SWOT Analysis and Service Marketing Challenges Faced by British Airways

This report discusses the SWOT analysis of British Airways and the key service marketing challenges faced by them. It also analyzes the threats through the lens of principle of service marketing and provides recommendations to overcome the challenges.

Marketing Report

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK...............................................................................................................................................3
Discuss the SWOT analysis of company....................................................................................3
Identification of the Weakness and Threat which can be faced by the organisation:- ...............5
Analyse the threats through the lens of principle of service marketing:-...................................6
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing may be defined as those actions which are taken by the management of the
organisations in order to attract huge base of audience towards the products of the company with
the help of high quality messaging. The aim behind marketing is to deliver standalone value to
the consumer with the help of prospects(Morgan and et. al., 2019). One of the most important
motive of the marketing is to continuously analyse the need and demand of the customers. The
following report is based on the British Airways which is a well known airline company of UK.
The company was founded as Aircraft Transport and Travel Limited in 1919 and as British
Airways on 31 March 1974. the headquarter of the company is situated in London England UK
and provide their services almost all across the globe. The following report is going to the cover
the SWOT analysis on the chosen company and the key service marketing challenge face by
them. Afterword this report focus on analysing the threat through the lens of principle of service
marketing and recommendation to over come from the challenges.
TASK
Discuss the SWOT analysis of company.
SWOT analysis:- Swot analysis may be defined as a tool which cab be used by the organisation
in order to analyse that what the company does best right now and also help in developing the
effective strategies for the future. A main motive of conducting a SWOT analysis is to assist the
firm in developing full awareness about the all the elements which are involved in the decision
making of the company. In relation to the British Airways SWOT analysis has been discussed
below: -
Strength
 Sustainability:- lots of Strategic focus
has been paid by the British Airways in
improving their sustainability(Gupta,
Gupta and Gupta, 2019). They invest
their money in important areas like
expansion, technology advancement,
improving the experience of consumer
and employee environment
Weaknesses
 Dependent on local market: -in order
to generate its revenue the management
of the company mainly relies of the
market of United Kingdom and this is
because of the Brexit and COVID 19.
These act directly impacted on the sales
of the company. 50% of the company
revenue came for the local market and

sustainability and many more.
 Brand name: - a highly positive image
is established by the British Airways in
the market of UK by emphasizing on
important areas such as technology,
fleet experience and many more. They
not only enjoy the strong position in the
market but also develops a customer
friendly image.
it is very important for them to develop
the strategies.
 Rolls Royce Engine: - different types
of problems has generated by this
engine for the airline. The engines not
only decreases the punctuality of the
British Airways but also impact on the
aircraft availability.
Opportunity
 Expansions of services: - different
types of services can be expand by the
company in order to increase the
revenue growth. Premium services can
be add by them in order to attract large
base of customers. Starting hospitality
services like hotels assist in increasing
the revenue.
 Technological Advancements: - an
excellent results has already been
shown by the company by digitization
almost many of its services. However,
technology is dynamic in nature and
considered as a fast growing field. This
states that there are endless
opportunities which are present in front
Threat
 COVID 19 pandemic: -after the arisen
of COVID 19 the first thing which are
shut down by the government of the
UK is international flights. Due to this
the revenue of the British Airways has
been hit in massive manner. Not only
the travelling of people has been
decreases but also they have to comply
with Standard Operating Procedures
(SOPs) in regarding to the
pandemic(Suksup, Pimdee, and
Sirijarupat, 2020).
 Competition in the market: -due to
the increase in the competition in the
aviation industry, this taken the market
share away from the British airways. It

of the company that can be used by
them for its growth.
is very important for the company to
constantly fight with the competition by
paying more time and efforts. Different
tactics can be develop by the company
tom face the competition.
Identification of the Weakness and Threat which can be faced by the organisation:-
Service marketing is basically a process of creating, communicating and delivering value
to the consumer and maintain a relationship with them which benefit the organisation. Different
types of key service marketing challenges can be faced by the British Airways in the next three
years. Some of them discussed below: -
 Volatility in the geopolitical and economic environment: - British Airways have its
global foot prints and these are vulnerable to the the external forces like political tension
and economical conjunctures(Nian and Sundararajan, 2022). Due to the impact of
COVID 19 the economic growth of the United Kingdom has been affected in a very bad
manner. This result in that the long term growth of the respective company in the air
traffic has been affected. Along with this the political trade dispute between the US and
China can also be the reason of instability in the market.
 Managing the supply chain: - aviation industry all across the globe facing a huge
challenge in managing the supply chain. This is one of the biggest threat for the British
Airways for the next three years. In order to fulfil the demand the whole supply chain
must require huge investment and efforts by ensuring the timely delivery, high quality
services.
 Competition in domestic and international market: - this is being considered as the
biggest weakness which can be faced by the British Airways the next three years because
Airbus and Boeing dominate the aviation market (Kukartsev and et. al., 2020). Due to
the duopoly of theses players te opportunities for the British Airways has been decreases.
 Managing and talent retaining in the industry: - due to the change in technology on
regular basis the management of the British Airways need talented workforce in future as
compared to other industries. This can be act an a weakness for the organisation in the

