Marketing Strategy: Easy Jet Airline Company

Executive Summary
When a company or organization understands the concepts and processes of marketing and utilizes them well, it can be a great asset to the economic development of that business. Marketing is a method or strategy that can be use by companies or organizations when conducting business to communicate the value of goods or services to their potential customers for the purpose of selling those goods and services.
In using marketing concepts for a company, the methodology chosen and used must be in line with the company goals and objectives. Which includes to be excellent in customer care and services and the establishment of an efficient organizations and cost structures in order to achieve the satisfactions of the customers stated

The element of marketing is also known as marketing mix or the four P’s which includes: Product, Price, Place, and Promotion. To respond to customer wants, a company must develop a product, determine the price customers are willing and able to pay, identify the place that is most convenient to the customer to purchase the product or service and also to promote product to ensure that customers are aware of its existence.
In evaluating the benefits and cost of marketing orientation Easy Jet Airline Company was selected and the different orientation in their marketing strategies explained.
The concepts of segmentation, targeting and positioning was discussed by showing micro and macro environmental factors which influence marketing decisions. The propose segmentation criteria to be used for products in the various markets and strategies use to select the types of products and services.
It outlined how the behaviour of the buyer affects the marketing activities in different situations and proposes new positioning for selecting goods and services.

INTRODUCTION
Marketing is the activities associated with the buying and selling of products or services. Companies engaged in these activities in an attempt to acquire customers and maintain relationship with existing

These methods were used because they are practical to the researcher and will give a keen knowledge and better understanding of what is to be done. Handerson, (COE 2006) states that Qualitative research is use to gain understanding of underlying reasons and motivation, providing insight into the setting of a problem, general ideas and or hypothesis for further use. The basic form of qualitative research is the analyzing of unstructured or semi-structure data; including Literature review, pictures, web pages and open end survey. While, Quantitative research is used to quantify data and generate results from a sample to the population of interest; randomly selected participants. This technique is known to be structured such as online questionnaires, on street or telephone interview (Handerson, J.D. (COE 2006)).
However the researcher varied the sources of information in order for the successful completion of this research project Secondary sources where chosen to help the researcher.
• The internet websites
• Online book