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In this paper, you are required to write a report acting as a marketing assistant of EasyJet addressing Evolution of Marketing you are required to describe two orientations of marketing, its pros and cons and explain the orientation adopted by EasyJet while providing two examples of Easyjet’s use of approach. Furthermore, you are also required to answer questions in the context of Marketing environments, Marketing strategies, and Marketing Mix.
Individual - Marketing report Case
EasyJet plc is a United Kingdom-based low-cost airline carrier. It was founded in 1995 and is now the largest airline in the United Kingdom. EasyJet operates on over 820 routes across more than 30 countries with its fleet of over 250 Airbus aircrafts. EasyJet’s total fleet of aircrafts is split between 156-seat Airbus A319s, 180-seat A320s and 186-seat A320s. It is also focused on operating its fleet of A320 new aircrafts. EasyJet’s bases include the United Kingdom, Switzerland, Italy, France (Paris, Charles de Gaulle, Lyon and Toulouse), Amsterdam, Venice, Oporto, Lisbon and Barcelona. It operates in airports, such as Gatwick, Edinburgh, Nice, Milan Malpensa, Venice Marco Polo, Naples, Basel and Geneva (Easyjet, 2018).
As a newly appointed marketing assistant of the EasyJet marketing team, you have been asked to write a report addressing the following task areas:
(Word count below is indicative)
Task 1: Evolution of marketing (LO1)
Task 2: Marketing environments (LO2, 3)
Task 3: Marketing strategies (LO3)
Task 4: Marketing Mix (LO1, 4, 5 6)
To increase EasyJet’s holiday package purchases by 14% by December 2018
In order to communicate EasyJet’s holiday package offering, the marketing director requires you to prepare:
- An advert to promote the “Holiday Packages” in the form of a poster (A4 or A5 size) supported by images and text