Report: The Role of Marketing in Business Organization (EasyJet)

This report delves into the critical role of marketing within business organizations, using EasyJet as a prime example. The report begins with an introduction defining marketing and its significance in the contemporary business environment, setting the stage for a detailed analysis of EasyJet. The main body of the report encompasses a comprehensive marketing audit, utilizing a SWOT analysis to evaluate EasyJet's internal strengths and weaknesses, as well as external opportunities and threats. It proceeds to outline strategic marketing objectives, followed by a thorough examination of marketing strategies, including the marketing mix (product, price, place, promotion, people, process, and physical evidence) tailored to EasyJet's operations. Furthermore, the report details an implementation plan, covering essential steps such as setting expectations, documenting and communicating the marketing strategy, resource allocation, and activity division. The final sections address measuring the marketing plan's effectiveness, using key performance indicators, lead generation, return on investment, and website traffic analysis. The conclusion summarizes the key findings, underscoring the importance of marketing strategies for organizational success. The report is a valuable resource for students, providing insights into real-world marketing practices.

The role of marketing in
business organisation

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Marketing audit............................................................................................................................3
Statement objective for marketing...............................................................................................5
Strategy to approach market........................................................................................................5
Implementation plan....................................................................................................................6
Measuring marketing plan...........................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing can be defined as a practice of organisation to promote buying and selling of
products and services of the organisation. In present business environment marketing plays very
important role in success and growth of organisation. This report will contextualise EasyJet,
British multinational airline. It was founded in 1995 and is headquartered at Luton, England, UK.
It operates at domestic and international schedules on around 1000 routes in 30 countries. This
report will involve marketing audit using Swot analysis and later will involve strategy for
marketing in form of marketing mix and plan for implementation and measurement of marketing
plan.
MAIN BODY
Marketing audit
Marketing audit involves analysis and evaluation of marketing environment of business
both internal and external including goals, objectives, strategies to identify and determine areas
of opportunity and threat. Marketing audit of EasyJet and its marketing environment can be done
through Swot framework. This is as follows-
Strengths
Low cost airline strategy- This is one of the biggest strength because low cost services have
more buyers
Offering reliable and on-time travel- This means that services of EasyJet are reliable and also
ensures travel on time
Modern planes to ensure safety, reliability and reduce carbon emission- Planes of EasyJet are
also its strength because they are modern and carbon emission also got reduced
Easy to use website- website of the company is also its strength in which customers can easily
use its website

Efficient and friendly customer service- This means that customer service of EasyJet is also its
important strength (Kreutzer, 2019).
Strong capital base- EasyJet has strong financial capabilities and its capital base becomes its
strength
Technology and insights- Technology and information of customers is also a favourable factor
for EasyJet
Weaknesses
Limited availability of services- Services of EasyJet are available at limited place and this is why
many of the customers cannot use its services
Criticism- Because of some violations of rules EasyJet faced criticism and this became weakness
of EasyJet
Lower operational margin- Lower operational margin also is weakness of the company in which
its profits are not very high compared to operations cost (Madar, 2018).
Opportunities
Expansion and acquisition- Expansion and acquisition of other airlines is an opportunity for
EasyJet
EasyJet travel package- Through this company can increase influence on EasyJet hotels and
holidays to increase brand awareness and attract customers (Gürel and Tat, 2017).
Threat
Increasing and intensifying competition- Low cost airline industry is becoming highly
competitive and this is a threat for EasyJet
Recession- Recessionn is likely to have strong negative impact on EasyJet
Changing government policies- Frequently changing government policies and as n international
airline it requires to adhere to government policies of different countries

