Marketing Mix and Marketing Plan for British Airways

This report discusses the marketing mix and marketing plan for British Airways, a leading airline in the UK. It covers the application of marketing mix elements, the production of a marketing plan, and the importance of marketing planning. The report also includes a SWOT analysis of British Airways and the implementation of the SOSTAC model.

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
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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.
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brand ambassadors known as
golfer Justin Rose.
Furthermore, it also promotes
its brand by films like
“Planes”.
Their promotional techniques
involve display at premium
hotels, exclusive auto-expos
and other. Moreover, it apply
word of mouth promotional
strategy by higher class people
which aids them to promote
their offering effectively ad
attain objectives.
People There are around 40000
workforce who are performing
within respective entity.
Among them 15000 are cabin
crew, 5500 engineers and
3600 are pilots who perform
for attaining their objectives
by giving its best.
It has around 50000 staff who
are working there. Among
which who are providing
greater services to their
potential audiences and attain
objectives.
Process It process initiates from tickets
booking and move through
several phases such as arriving
at airport, checking board
passes and luggage, guide
customer to move to inside
flight and feel them
comfortable to experience best
services.
They sell their cars to various
retailers as per the demand
and from there to customers.
Moreover, if clients need
some model that is not
available their then retailer
may any time contact to dealer
and ask them to send it.
Physical evidence For respective firm, this aspect
is whole about experiences
which it has to provide to its
clients as well as also the way
they perceive particular
For it, they sells their product
into its own branches which
are available in various
locations.
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brands. It is an intangible
business aspect. So, the
effective customer experiences
assist British Airways to attain
their objectives.
For attaining their objectives, British Airways generally concentrates towards incorporating
fundamental marketing elements in order to determine present market circumstances. With the
help of this, they can develop effectual strategies to attain competitive edge (Pike,
2020) .Through using marketing mix, tactics utilised through respective firm have been analysed
that support them in attaining their goals. This involves, differentiation pricing strategy as this
assists them to differentiate their offerings from competitors.
LO3
P4.
Marketing plan
It is a report that includes different activities and manners that are happened through
marketing division towards a business enterprise of the manufacturing of products and services.
It can be a written assessment that reviews numerous plans of actions and plans in an enterprise
can be attained its situate goals and objectives (Kruja, 2018). It is important to the venture as
with the assistance of the management, it can create and frame vision mission, commerce
objective and aim of establishment so that it can achieve its set objectives in suitable way. This
preparation can be framed and designed to British Airways to offer or launch “Holiday package”
as a new product to its targeted audiences.
Importance and value of marketing plans
Marketing planning is an organized and controlled exercise to frame marketing plan of
action. It can be associated to the firm as a whole or to strategic business unit. Marketing
planning is a forward looking exercise that analyses the future plan of action of a company with
particular reference to its product development, sales promotion and profit margins. Marketing
plan crucial to co-ordinate activities that can help in accomplishing objectives in set time
duration. It is valuable because it provide a structure and framework for a constant review of
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operations. It will make the enterprise to give more attention to market development rather than
market maintenance. It also assists in appraising execution, capitalise on strength, decrease
weaknesses and risks and finally open up new growth options.
Monitoring marketing plans using appropriate control and evaluation techniques
To monitor marketing plan, there are different techniques that can be used by British
Airways like Sales control, market share analysis, competence ratio and cost productivity
analysis. The description of some of them as below:
Sales analysis- It is a method which examine sales reports to see what products and services
have and have not sold well. The analysis is utilised to analyse how to stock inventory, how to
evaluate the effectiveness of sales force, how to set production capacity and to see how the firm
is executing regarding its aims and objectives (Andersen, Weisstein and Song, 2020). In British
Airways, it can be used to find out its most profitable consumers, get awareness about market
trends and expand its market research.
The marketing plan in reference of British Airways is explained as below:
SOSTAC model
This model and conception is incorporated and developed by P. R. Smith so that large
division of commerce establishment can frame commerce plan and tactics for the company. In
British Airways, this technique can be implemented through the administration of respective
organisation at the instance of focusing in development of the distinctive transmission, strategise
associate to the digital marketing and designing whole marketing plan for the firm (Perreault,
Cannon and McCarthy, 2019). The description of implementation of this model in context of
particular business venture is as under:
Situation- In it, the appropriate situation analyse of the enterprises take place. For this, interior
and exterior commerce environment of the establishment is monitored. For this, the management
of British Airways can use the model of SWOT analysis is as under:
SOWT analysis- It is a tactical method and technique that is utilised through company to
analyse the exterior and interior components of enterprise that form impact over business of
corporation. It can be a procedure of decisive the potency, weaknesses, prospect and risks of the
company. SWOT examination of respective enterprise is described as below:
Strengths Weaknesses
 British Airways has a substantial brand  Over dependence in UK market is one
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presence and effective international
presence. It has a convoy size of in
excess of 260 aircrafts and has almost
150 global locations crosswise 6
continents.
 The respective firm has different
facilities similar to commerce or first
class, lounge, in flight entertainment,
faithfulness programmes etc. Along
with this, it has outstanding marketing
and promotion of the airlines crosswise
the globe.
of the weaknesses of this firm. More
than 50% of revenue of it comes from
UK marketplace that seems to be good
quality but including the threat in the
internationalised economy one can’t
obtain hazard of having marketplace
myopia (Holbrook, 2018).
 Sever rivalry from other leading
airlines on all routes is another
weaknesses and high competition states
limited market share for BA.
