Unit 19: Marketing Planning — Level 5


Unit 19: Marketing Planning — Level 5

Assignment title
easyJet’s Conquers The Market

Learning Outcome
Learning Outcome
AC
In this assessment you will have the opportunity to present evidence that shows you are able to:
Task no.
Evidence
(Page no)
LO1
Be able to compile marketing audits.
1.1
Review changing perspectives in marketing planning.
1

1.2
Evaluate an organisation’s capability for planning its future marketing activity.

1.3
Examine techniques for organisational auditing and for analysing external factors that affect marketing planning.

1.4
Carry out organisational auditing and analysis of external factors that affect marketing planning in a given situation.

LO2
Understand the main barriers to marketing planning.
2.1
Assess the main barriers to marketing planning.
2

2.2
Examine how organisations may overcome barriers to marketing planning.

LO3
Be able to formulate a marketing plan for a product or service.
3.1
Write a marketing plan for a product or a service.
3

3.2
Explain why marketing planning is essential in the strategic planning process for an organisation.






3.3
Examine techniques for new product development.


3.4
Justify recommendations for pricing policy, distribution and communication mix.

3.5
Explain how factors affecting the effective implementation of the marketing plan have been taken into account.

LO4

Understand ethical issues in marketing.
4.1
Explain how ethical issues influence marketing planning.
4

4.2
Analyse examples of how organisations respond to ethical issues.

4.3
Analyse examples of consumer ethics and the effect it has on marketing planning.






In addition to the above PASS criteria, this assignment gives you the opportunity to submit evidence in order to achieve the following MERIT and DISTINCTION grades

Grade descriptor

Indicative characteristic/s

Contextualisation
M1 Identify and apply alternative and appropriate solutions to marketing planning
Effective judgements have been made.
An effective approach to study and research has been applied.
To achieve M1, you need to identify an alternative solution to the distribution and pricing strategy you suggested in your marketing plan for Q3.1 (task 3) and apply these strategies to the Gatwick ~ China flights. (Task 3)
Or
Plan a product recall for the above service that is fast and effective. (Task 4)
M2 Select / design and apply appropriate methods / techniques
Appropriate learning methods/techniques have been applied.
To achieve M2, you need to suggest an alternative tool that can be used to analyse any industry and outlines these tools features. (Task 1)
M3 Present and communicate appropriate findings
Coherent, logical development of principles/concepts for the intended audience.
Communication is appropriate for familiar and unfamiliar audiences and appropriate media have been used.
To achieve M3, you need to present your plan using the plan template provided. (Task 3)
D1 Use critical reflection to evaluate own work and justify valid conclusions
Conclusions have been arrived through synthesis of ideas and have been justified.
To achieve D1, you need to critically evaluate the statement (in Task 2) and demonstrate how the high level of commercial fraud could impact on easyJet marketing planning. (Task 2)
D2 Take responsibility for managing and organising activities
Activities have been managed.
To achieve D2, you need to place emphasis on the product life cycle and the processes within it and demonstrate how this model can be used to manage products throughout their life cycle. (Task 3)
D3 Demonstrate convergent /lateral / creative thinking
Convergent and lateral thinking have been applied.

Problems have been solved.
To achieve D3, you need to assess Piercy’s statement that a company like easyJet would need to adopt a “going to market” perspective to be truly successful. Demonstrate four problems associated with this concept in today’s current economic climate.  Justify your answer(Task 1)












Instructions
·         An electronic copy of your assessment must be fully uploaded by the deadline date and time.
·         You must submit one single PDF or MS Office Word document. Any relevant images or screenshots must be included within the same MS Office Word or PDF document.
·         The last version you upload will be the one that is marked. Your paper will be marked if you have indicated this as your final submission. 
·         Review the mitigating circumstances policy for information relating to extensions.
·         The file size must not exceed 20MB.
·         Answer the criteria in order, clearly indicating the pass criteria number.
·         Ensure that all work has been proof-read and checked prior to submission.
·         Ensure that the layout of your documents are in a professional format with font style Arial, font size 12 for the text, font 14 for sub heading and font 16 for main heading, line spacing 1.5 and justified.
·         Use the Harvard referencing system; otherwise it will be considered as plagiarised work.
·         Ensure that you back-up your work regularly and apply version control to your documents.
·         Ensure that any file you upload is virus-free, not corrupted and not protected by a password otherwise it will be treated as a non-submission.
·         You must NOT submit a paper copy or email of this assessment to any member of staff at LSST.
·         Your work must be original with the appropriate referencing.


