Marketing Concepts and Strategies of British Airways

This report discusses the key marketing concepts and strategies applied by British Airways to achieve their objectives. It covers the 7P's of marketing mix, including product, place, price, promotion, people, process, and physical evidence. The report also includes an STP analysis of British Airways, focusing on segmentation, targeting, and positioning. Recommendations are provided to improve the effectiveness of marketing concepts and strategies.

LSBM101 MARKETING
PRINCIPLES & PRACTICE

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
a. Explanation on key marketing concept and terminology apply to British airways.................3
b. Identification on marketing strategies and programmes that helps in British airways to
accomplish objectives..................................................................................................................4
c. Define marketing concepts and principles used in British airways daily operational business.
......................................................................................................................................................6
CONCLUSION AND RECOMMENDATION...............................................................................8
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing is termed out as process that inclusive of research, product design,
development, promotion and customer service (Waguespack, 2018). Airline industry is
extremely competitive with firms providing similar commodities vying for business from same
customers. Business needs to consider four essential areas as product, price, place and
promotion. Airline industry termed out as business of transporting, paying passengers and fright
by air with schedule routes. In addition to this, Airline is defined as company that offers air
transport services for travelling loading and travellers.
This research study is based on Airline industry as British Airways, It is entity that is
engaged in airline services within the United Kingdom. It is considered as to be the second
largest airline in UK.
Furthermore, study has covered things as key marketing concepts and terminology
applicable to chosen entity. Henceforth, marketing plan of action will be defined that assist
British Airways to achieve aims and objectives. In addition to this, two marketing concepts and
principles as 7P's and Marketing research will be used to identify daily organisational operations
of enterprise. Lastly, recommendation will be given to improve the effectiveness of with
application marketing concept and strategies.
MAIN BODY
a. Explanation on key marketing concept and terminology apply to British airways.
Marketing defined as activities that understood as to carry out the buying and selling of
products and services. Therefore, marketing is term that mainly includes advertisement, sell and
to deliver the commodities to customers. In addition to this, Airline industry is extremely
competitive and this firms are offering commodities that is vying for business from same
consumers. In the current scenario, Airline industry has taken various initiatives that aids to
create buzz and attract customer attention (Hong and Park, 2019). Thus terminology applicable
within operational working of British Airways are defined as-
Product strategy- Aviation industry as British Airways needs to transform their business model
and sell the commodities to wide range of customers. Thus, chosen entity has different kinds of
classes for the travelling such as Executive, business and economy class etc. Henceforth, the
commodities sold-out by the quoted enterprise has been divided within different level of
commodities (Dožić, 2019). Thus, product strategy can be defined as vital for success of

enterprise. This is very crucial to be formed and manage carefully in terms to be successful.
Furthermore, Chosen entity product plan of action is inclusive of services, quality of offering
within flights, various destination among the Europe and world, business class, executive class,
security services etc. It offers the basic commodities and various alternate ways that helps to
satisfy the needs of different customers. In terms to attract the customers, the aviation industry
needs to overlook the changes that are needed to be taken to enhance brand recognition.
Promotion strategy- The promotion plan of action is very significant and this is hyper
competitive. British airline uses the advertising method as TV advertisement, newspapers,
billboards etc. In addition to this, promotion is very significant term that helps to promote the
product and services within market. As a part of promotional plan of action, chosen entity is
taking initiatives to provide discount offers on flight tickets during the special occasions by
providing services at the reasonable price rates. This entity is taking various initiatives to attract
the customer by offering quality services at the reasonable price ( O’Brien, 2019). In terms to
cash off the season market the entity tends to offer the discounted price to its customers.
Henceforth, Television channels, billboards, internet are differ routes of promotion tactics used
by quoted entity and also helped in to maintain and aids to create a customer base.
Branding strategy- Building the strong brand image is crucial to the success of business
enterprise. Image of brand reflection within the each aspect of business (Anh, Duc, Thi and
Hong, 2020). Therefore, Aviation firm are working tirelessly and also helps to enhance customer
base while nurturing the relationship and this also allows to build and sustain loyalty of customer
within the market. British airways is taking initiatives to design the commodities and services as
per customer convenience and also aids to maintain the strong brand image and this is
fundamental things to accomplish the long term success. The one of the effective way to enhance
the brand recognition of chosen entity is to undertake creativity that drives innovation and this
can also leads to developing a unique brand identity within the market. Therefore, it can be true
to stated that uniqueness helps to business to stand aside from the competition.
b. Identification on marketing strategies and programmes that helps in British airways to
accomplish objectives.
British airlines is one of the best airline within the world and has one of the most
extensive route networks at the international level. Thus, income of the airline is also been rise
over the years. This is the enterprise that is working within an extremely challenging and

