Marketing Mix Analysis: British Airways and Easy Jet Report

This report provides a detailed analysis of the marketing strategies employed by British Airways and EasyJet, focusing on the application of the marketing mix (7Ps) within the airline industry. The report begins with an introduction to marketing and the importance of the marketing mix, followed by an overview of both companies, including their objectives and operational details. The core of the report examines each element of the marketing mix – product, price, promotion, place, physical evidence, process, and people – in the context of both airlines, highlighting their respective approaches and strategies. For example, it contrasts British Airways' premium service and differentiation pricing with EasyJet's low-cost model. The report also touches upon strategic marketing plans, offering a comprehensive understanding of how these companies use marketing to achieve their business objectives. The report underscores the importance of the marketing mix as a critical tool for businesses to achieve their goals.

Running head: MARKETING
MARKETING
Name of the Student
Name of the University
Author Note

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Task 2 a
Introduction
The marketing can be understood to be an effective aspect of the organization and
necessary functions which need to be adopted by the firm in order to ensure that it is being able
to carry out the operations in a successful manner (Armstrong et al. 2018). In consideration of
this, it can be mentioned that the primary aim of the report is to outline the manner in which the
different organizations tend to make use of the marketing mix function. The marketing mix can
be rightfully defined as a key tool in the function of marketing which helps in ensuring that the
Product, price, place and promotional aspects can be carried out adequately (Baltes 2015). In
consideration of this, the following report has taken into association the Airline industry of the
United Kingdom in order to assess and examine the manner in which different companies in the
industry have been making use of the Marketing mix as a tool but differently. In consideration of
this, it can be mentioned that the companies which have been chosen for the purpose of the
analysis can be stated to be the British Airways and the Easy Jet.
About the enterprises
British Airways
The British Airways can be said to be the flag carrier airline of the United Kingdom
which has its headquarters in London near the Heathrow Airport. The airline enterprise is the
second largest airline in the United Kingdom after Easy jet. The enterprise has been able to
merge with Iberia and created the international Airlines Group which became a holding company

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in Madrid (British Airways.com 2020). In association with this, it becomes effective to state that
the British Airways can be understood to be the first passenger airline to have generated more
than $1 billion in a year on a single route on the New York –JFK to the London Heathrow route.
Objectives:
 To engage in high sales
 To satisfy the customers as present
 To ensure successful operations
Easy Jet
The easy Jet plc can be mentioned to be a low cost airline group which started its
business in London Airport (Easyjet.Com 2020). The firm operates domestic as well as
international schedule over 1000 routes and has its presence in more than 30 countries. The
enterprises are listed on the Stock exchange and employ more than 15000 employees in UK as
well as the rest of Europe.
Objectives
 To diverse to more regions
 To engage in the introduction of a new line
 To ensure high customer ratings
Marketing mix and analysis

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The marketing mix as an analysis tool can be described as a mix of 7Ps which are made
use of to evaluate and reevaluate the business activities of any enterprise. These seven aspects
comprise of the product, price, place and promotional activities. As the global market has been
changing to a great extent, it becomes very critical to state that, each enterprise would be
required to reevaluate the mix on a consistent basis so as to gain the maximum results in the
enterprise (Bowie et al. 2016). The given section has been formulated in a systematic manner
whereby the 7Ps have been described in general and this is then followed by the discussion on
the Marketing mix of British Airways and the Easy Jet
Product
The product can be essentially described as the offering which is made to the different
customers. It can be stated to be a service as well. In consideration with this, the product needs to
comprise of various features as well as characteristics with the help of which, the needs of the
customers will be fulfilled accordingly (Brassington and pettitt 2012).
British Airways
The British airways tend to offer airline services of the premium segment. In association
with this, it is effective to state that the enterprise offers considerate customization and offers the
different customers with the core advantage of customization which can be considered to be
taken as a competitive advantage.
Easy Jet
The easy Jet as an enterprise sells its various products under 5 different categories. These
are of separate product lines and sold under the brand name (Brennan, Canning and McDowell

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2017). The main forte of the Easy Jet can be understood to sell the low cost budgeted services
which will assist the different individuals to travel from one place to another at a cheap price.
Prices
The second aspect as involved in the marketing mix can be stated to be with regards to
the pricing strategies which are usually followed for a particular product. The pricing of a
product needs to be such that it will be able to ensure that, the sales can be engaged in effectively
and the enterprise will be able to ensure that all its goals are being achieved successfully
(Chaffey and Ellis-Chadwick 2019). In association with this, the pricing of the products of the
services have to be set in a manner such that the costs can be covered easily and the enterprise is
being able to understand which pricing strategy the firm will follow.
British Airways
The pricing of the British airways can be described as the differentiation strategy. Here
the British airways tends to ensure that it is being able to maintain a pricing strategy such that it
can cover up the different expenses of the enterprise and along with this also being able to see to
it that, the operations can be carried out adequately (Charter and Polonsky 2017).
Easy Jet
The pricing strategy which is followed by the Easy Jet can be mentioned to be the low
cost pricing strategy. It can be mentioned that, the firm aims to undertake the cost leadership
strategy to sell its products accordingly (De Mooij 2018). This will assist the enterprise in
ensuring overall sales can take place accordingly
Promotion

