LFBM102 - EasyJet Marketing Plan: Role of Marketing in Business

This report presents a comprehensive marketing plan for EasyJet, a British multinational low-cost airline, addressing concerns about slow sales. The plan includes a SWOT analysis identifying EasyJet's strengths (strong capital base, technology, brand recall), weaknesses (competitive industry, criticisms, limited locations), opportunities (expansion, academy, operational improvements), and threats (policy changes, market forces). The plan outlines marketing objectives, such as generating more sales and expanding into new markets, and details a marketing mix strategy encompassing product innovation (automatic scanners), competitive pricing, strategic placement, targeted promotion, customer-centric people management, streamlined processes, and tangible physical evidence. The implementation of the plan involves assigning responsibilities, establishing schedules, and managing resources within budget constraints. The effectiveness of the plan is measured using a balanced scorecard approach. The report concludes by emphasizing the importance of the marketing department in achieving business goals.

The role of marketing
in business
organisations

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Analysis of the organisation and its marketing audit..................................................................1
A statement objective for marketing the products and services..................................................3
A strategy to approach the market using marketing mix............................................................4
How the plan would be implemented..........................................................................................5
How the effectiveness of the plan will be measured...................................................................6
CONCLUSION ...............................................................................................................................6
REFERENCES...............................................................................................................................7

INTRODUCTION
Marketing department plays a very significant role in expanding the vision and mission
of business organisation. With the help of efficient way of doing marketing maximum number of
customers can get attracted. It involves different role like in the form of assuring growth,
reputation, offering better products and many more. Marketing is mainly described as a range of
different tasks and activities that are in accordance with communicating, delivering and
exchanging all types of products that are much valuable. For a business organisation without
doing good level of marketing no one can achieve success because it totally depends on that only
that how promotion, innovation of products would be done (Kotler, Kartajaya and Setiawan,
2021). The below report is based on Easy Jet. It is a British multinational low cost airline
industry. The organisation provides both international as well as domestic services in around
more than 30 countries. It was founded in the year 1995 by Stelios Haji-loannou. The company
implemented a new service of automatic scanner through which the passport of consumers would
be automatically scanned and customers won't need to wait for a long period of time. As per
today's COVID-19 pandemic phase automatic scanner is very much important so through this
Easy jet introduced such service. The report includes analysis of the company by using SWOT,
objective, marketing mix, implementation of the plan and key performance indicators.
MAIN BODY
Analysis of the organisation and its marketing audit
There are several strengths, weakness, opportunities and threats of a business
organisation. In terms of Easy Jet also they carries such elements which is further being
explained below: -
Strengths: - Strong capital base: - The airline industry carries a very strong capital base because it is
involved with the market capitalization of around 4 billion pounds (Bhattacharya, Kumar
and Chattopadhyay, 2021). In comparison with other airline companies their credit
ratings are one of the strongest among all. Technology: - The airline company has implemented large level of digital strategy which
directly influenced their customer relationship management and also an increment in the
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phase of customer loyalty. On the basis of this it has become very much affordable for all
the consumers to travel.
 High brand recall: - The name of the company is very much short as well as easy to
remember. On the basis of this customers feel very easy to pronounce it which ultimately
leads to high level of brand recall.
In relation with doing marketing audit they company plays a major role in implementing their
marketing plan which leads to their growth. Through proper designing of all the marketing plans
the company set up their objective. Besides this they also made certain modifications in their
present plan which led them in achieving success.
Weakness: - Competitive industry: - In the airline industry there are lot of competitors which becomes
very difficult for the industry to cope up with them (Troise and Camilleri, 2021). Due to
this it is considered as a weakness for them because high level of competition is there. Criticism: - Easy Jet has been criticized for many reasons like cancellation, contradict
boarding and so on. There are certain situations when flights get cancelled so on the basis
of that the company don't provide the refund on timely basis which is a major weakness
for them.
 Not available at many locations: - The industry provides their service only in Europe. It
is a weakness for them because it is not available at other locations due to which less
number of consumers prefer their services.
In terms of Easy Jet there were certain factors which were considered as a weakness for
them. By developing the concept of marketing and its planning there were certain risks
associated with that like in context with ineffective suppliers due to which proper relationship is
not being performed.
