Easyjet Casestudy

2664 Words Jul 24th, 2013 11 Pages
xplain the various elements of marketing process
The elements of marketing process is referred to “As a set of controllable tools that the firm blends to produce the response it wants in the target market, so it consists of everything the firm can do to influence the demand for its product”( Kotler and Armstrong, Principles of Marketing 2004, Tenth Edition, New Jersey Pearson Education Inc.). The Elements of Marketing or Marketing mix which is famously known as the “4P’s of Marketing”( stated by McCarthy in 1960) which include Product, Price, Placement or Place and Promotion. When these elements of marketing are analysed with the Easyjet case study, it gives a good example as how the 4P’s help an organization scale to new heights with
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Captions such as “The web’s favourite airline”, “Battle with Swissair” and the latest “come let’s fly”.
Easyjet became a house hold name in the United Kingdom as it was listed in a Airline TV series which was aired on TV during 1999 to 2007.
(b) Evaluate benefits and costs of marketing orientation for the case organization.
Marketing Orientation means how a company develops new product considering the two approaches of orientation, which are product oriented and marketing oriented.
“Product Orientated” approach means a firm develops product based on its choice or what the company is good at delivering to the customer rather than keeping the customer in mind. This approach is not appreciated in competitive markets and may often lead to unsuccessful venture.
“Marketing Orientated”, in this the businesses analyses the needs and wants of the customer in developing a product. The product revolves round the information and data provided by research on the customer’s needs and wants and developing a right product. This type of orientation often leads to successful business.
Easyjet uses marketing orientated strategy towards its customers into its business. The have researched and came to a conclusion that a business customer or a leisure customer do not like to spend more time in traveling and waiting at the airports. They also used the cost cutting strategy to reduce its cost and their cost expenditure per customer is about 15£ per person whereas other

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