Marketing Mix and Marketing Plan for British Airways

MARKETING

Contents
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
Covered in PPT............................................................................................................................1
LO2..................................................................................................................................................1
P3. Compare the way in which different organisations apply the marketing mix to the market
planning process to achieve business objective...........................................................................1
LO3..................................................................................................................................................4
P4. Produce a marketing plan......................................................................................................4
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing essential is stated as the tactics and plans that are formed through administrative
of entity for accomplishing their pre-defined objectives effectively and efficiently. Furthermore,
through appropriate marketing they are capable to gain attention of huge audiences towards their
brands and offerings. Therefore, this is essential for all firms to perform the marketing activities
effectively (Ryan, 2019). As per the given scenario, the undertaken organisation for this report is
British Airway, which is a well known and leading airline across UK in respect of their fleet size
as well as global destination flights. Also, in context of carrying passengers it comes at second
position and having headquarters is in London, England. The topic which are going to be
discussed in this report are Marketing definition, nature, concepts, current and future trends,
impact and influences of external environment on marketing activity. Moreover, marketing
department’s roles and responsibilities as well as interrelation between various functional areas
of firm are described. Apart from this, comparison of ways two entities apply marketing mix and
also marketing mix are also prepared in this report.
LO1
Covered in PPT
LO2
P3.
Marketing mix is regarded as the set of handy strategic marketing techniques like
manufactured goods, place, cost, endorsement, individuals, procedures and corporeal evidence
that entity mix together to generate responses it expects within targeted market area (Ottman,
2020). It aids British Airways to opt and decided effectual tactics of marketing, means etc, for
achieving its intent. However, several entities utilise components of marketing mix in several
manner that are given underneath:
ELEMENTS British Airways Rolls Royce
Product or services It provides standard quality
services to their clients.
Moreover, their fleet includes
in about 777s, 787s and 747s
It is internationally well
known car brand. It provides
customised cars to their
clients. Their products that is
1

Boeing that facilitates an array
of in-flight services. The
services rendered through
them are integrated with
advanced technology.
various type of cars has
unique feature and it facilitates
convertible variations for few
their models.
Price It have intent that all people
could be able to afford ticket
price so their pricing policy
facilitates a affordable value to
clients. The tickets are f
various classes such as
business, economy and
premium. Respective
company uses differentiation
pricing strategy.
Rolls Royce use higher
premium pricing strategy as
most of their products
generally related to high
luxury segment. They
provides their products those
individuals who belongs to
upper class.
Place It mainly provides their
services to above 400
locations along with fleet of
273 aircraft that consists 747s,
777s, and 787s. They also tied
up with authorities of world’s
airports to perform the smooth
practices. The means by which
their services are distributed
such as mobile application and
websites.
It have branches n above 50
countries across the world.
Also, they operate in various
countries such as Australia,
India, China, UK, US and
many more.
Promotion It advertises and promotes
their services with help of
television advertisements,
newspapers, billboards and
others. Moreover, it also have
It have fabulous legacy as well
as an motivational brand.
Mainly, it opted personalised
as well as selective policy of
marketing for their vehicles.
2