Business Analysis: Marketing Report on Easyjet - Semester 1

This report provides an in-depth analysis of Easyjet's marketing strategies. It begins with an introduction highlighting the importance of marketing in business planning and development. A SWOT analysis is conducted, evaluating Easyjet's strengths, weaknesses, opportunities, and threats, including its brand value, technological limitations, and the impact of the COVID-19 pandemic. The report outlines a marketing objective focused on increasing customer awareness and satisfaction, followed by an examination of the marketing mix, including product and pricing strategies. It also covers the implementation of the marketing plan, emphasizing the importance of selecting appropriate services and identifying the target audience. The report justifies the use of surveys for market research and explains how Key Performance Indicators (KPIs) and Customer Acquisition Cost (CAC) will be used to measure the plan's effectiveness. The conclusion reiterates the critical role of marketing in understanding customer needs and gaining a competitive advantage.

THE ROLE OF MARKETING IN BUSINESS
ORGANIZATIONS

INTRODUCTION
 Marketing plays an very important role
in developing planning for a business and
operate business effectively (Tipu, 2018).
There are various kinds of frameworks which
can be used by a company to analyse their
marketing situations such as SWOT analysis,
4Ps framework and many others.

SWOT ANALYSIS
Strengths-
Technology and insight- They are having strong
technological factor which help them to communicate
effectively with their customers (Bhasin, 2019).
Brand Value- They are having high brand value which
is well popular in UK, Italy and Switzerland. Their
customers trust them and commonly use their services.
Weaknesses-
Services not available at many location- They are
lacking behind to offer their services at many locations
internationally which limits their growth.
Criticism- Most of the customers are having bad
experience like cancellation of delay of flights.
Opportunities-
Easyjet travel packages- They offer a travelling
packages to their customers which include their stay
charges, travelling charges and many others. This will
help them to gain more attention of customers.
Following all legal laws- It is essential for the company
to follow all legal laws of the countries where they
operate.
Threats-
Competitors- Competitors of Easyjet like Ryanair,
Jet2.com and many others are having effective
packaging offers for their customers.
COVID pandemic- This is ongoing pandemic which
impacted the whole tourism industry and due to this
pandemic the growth of the chosen organisation has
declined.

A STATEMENT OBJECTIVE FOR MARKETING
THE PRODUCTS AND SERVICE
 “To aware customers about the offerings of the company
and help the clients to enjoy their flight services with
affordable prices”.
 Marketing mix
 Product- Easyjet offer comfortable and safe air travel
facilities to their customers within affordable charges. They
have the connectivity with various airports across the globe
which provide more advantage to company to offer various
destinations options to travel to their customers.
 Price- They offer good quality of services at lower prices as
compared to their competitors to gain competitive
advantage within the market.

AN OUTLINE OF HOW THE PLAN WILL BE
IMPLEMENTED
 Deciding appropriate services to offer-
Here company is required to decide
appropriate services which they can offer to
their customers to get competitive
advantage.
 Analysing about target audience- It is
essential for the chosen organisation to
analyse about their targeted audience first to
whom they will offer their services (Fichter
and Tiemann, 2020). In context of the chosen
organisation, they will target those
customers who like to travel more.

APPROACH AND JUSTIFICATION FOR THE
INTENDED METHOD OF MARKET RESEARCH.
 Survey is used for marketing research by the
chosen company where the company can ask
where kinds of questions in the form of
questionnaire through various mode like
online mode, offline mode, telephonic and
many others (10 Methods of Market
Research, 2021).

HOW THE EFFECTIVENESS OF THE PLAN
WILL BE MEASURED
 The effectiveness of the plan can be
measured by KPI technique which will help
the chosen company to analyse whether
their business objectives is achievable or not.
 Customer Acquisition Cost (CAC) will help
the company to analyse that how much it
cost them to acquire a new customer through
their marketing efforts (Bozeman, 2021). On
the other hand, Geckoboard is a KPI tracking
tool which will help to analyse the
performance of company to follow their plan
effectively.

CONCLUSION
 It is concluded that marketing plays an
important role for developing any business
plan by a company where a company will
focus to determine the needs and wants of
their customers and modify their products
and services according to that to gain
competitive advantage.