Marketing Planning for British Airways

Marketing Planning

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
1.1 Changing perspective in marketing planning and capability for planning future marketing
(1.1 & 1.2)...................................................................................................................................4
1.2 Techniques for organisational auditing and analysis of the external factors affecting on the
marketing activities (1.3 & 1.4)..................................................................................................6
TASK 2............................................................................................................................................7
2.1 Assessment of the main barriers to marketing planning.......................................................7
2.2 Examination of organisations may overcome barriers to marketing planning.....................7
TASK 3............................................................................................................................................8
3.1 Marketing planning for increasing services .........................................................................8
3.2 Explanation of marketing planning is essential in the strategic planning process................9
3.3 Examination of techniques for new product development....................................................9
3.4 Justification of recommendations for pricing policy, distribution and communication mix
...................................................................................................................................................10
3.5 Explanation of factors affecting the effective implementation of the marketing plan........10
TASK 4..........................................................................................................................................11
4.1 Explanation of ethical issues influence marketing planning...............................................11
4.2 Analysis of examples of organisations respond to ethical issues........................................11
4.3 Analysis examples of consumer ethics and the effect it has on marketing planning..........11
CONCLUISON .............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Programmes related to the promotional activities and product development are considers
as marketing, it is an essential element for a company which are having need to increase their
product development as per the targeted customers, it has a potential to enhance sales of products
and services (Wymer, 2011). Most of the companies which are working on the international
market are having huge focus and investment on the marketing activities which can help them to
attain their sales and revenues objectives. This report is based on the British Airways which is an
international company working ion the Aviation industry and marketing is an essential part of
their business activities to manage their number of customers and it help them to make more
better services as per their customers. The present report is based on the marketing needs of the
company by creating an audit of the factors which are affecting on the marketing activities of the
business. Some of the barriers are influencing in the marketing activities which is creating a
negative impact on the marketing is described in this. A proper marketing plan can help to the
company to launch a new service for the organisation which are given under this report and at
last this report is having a focus on the ethical issues in the marketing and respond of the
organisation on it.
TASK 1
1.1 Changing perspective in marketing planning and capability for planning future marketing
(1.1 & 1.2)
Companies which are having a huge investment in the manufacturing of the products and
services are having changed their marketing activities and their point of view (Wilson, 2010).
Marketing is separated in to two part traditional marketing approach and modern marketing
approach which has a used by many of the companies to increase the sales of the products.
Traditional marketing approach is having focus on the sales no t on the op production so it is not
effective for the current needs of the customers. According to the traditional approach companies
has to continue their production and marketing team has to work ion the marketing and sales of
the products and services. But now most of the companies are using modern marketing approach
which help to the company to analyse the customer's demands and needs which can fulfil by
modifying their products and services accordingly (Whalen and Holloway, 2012). Some of the
points are here which is clarify the changing perspective of marketing planning:

Customers analysis: By making a survey of the targeted market and feedbacks of the customers
most of the companies are analysing the demands and needs of the customers which can help to
the company to make better products and services.
Internal analysis: Most of the companies e.g. British Airways are using SWOT analysis which
can help to the company to analyse their strength and weakness of the company against to the
customers demands and needs to make better production (Taghian, 2010).
External analysis: By using this analysis companies can determine those factors which are
impacting on the business and as well as it can help to the company to make better products and
services by their competitors.
Objectives: BA has set their objectives and as well as objectives for the team which are
committed to expand their business which help to them to improve their services as per the
demands of the customers. It supports to the company to increase the productivity of the
customers which can help to them to attain their targeted sales and revenues.
Evaluation of the capabilities for future planning: It is essential for the British Airways to
make a self evaluation which can help to the company to make a self analysis of the capabilities
for future marketing planning. Some of the points are here which are involved in the future
marketing planning:
Marketing team: It is essential for the BA to make a proper analysis of the marketing team of the
company (Stephens, Gabriela Balan and Callaghan, 2010). So they have to make a proper
evaluation of the marketing team and they have to give proper training before marketing
campaign to attain their marketing objectives.
Work force: As the BA is working in the international aviation sector so it is essential for them
to improve their working capabilities of the employees which can help to the company to make a
better services for the customers. So managers has to make a review report of their team
members which can help to the company to make targets accordingly.
Financial capabilities:Each and every marketing activity is having a need of the finance so
evaluation of the financial sources is necessary to conduct marketing activity and as well as to
improve the products and services of the British Airways.