Changing Perspective in Marketing Planning for British Airways

MK PLANNING

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INTRODUCTION
Sustainability and profitability are two main motive of any organization. For
accomplishing their targets companies work hard and they offer products and services as per t
the needs of consumers. Marketing has become an essential function in the corporation that
supports in identifying the needs and delivery them products accordingly. Present report based
on the British airways (BA) Plc which is working in the airline industry since long time. It has
developed trust in the eye of consumers by providing satisfactory services to the travelers. Now
it wants to expand its business for both passengers and cargo services worldwide (Pozo, Sauma
and Contreras, 2013). Assignment will review the changing perspective of marketing planning.
Internal and external factors which affect the planning will be discussed in this study. Main
barriers of marketing planning will be examined in this report and solution will be provided so
that company can overcome these barriers. In addition, importance of marketing planning in
respect of BA will be described in this study.
TASK 1
1.1 Changing perspective in marketing planning
In the modern globalized era it has become very important of the organization to make
effective planning by considering the consumers choices. For achieving the goal of the company
it is essential to adopt correct marketing strategy and execute it in appropriate manner. Earlier it
was the responsibility of all departments and all level of workers get involved in this plan. But
now there is marketing department those which is responsible for the entire marketing planning
and execution (Medlik, 2016).
Marketing is completely differed from selling concept. Selling is short term goal just to
achieve current tar get whereas marketing is the long term planning that supports in fulfilling the
goal of the organization soon. British Airways adopts modern marketing concepts in which cited
firm concentrates more on the customer's needs and offer them such products which can meet
with their desires. Traditionally it was adopting the theory of 4P's that supports the organization
in enhancing the brand image across the world. But now days competition is very high and it is
very difficult to survive in such complex environment (Carins and Rundle-Thiele, 2014). So
British Airways has adopted modern marketing approach in which it looks upon the marketing
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trends and according design its new products and services. Cargo services of the company can
give huge success to the entity. BA is planning to expand its business across the world, for that it
has become necessary to offer sat satisfactory products to travelers. This marketing concept
assist the British Airways in increasing the market share of the organization to great extent.
Apart from this by this way satisfaction level of the consumers will get improved to great extent.
Cited firm look upon the internal and external environment and accordingly its takes any
decision related to marketing and operations (Ryan,2014). In term of changing perspective of
marketing it is analyses that BA adopts modern marketing concepts and it works on customer
centric approach.
Modern marketing approaches and methods have guided the cited firm and it has
improved its products. By this way it will be able to expand its business across the world and
cargo services will defiantly will give huge profit to the entity. However, business is going
towards better services to increase satisfaction level of the consumers. Thus, his modern
concepts can support the British Airways in fulfilling its objective significantly (Turnheim and
Geels, 2013).
1.2 Ability of British Airways for planning its future marketing activity
Organizational capabilities can be defines in term of its competences, skill of employees,
its strength , resources etc. British Airways Plc is planning to expand its business across the
world. There is high possibility for the cited firm hat it can expend it cargo services and
passengers services worldwide. Capabilities of cited firm are discuses as below:
Financial capability
Economic resources are the most important part of any business unit. British Airways
has strong cash flow which is considered as its backbone. Cited firm has allotted huge budget
for the research and development department (Hudson and Thal, 2013). That is why it has all
knowledge and information about the current trends and needs of consumers. That helps the cited
fir in modifying its products and services in such manner that can satisfy the needs of consumers
significantly. BA invests the amount in such places where it can get High return. Apart from this
it manages the cash flow well that is why operational cost of the entity is comparatively low.
That supports he entity in increasing cash inflow and increasing profitability of the organization
soon.
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