dynamic environment and this entity is taking the continuously innovative and improvement
tactics to bring out better organisational performance. British airline has always faced the stiff
competition within the market (Bruning, 2015). Therefore, the environment of quoted enterprise
exist is substantially dynamic and unpredictable. The one of the major challenge for the British
airline is related with the fluctuation in prices of fuel, natural disasters as earth quacks and
floods, the strikes of staff union at the changing working of the enterprise. In order to sustain
itself within an dynamic and extremely competitive environment this is crucial to be cope up
with the change. British Airways has taken various initiatives that towards the substantive efforts
to maintain its significance within the market. In the recent years, there has been tremendous
changes within the airline sector.
Demographic, socio-economic, and technical changes subjects to bring out the
philosophical transformation within the industry at the both national and international level. This
enables airlines to bring improvement within the brand positioning with help of better targeted
product planning, market segmentation, promotion and pricing plan of action. An airline is said
to be competitive if firm is able to deliver better services to customer within affordable price
rates.
In addition to this, it can be stated that airline industry has much more influenced by the
changes that needs to be taking placed within the environment. Thus, airline industry is
continuously facing the rapid transformation within the product and services. In order to
accomplish the set goals of British Airways, this is crucial to look over process, satisfaction of
passenger and repeat customer as these are becoming the prime and major concern to airlines.
The core focus of the British Airways business strategies is to highly focus the service
differentiation plan of action that must be followed as per the following directions as are-
 Replacement or restoration of the 99% of the broad aircraft with the year 2020.
 To bring out the improvement within the in aviation seat power and also roll-out of the
on-board WIFI.
 To undertaken further investment within the digital technical advancement and this also
provides the personalised and seamless services to the customers.
Henceforth, British airway strategy is highly focused on to relies on international market
expansion strategy within an aggressive manner. Thus, the main focus of the organisation is over
the process of digitalisation and enhancing the integration of information technical advancement

within various aspect of service provision and business process (Li, Jin and Jiao, 2019). British
airways mainly aims towards to offering the unique customer experience with help of building
the profitable ancillary services that provides the customers the greater value and this also helps
to re-enforce the brand. The main aim of British airline is to become the most effective choice
with the personalised services, exceptional reliability and also has digital mind set.
c. Define marketing concepts and principles of chosen entity.
The marketing concept termed out as belief and assumption that must assess towards the
needs of the consumers. It is based on needs and wants of customers and firm can make decision
in terms to satisfy the needs of consumers better than the competition. In addition to this,
marketing effectiveness termed out as the measure that how effective a marketing strategies that
towards to maximise the positive result in the both manner short term as well long term. Thus,
marketing principles and concepts defined in British airways as are-
Marketing mix (7P's)-
The Quoted enterprise 7p's marketing incorporate the crucial elements and this address by
the managers of marketing in terms to taking into the account the characteristics towards the
target customer segment. In addition to this, the most crucial elements of the marketing mix
consist of-
Product- British airline offer the services of the premium class. This is the entity that provides
high quality services to customers (Lin, and Hong, 2019). Henceforth, the services that are
offered must be integrated with the advanced technological advancement. It is the firm that
provides flight tickets for the different classes. The main aim of this entity is to offer luxurious
and betterment of travel class.
Place- British Airways provide their services in 400 destination at the worldwide level.
Therefore, British airline utilise the online medium to sell their tickets. This is the company that
has taken the steps towards to successfully formed and rise infrastructure to conduct the safe and
decent business activities. In addition to this, the chosen enterprise join their hands with various
airport authorities to conduct business practices successfully. Henceforth, British airline popular
airline that fly within six continents of the globe serving in nearly about the one hundred and
sixty destination.
Price- British leadership is considered as to be the global leadership within the airline sector.
Thus, price plays crucial role in this equation and chosen enterprise established over several

