Marketing Planning for British Airways

MARKETING
PLANNING

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
1.1 Changing perspective in a marketing planning.....................................................................4
1.2 Evaluation of organization capability for planning its future marketing activity.................5
1.3 Methods for organizational auditing and analysis of external factors influence the
marketing planning......................................................................................................................5
1.4 Organizational auditing and analysis of external factors that affect marketing planning in a
given scenario..............................................................................................................................6
TASK 2............................................................................................................................................7
2.1 Main barriers of the marketing planing.................................................................................7
2.2 How organization may overcome barriers of marketing planning........................................8
TASK 3............................................................................................................................................8
3.1 Marketing plan for a product or service................................................................................8
3.2 Importance of marketing planning in the strategic planning process for British airways....9
3.3 Techniques for new product development..........................................................................10
3.4 Recommendation for pricing policy, distribution and communication mix.......................10
3.5 Impact of the factors on the effective implementation of the marketing plan....................11
TASK 4..........................................................................................................................................11
4.1 How ethical issues influences the marketing planning.......................................................11
4.2 How organizations respond to ethical issues with the use of examples..............................12
4.3 Examples of consumer ethics and their impact on marketing planning..............................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing planning means making a strategy for effective working of all the marketing
activities which means planning is a blueprint of a marketing plan in which appropriate plan is
mentioned for upcoming year. It is a kind of comprehensive document consist of marketing
activities to achieve their marketing goals with the use of all the effective promotional activity.
British airways is a multinational service organization which provides comfortable facilities to
their clients by using various other techniques and methods to enhance their service. In fact the
main motive of the British airways is to serve their customer in a best manner with their best
quality with unique ideas of presenting services to their customers (Chang, 2010) . Slogan of the
British airways is “ THE WORLD'S FAVOURITE AIRLINE” which means they try to capture
the attention of millions of travellers due to their world best services and focussed on marketing
planning. In additional the success of the cited organization is somehow depend upon the
appropriate marketing planning which is very helpful in attaining their goals by providing best
services to their customers. At the end marketing planning covers all the relevant matters with
the use of various theories and consider all the marketing elements to enhance their working
capacity.
TASK 1
1.1 Changing perspective in a marketing planning
Marketing planning is very indispensable part in the brutish airways because with the
help of effective marketing planning an organization going to perform all the marketing activities
in a appropriate manner without facing any misunderstanding about work(Park, 2010). In fact
due to the emergence of new and advanced technology perspectives are changes just to adopt the
recent trends. Perspectives of the marketing planning of a cited organization are changes in a
various department of a marketing- Production concept :- Production concept is the department of manufacturing a new and
innovative product by considering all the cost which may incurred in the production
process (Chaiy, 2010). It means production concept try to produce quality product with
high price because in today's developing countries most of the travellers wants full
facility without worrying about price.

 Product concept :- Product concept means opinions of the consumers are changes
towards product due to the emergence of new trends because of this quality or innovative
features are first priority. Manufacturer of the cited enterprise tries to improve their
product quality by enhancing their outer and inner features.
 Selling concept :- Selling concept where buyers and sellers meet with each other. In fact
selling concept is only completed by the consumers because they are the end user of the
product. Therefore organization need to conduct various promotional activities to
introduce their product in a market (Hollensen, 2015).
1.2 Evaluation of organization capability for planning its future marketing activity
British airways need to evaluate their capability for appropriate and effective planning its
future marketing activity by determining all the relevant or essential factors which may act as a
very indispensable part in a marketing planning. An organization need to analyse their centre
skills and knowledge of their employees to plan their marketing activity to avoid errors and
mistakes which might be occur in a future. In fact evaluation of organization capability describes
the ability and skills of overall organization so that they can plan according to the need and
requirement of future planning (Khan, 2014) . The main motive of the future marketing plan is
ready to face all the upcoming challenges and risk or any problems which might be occurred in
future while performing marketing activities. Organization structure of the British airways is
very much worried bout their organizational structure. Apart from this evaluation of capability
shows various relevant factors of the British airways which may be very helpful in planning
process for future marketing activity (Lee, 2013).
 Impact of the brand.
 Analysis of company assets.
 Past records and profit earned by the organization.
 External and internal factors.
 Evaluation of past strategies and planning process.
 Identification of customers taste and preferences.
 Determine the emerging trends in the market
At the end an organization need to change their past strategies by adopting various
effective techniques to cope up with future problems.