Digital disruption- This is also a threat for EasyJet because digital disruption is likely to have
significant impact on EasyJet (Vlados, 2019).
Statement objective for marketing
 Increasing customers by 10% by the year 2022
 Increasing market share by 5% by 2021
 Increasing operational margin by 10% by 2021
Strategy to approach market
Price- This is concerned with price that customers pay in exchange of services of EasyJet.
EasyJet have adopted low price policy and this is because EasyJet is a low-cost airline. This is
why EasyJet ensures that its prices are as low as possible. This price strategy of EasyJet is
possible because of fuel efficiency of flights and reduced maintenance cost of airline.
Product- Product is concerned with offering of the organisation and product of the company is
airline services or services of air travel (Abdelhady, Fayed and Fawzy, 2019). In this EasyJet
offers safe, comfortable and timely travel to travellers and also provide premium customer
service to travellers. In addition to services of air travel company also offers features like extra
leg space for comfortable travel, better fuel efficiency and normalisation of cabin pressure.
Place- Place is concerned with point where customers and business connect with each other.
Concerned with place of operations EasyJet offers its services of air travel on 1000 routes in 30
countries. Concerned with distribution strategy of EasyJet it offers highly efficient website which
is very easy to use. This website is a place of distribution for EasyJet. Website of EasyJet can be
operated in different languages and connect it to wide customer base across countries. In addition
to this, services of EasyJet are also available through travel agents and also through third party
travel booking services.
Promotion- Promotion is concerned with acts and practices of organisation to encourage and
motivate potential buyers to buy services of EasyJet (Minculete and Olar, 2018). In order to
promote EasyJet has partnered with several websites for travel and tourism. These websites act
as a medium for marketing of services of EasyJet. In addition to EasyJet also undertake social
media and digital marketing services for promotion and utilises sales promotion strategy. Search

engine optimisation have also been adopted by EasyJet and is top website in search engine and
search results for low cost airline.
People- People services of EasyJet includes that a separate section of the website is dedicated to
customers service so that customers or travellers can receive answers to all their queries and
problems. In addition to this concerned with internal people or employees EasyJet employs
highly competent and well trained employees to provide high quality services to customers. All
employees of EasyJet undergo training programs on regular basis in order to understand
changing needs and requirements of customers. By this, employees of EasyJet becomes able to
meet expectation of its customers (Morlotti and et,al., 2017). Customers in EasyJet are also
encouraged to provide their feedback about services and this gives them sense that their opinion
is valued by organisation.
Process- Processes is concerned with activities that are undertaken to provide services and
product of company to its customers. In order to provide services to customers EasyJet
undertakes several services that include ticket booking which can be done both online as well as
offline. Followed by this process includes giving boarding pass and boarding flight and
travelling. During this EasyJet ensures that best and premium customer services are provided to
its customers. Lastly it involves providing luggage back to customers. During these processes
EasyJet ensures that high quality services can be provided to customers to give them complete
and satisfactory travel experience.
Physical evidence- Concerned with physical evidence there are several physical evidences that
are provided to customers (Urbano, 2017). These physical evidences include tickets of the
company, and in addition to this flights, interior and exterior o flights of EasyJet are also its
physical evidence. In addition to this uniform of EasyJet and its T-shirts and in relation with
online physical evidence it includes security icon and website of the company and its design.
Implementation plan
Implementation plan is concerned with plan for turning actions into actions of marketing.
Implementation plan for implementing marketing planning of EasyJet is as follows-

Setting expectation- This is concerned with setting expectation about how marketing activities
should be carried out. Standards of marketing activities of EasyJet are included in setting
expectation. This also involves what EasyJet expects as a result of its marketing activities.
Documenting marketing strategy- This is concerned with preparing marketing strategy and
documenting marketing strategy. Marketing strategy includes determination of different actions
that EasyJet will adopt and implement in its marketing strategy. This strategy helps in actions
and activities that company will take for successful marketing of EasyJet. This involves
determination of mission and vision and developing strategy to achieve objectives of marketing
(Fursov, 2017). This helps in future marketing decisions of EasyJet and also facilitate decision–
making by others in organisation regarding marketing of EasyJet.
Communicating marketing strategy- This is concerned with communication of marketing
strategy within team and marketing department of EasyJet. Objective of this is to inform
everyone about marketing strategy who is likely to participate in marketing and will get affected
by marketing strategy and its implementation. This involves communicating with finance
department, human resource department and IT department or any other department affecting
from marketing strategy. This also involves communicating with teams and departments from
which marketing strategy implementation will require support.
Determination of resources- Determination of resources involves determining resources that
will be required for implementation of marketing strategy. Resources are very important for the
purpose of implementing strategy and for implementation of marketing strategy adequate and
effective resources are very important. For implementation of marketing strategy this stage will
involve determination of resources that will be required for implementation of strategy. This
involves determination of financial resources, human resources for marketing strategy
implementation. Specifically considering financial resources for implementation of marketing
strategy is important and this requires budgeting for marketing strategy and its implementation.
Division of activities- Determination of resources leads to division of activities (Hollensen and
Opresnik, 2019). This means that on the basis of strategy and plan of marketing, marketing
activities are those actions that are required to be undertaken in order to achieve goals and
objectives of marketing. This involves dividing different activities and dividing them in different

