Marketing Concepts and Strategies of British Airways

Case study

Table of Contents
1. INTRODUCTION.......................................................................................................................3
2. MAIN BODY...............................................................................................................................3
Different marketing concepts and terminologies...................................................................3
Identification of marketing strategies and programs..............................................................6
Implication of marketing principles.......................................................................................7
3. POSTER.......................................................................................................................................9
4. CONCLUSION AND RECOMMENDATION.........................................................................11
REFERENCES..............................................................................................................................12

1. INTRODUCTION
Marketing is concern with those aspect in which it define as a systematic and organised
procedure for promoting the product in order to enlarge the customer base as well as t gain
competitive advantage. This business function is regard as one of the essential section within an
organisational premises as it help them to identify customer demand or interest and also
empower them to take corrective course of action for rendering increased level of consumer
satisfaction. Along with this, it is also associated with creating awareness about product or
service inside marketplace that drive an establishment to enhance the volume of sales and also
lead them to improve the market size among competitors in a stipulated time duration (Abedi and
Abedini, 2017). As per the present day market situation, airline division is determined as one of
the booming and fast growing sector, for which an effective marketing concepts or strategies
enable them to maintain the same for longer time duration in an impressive style. In regard of
this report, British Airway Company has been considered which is one of the well- established
airline firm and subsidiary of International Airline Group within UK. It is founded in the year of
1974 and headquarter at UK. This study is reflects the idea about the importance or role of
various marketing concepts within organisation, determination of different marketing strategies
which drive company to maintain its brand value. Moreover, implication of 7Ps, STP to examine
the organisational operational performance. Finally, producing a poster based on
interrelationship of marketing function with other functional unit and suggesting appropriate
recommendation to firm for enlarging the profitability ratio inside current market.
2. MAIN BODY
Different marketing concepts and terminologies
For placing the brand in an aggressive or competent position, the marketing concepts
plays a significant role as it is defined as a strategy that motive an organisation to design,
implement and create value among targeted customer and also to maximise the profit within
prescribed time duration (Amofah, Gyamfi and Tutu, 2016). Moreover, there are different types
of marketing concepts such as production, product, selling, marketing, social marketing and each
of them are varies from each other in terms of function, roles, features and many more. However,
in relation of British Airway the industry where it operates its functional units are highly
competitive and challenging that may directly influence over its goodwill and sales performance.

Hence, some of the marketing concepts of British Airway which help them to manage its volume
of sales in an improved manner are as follows:
Product Strategy
This aspect is link with those areas which enable establishment to deliver high quality
product for acquiring improved level of consumer satisfaction. Furthermore, it also involve the
content of pricing because high cost may reduce the sales volume of firm. Hence, in order to
tackle over such difficulties, product strategy enable company to analyse the consumer income
level and also the market scenario for placing the brand within an industry. In context of British
Airway, the adoption of product concept is viewed as an integral element as it drive them to
identify the consumers interest or need and also their overall income rate which motive British
Airway to introduce the service in a best quality and cheap rate (Anusha, 2016). IN addition to
this, it also enable organisation to make best strategic decision in against of dynamic nature of
market conditions. According to Philip Kohler product strategy model, it signifies that in order to
gain competitive advantage, it is necessary for every form of establishment to examine the
present marketplace capability and also the potentiality of competitor. This is because, such
initiation aid company to take corrective course of action in term of introducing the product or
service into the market in an innovate or creative style. For example, if British Airways make an
effort to analyse the competitor ability or strategies as well as determines existing market
scenario so that they can implement best marketing tactics like development of marketing mix
which consist of price, place, product, promotion, physical evidence and so on. With the help of
such action, it drive British Airways to place their brand in aggressive or competent position
inside desired time limit without any hindrances. Apart from this, as per the evaluation of British
Airway performance among rivalries, it has been determined that they are able to able to enlarge
its market share by developing multiple products into its present service. Due to which, it help
firm to improve its overall proficiency ratio in an improved mode within a short duration.
Branding
The term branding is one of the core factor in an establishment as it assist them to retain
current customer and also can capture the attention of large number of new consumers towards
the brand (Erragcha and Romdhane, 2014). However, it is define as those process or action in
which organisation take an initiative to apply some marketing strategies in order to give unique
brand name among competitors in a defined time limit. Some of the aspect that states a particular