SWOT Analysis and Marketing Challenges of British Airways

This report discusses the SWOT analysis of British Airways and the key marketing challenges faced by the company. It also provides recommendations to overcome these challenges.

Marketing Report

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Discuss the SWOT analysis of company................................................................................3
Key services marketing challenges........................................................................................5
Recommendation:-.................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing maybe refers to the search activities and actions that are considered by the
commercial business in accordance to attain large number of the consumer ways or the audience
in order to make them by the services and products of the company with the assistance of top
quality content. The following report is based on the organization British Airways that is known
to be the well recognised organization of airline industry of the United Kingdom. In addition to it
the company was basically founded in the year 1990 as a aircraft shipping transportation and
travel limited. The organization is having their headquarters in London United Kingdom.
Moreover to this the following report will cover about the SWOT analysis of the respective
organization as well as the vital marketing of service issues which are encountered by the
company (Ayele, and Barabadi, 2018). The report will also cover about the evaluation threat
which are possessed by the respective organization in the service marketing as well as company
is also offered suitable recommendation in order to overcome the encountered threads and issues.
TASK
Discuss the SWOT analysis of company.
SWOT analysis:- In relation to the British Airways SWOT analysis has been discussed below: -
Strength
 Sustainability:- Management of
British Airways always concentrated on
improving its level of sustainability as
they basically spend their investment in
several crucial elements like
advancement of technology, expansion,
enhancement of the experience of the
consumer as well as suitable
environment for the workers because of
this it is their major strength.
 Brand name: - Extremely optimistic
brand recognition and goodwill is
Weaknesses
 Dependent on local market: -In
accordance to generate more sales
revenue the respective organization
majorly focuses and depends on the
market area of the United Kingdom and
currently because of Brexit policy.
 Rolls Royce Engine: - Several kind of
the issues have been encountered by the
respective organization related to their
engine as the engine mainly minimises
the punctuality and productivity of the
company it also effects the availability

positioned by the management of
British Airways in the market area of
United Kingdom as it will lead to the
long term growth and success of the
company (Chin, and Mansori, 2018).
of the aircraft as well.
Opportunity
 Expansions of services: - Management
of the British Airways can expand their
operations in different market area as
well as in different types of services in
accordance to enhance its revenue and
income. Luxury and premium facilities
can be also launched by them in
accordance to a accomplish more and
more consumer base.
 Technological Advancements: -
Management of British Airways can
introduce several different technology
advancement in its operations which
will assist them in providing the
consumers more suitable experience as
well as convenience and because of this
it can assist the company and
increasing their goodwill in the market
are.
Threat
 COVID 19 pandemic: -After the rise
of the pandemic COVID-19 several
mission has logged there international
boundaries as well as government of
UK also imposed the nationwide strict
lockdown which leads to the decline of
sales revenue of the company show it
act as the major threat to the company.
 Competition in the market: - In the
industry of aviation there are several
major competitors that are taking by
market share of the company
(Pencarelli, and Forlani, 2018).
Key services marketing challenges
Marketing facilities is refers to the method of communicating, creating as well as supplying the
value to the customers and also managing the suitable relation with the audience that will give