Learner declaration
I certify that the work submitted for this assignment is my own and research sources are fully acknowledged.


Student signature:                                                             Date:





Assignment Brief
Unit number – title – level
Unit 19: Marketing Planning — Level 5
Qualification
BTEC Level 5 HND Diploma in Business
Start date
22nd September 2014
Deadline/hand-in
12th December 2014 before 12.00 midday
Assessor
Dr Alex Pietrus
Susan Simei-Cunningham

Assignment title
easyJet’s Conquers The Market
Purpose of this assignment
This assignment enables you to acquire knowledge and skills in developing effective marketing plans. You will develop the intellectual capacity including the analytical skills-set to preparing a credible marketing plan that creates value for the customer and the organisation.This assignment requires you to undertake extensive research on the company and the operating marketplace. It enables you to apply marketing concepts, frameworks and analytical tools.
Case Study
031-G-EZUA.jpg
Source: http://www.irelandaviation.com/g-ezua-airbus-a320-214-easyJet-airline/UNIT 25: ENGLISH LEGAL SYSTEM

easyJet started operations in November 1995 from London’s Luton Airport with two leased aircraft, 16 teenagers as reservation agents and another company’s operating licence.  Stelio’s recalled,
I was trying to start an airline without anybody who knew anything about airline!
On day one, it was me and my Finance Director - everybody else was a subcontractor!
We were the ultimate virtual airline”.
Stelioslaunched an extensive PR and advertising campaign with the slogan :
“Fly to Scotland for the price of a pair of jeans!”
easyJet’s£29.00 one way fare for the 50 minute flight from London to Glasgow cost a fraction of the price that British Airways charged on the same route  and was significantly cheaper than the rail fare.  Most industry experts dismissed easyJet:;
“Europe is not ready for the peanut flight”.
Today easyJet is one of Europe's leading airlines, operating on over 600 routes across 30 countries with its fleet of over 200 aircraft. The business employs over 8,000 people, including 2,000 pilots and 4,500 cabin crew”.
Source: Sull(1999) easyJet’s $500 Million Gamble European Management Journal Vol. 17, No. 1, pp. 20–38, 1999
Source: Vistair(2014) http://web.vistair.com/case_studies/case-study-easyJet/#sthash.MOWGESZk.dpuf





Task 1
This task offers you an opportunity to achieve LO.1: 1.1, 1.2, 1.3 , 1.4, M2 and D3
The scenarios in this assignment are hypothetical
Question 1.1

Write a review of the changing approach to marketing planning.
Guidelines
A good review presents different angles of marketing planning; highlighting the thoughts of different practitioners, academics or writers; and concluding with your own view on the subject. Consult articles or books.
Question 1.2
Evaluate easyJet’scapabilities with reference to its intention to expand its customer offering in Europe for the next three years.
Guide
A good evaluation considers what it takes for a company to be successful in the aviation business. It analyses the resources and competences possessed (or lack of) by EasyJet. It weighs the resources and competences of the company against consumer preferences, competition, etc. A good evaluation is factual. Consult EasyJet websites, annual reports, business publications, etc.
Question 1.3a
Examine atool that can be used to analyse easyJet and its operation.

Guide
A good examination describes the tool and its purpose. It weighs the benefits of the tool against its limitations. A pass is awarded for AC 1.3 if you have successfully achieved a pass for question 1.3a and 1.3b.
Question 1.3b
Examine a tool that can be used to analyse the aviation industry.

