Market Research Project | British Airways

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A research proposal by the British Airways on the launch of its new route to Spain
The background information on British Airways
British Airways was established in the United Kingdom in 1974, as a merchant of air
transport and has grown as the most sought out airline in the Country. The strength of the airline
is in the United Kingdom. The British Airway located at the Heathrow Airport and it's the
second-largest airline in the United Kingdom-based on the number of fleets and passengers
transported. The alternative to British Airlines is the Easy jets which are the largest airline in the
United Kingdom. In London, the British Airways transports passengers both locally and
internationally operating various routes. The airline particularly is known for its Boeing fleets
and airbuses (Davies, 2013). The experience gained from operating both locally and
internationally saw the airline wants to venture into the Spain airspace market. The market
research problem for the airline is a launch of its fleets in new country airspace (Web, 2012).
Objectives
The overall objective of the market research is to analyze the operation of The British Airways
fleet in the new Country, Spain.
Specific objectives
1. To examine on the operation of the airline locally
This particular objective will try to establish the use of the airline locally, how many passengers
use the airline and their brands of preference. Its most important aspect will be to establish the
market target audience (Sinkula, 2014).
2. To identify the attitude on the brand and that of the competitor

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The objective will establish the type of people likely to use the airline when introduced into the
market. It will look into the type of airline fleet capacity and the willingness to pay for more for
the particular new brand (Cooke and Buckley, 2010). Further, it will identify whether the target
audience is aware of that airline operation into the new Country.
3. To determine platforms for usage in the launch of the brand.
The objective will depend on the figure obtained entirely to discover the most appealing
promotional platforms for the British airline brand (Hyde, 2010). Secondly, it will rely on the
data to uncover the number travelling passengers and the people's attitudes towards the airline.
The information obtained will help in the questionnaire designing as a primary research method
(Kotabe et l., 2015).
Research design
The quantitative research design will suit this particular research. The reason the quantitative
research design suits is because of its ability to discover what people think, and feels on the
airline launching (Maklan et al., 2018). The proposed research will utilize the use of primary
and secondary data sources to gather its data. The specific objects will guide on the research
study to establish the market analysis of the new Country Spain. The study will utilize the
Country's data on the airline's operation for the last 10 years to determine the marketplace status.
A list of competitor's airlines and any information on the airlines will be important in the
research (Lindagreen, 2011).
The researchers will try and establish;
-How many passengers use air as a mode of transport?

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- The types of airlines used by their passengers
-The purpose the passengers using different airlines
-The prices of the airline
-The airline's fleet capacity
-The currently used promotion platforms
-what the target audience should be
Primary research method
The chosen primary research method for use will be the use of an online survey and
questionnaires (McGivern, 2010). An online survey is best suited as it increases on the response
rates, has flexibility in design, automation in data input and handling.
Procedure
The procedure of the research will start from the airline itself on the airline's records (Perry
and Gummerson, 2014). The researchers would get a brief from the sales manager who would
expect them to hold meetings with the sales team to understand the scope and purpose of the
market research (Zikmund and Bablin, 2016). The expected materials for the research would
include; internal reports, restaurant reports, customer reports and regional flying patterns and
complaints (De Ruyter and Scholl, 2018). The materials will help through market segmentation
by identification of strengths and company weaknesses. The team will obtain and analyze the
market assessments of the competitor's airline brand, published research reports and any
materials for public use by the competitors. These materials will help with the explorations of
possible promotional materials.

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Qualitative research
The exploratory nature of some of the specific objects will ensure a provision of qualitative
information (Churchil and Iacobucci, 2016). The research will focus on a large area to ensure
exploration and understanding of the potential clients attitudes towards the brand. The qualitative
research will focus on the following problems;
- A passenger's preference of certain airline to the other
-The kind of airlines operating locally in the new Country
-The type of airlines known to the audience
-The particular group that might consider using a new airline
-The preference on which fleet types
-Whether the passengers might be willing to pay more for the newly introduced airline
-Whether the British Airway brand might be confused with a competitor's airline brand already
in the market.
Population and sampling
The market research will use the probability sampling method to enable the obtaining of results
on the whole Spain market (Hague et al., 2014). The stratified sampling technique will ensure the
population is represented characteristically through gender, age, income bracket, job role and
place of residence (Deshpande and Zaltman, 2012).
Quantitative research
The quantitative research allows the research team to;

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- Quantify the number of citizens using the air as a mode of transport
- The type of airline brand used for transport.
-The number of people preferring the use of a specific airline
Through telephone interviews and the use of questionnaires, the methods will enable the
researchers to reach out to a larger audience and extract data. The questionnaire will contain pre-
coded and five open-ended questions administered (Henderson, 2015). The data collected will be
analyzed through different analysis methods to provide accurate results for interpretation (Witell
et al., 2011). An Spss statistical tool will be used to establish the tabulations, descriptive
statistics, inferential statistics and frequency distributions and graphs.
Reporting
The results obtained from the analysis will be compiled and presented as a report for
interpretation and application. The next stage of the launch will depend on the report entirely and
the decisions made by the company management.
Appendices
Questionnaire design
1. The type of airline used by the locals
2. The other types of airline brands known to the passengers
3. The purposes for preference to a certain airline
4. The group of people likely to use the airline
5. The number of passengers expected to use air mode of transport