Marketing Management of British Airways

Marketing
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Current marketing mix of British airways..............................................................................1
Marketing Management Concepts and Theories....................................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
The concept of marketing management is basically the organizational discipline which
generally focuses on the practical application of the methods, marketing orientation and
techniques inside the organizations and enterprises and on the management of the organization's
marketing activities and resources. The organization chosen in this report is “British Airways”.
The organization is the second largest UK based carrier based on the passenger’s carries and fleet
size. The company has its headquarters in London, England. The present report will focus on the
current marketing mix of the company in the United Kingdom and how the company could
improve its marketing mix in order to maintain its market share which comprises of customers.
The report further involves the concepts and theories in relation to the marketing management.
MAIN BODY
Current marketing mix of British airways
The concept of marketing mix is basically a foundation model for the business organizations. In
context to marketing mix, it basically involves the set of marketing tools that are used by the
company for the purpose to pursue its marketing objectives in the target market.
In reference to British Airways, the marketing strategy of the company analyses the brand
with the marketing mix which generally comprises of 4PS- Product, Price, Place and Promotion.
All these strategies help and support the company in succeeding in the market. With the help of
effective marketing strategy, it helps the organization to position itself competitively in the
marketplace for the purpose to achieve its objectives and goals (Park, 2020).
Product: A product is basically an item offered for the sale. In reference to a product, it can be a
service or an item. A product could be physical or in cyber form. In context to British Airways, it
is basically a flagship airline carried based out of UK. The organization offers high quality
service to its customers. The company is basically involved in offering transport of people from
one place to another through flights. In reference to the services, these are integrated with the
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