Guide
A good examination describes the tool and its purpose. It weighs the benefits of the tool against its limitations. A pass is awarded for AC 1.3 if you have successfully achieved a pass for question 1.3a and 1.3b.
Question 1.4a
Analyse easyJet using the tool mentioned inanswer to question 1.3a.

Guide
A good analysis is thorough, factual and current.A pass is awarded for AC 1.4 if you have successfully achieved a pass for question 1.4a and 1.4b.
Question 1.4b
Analyse the UK aviation industry using the tool mentioned in answer to question1.3b.

Guide
A good analysis is thorough, factual and current.A pass is awarded for AC 1.4 if you have successfully achieved a pass for question 1.4a and 1.4b.
Merit 2

Suggest an alternative tool that can be used to analyse any industry and outlines these tools features.
Distinction 3

Assess Piercy’s statement that a company like easyJet would need to adopt a “going to market” perspective to be truly successful.  Demonstrate four problems associated with this concept in today’s current economic climate.  Justify your answer.





Task 2
This task offers you an opportunity to achieve L.O. 2: 2.1, 2.2andD1
The scenarios in this assignment are hypothetical
Question 2.1
Having completed task 1, it is likely you must have experienced some of the challenges to marketing planning encountered by marketing managers. Assess these barriers including those well-documented in textbooks and business/academic articles.

Guide
A minimum of four barriers ought to be discussed.  You could refer to MacDonald’s Ten Barriers to Marketing Planning in your answer.
Question 2.2
For each barrier identified in answer to question 2.1, examine how easyJet can overcome them.

Guide
Again a minimum of four barriers ought to be discussed in this section.

Distinction1
Commercial fraud is not new. However, not only does the internet perpetuate this practice but also it creates more opportunities for fraud (information travel faster, transactions are quicker and more global). As a consequence, suppliers and customers can be affected by either misleading information or possibly by information being stolen.

In light of easyJet’sonline presence, critically evaluate this statement and demonstrate how this high level of commercial fraud could impact on easyJet’smarketing planning.






Task 3
This task offers you an opportunity to achieve LO3: 3.1, 3.2, 3.3, 3.4, 3.5, M1, M3 and D2
The scenarios in this assignment are hypothetical
Question 3.1-3.5

Last year in August 2014, the UK government relaxed its immigration policy (fast track visa delivery) to allow more Chinese tourists to come and visit the UK. In light of this change in policy, the Marketing Director of easyJetconvinced the board to expand to China.  He then asked you to write a marketing plan for the new easyJet destinations: the

·         Gatwick ~Beijing flight.
·         Gatwick ~Taipei flight
·         Gatwick ~ Hong Kong flight
Chose one.

The appointed date for the launch of this serviceis January 2015.  
Use the layout below to produce a marketing plan.

Executive Summary
This section summarises the content of your marketing plan. Complete this section after you have fully developed the marketing plan. (3.1)

Role of Marketing Plan in Corporate Strategy:
Describe the relationship between corporate strategy and marketing strategy. Identify the goals/strategy of easyJet. Explain how the plan you are developing supports the strategy and contributes to achieving specific goals of easyJet. (3.2)

Target Market Segment
Which group of consumers are you aiming the new flights at? Describe your chosen market segment in terms of lifestyle, age, income, personality or benefits-sought. (3.1)

Marketing Objectives
With regards to your chosen flight, specify your marketing objectives. (3.1)

Techniques for New Product Development
Examine at least two means by which the new service can be developed. Consider discussing two of the following: experimentation, learning from failure, test marketing, observation, co-creating, crowd-sourcing, chanced occurrence, entrepreneurial culture, etc. (3.3)

Product Description
Describe the brand for which you are developing this marketing plan. Describe the service in terms of benefits, taste, colour, size, packaging, or usage occasion. What ‘problem’ does the product solve for the customer? (3.3)

