Marketing Planning for British Airways

MARKETING
PLANNING

TABLE OF CONTENTS
INTRODUCTION......................................................................................................................3
1.1 Review the changing perspective in marketing planning................................................3
1.2 Evaluate BA ability for planning its future marketing activity........................................4
1.3 and 1.4 examine techniques for organizational auditing..................................................5
TASK 2......................................................................................................................................7
2.1 Using appropriate theories, assess the main barriers to marketing planning and examine
how BA may overcome these barriers...................................................................................7
TASK 3......................................................................................................................................7
3.1. Based on your analysis in Task 1; write a marketing plan for the launch of a new
services for BA.......................................................................................................................7
3.2. Explain why marketing planning is essential in the strategic planning process for BA. 8
3.3. Using BA, examine techniques for new product development.......................................8
3.4. Justify recommendations for pricing policy, distribution and communication mix for
the new product......................................................................................................................9
3.5. You are required to explain how factors affecting effective implementation of the
marketing plan have been taken into account........................................................................9
TASK 4....................................................................................................................................10
4.1 Using BA, explain how ethical issues influence marketing planning............................10
4.2 Analyse examples of how BA responds to ethical issues..............................................10
4.3 Analyse examples of consumer ethics and their effect on marketing planning in BA. .10
CONCLUSION........................................................................................................................11
REFERENCES.........................................................................................................................12

INTRODUCTION
Marketing planning can be defined as the plan made by the organization to aware the
customers about the products and the services which they will render to their customers. it is
the strategy made by the organization which include all process starting from promotion,
pricing , distribution etc. this report talks about the British Airways which is one of the
largest airlines in the United Kingdom and it is known for its luxurious survey which they
provide to their customers. Further, swot and pestle analysis is carried out to know the factors
which will directly or indirectly affect the functioning of BA. On the other hand, barriers of
marketing planning and the solutions related to it will be described effectively. Besides this, a
new product will be developed and for that the whole marketing plan will be carried out to
effectively market their product.
Company’s overview
British airways are the largest airline in the United Kingdom according to the size of
the fleet. If it is measured by the passengers then it is the second largest airline. The
organization was established in the year 1972 and it is operating in the industry from very
long time. in the year 2007, the organization purchased 12 airbus, 24 boeing, this shows the
financial capability of the firm. On the other hand, it is famous for the marketing which the
firm perform to attract their customers. In the year 1989 the musical theme was used for the
advertisement as this attracted the customers towards the promotion which was made by
British Airways (About British Airways, 2017). Besides this, they are in relation with the
Saatchi and Saatchi agency which are famous for creating advertisement. Through this, it can
be witnessed that the organization put emphasis on the advertisement and marketing of the
products and the services. Other than creating the advertisement, British Airways is the
official airline of the Wimbledon championship and even it was the partner of the Summer
Olympics 2012. This shows that it is giving its presence in all the fields. It is the contributor
in main events which are held in England.
1.1 Review the changing perspective in marketing planning
Marketing planning is one of the crucial functions of the functions. The organization
can attain success if they are effectively planning their marketing activities. But according to
the increasing competition and changing the needs of the customers, concept of marketing
planning has been changed significantly.

 Customer viewpoint- In the earlier time, BA airlines concentrated on the particular
countries or the cities. But due to the increasing competition, they are planning to
expand their services in 7 new destinations. This is because the customers demand is
increasing. To make the airline successful, the firm will be required to attract the
customers by making them aware about the services (Aurelian and et.al., 2010). In the
past time, marketing was not given emphasis because the customer approached the
BA for fulfilling their needs and requirements. But with the changing time, it is
required by the organization to lure the passengers by carrying out aggressive
advertisement.
 Developing competitive advantage- the concept of marketing planning has been
totally changed because it was used as a tool for promoting the services. But now
marketing planning has become a strategy for creating competitive advantage. In case
of BA, they need to focus on the marketing strategy because it is perceived that if the
marketing of the services are carried out effectively then the product will also be good
(Lovelock, 2011). In the previous time, the competitive advantage was dependent
upon the supply chain or the product, but at the present time, marketing planning has
been used to develop competitive advantage.
1.2 Evaluate BA ability for planning its future marketing activity
Marketing planning is the strategy which requires finance, human resources, and
physical resources to carry out the future planning for BA. If there are effective resources
with the firm then they can effectively plan their strategy to conquer the competitors. In case
of BA, as it is one of the oldest airlines so it has several abilities which can help in planning
the marketing activity (Shankar and et.al., 2011). In case of finance, it has huge amount
which the organization can spend on its marketing activity. As for promoting the services, the
organization need finance so that they can adopt different sources through which they can
make the passengers aware regarding the services which they will be render to the individual.
On the other hand, brand recognition is also one of the most important ability which is
possessed by the British airways. It is very beneficial that all the passengers recognize the
brands as this helps the organization to easily attract the customers. In this case, through the
marketing planning they are not required to make the passengers aware about the brand but
they will direct promote their services (Wang and Pizam, eds., 2011). Besides this, with the
positive brand image, the customer will easily trust the services provided by the airlines.