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The promotion as a third P of marketing refers to the promotional mix which is generally
applied for the enterprise. In association with this, it can be stated that the promotional mix tends
to describe the manner in which the advertising and promotional activities are required to be
undertaken (De Mooij 2018). This helps in ensuring that, the product becomes extensively
popular in the market and at the same time the sales and revenue of the firm can increase
accordingly.
British Airways
The British airways can be stated to be the premier airlines and follows a number of
advertising and promotional activities such as the social media marketing, print media and
personal marketing to engage in effective sales.
Easy Jet
In order to engage in effective sales, Easy Jet tends to engage in considerate multi-
channel promotional initiatives (Deepak and Jeyakumar 2019). In association with this, it can be
effectively mentioned that the enterprise tends to ensure that it is being able to use various social
media platforms like the Facebook, YouTube and the Twitter in order to promote its goods
effectively.
Place
The place can be mentioned to be the 4th P in the marketing mix. In this, the distribution
channel of the offerings has to be decided accordingly. With respect to this, it can be effectively
mentioned that, the distribution channel or the place aspect of the marketing mix has to be

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decided in a manner such that, the sales can be regulated accordingly and the revenue system can
be enhanced (East et al. 2016). The different aspects of the Place can be referred to as the online
as well as the physical market place.
British Airways
The British Airways can be mentioned to be the airline service which is flying to over
400 destinations around the globe. The range of sales supports various measures to hold flights
up to 72 hours after the booking procedure is complete.
Easy Jet
The easy jet follows online as well as the physical distribution channel. In association
with this, it can be effectively mentioned that it has an access to 500 retailers which allow the
enterprise to perform considerately well and engage in close customer associations (Fahyn and
Jobber 2015).
Physical evidence
The next aspect of the marketing mix can be referred to as the Physical evidence. With
association to the Physical evidence aspect it can be stated that the Physical evidence of the
enterprise needs to be carried out in a manner such that it assists in attracting the customers to a
greater extent (Groucutt and hopkins 2015). The packaging can also be referred to as the manner
in which the product is physically evident and how it appears from the outside. In line with this,
it is effective to state that, the physical evidence of the service needs to be done in a manner such
that the overall customers can be attracted accordingly.

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British airways
In the case of the British Airways the physical evidence can be stated to be related to the
Checking pass and the tickets.
Easy Jet
The enterprise offers check in passes as well as the air tickets which assist in ensuring
that the physical evidence of the travel can be given (Haider et al. 2017).
Process
The next aspect in marketing can be referred to as the process. The process can be stated
to be the manner in which the different procedures in regard to the service are usually carried
out. In association with this, the entire process manner needs to be undertaken in a manner such
that the firm will be able to engage in a good relationship with the customers as present. The
service process has to be carried out in a manner such that the enterprise will be able to achieve
all its goals effectively (Jobber and Chadwick 2012).
British Airways
The firm follows a systematic procedure whereby the procedure of the selling begins
from the ticketing process which thereby ends at the checkout and the baggage services. The
British Airways guarantees good offerings throughout the customer journey.
Easy Jet

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The enterprise ensures that it will successfully be able to ensure that all the products are
available at the different retail stores and the ordering and related services can be made easy. In
association of this, the operational plans are carried out effectively (Keegan 2017).
People
The people can be referred to as another aspect of the marketing mix which thereby
assists in ensuring that, the enterprise is being able to employee people effectively such that, the
entrepreneurial goals can be achieved effectively. It is in this consideration that the enterprise
would be required to ensure effective operations and achieve organizational goals.
British Airways
The enterprise has taken various initiatives to ensure that it is successfully being able to
hire the best team members who will assist the enterprise in the achievement of its associated
goals and the objectives (Kotler and Armstrong 2013).
Easy Jet
The enterprise has involved an efficient sales team which has a key role to play in its
marketing efforts. In consideration of this, it can be effectively mentioned that the sales team of
the enterprise is largely effective in nature. The different members in the service department can
also be said to be incredibly successful at doing their tasks well.
Hence, it can be successfully mentioned that the marketing mix is rather helpful in
helping the enterprises to achieve their overall Business objectives. In association with this, it
can be mentioned to be critical that, the marketing mix can be taken as a tool of marketing which

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thereby assists in ensuring that the different objectives of the business can be attained adequately
(Kotler et al. 2017). The marketing mix is a tool which states the 7 critical Ps as present and from
the given analysis it can be rightfully understood that the objectives have been achieved
adequately.

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Task 2b: Strategic marketing Plan
Introduction
The main aim of the marketing report is to understand the manner in which the enterprise
will be able to carry out its operations adequately and will be able to target the different
customers accordingly (Lovelock and Patterson 2015). In consideration with this, the plan
follows a systematic structure whereby the objectives, SWOT, Key performance Indicators as
well as the Target market and implementation plan along with the controls and associated aspects
have been discussed accordingly.
Business Objectives
The objective of the enterprise is to:
 Improve the customer satisfaction rate so as to ensue larger revenue base
 To engage in higher number of bookings
 To ensure automation of operations.
SWOT Analysis

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Figure 1: The SWOT of the enterprise
(Source: As made by the author)
Key performance indicators
The key performance indicators which will be made use of for the purpose of the
enterprise can be mentioned to be as follows:
 Net sales: The firm needs to engage in adequate sales and the next sales can act as a
considerate indicator to ensure operational success.