Marketing's Impact on Business: EasyJet Case Study Report

This report analyzes the critical role of marketing in business, using EasyJet, a multinational airline company, as a case study. The report begins with an introduction to marketing, emphasizing its significance in product promotion, customer communication, brand building, and market exploration. A SWOT analysis of EasyJet is presented, highlighting the company's strengths (market presence, low-cost model), weaknesses (tax sensitivity, limited market share), opportunities (improved operating framework, travel packages), and threats (policy changes, competition). The marketing objectives of EasyJet, focusing on low-cost services and operational efficiency, are outlined. The strategic approach using the marketing mix (product, price, place, promotion, people, process, physical evidence) is detailed. The report also discusses the implementation process, including defining goals, conducting research, mapping risks, assigning tasks, and allocating resources. Justification for marketing research methods (surveys, focus groups, social media listening) is provided, along with an explanation of how key performance indicators (KPIs) measure the effectiveness of the marketing plan. The report concludes by emphasizing the importance of marketing tools in analyzing markets, satisfying customer needs, gaining a competitive advantage, and driving economic growth. References to relevant academic sources are included.

Role of marketing in
business

Table of content
 Introduction
 Swot analysis of easy jet
 Objective for marketing
 Strategic approach of marketing by using marketing mix
 Process to implement the plan
 Justification for methods of marketing research
 Effectiveness of plan to be measured through KPIs
 Conclusion
 References

INTRODUCTION
Marketing refers to the promotion of the products and services that are
offered by an organisation to the customers. It plays an important role in
communicating with the customers about the products to meet their needs.
It ensures an organisation to retain the customers and growth for the
business through building a brand image. It explore the market and
provide better product offering to satisfy the expectations of the
customers. The report has presented the organisation Easy Jet which is
multinational airline company with headquartered in London, UK. The
report will cover the objective and strategic approach to market and
process to implement the plan. Further, it will described the effectiveness
of plan that are measured by KPIs.

Swot analysis of Easy Jet
It is a tool that is used by an organisation in order to analyse their
strengths, weaknesses, threat and opportunity so as to gain the
competitive advantage. The analysis has been done in relation to the
Easy Jet area s under:
Strengths
 Market presence: Easy Jet airline has good market presence
because it provides its services to 136 destinations across the Europe
bad in more that 30 countries. This help the company in maintaining
the high performance and build their brand image.

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 Low cost model and technology: In relation to Easy Jet airline, it follows the low cost
model where it render their services at low fairs that help to capture the market share. It
influence its customers by adopting the digital strategy that enable an organisation to
drive revenue and get customers loyalty.
Weaknesses
 Reasonable to additional taxes: The operations of the Easy Jet airline are reasonable
to the additional taxes that are imposed by the government because of its lower margin.
 Limited market share: The services of the Easy Jet airline are limited to the certain
countries due to which its revenue is low as compared to the other airlines.

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Opportunities
 Improving operating framework: With reference to Easy Jet airline, it needs to
improve its operating framework by providing better server to its customers which
help in enhancing their experience.
 Easy Jet travel packages: As regard with Easy Jet airline, it should offers various
discount offers, and gifts cards and discount package to influence the customers. This
can be done by creating brand awareness through social media platform

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Threats
 Change in government policies: This is threat for Easy Jet airline because the policies
are changed when the government changes and impose their own rules and regulation
that have to be followed by a business concern.
 Competitors: There are many competitors of Easy Jet airline that can impact the
revenue of through tough competition.

Objective for marketing
The objectives of Easy Jet airline is to provide low
cost services to the customers by using their cost
advantage strategy and operational efficiency in
order to deliver low fares. It is one of the largest
airline which provide its services to low fares to
attract the more customers and provide opportunity
to experience their services. This help the company
in building their brand image and increase revenue
and profits as well.

Strategic approach of marketing by using
marketing mix
With reference to the Easy Jet airline, it has adopted the extended marketing mix strategy so
as to build their brand image across the world. The description has been done as under:
 Product: In relation to the Easy Jet airline, it provides comfortable services and staff air
travel option to its customers in order to capture the market. Therefore, it brings new
technology to provide their best services to the customers.
 Price: With reference to Easy Jet airline, it has adopted cost competitive prising where it
provides its services to the customer at low fares so that it can overcome the competition
and connected with the larger audience.

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 Place: Easy Jet airline provides its services across 30 countries and the overall Europe
by adopting the new technologies and innovation strategies which assists the company
to increase its market share.
 Promotion: In relation to Easy Jet airline, it has many travel and tourist websites that
help the organisation in reaching with the large customers base. It also use other source
to make promotion such as Facebook, Instagram, snap chat and so on.
 People: Easy Jet airline has employees who are well trained to manage the customers
and the operation of the business. The are also provide training for improving their
skills so that they can make the good relationship wishy the customers.

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 Process: As regard with the Easy Jet airline it improves and deliver the satisfactorily
experience to the customers by identifying areas which are needed to be improved.
 Physical evidence: Easy Jet airline provides both online and offline bookings that
help the the company in eliminating the administrative cost and render their bets
services.

Process to implement the plan
Following are the process which help easy jet airline in implementing the plan which are
describe as under:
 Define goals
 Conduct research
 Map out risk schedule milestones
 Assign tasks
 Allocate resource

Justification for methods of marketing
research
The market research help the company in determining the areas where the company get the
opportunities to expand it business by knowing the preference of the customers. With
reference to Easy Jet airline, there are various metros of research that are adopted by the
company are as below:
 Surveys:
 Focus group
 Social media listening

Effectiveness of plan to be measured
through KPIs
The key performance indicators help in measuring the performance of the organisation to
get the goals of the business. These indicators set the benchmark which help in monitoring
the performance and compare actual performance with the standard and evaluate the
progress made by the company. It assists in tracking the working towards the goals of the
business and provide the useful impact ion the evaluations. When the deviations are found
by the organisation so the improvement is made by enhancing the skills of the employees
to make them more productive with effective training. This assist the company in getting
the positive outcomes and increase its effectiveness as well. Therefore, KPIs are the best
indicators to evaluate the performance of the business organisation to get the goals of the
business.

CONCLUSION
From the above discussion, it has been concluded that the marketer uses various tools to
analyse the market so that they can provide useful products or services to the customers.
Marketing create the utility to satisfy the needs of the customers by managing the demand
and making promotions of the products. It also helps in gaining the competitive advantage
buy offering unique products or services to the customers. This enable the organisation for
increasing the demand of their products which help in improving the economic growth.
The report has discussed swot analysis, objectives and strategic approach in relation to the
organisation.

REFERENCES
 Patel, P.C., Feng, C. and Guedes, M.J., 2021. Marketing capability and
new venture survival: The role of marketing myopia. Industrial
Marketing Management, 93, pp.307-326.
 Lin and et.,al., 2021. Influence of green innovation strategy on brand
value: The role of marketing capability and R&D
intensity. Technological Forecasting and Social Change, 171,
p.120946.
 De-Madaria and et.,al., 2022. The present and future of
gastroenterology and hepatology: an international SWOT analysis (the
GASTROSWOT project). The Lancet Gastroenterology & Hepatology.

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