Marketing Concepts and Strategies of British Airways

British airways

Table of Contents
INTRODUCTION......................................................................................................................3
The main body............................................................................................................................3
A) Marketing concepts and terminology applicable to British Airways................................3
B) The marketing strategies and programs that helped British Airways achieve their
objectives................................................................................................................................4
Were these objectives achieved in an ethical manner............................................................5
C) Marketing concepts and principles used in British Airways daily organisational
operations...............................................................................................................................5
7Ps..........................................................................................................................................5
STP approach.........................................................................................................................7
a mind-map/poster to explain the relationships of the marketing functions to other functional
areas in organisations.................................................................................................................8
Conclusions and recommendations............................................................................................9
REFERENCE...........................................................................................................................11
Books and journals...............................................................................................................11

INTRODUCTION
Airline industry is that which provide facility of transportation to passenger with the help of
aircraft or other means of air transportation. This is the fastest means for transportation of
passenger from one place to another. Prices of air tickets are determined according to the
service of airlines where they classified tickets in two categories which are journal and
business class. For this report the main focus organisation in British airways. It is a global
airline which operates on global roots. The British airlines were founded in 1990 and now it
is a leading organisation with premium services in world. Main focus of this airline is to
provide services to its customer with their full satisfaction. The main airport of these
international airlines is in Heathrow, United Kingdom. Company have its roots in 80
countries where it provides services for 200 different destinations. In this report wiki concept
of marketing and its application on British airways will be analysed where marking
marketing strategies and functions will also be identified on British airways which can help in
achieving objectives of it. There is group discussion on 7ps STP and marketing research on
British airways which help in managing its operation in the end of report there is an poster
which also help in identifying and discussing the relationship between other department and
marketing department of this organisation (Dvorak and Razova, 2018).
The main body
A) Marketing concepts and terminology applicable to British Airways.
Product Strategy
Product strategy is an important part of business strategy of British airways this is because it
helps form in achieving its goals and objective. It also helps in determining the rules of
different products inform and analysing their profitability ratio. This is the process of
retaining profitable products and removing the old ones which are not helpful in making
profits. According to the report of British airways 2009-10 its main focus is on its customer
where it wants to invest in its employees who will help for men achieving objectives. Form
also invested in its food and drinks and other services which it provide to customers while
travelling (Dodgson, 2018).
British airline provide three types of products to its customers, which are divided in business
class, economic class and cargo. Economic class are relatively cheap from business class this

is because of services offered in both in business class the quality of services are more
attractive and expensive wear in economy class only basic services for travel are provided.
The third one is cargo where services of transportation in goods and services will be provided
for some specific customers like other business units (Lawton, 2017).
Branding
Branding is the tool of business which helps it in grabbing the customers attention transfer
the shares into the permanent customers and provide a large audience base to company in
general terms branding can be said as marketing practices for actively shaping the firm brand.
Branding function of British airways is also strong where they have 100% brand value.
Company use log on which have two colours red and blue on companies name this is a
symbol of ambition and determination in red colour where in blue colour company show the
trust and peace this is a flag sign which is created by Negus (Karami, 2017).
Promotional Strategy
Promotional strategies are those which adopted by organisation for increasing its sales these
are the strategies which are used for some specific audience and for a limited period which
will help form in taking advantage of it it by increasing sales of its products. British airways
adopt different kind of strategies for promoting its airlines like tie up with tourism
destinations where it provide some discount on vacations. This company also target
customers in festival seasons and vacation periods where it provides huge discounts on
buying air tickets for some particular destinations. British airways have also tie up with
various hotels where it use promotional strategy by providing discount when customer use
the hotel which are listed to with organisation (Jobling, British Airways PLC, 2018).
B) The marketing strategies and programs that helped British Airways achieve their
objectives
Marketing strategies are the law and forward-looking approaches which help for
achievement of an objective by the way of increasing product sales.
Mission: British airways “one destination seeks to and share our customers flying customers
and confident that together we are acting responsibly take care of the world we live in”
Vision: the main vision of British airways is to become the world's most accountable and
dominant airline.