Pricing Strategy
Propose and justify a suitable pricing strategy for the product. Does it match your marketing objectives? Does it appeal to the preferences and behaviour of your target market? Explain. (3.4)

Distribution Strategy
Propose and justify a suitable distribution strategy for the service. Does it match your marketing objectives? Does it appeal to the preferences and behaviour of your target market? Explain. (3.4)

Promotion Strategy
What’s the promotion objective(s) for the service? Proposea combination of promotional approaches (e.g. advertising, sales promotion, course marketing, direct marketing, etc.) and communication channels (TV, displays, internet, radio, print, mobile, social media, spokesperson, etc.) relevant to your target market segment and promotion objectives. (3.4)

Implementation
What would it take for your plan to be implemented successfully? What metrics (key performance indicators) would you use to track the objectives mentioned in the “marketing objectives” section? (3.5)
                                                                                                            
Guide
You are free to use an alternative layout provided you cover AC 3.1 to 3.5 in it.
Merit1

You wrote a marketing plan for the launch of the Gatwick ~ China flights. Identify an alternative solution to the distribution and pricing strategy you suggested in your marketing plan for Q3.1 (task 3) and apply these strategies to the Gatwick~ China flights.
Merit3

Present your plan using the plan template provided.


Distinction 2

The launch of the Gatwick ~ Chinaflight in task 3went very well but your Managing Director is concerned with the life cycle of this service provision. In order to reassure senior management and potential investors, you have decided to write an article for the Financial Times.  This article will focus on the importance of managing the service using the Product Life Cycle (PLC) model.

Place emphasis on the PLC and the processes within it and demonstrate how this model can be used to manage products throughout their life cycle.




Task 4
This task offers you an opportunity to achieve LO 4: 4.1, 4.2 and 4.3andM1
The scenarios in this assignment are hypothetical

In recent years there have beenmany scandals featured in the media involving budget airlines treating their staff unfairly and/or unethically (scandals in France affected Ryanair and revolved around low pay and contract conditions). However,easyJet takes these matters very seriously and considers ethical issues to be an extremely important part of its strategy.

In light of these scandals, and as a Marketing and Operations Manager for easyJet, you have been invited to prepare a presentation forthe French government on how ethical issues must be considered in the air travel industry.  In your presentation, you will include the following:
Question 4.1
Having designed the marketing plan in task 3, explain the ethical practicesthat must be observed during the marketing planning of flight services in the UK.

Question 4.2
Analyse the actionstaken byeasyJet and one other commercial aviation companyto address two of the ethical issues mentioned in answer to question 4.1.

Guide
You should visit the websites of easyJet and one other company for details.
Question 4.3
Analysethe consequences of consumer ethical misconduct (e.g. drug traffickingetc.) on the marketing efforts you completed in task 3.

Guide
You should discuss two consumer ethical misconducts.
Merit 1
A pilot service has been launched consisting of the opening of two new destinations from Montpelier airport to Tunis (Tunisia) and Agadir (Morocco). Unfortunately the description of this flight on the easyJet website contains some inaccurate and misleading information. Consequently, youare asked to recall this product.
Plan a product recall for the above service that is fast and effective.

Guide
You should use your lecture notes and include the steps to product recall.
Note: As the service has recently been piloted, it is unlikely that many customers have been exposed to the service.



Answer Sheet
Task 1 (L.O. 1: 1.1, 1.2, 1.3 & 1.4 M2 and D3)
Please type your answer here


Task 2 (LO2: 2.1& 2.2 and D1)
Please type your answer here


Task 3 (LO3: 3.1, 3.2, 3.3, 3.4 & 3.5 M1, M3 and D2)
Please type your answer here



Task 4 (LO4: 4.1, 4.2 & 4.3 and M1)
Please type your answer here



Text Box: IMPORTANT
CHECK THAT YOUR ANSWERS MEET THE CRITERIA
COMPLETE THE ASSIGNMENT CRITERIA AS YOU GO ALONG

DO NOT LEAVE THINGS TO THE LAST MINUTE
 


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