Analyzing the Role of Marketing in Business Organizations: A Report

This report examines the crucial role of marketing within business organizations, using EasyJet as a prime example. It begins with an introduction highlighting the significance of marketing departments in promoting a company's mission and image. The report then delves into EasyJet's marketing plan, presenting a SWOT analysis that identifies the company's strengths (strong market capitalization, extensive European coverage, low-cost model, and brand recall), weaknesses (reliance on European operations, potential impact from external factors), opportunities (tour packages, expansion outside Europe), and threats (government regulations, digital disruption). The report outlines EasyJet's marketing objectives, including increasing inquiries, sales, brand awareness, and customer loyalty. It then details the marketing mix (product, price, place, promotion, people, process, and physical evidence) employed by EasyJet, emphasizing its low-cost strategy, customer service, and online presence. The report further describes the implementation plan, covering team and resource allocation, communication of the plan, task timelines, and performance tracking. Finally, it discusses how the effectiveness of the marketing plan will be measured through key performance indicators (KPIs), competitor analysis, and customer satisfaction assessment, concluding that a well-defined marketing strategy is essential for business success.

THE ROLE OF MARKETING IN
BUSINESS ORGANIZATION

Contents
INTRODUCTION...........................................................................................................................3
Marketing Plan.................................................................................................................................3
SWOT Analysis...........................................................................................................................3
Statement objective for marketing the products and service.......................................................4
A strategy to approach the market using the marketing mix.......................................................5
Outline on how the plan will be implemented.............................................................................6
How the effectiveness of the plan will be measured...................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
The Marketing Department plays a vital role in promoting the business and mission of an
organization. It is the Marketing Department's job to reach out to prospects, customers, investors
or the community, while creating an overarching image that represents your company in a
positive light. EasyJet plc, styled as easyJet, is a British multinational low-cost airline group
headquartered at London Luton Airport.
Marketing Plan
SWOT Analysis
Strength-
The company has a strong base as their capitalization in the market is of 4 billion pounds
which makes them very successful in the field of airline. They have covered Europe by serving
in 136 destinations which makes it convenient for their base of customers. apart from this the
model used by the company is of low cost through which they target legacy carriers and are able
to maintain their balance sheet in strong manner and increase their share in the market. The
company has the benefit of short and unique name which is easy to remember through which
they are able to get the benefit of high amount of brand recall. They take the pilots and cabib
crew from their own academy which makes it beneficial for them as they train them in their own
which is why customers are highly satisfied (Shuradze, Bogodistov and Wagner, 2018).

Weakness-
The management of the company has to keep this in mind that any external factor can
leave a huge impact on the business of the company. It can be changes in taxes which can affect
their margin. Other than this they have to face a lot of competition from other companies and
keep making their services available in more areas if they want to survive. They only have strong
operations in Europe which turns out as their weakness. There have been some cases in Germany
which has affected their reputation and that is in case of any delay or cancellation every
competitor compensate their clients but Easy Jet do not go with this rule which affected their
image in German markets.
Opportunities-
Company has many opportunities through which they can increase their income such as
they have their own academy. Other than that they can make packages for tours which involves
their airlines, their hotels etc. through which they will be able to increase the level of brand
awareness and leave their impact in the minds of more customers. They have the scope to go
outside Europe and target different people so that they can generate more income. Other than
this they have the scope to make changes in their procedures and framework so that they can
provide better service to their clients which will help them to go ahead (Leonidou and Hultman,
2019).
Threats-
There are many threats which Easy jet has to be prepared for such as changes in policies
of government and regulations that are imposed can affect the business as they will lose their
liberty to operate freely in the market. Other than that they are facing the issue of digital
disruption which they believe can affect the flow of their services.

Statement objective for marketing the products and service
Easy Jet has make their objectives for marketing clear as they know it is important to set
them up in the right manner so that they can achieve their goals and objectives (Yu, Ramanathan
and Nath, 2017).
The standard objectives of Easy Jet is to focus on increasing the amount of enquiries they receive
specific from the aspect of marketing and sources of communication by 10 per cent every year.
 To focus on increasing the sales in Europe by 15 per cent by the end of the year.
 To focus on extending their operations out of Europe and increasing their base of
customers.
 To work on strategies through which they are able to increase the awareness of the brand.
 Increase their services to new markets and target new customers.
 Improve their relationship with customers in order to keep them loyal.
 Also make the aspects of communication better so that there are no disruptions in work.
 The main objective of the business is to increase their level of profits.
A strategy to approach the market using the marketing mix
Product-

Easy Jet offers their services at very less rates which have helped them to establish their
brand. They have various airplanes with them which has appropriate amount of comfort, leg
space and better mileage. Also their planes have a low amount of cabin noise as low amount of
pressure is taken because of good quality. Due to this they offer the best air travel they can to
their customers. Also they keep record of their loyal customers and provide them with
customizable services.
Price-
Easy Jet is known for their low cost strategy of pricing. They have better aircrafts which
incurs less cost on maintenance and the management of the company uses that money to improve
the comfort for the customers. This way customers get better service at less rates and they are
able to face the competition in the market. They also have started their own rentals from airport
so that passenger can commute in them.
Place-
The company has spend huge amount of investment in making the website for customers
so that they can have every details about their services anytime they want. They can also design
their own itinerary. This is because of advancement that they were able to design these things.
Also they have included various options for languages so that people of any country can operate
and surf their easily without any confusion (Cortez and Johnston, 2019).
Promotion-
In order to promote their brand and increase their awareness they use different methods.
For instance they have tied their hands with different websites so that they appear on their page
and generate more web traffic on their page. Apart from this they send different mails to those
customers who are loyal because they believe that this way they can lure them into buying their
services. This also helps them to change their image in the minds of target audience through
which they are able to attain the benefit of strategy of positive word of mouth.
People-