Opportunities: - Expansion of company: - At present the company is providing their services only at one
specific destination so on the basis of that they has an opportunity to expand their
services at other destinations also (Munoz, Todres and Rook, 2021). Through this they
would be able to increase their revenue too. Easy Jet academy: -With the help of this academy it can be a source of extra income for
the airline industry.
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 Improve operating framework: - The airline industry can make certain improvements in
their operations and provide better services to all the consumers. The organisation gets a
good opportunity in building up their business.
In order to achieve success every business organisation need to access certain
opportunities for them so that their marketing plan can get enhanced. One of the opportunities is
the proper resource analysis (Sisaye, 2021). With the help of this company can analyse about all
their suppliers that whether they are right for them or not.
Threats: - Changes in the policies of government: - There are certain changes that happen in all
kind of government policies in a timely manner due to which it create an impact on their
revenue on a high aspect.
 External market forces: - As changes happen in the value of the market it creates a huge
threat on their source of income.
While doing the overall marketing audit the company need to face many threats because
there are several internal as well as external factors which create the impact on their marketing
plan.
Marketing plan: -
The main objective of chosen company is to modify their business with the help of new
product development and also the aspect of penetration through targeting new consumers. In
terms of their strategic analysis it focuses on various concerns like on the basis of building up
communication strategies and forming the team in an accurate way. The company main target
was the elder people and kids because they had more risk associated with the health issues so on
the basis of that company introduced their new strategy of automatic scanner.
A statement objective for marketing the products and services
The main objective of Easy Jet airline industry is to offer all the consumers a safe and
good value air services. Besides this to provide a reliable product in terms of whole business
market on the range of European paths. It is further being explained below: - To generate more sales: - By looking at the present phase of COVID-19 pandemic
airline industry has faced huge amount of loss because no travelling was being done at
other domestic or international locations (Swani, 2021). So, they made an objective that
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they would be offering all the passengers discounted tests through which they get
encouraged to travel more. To expand conversions: - Another objective of the company is to attract maximum
number of consumers and enlarge the conversion rates (Grønholdt, 2021). On the basis
of this the company made an objective to exploit certain channels in the form of several
applications and initiate greater personalisation.
 To expand into a new market: - In terms of the selected organisation they made an
objective with regards to expanding their airline industry into new market also. The
organisation is mainly operating in Europe only so on the basis of that they set up a new
target and chose a new Easy Jet services destination.
A strategy to approach the market using marketing mix
There are seven elements involved in marketing mix and these are product, price, place,
promotion, people, physical evidence and process. In relation with the chosen company it is
being explained below: - Product: - By introducing a new service of automatic scanners the company made a
strategy of offering a safe air travel option to all the people. Through this they
approached the market by providing premium level customer services (Wirtz, 2021). As
per present phase of pandemic it was very important for the airline industry to maintain a
safe environment so they built up the option of automatic scanners. Price: - The company built up their pricing strategy on the basis of their new services. By
providing premium level service at less rate Easy Jet was being able to stay competitive
in the market. Through such new service every traveller was feeling safe because
everything was being done automatically. They made a strategy that they would approach
the market with the help of provide best level services at reduced cost. Place: - Through implementing new technologies in the market they approached the
market by connecting with all the consumers at global level. In comparison with other
competitors the facility of automatic scanner was not there so the basis of that the
organisation made a strategy of making a connection with other tourism websites and
increase whole customer base. Promotion: - For every business organisation by implementing new product or service
promoting them is the most important thing. So, Easy Jet offered all the consumers
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special discounts on the basis of providing safe services. With the help of this better
customer loyalty was being generated. People: - Easy Jet has always been customer centred company so on the basis of that they
innovated new service also by focusing on that aspect only. The company implemented a
new product which is the automatic scanner in order to handle all the people in a good
way and encouraged the consumer to travel through their flights (Farooq and et.al,
2021). With the help of new services at their industry a more positive image was being
generated. Process: - The company offers both online as well as offline services. So, the people who
were using offline services at the airport and booked tickets through that then their new
service was being beneficial to them as it was leading to better customer satisfaction.
