Competitive pricing strategy also helps business to attract
more customers.
Weakness: One of the key weaknesses of business is low profit margin ratio due to high
taxation rates on aviation sector. EasyJet provides low cost services that also reduce the financial
opportunities for organization.
Opportunities: Company can expand its business in other European nations. Along with that, it
also introduces new services at competitive pricing that can enhance the benefits for organization.
Management of airline firm can develop different types of holiday package in order to attract large
number of customers (Martin, 2009).
Threats: High level of competition in aviation sector creates barriers for the EasyJet.
Bargaining power of customers is also one of the critical issues that can impact the operational
activities in a negative manner.
1.3 A tool that analyzes the operational activities of aviation sector
As per the structured study, it can be said that there are number of tools and techniques that can
be used by the management of EasyJet for effective evaluation of operational activities. Pestle analysis
is one of the beneficial techniques that provide a detailed analysis of various external factors which
may influence the business. Classification of factors can be political, economical, social and
technological. These factors play an important role in the formulation of plans (Antti, 2013).
Other than this, business organization can also focus on porter’s five forces model because it
helps in the evaluation of overall industry. With the help of porter’s five force model, management can
easily determine the needs and their influence on EasyJet. This model determines the importance of
suppliers in order to lower down the cost (Senecal, 2011). In addition to this, it can be said that this
technique can easily analyze external factors with the help of porter’s five forces model. Classification
of these factors can be like suppliers, customers, new entry, substitutes, etc.
1.4 Analysis of Easy jet
Political: It is necessary for the management of EasyJet to interpret the stability of UK
governance for gaining better opportunities. Management must consider local and international rules
and regulations for sustainable development. Any kind of avoidance may create conflict situation for
the organization and may lead business to failure.
Economical: Changes in GDP and foreign exchange rates may influence the growth of business
in a diverse manner. In other aspect, UK economic conditions create a great impact on the profit of low
cost airline company (Mason, 2007). If economic conditions are not stable and facing crisis then
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management must cut down the prices of products and services for sustainable growth.
Social: Management of EasyJet also needs to understand the social perception for better
growth. If policies and strategies are not designed as per the customer’s needs then business may face
critical issues. If customers are demanding low cost services then it is essential for the management to
focus on the social needs (Nason, 2011). However, if business would not do so, organization may face
critical issues in the global market.
Technological: EasyJet is continuously focusing on technological updates for better
accomplishment of organizational objectives. Firm is focusing on engines up-gradation to reduce the
carbon issues and for improving fuel efficiency.
TASK 2
In PPT
TASK 3
3.1 Complete marketing plan along with the explanation of all stages
Every business is required to develop an effective marketing plan in order to achieve higher
sales and profitability. The marketing plan for EasyJet is mentioned below as:
 Defining marketing objective: It is the first and foremost step of an effective marketing plan.
Before developing plan, organization needs to develop aim and objectives behind the same
(Mason, 2007). These will act as the guidelines and would provide directions in carrying out
plan in the most appropriate manner.
 Determining appropriate marketing mix- It is the second stage of marketing plan where
organizations are required to define its 4 P's. Appropriate marketing mix consists of four major
elements which are product price, place and promotion. In order to attract the customers, brand
can provide quality products at low prices (Wilson, 2011). The distribution of services can be
done directly by EasyJet and in order to communicate with people in the market, brand can use
the tools such as social media and advertisement.
 Determine target customers- EasyJet will also require defining its target customers among all
the people in market. This is an important stage because it will further support the brand in
developing more effective plans (Nicholas and et.al., 2003).
 Determining marketing tools and techniques- At this stage, organization will determine the kind
of tools and techniques that it is going to use in the plan. The brand can go for techniques such
as promotion and advertisement. On the other hand, it can also make an effectual use of
techniques such as internet marketing, social media and mobile marketing. As per the needs and
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requirements, business can adopt appropriate marketing tools and techniques.
3.2 Importance of marketing planning in the strategic planning process for an organization
In the present scenario, marketing has become very important and the most crucial part of
organization's strategic planning process. The competition in almost every industry is getting more
intense along with the passage of time (Raghavan, 2011). In order to attract the customers and ease the
sales, companies now require effective marketing plans. EasyJet needs to develop proper plans to gain
competitive advantage over other market players. Other than this, marketing planning is also important
in order to achieve the strategic aim and objectives of businesses. The objective of EasyJet is to
enhance its market share by attracting more customers. This can be done with the help of effective
marketing plans. It can be also stated that such plans are able to create awareness about products and
services which have been offered by the organization (Widmier, 2007). On the other side of this,
marketing plans helps the organizations like EasyJet in getting aware about the strategies which have
been employed by its major competitors. Therefore, it can be explained that without marketing plan,
strategic planning process cannot be carried out in the best possible manner.
3.3 Need and techniques of new product development
EasyJet is required to develop new products and services at regular intervals in order to attract
the customers and to enhance its current market share. It can be also argued that businesses cannot
survive in the long run by offering same kind of services for long period. Innovations and new products
or services will help EasyJet to stay competitive. The need and demand of people in market keep on
changing and nowadays, businesses are required to respond quickly to these demands (SAryanezhad,
2015). In order to develop new products, there are lots of techniques that can be used by EasyJet. The
organization can conduct surveys of customers at frequent intervals to become aware about their needs
and preferences. Feedback forms and reviews are another option on the basis of which company can
identify the kind of changes or modifications that customers want in existing products and services
offered by EasyJet. On the basis of those feedbacks and reviews, new products can be easily
developed. Another technique of new product development is carrying out the market research
effectually (Juslin, 2013). This will help the brand to indemnify the kind of products and services that
are offered by other market players. Furthermore, it will also support in getting aware about the likes
and dislikes of people in the market.