The company offers best in class service at their rates and in order to make it possible
they have the help of their skilled members of team who they have trained through every aspect
from their academy. They know how to maintain relationship with their customers through
which they get the knowledge about their needs and wants. They regularly ask their customers
for feedback and executives work on improving the quality of service.
Process-
Easy Jet works with a different approach as they use both mediums that is offline as well
as online. There is a complete analysis which helps them to determine where they are lacking
and figure out the way to make improvements there. This way they make the experience of
customers better every way possible (Anderson, Rayburn and Sierra, 2019).
Physical Evidence-
The company may have shift most of its presence online now but people can book tickets
through airport or agents. Although many of the customers are booking it online. This has
become beneficial for the company as now they do not have to spend more on costs related to
administration also this method turns out to be more sustainable.
Outline on how the plan will be implemented
Team and Resources-
It is important for the management of Easy Jet to assess the team that will be suitable for
the plan so that they can complete it in an efficient manner. also they need to check the resources
be it financial or anything different it needs to be prepared so that activities can be carried out
(Krafft, Sajtos and Haenlein, 2020).
Communicate the plan-
After the formation of team it is important for its management to communicate their
strategy of marketing so that they have the insight about how to perform and where to perform.
Tasks and Timeline-

Every task assigned to individual must be completed in an order and meet the specific
timeline so that work can be done before the deadline. This will also help them to save the time
to evaluate the factors so that they can assess that everything is working as per the process.
Track Success-
It is important for them to track the efforts of everyone so that they can manage their
performance on the basis of that because without this they won’t be able to assess the
wrongdoings in the work of employees. This way Easy Jet will be able to achieve their
objectives (Font and McCabe, 2017).
Monitor regularly-
It is important for the management to monitor their performance on a regular basis and
look for results every month so that efforts that are put under the field of marketing can be
assessed and management must be able to keep their progress consistent.
Communicate Results-
It is important for the management to boost the morale of employees and when they have
been successful in achieving their objectives they need to share these results with them and
appreciate them for their efforts so that they continue to make this kind of progress for future
goals also (Gupta and Nair, 2020).
How the effectiveness of the plan will be measured
In order to manage their performance and its effectiveness it is important for Easy Jet to
work with the aspect of key performance indicator as it will help them to determine the pace at
which they are able to achieve their objectives. Also with the evaluation of their strategy they
can compare their performance with their competitors which turns out to be very helpful for
them. It is important for Easy Jet to select that KPI which is quantifiable, helps them to
communicate on every level. With the help of this aspect they will be able to assess the
importance of the goal. The only problem and issue with KPI is that there are many types of KPI
available and it is up to the management of business to select them as per their goals and
objectives. For instance if they want to increase their sales that KPI will be different or if they
want to improve the management of finances or revenue that KPI will be different. No company

can overlook this factor as it relates with the profits of the business which is the most important
aspect for the business to operate and manage the flow of work. Also with the help of this metric
they can reduce the cost involved in their process by removing out the waste so that they can
increase their margin. With the help of right KPI Easy Jet will also be able to determine the
satisfaction level of their customers and in which areas company is spending to cater their needs
and wants. It is important for the company to analyze these factors so that they can form their
strategy as per that and achieve their goals (Martin and Murphy, 2017).
CONCLUSION
From the above studies it has been assessed that Easy Jet needs to work up on their
marketing plan by assessing and conducting different aspects of markets such as SWOT analysis
so that they can figure out their opportunities to achieve growth and reduce their weakness. Other
than that the marketing mix of the company will help them to cope up with the advancements in
specific fields so that they can satisfy the needs and wants of their customers. The strategy and
model used by Easy Jet is a low cost model which is helping them to attract customers and retain
them for a long period of time.

REFERENCES
Books and Journal
Anderson, S., Rayburn, S.W. and Sierra, J.J., 2019. Future thinking: the role of marketing in
healthcare. European Journal of Marketing.
Cortez, R.M. and Johnston, W.J., 2019. Marketing role in B2B settings: evidence from advanced,
emerging and developing markets. Journal of Business & Industrial Marketing.
Font, X. and McCabe, S., 2017. Sustainability and marketing in tourism: Its contexts, paradoxes,
approaches, challenges and potential. Journal of Sustainable Tourism, 25(7), pp.869-883.
Gupta, C.B. and Nair, R., 2020. Marketing Management, CB Gupta & N. Rajan Nair. Sultan
Chand & Sons.
Krafft, M., Sajtos, L. and Haenlein, M., 2020. Challenges and Opportunities for Marketing
Scholars in Times of the Fourth Industrial Revolution. Journal of Interactive Marketing, 51,
pp.1-8.
Leonidou, C.N. and Hultman, M., 2019. Global marketing in business-to-business contexts:
Challenges, developments, and opportunities.
Martin, K.D. and Murphy, P.E., 2017. The role of data privacy in marketing. Journal of the
Academy of Marketing Science, 45(2), pp.135-155.
Shuradze, G., Bogodistov, Y. and Wagner, H.T., 2018. The role of marketing-enabled data
analytics capability and organisational agility for innovation: empirical evidence from
german firms. International Journal of Innovation Management, 22(04), p.1850037.
Yu, W., Ramanathan, R. and Nath, P., 2017. Environmental pressures and performance: An
analysis of the roles of environmental innovation strategy and marketing capability.
Technological Forecasting and Social Change, 117, pp.160-169.