upcoming three years. The shortage of the skilful workforce in the aviation industry will
be challenge for them in the real time as well as in future.
Analyse the threats through the lens of principle of service marketing:-
 Product:- this principle is related to all the goods and services in which the company is
dealing. In relation to the British Airways, high quality of services has been offer by the
management of the organisation to their consumers. The fleet of British Airways
comprises of Boeing 777s ,787s and 747s which provide different types of in-flight
services to the passengers that are integrated with new technology. Sophisticated as well
as luxurious service like flight tickets for the different types of classes, entertainment
screen, cabins, beds, meal and many more are offer by them (Кулик, 2020). But because
of the pandemic they have to face a huge decline in the revenues due to which their
stability has been affected.
 Price: - this principle is relate to the price which are charged by the company form their
customers for enjoying the services. In relation to the British Airways, the motive of the
company is that each and every individual afford the price of ticket and offer reasonable
value to the consumer. The prices of tickets are set by company according to the
destinations and class. So differentiate pricing strategy has been followed by the
company. But because of the presence of immense competition in the industry they
follow competitive pricing strategy in some areas to remain competitive in the market.
 Place:- more then 400 destination is covered by the British Airways with a fleet of 273
aircraft. Most of the operations of the British Airways are at the Heathrow airport which
helps them in remain competitive in the market of UK. The tide of the company with the
world airport assist them in conducting smooth operations.
 Promotion:- the aviation industry is very competitive and it is very important for the
company to follow a proper strategy of marketing service(de Ruyter and et. al., 2021).
Traditional as well as digital promotion method like TV, newspaper and billboards are
used by the company in order to promote the brand. Along with this, in the London
Paralympic and Olympic 2012 the British airways were partner. But because of
pandemic no international games has been done which act as threat for them.

Recommendation:-
 The British Airways has a well known image all across the globe. If the company is able
to offer high quality of services by following the all rules of government in relation to the
COVID 19 on regular basis then they are able to face this situation in a very effective
manner.
 The opportunity of market expansion played a very important role for them if they are
able to expand their business in a very proper manner then they not only enjoy the
competitive advantage over their rivals but also overcome form the weakness of
dependency on local market.
CONCLUSION
From the above report it has been concluded that marketing is being considered as the
most important part of the business. It is very important for the firm to do this in a very proper
manner. This report conclude the SWOT analysis of the British Airways and what are the threat
which can be faced by them in the upcoming three years. Principle of service marketing also
concluded in this report.

REFERENCES
Books and Journals
Morgan, N.A and et. al., 2019. Research in marketing strategy. Journal of the Academy of
Marketing Science, 47(1), pp.4-29.
Gupta, A., Gupta, N. and Gupta, M., 2019. British Airways-A SWOT and PESTLE Analysis-The
impact of Europe 2020 policy. NOLEGEIN-Journal of Corporate & Business
Laws, 1(1), pp.1-11.
Suksup, C., Pimdee, P. and Sirijarupat, P., 2020. Educational human resources management
strategy SWOT analysis for Thailand’s OBEC. International Journal of Innovation,
Creativity and Change, 13(1), pp.105-120.
Nian, T. and Sundararajan, A., 2022. Social Media Marketing, Quality Signaling, and the
Goldilocks Principle. Information Systems Research.
Kukartsev, V.V and et. al., 2020. Features of evaluating the effectiveness of industrial enterprise
marketing activities. In IOP Conference Series: Materials Science and
Engineering (Vol. 734, No. 1, p. 012081). IOP Publishing.
Кулик, В.А., 2020. The need to use marketing in large production companies of the Republic of
Belarus.
de Ruyter, K and et. al., 2021. Reimagining marketing strategy: driving the debate on grand
challenges. Journal of the Academy of Marketing Science, pp.1-9.