the organization suitable advantage they desire (Deepak, and Jeyakumar, 2019). In addition to
this several kinds of the vital issues in marketing which can be encountered by the respective
organization British Airways in the upcoming few years so few of them are described below in
brief.: -
 Managing the supply chain: - Sector around the world is encountering the major
problem in maintaining the suitable supply chain which is known to be the one of the
major threat for the respective organization in upcoming 3 years. In accordance to
accomplish the demand the entire management of supply chain need to have large capital
as well as more and more efforts through making sure the that the delivery is on time
which providing them top quality services.
 Competition in domestic and international market: - It is known to be one of the
biggest weakness for the respective organization British Airways for the future future
years because Airbus as well as Boeing it’s basically leading the industry of aviation. As
these major times are minimising the several opportunities for the company British
Airways which can lead to there decline in success and growth in the market area.
 Managing and talent retaining in the industry: - As because of the dynamic nature of
the technology On the consistent manner the company British Airways requires
experienced as well as skilled employees in their management which can assist them in
accomplishing their goals and objectives more effectively and efficiently that will lead to
their future success and growth. The lack of the workforce which are talented and skillful
in the industry of aviation can be very challenging for the company (Grewal, 2018).
 Product:- This factor is linked to every product or the facility that the organization is
dealing in. In context to the British Airways top quality of services way has been
provided by the management to their consumer base and audience. The respective
organization is having several different aircraft in which Boeing is there main aircraft that
offers several types of the facilities in flight to there consumers which are basically
integrated with the latest technology as well.
 Price: - This factor of marketing mix is basically refers to the cost that are charged by the
organization from their consumers in order to cherish the utilization of the products and
services. In case of the respective company British Airways the me name of the

organization is to offer the tickets at the affordable price and because of it each and every
individual can pie then as well. The prices and rates of the tickets of the company are
basically fixed in accordance to the leisure and destination.
 Place:- The respective organization is offering their services around more than 400
destination with the assistance of 273 fleet aircraft. Several of the functions of the
respective organization are basically from the Heathrow airport that assist them in having
the edge over their competition in the market area of the United Kingdom for the long
period of time (Hüttner, 2018).
 Promotion:- The industry of the aviation is known to be very competitive and this is
also very essential for the organization in order to abide a suitable technique as well as
strategy of marketing which will assist them in accomplishing their long term goals and
objectives and also will increase the brand awareness among the consumer in the market
area. Management of the British Airways are utilizing both traditional form of advertising
as well as digital marketing which assist them in reaching their goals effectively and
efficiently.
Recommendation:-
 British Airways as a where recognise goodwill around the world and if the organization is
more capable to provide top quality facilities to their consumer base by abiding the every
imposed policy and rules as well as guidelines of the legal authorities which are linked to
the pandemic COVID-19 on the consistent manner then the management will be more
capable to encounter this type of condition in very efficient as well as effective way.
 The potential opportunity of the scaling of the market as the very crucial part for the
company and if they are more capable to scale their operations in the effective way then
they can have the edge over their competitors and also they can minimise and overcome
the threat and weakness which is basically depending on the local market are (Parsons,
and Lepkowska-White, 2018).

CONCLUSION
From above report it has been concluded that marketing is known to be one of the most
crucial element of the commercial business. This is very essential for the organization in order to
conduct the best practices of the business more effectively and it will also assist in increasing the
brand awareness among the consumer as well as sales revenue of the company. With the
assistance of the SWOT analysis of the respective organization has been understood that there
are several potential threat and weakness which the organization is encountering but they can
overcome it with several recommendation and they can also enhance their effectiveness and
efficiency with the suitable utilization of their strength and grabbing all the potential
opportunities which are there in the market area.

REFERENCES
Books and Journals
Ayele, Y.Z. and Barabadi, A., 2018, December. Marketing Management Challenges–A Nordic
Small and Medium Size Enterprises (SMEs) Perspective. In 2018 IEEE International
Conference on Industrial Engineering and Engineering Management (IEEM) (pp. 550-
554). IEEE.
Chin, J.H. and Mansori, S., 2018. Social marketing and public health: A literature
review. Journal of Marketing Management and Consumer Behavior, 2(2).
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Grewal, D., 2018. Retail marketing management: The 5 Es of retailing. Sage.
Hüttner, M., 2018. Marketing-Management: allgemein-sektoral-international. Walter de Gruyter
GmbH & Co KG.
Parsons, A.L. and Lepkowska-White, E., 2018. Social media marketing management: A
conceptual framework. Journal of Internet Commerce, 17(2), pp.81-95.
Pencarelli, T. and Forlani, F., 2018. The experience logic as a new perspective for marketing
management. International Series in Advanced.