Each consumer is conscious about their health issues so on the basis of this they
integrated the process of offering automatic scanners due to which everything was being
done very fast.
 Physical evidence: - On the basis of this the company approached the market through
travel agents and their airport. By indulging into new services all the consumers were
having the information with respect to their websites through which they were able to
decrease their administrative costs also.
How the plan would be implemented
 The first step involved in introducing a new service in the airline industry the company
set up their objective which was to offer consumers a safe place. So, on the basis of this
they implemented the service of automatic scanners which was beneficial for everyone.
Through this it was important to assign the responsibility to different persons as a single
staff member cannot handle everything.
 The second step involves to implement a schedule as during the phase of pandemic it was
important for the company to provide best level services as fast as possible. So, by
innovating the concept of automatic scanners they involved certain stakeholders and
analysed the progress on continuous basis (Top and Ali, 2021). Besides this the company
also made a strategy that everything must be done in accordance with the budget so that
no further consequences get arisen.
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 There are certain resources which are involved while developing a new service like
software, money, time, people and so on. In terms of building up automatic scanner the
most important thing was the usage of software and money only. The organisation set up
different pricing strategies through which proper margin was being set up.
How the effectiveness of the plan will be measured
As per the above marketing plan their effectiveness would be measured by balance score
card. It helps the organisation in keeping track of all the products and services which are being
offered. So, by implementing a new service of automatic scanners it was a beneficial way as
through this proper execution can be done (Woo, Kim and Wang, 2021). On the basis of this the
company would be able to do proper strategic planning and would offer the consumers best level
services.
CONCLUSION
From the above report it has been concluded that for a business organisation proper
marketing plan is very much important. Through the implementation of new product certain
strategies need to be implemented so on the basis of that large number of customers would get
attracted. There are various elements being involved in the measurement of performance like on
the basis of balance score card.
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REFERENCES
Books and Journals
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Teaching Pedagogy: A Study Based on the Voice of Indian Marketing
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Farooq, Q., and et.al, 2021. Basics of macro to microlevel corporWoo, H., Kim, S.J. and Wang,
H., 2021. Understanding the role of service innovation behavior on business customer
performance and loyalty. Industrial Marketing Management, 93, pp.41-51.ate social
responsibility and advancement in triple bottom line theory. Corporate Social
Responsibility and Environmental Management, 28(3), pp.969-979.
Grønholdt, L., 2021. Digital customer experience: An emerging theme in customer service
excellence. InKey Challenges and Opportunities for Quality, Sustainability and
Innovation in the FOURTH INDUSTRIAL REVOLUTION: Quality and Service
Management in the Fourth Industrial Revolution—Sustainability and Value Co-
creation(pp. 143-152).
Kotler, P., Kartajaya, H. and Setiawan, I., 2021.Marketing 5.0: Technology for humanity. John
Wiley & Sons.
Munoz, A., Todres, M. and Rook, L., 2021. Empowering Organisations to Gain From
Uncertainty: a Conceptualisation of Antifragility Through Leveraging Organisational
Routines in Uncertain Environments.Australasian Accounting, Business and Finance
Journal,15(3), pp.23-42.
Sisaye, S., 2021. The influence of non-governmental organizations (NGOs) on the development
of voluntary sustainability accounting reporting rules. Journal of Business and Socio-
economic Development.
Swani, K., 2021. To app or not to app: A business-to-business seller's decision. Industrial
Marketing Management,93, pp.389-400.
Top, C. and Ali, B.J., 2021. Customer satisfaction in online meeting platforms: Impact of
efficiency, fulfillment, system availability, and privacy. Amazonia Investiga, 10(38),
pp.70-81.
Troise, C. and Camilleri, M.A., 2021. The use of digital media for marketing, CSR
communication and stakeholder engagement. InStrategic corporate communication in
the digital age. Emerald Publishing Limited.
Wirtz, B.W., 2021.Digital Business and Electronic Commerce: Strategy, Business Models and
Technology. Springer Nature.
Woo, H., Kim, S.J. and Wang, H., 2021. Understanding the role of service innovation behavior
on business customer performance and loyalty. Industrial Marketing Management, 93,
pp.41-51.
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