pricing tactics that mainly aim towards to reducing the expenses, cost, eventually the cost of
British Airways in terms to make the firm product more attractive. Thus, prices vary as per the
destinations. Hence, this enterprise chose the differentiation pricing strategies and this firm also
offers discounts during any occasions. Enhancement in prices of fuel have put pressure on the
airlines and due to this they needs to ensure that they are earning the sizeable profit for
undertaking efficient functioning.
Promotion- The aviation industry is highly competitive and brands needs to be sure about to
undertake the right scheme for undertaking promotional activities. Henceforth, chosen entity
must uses the advertising methods as TV, billboards and newspapers etc.
People- Willie Walsh is the firm CEO and also the head of management teams. It is followed by
management board that is inclusive of strategy, engineering, sales and marketing and finance
units. In addition to this, there is customer and team of operations that includes communications,
engineering executives and customer management.
Process- The chosen enterprise offer nine kinds of holiday packages. It also offers the cargo
service that offers the delivery for dangerous, significant and perishable goods as pets, funerals
and also provide the scheduled services. Therefore, the procedure of booking starts with to book
the tickets and go through phases like arriving of tickets and getting boarding pass etc.
Physical evidence- The activities of British Airways is all about to enrich the experience that
offer their customers effective services in manner that customer understand the brand within the
market.
STP Analysis of British Airways-
 Segmentation- British airline uses the both psycho graphic and demographic
segmentation scheme to determine the crucial characteristics of marketing that assist the
firm to evaluate the nature of each segment customers.
 Targeting- In case of the varied section of the customers the company has been awarded
by the firm with help of loyalty programmes and in order to be the effective the firm uses
the differentiated targetting strategy as this is one of the effective way to determine the
attractiveness of each portion.
 Positioning- British Airways has positioned itself that based on the leadership position
within the strategic markets, diverse customer group and alliances. Therefore, the chosen
entity uses the consumer based positioning strategy.

CONCLUSION AND RECOMMENDATION
Hereby, it can be concluded that marketing is termed out as business practices for
particular sector that assist to build trust among frequent customers with help of rewarding so
that they can get attracted and conducts the business with company on continue level. Thus,
marketing is termed out as the core business components within the aviation industry as this
helps to run out the business practices systematically.
The present report has covered business activities of British Airways, this is entity that is
engaged within a flag carrier airline of United Kingdom. Furthermore, report has laid focused on
activities as marketing plan of action that assist to British Airways to achieve aims and
objectives. In addition to this, two marketing concepts and principles as 7P's and Marketing has
been defined to look over the daily organisational operations of enterprise. Lastly,
recommendation has been given to bring improvement within the effectiveness of with
application marketing concept and strategies.
RECOMMENDATION-
On the basis of report, it can be stated that suggestive measures must be given towards to
bring improvement within the application of marketing concept, strategies and programmes. It is
defined in the following manner as are-
 British Airline should take initiative to provide healthier meals to customers during their
journey and this aids to build supportive environment that helps to enhance the customer
satisfaction.
 The quoted enterprise should focus over to drive the customers experience in pure
manner and this can be done with help of accepting the feedback of customers. This
feedback assist the airline in terms to make plan of action by improving the various
services and other marketing strategies.
 In order to be competitive, this is crucial for British Airways to provide the quality
services with the affordable rates. Henceforth, entity needs to look over the services as
food, stay and lounges etc. The effective services within the affordable price rates helps
to conduct the business activities in more proficient manner.
 The airline industry should invest in the bid budget production that creates the bite sized
videos and this also speak specifically to the custom audience. Henceforth, videos are an
innovative and effective way that aids to humanising the brand during the crisis.

REFERENCES
Books and journals
Waguespack, B.P., 2018. Airline marketing. In The Routledge Companion to Air Transport
Management (pp. 206-219). Routledge.
Hong, J.W. and Park, S.B., 2019. The Identification of Marketing Performance Using Text
Mining of Airline Review Data. Mobile Information Systems, 2019.
Dožić, S., 2019. Multi-criteria decision making methods: Application in the aviation
industry. Journal of Air Transport Management. 79. p.101683.
O’Brien, J., 2019. Marketing a new route: Norwegian flies london–singapore. SAGE
Publications: SAGE Business Cases Originals.
Anh, T., Duc, T., Thi, T. and Hong, N., 2020. Evaluating the determinants of Vietnamese
frequent flyers’ loyalty in civil aviation industry: The case of Delta air lines. Management
Science Letters. 10(2). pp.391-398.
Bruning, E.R., 2015. Market liberalization and operating efficiency in the international aviation
industry. International Journal of Transport Economics/Rivista internazionale di
economia dei trasporti, pp.259-274.
Reiman, A.D., Johnson, A.W. and Cunningham, W.A., 2014. Competitive advantage and fuel
efficiency in aviation. Journal of Transportation Management. 22(2). p.7.
Li, Y., Jin, Z., and Jiao, J., 2019, August. Customer Relationship and Efficiency Analysis of the
Listed Air Companies in China. In International Conference on Management Science and
Engineering Management (pp. 557-573). Springer, Cham.
Lin, Y.H. and Hong, C.F., 2019. Efficiency and effectiveness of airline companies in Taiwan
and Mainland China. Asia Pacific Management Review.
Online
British Airways Segmentation, Targeting and Positioning. 2017. [Online]. Available through:
<https://research-methodology.net/british-airways-segmentation-targeting-positioning-2/>
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