Marketing Planning

Marketing Planning
University
Marketing Planning
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Lecturer’s name

Marketing Planning
Contents
Introduction:................................................................................................................................................3
Task 1..........................................................................................................................................................4
1.1 Using relevant theories, review changing perspective in marketing planning....................................4
1.2 Evaluate BA’s ability for planning its future marketing activity........................................................4
1.3 Examine techniques for organizational auditing and for analyzing external factors that affect
marketing planning..................................................................................................................................5
1.4 Carry out organizational auditing and analysis of external factors that affect marketing planning in
BA...........................................................................................................................................................6
Task 2..........................................................................................................................................................7
2.1. Assess the main barriers to marketing planning................................................................................7
2.2. Examine how organizations may overcome the obstacles to marketing planning.............................9
Task 3........................................................................................................................................................10
3.1 Marketing plan for the launch of a new services for BA..................................................................10
3.2 Marketing planning is essential in the strategic planning process for BA........................................11
3.3 Examine techniques for new product development..........................................................................12
3.4 Recommendations for pricing policy, distribution and communication mix for the new product....12
3.5 Explain how factors affecting effective implementation of the marketing plan have been taken into
account..................................................................................................................................................13
Task 4........................................................................................................................................................14
4.1 Explain how ethical issues influence marketing planning................................................................14
4.2 Examples of how BA responds to ethical issues..............................................................................15
4.3 Examples of consumer ethics and their effect on marketing planning in BA...................................16
Conclusion.................................................................................................................................................17
References............................................................................................................................................18
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Marketing Planning
Introduction:
British Airways is a significant International Airlines, and it provides their flights to 590
destinations and in 135 territories. The organization is mainly operated from Gatwick and
Heathrow. The company has faced many difficulties like 535 million pounds revenue loss for the
reason of employee relationship and strike problem of the employees, lack of International
marketplace analysis and the other things. So, the only scope to win over these difficulties is to
apply and maintain an effective marketing strategy for successfully carry on the company. The
British Airways includes some techniques such as security and safety of the stakeholders,
customer relationship, improvement in technological instruments, employee relationship and
much more. The British Airways is a global airline of full service, and it offers low fare rate all
the year round with the comprehensive global route map flying from and to the centrally situated
airports.
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Marketing Planning
Task 1
1.1 Using relevant theories, review changing perspective in marketing planning.
A marketing plan is a multiple tool that helps the management to recognize everything about the
company. This indication shows the management the flaws of their plan and how to achieve their
aims and redefines the way in a new product or new marketplace against the opponents. A good
market plan must comprise with the deliberation of new perspectives. The BA has noticed that
their service is only affordable for the noble people, then they have taken the decision that their
service must be provided to a large number of individuals rather than upper class. They have
changed their notion in marketing planning by applying new strategy, and this becomes helpful
for the company(Aaker, 2013). They have reduced boarding rate as many people can afford the
BA flight quickly and this process grabs the attention of the commoners and then the company
makes more profitable business than other competitors.
1.2 Evaluate BA’s ability for planning its future marketing activity.
Organizational capability can be defined by the company’s core competence, strengths,
weaknesses, synergetic effects, resources, and behavior. It shows the capacity of the organization
by which they can use their strength against the weaknesses and make new opportunities to face
the external environment. The organizational ability of BA for planning future activities are- core
competence, brand effect, a uniqueness of the company, synergistic effects, global network,
resources and behavior of the company, high prices, weaknesses, availability of the flight when
at a particular time, good quality service of the company, etc.
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