roles and responsibilities within organisation. This will help in successful and timely completion
of the activities and will also ensure effective completion of activities on the basis of specialised
knowledge in division of activities. For example- in relation with promotional activity one
individual will develop content, one will determine and work on promotional channel and this is
how all activities will be completed.
Performing activities- This step involves performing activities of marketing and putting
planning into actions. This is most important step and success of this depends on knowledge and
expertise of individuals involved in process of implementation of marketing planning and
strategy.
Measuring results- This involves measuring success once plan has been implemented. This
involves identifying success of plan and its implementation (Opresnik, 2018). This involves
comparison of standards and objectives with actual results of marketing.
Measuring marketing plan
Measuring marketing plan is concerned with identifying and evaluating success of
marketing plan implemented by EasyJet. There are several ways in which marketing plan and its
success can be measured. These measures are-
Key performance indicators- KPI’s refers to set of quantifiable measurements that are used to
analyse overall performance of the company. KPI’s helps in determination of strategic, financial,
and operational achievement of EasyJet regarding implementation of marketing plan (Muñoz-
Leiva, Hernández-Méndez and Gómez-Carmona, 2019). In order to use this technique and
approach for measuring success of marketing plan of the company it is required that EasyJet sets
some key performance indicators in different areas of the performance and when plan is
implemented and results are analysed actual results can be compared to key performance
indicators of EasyJet.
In addition to KPI some other approaches that EasyJet for measurement of marketing plan are as
follows-

Generation of leads- This means that what is the leads that have been generated as a result of
marketing plan and performance of marketing plan of EasyJet. Generation of lead refers to how
many new customers, company have acquired and increase in rate of lead generation.
Return on investment- This is another important approach that can be considered for measuring
success of marketing plan and its performance. Return on investment refers to overall return that
company has generated above investment in marketing plan. In order to use of this approach of
measurement of marketing plan company requires considering its profitability and returns over
its investment for marketing activities.
Website traffic- In online marketing this measure is also very important because increase in
website traffic is a positive indicator for success of marketing strategy and implementation for
EasyJet (Abu-Naser and et,al., 2018). Increase is website traffic is likely to increase customers of
EasyJet.
CONCLUSION
On the basis of above discussion, it can be concluded that marketing is very important
element and contributor of success of organisation. Success of marketing activities significantly
depends on approaches and strategies of marketing that an organisation utilises. This report
discussed marketing mix of EasyJet and on the basis of determination of marketing mix report
discussed implementation plan for marketing strategy. For success of organisation and its
marketing it is very important that along with marketing strategy, implementation of marketing is
also effective. Effective strategy and implementation can be identified while measuring
marketing plan success.

REFERENCES
Books and Journals
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Marketing Mix Elements on Passengers' Purchasing Decision-Making: The Case of
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Abu-Naser, S.S and et,al., 2018. The Reality of the Effectiveness of Electronic Marketing in
Technical Colleges in Palestine.
Gürel, E. and Tat, M., 2017. SWOT analysis: a theoretical review. Journal of International
Social Research. 10(51).
Kreutzer, R.T., 2019. Tools for the Strategic Analysis. In Toolbox for Marketing and
Management (pp. 89-142). Springer, Cham.
Madar, A., 2018. RYANAIR IS LOOKING FOR NEW SOLUTIONS TO COPE WITH THE
COMPETITION. Bulletin of the Transilvania University of Brasov. Economic
Sciences. Series V. 11(2). pp.95-102.
Minculete, G. and Olar, P., 2018. RELATIONAL APPROACHES TO THE DIGITAL
MARKETING MIX. In International Scientific Conference" Strategies XXI" (Vol. 2,
pp. 13-19). " Carol I" National Defence University.
Morlotti, C and et,al., 2017. Multi-dimensional price elasticity for leisure and business
destinations in the low-cost air transport market: Evidence from easyJet. Tourism
Management. 61. pp.23-34.
Muñoz-Leiva, F., Hernández-Méndez, J. and Gómez-Carmona, D., 2019. Measuring advertising
effectiveness in Travel 2.0 websites through eye-tracking technology. Physiology &
behaviour. 200. pp.83-95.
Urbano, F., 2017. Easyjet Plc (Doctoral dissertation).
Vlados, C., 2019. On a correlative and evolutionary SWOT analysis. Journal of Strategy and
Management.