Key Marketing Concepts and Strategies of British Airways

Assessment

Table of Contents
1) INTRODUCTION ......................................................................................................................1
2) MAIN BODY .............................................................................................................................1
a) Explain key marketing concepts and terminology applicable to British Airways. ................1
b) Identify the marketing strategies and programs that helped British Airways to achieve their
objectives. Were these objectives achieved in an ethical manner? ............................................1
c) Explain any two-marketing concept and principles that used in British Airways daily
organisational operations. ..........................................................................................................1
3) Covered in Poster.........................................................................................................................1
4) Conclusion and recommendations...............................................................................................1
REFERENCES................................................................................................................................2

1) INTRODUCTION
Airlines industry refers to the business of transporting paying travellers and cargo by air
with the regularly scheduled routes (Armstrong, 2018). In other words, it is a basic function of
transporting passengers as well as their luggage from one place to other and provides services for
a pre-set price. In that industry, marketing activities are more significant as they require more
customers to recognise them and provide better customer experience because airlines industry is
totally depending on the customers. In this report British Airways is chosen which is the flag
carrier airline of United Kingdom that was founded in 1974 and headquartered at Waterside.
Under this report discuss about the several things that should be required for the company that
includes marketing concepts, strategies, principles, concepts as well as methods that helps in
accomplishing the objectives of an organisation as well as used for performing daily
organisational operations effectively.
2) MAIN BODY
a) Explain key marketing concepts and terminology applicable to British Airways.
Marketing concept refers to the ways and methods of a business organisation which
should be adopted in order to increase their profits along with the fulfilment of customer’s needs
and wants. Effective marketing begins with the identification of needs and wants of consumers
and working for developing products and services in order to satisfy them (Chitty, 2019). There
are various marketing concepts and terminologies that are required to be applicable or
implemented within an organisation for getting effective success and growth. Within the context
of British Airways, there are some marketing concepts and terminologies that can be considered
as follows:
 Product strategy: As product is considered as a main element of every kind of
businesses but within the context of British Airways, several kinds of services are
provided by them that includes car hire, hotel and flight combination as well as first
economic class (Felix, 2017). As the main product of BA is to facilitating air flights
to their customers who wish to travel and it also provides intangible services that
becomes a part of their products which they sold,
 Branding strategy: It refers to the long term plan for development of a brand in a
successful manner to accomplish organisational objectives (Hartsfield, 2017).
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