3.4 Recommendations to senior management for approval of pricing policy, distribution and
communication mix
The low price strategy of EasyJet will be more effective and appropriate to achieve the
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marketing aim and objectives. The rationale behind this is that quality and innovative services at low
prices will give people in market with a clear reason to choose the services of EasyJet over its main
competitors. Furthermore, with the help of using high end technology, the organization will be able to
lower down its overall cost of operations (Kalafatis, 2007). On the other hand, communication mix of
both online and offline modes will help the brand to interact with the customers in an effective manner.
It can be stated that online source will support in reaching mass audience in low cost and short time.
On the other hand, offline mode such as promotional events and advertisement will help in creating
awareness of services offered by the organization. It is recommended that rather than relying on others
to provide services, EasyJet can supply services to all its customers by its own (Small, 2004). This will
help in making sure that the best quality and innovative services are being offered to customers.
3.2 Factors affecting marketing plan
Some factors which can affect the overall marketing plan of EasyJet are mentioned as below:
 Competitors- It is one of the biggest and most effective factors which can affect the entire
marketing plan of EasyJet. Any kind of changes or modification in positioning, planning or in
strategy of competitors will force the brand to make changes in its plans. For instance, if one of
the rivals of EsyJet lowers down the price then the brand cannot survive in market by using
high price strategy.
 Environmental forces- EasyJet’s marketing plan will also get affected by the changes in
environmental forces such as political, legal, social, technological, etc. For example, the brand
can no longer use existing marketing plan if country becomes politically unstable or needs and
preferences of people in society changes drastically.
TASK 4
4.1 Ethics and their influence on marketing plan
Ethics can be defined as those values which help businesses to differentiate between right and
wrong practices. It can be stated that marketing plans have a direct impact on the ethics of businesses
(Nason, 2011). The business cannot develop such kind of marketing plan which consists of unfair
practices and strategies. This means that at the time of competing with other market players,
organization is required to use fair practices. Ethics also forces EasyJet to use appropriate prices
against the products and services which are offered to customers. At the time of offering its services,
brand needs to make sure that health and safety of customers as well as all its employees are taken well
with care. This will help in providing satisfaction among people in the target market and will also
enhance the overall brand image of EasyJet.
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4.2 EasyJet’s response to ethical issues
At the time of developing its marketing plan, organization has always taken care of all its
ethical issues which it faces. At the time of offering services, EasyJet ensures the fact that its services
do not affect the health of people which are using the same. Along with this, the brand has never used
any kind of unfair means while promoting and advertisement of all its services. EasyJet has always
tried to render the best quality of products and services to customers (Kotler, 2011). It has never tried
to create any kind of monopoly in market place with the help of its strategies or plans. At the time of
advertising its services, organization has never provided customers with any kind of false information
or messages. All these praises supported the business in enhancing its customer base, sales, profits and
market share (Antti, 2013). On the other hand, it has also resulted in enhancing the degree of customer
loyalty and encouraging them to repurchase the services.
4.3 Analysis of customer ethics and its impact on marketing plan
In simpler terms, consumer ethics can be termed as the process in which products and services
are supplied in such a way that it does not create any negative impact on customers and manufactures.
Furthermore, nowadays, people want businesses to supply services which do not have harmful effect
on the environment and society. EasyJet needs to take care of all consumer ethics at the time of
developing marketing plan. The organization is required to disclose all the terms and conditions that
are associated with services (Senecal, 2011). Furthermore, at the time of supplying food to passengers,
brand needs to ensure the fact that the customers are aware about ingredients in the food. This means
that in case of providing food with any kind of substances such as animal skin or any other part, then
individuals should be communicated with the same. It refers that all stages of marketing plan should be
developed by taking elements related to consumer ethics into consideration (Wilson, 2011). It can also
be stated that development of such plan is a very complicated process but can provide EasyJet with
new opportunities of growth and development in the long run.
CONCLUSION
As per the above study, it can be concluded that marketing planning is considered as a
significant activity that boosts the organizational opportunities. With an improved analysis of internal
and external factors, management can design better marketing plan which may lead business to
impressive level of success. Appropriate formulation of different strategies is also beneficial for
EasyJet because it helps in the identification of issues and its avoidance. Research formulates a
marketing plan to attract consumers and to lead business to high level of success.
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REFERENCES
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Glynn, M., 2011. The Relationship Marketer: Rethinking Strategic Relationship Marketing. Journal of
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Juslin, H., 2013. Social responsibility in environmental marketing planning. European Journal of
Marketing. 37(5/6).pp. 848-871.
Kalafatis, P. S., 2007. Positioning strategies of international and multicultural-oriented service brands.
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marketing environment. Direct Marketing: An International Journal. 1(1). pp.17 - 37.
Wilson, H., 2011. Marketing Plans: How to Prepare Them, How to Use Them. JohnWiley&Sons.
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