Opportunities Threats
 Making expansion in its international
operations to newer territories and
regions is an effective growth option
which can be considered by British
Airways (British Airways SWOT
Analysis. 2020).
 The Heathrow Terminal is a main has
crosswise the globe and BA has a key
existence here. Along with this,
alliances and code sharing with other
international airlines can develop
business of British Airways.
 Government regulation is main threat to
this business as airline industry is
highly regulated so minor changes in
government rules and polices influence
the business of BA. In current era, due
to corona virus pandemic several kind
of changes occurred related to safety
and security which affect the business
of this firm.
 Increasing fuel cost and labour costs
can minimise the profitability of British
Airways in negative firm.
Objectives- It refers to the motive that are framed and designed through the administration of the
enterprise so that development can be made in business. The objectives that are formulated by
British Airways in context of “Holiday Package” product are defined as below:
 To enlarge the sales of the firm by 5% within 10 months with the help of offering its new
product Holiday packages.
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 To improve the revenue of the enterprise up to 4% within 8 months by providing
satisfactory product and services to target audiences.
Mission- The motive of the company is as follows one destination seeks to assure their consumer
fly confident that, together, they are acting accountably to take care of the globe they live in.
Vision- The vision and purpose of this company is to become the world’s most accountable
airline, and they have developed leading principles that explain what they are doing to
accomplish their vision.
Strategy- It indicates to that plans and tactics that are framed through the administration of the
corporation to attain the formulated purposes and aims. In British Airways, the administration of
the enterprise formulated plan of action got its new product Holiday Packages so that firm make
developed in its business (HR and Aithal, 2020). The strategy that can be implemented by this
enterprise is explained as under:
STP- It mentions to segmentation, objecting and positioning of consumers accordant the
goods and facilities and their needs. The explanation of this strategy in context of British
Airways is as under:
Segmentation- Within it, the commerce of the enterprise will create focus on the
segmentation and classification of the marketplace in diminutive sections of the base of
demographic, geographic, behavioural and psycho graphic segments so that the management of
respective firm can recognize the region to offer Holiday packages (Ganjre, 2019). On the basis
of this, market can be categorised according to products and considering consumers.
Targeting- Under it, the administration of British Airways can identify its targeted and
possible consumers in segmenting terms who are showing their interest in taking the
reimbursement of its products and facilities. For its Holiday package product, it can target both
male and female, its regular customer, youths, business person, newly married couple etc.
Positioning- In it, the management of the enterprise can placed its new product of
Holiday package through using social media channels, TV and others because it make world’s
best advertisement and promotion. Along with this, it can offer discount and seasonal offers to ist
targeted customers regarding its newly launched product.
Marketing Budget
PARTICULARS Ist Year IInd Year IIIrd Year IVth Year Vth Year
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Initial money 2000 6300 12200 14160 19970
Investment 9300 10500 23830 31630 13550
TOTAL 11300 16800 36030 45790 33520
MARKETING OUTLAY
Promotion 4746 1459 4593 1875 1211
Sales publicity 1365 800 2452 1492 1050
Direct selling 2235 1900 4651 1000 4434
TOTAL 8146 4159 11896 4467 6405
Tactics- It mentions to those tactics and strategies that are implemented through the
administration of the corporation to determine short term problems (Okumus and Cetin, 2018).
In British Airways, the management of the firm can use and implement tactics to attain the
business aims and objectives. With the execution of several techniques, the firm can conscious
with its goods and services, For instance, in British Airways, to aware the target customers with
its new product Holiday package, the business venture can implement numerous advertisement
techniques and channels such as social media promotions, TV, newspaper, web advertisement
and many others.
Actions- This step of this conception is explained with diverse plan and strategies that are
required to be performed. In British Airways, the management of the establishment selected
several duties and tasks to diverse workers so that framed and created aims of the corporation
can be accomplished in set time of time (Kruja, 2018). It can be a systematic form through which
organisation can accomplished it gals and hit its set aims and targets in easier form.
Control- It is the final phase, within the management of enterprise can control over non-required
action and processes of the business. They evaluate that the plans and tactics that are urbanized
with them in reference of development of enterprise with the assistance of new product of
Holiday Package are adequate and appropriate. In British Airways, they can take response of
their target audiences on regular base so that they can make control over trouble if they are arisen
and faced through its target people then it will assist in managing and determining complexities
that will influence company in several ways.
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CONCLUSION
Based on above report, this has been concluded that marketing plays one of the vital role f
entity so it is essential for them to identify their roles and accountabilities effective and
efficiently. Moreover, this is also crucial to capture audience’s attention towards their offerings
and obtain huge profit. Additionally, marketing mix aids firm to opt and decide appropriate
marketing tactics to accomplish its goals. Beside this, marketing plan helps entity to promote its
offerings and fulfil the desires of targeted market.
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REFERENCES
Books and Journal
Andersen, P., Weisstein, F.L. and Song, L., 2020. Consumer response to marketing channels: A
demand-based approach. Journal of Marketing Channels, 26(1), pp.43-59.
Ganjre, K., 2019. A Study on Essence of Integrated Marketing Communication (IMC) for
Organisations in Indian Context. NOLEGEIN-Journal of Advertising and Brand
Management, pp.1-9.
Holbrook, M.B., 2018. Creating value: the theory and practice of marketing semiotics research.
HR, G. and Aithal, P.S., 2020. Integrated Marketing Mix Framework for Baby Care Retailing in
India. International Journal of Applied Engineering and Management Letters
(IJAEML), 4(1), pp.191-218.
Kruja, D., 2018. Destination marketing research. In The Routledge handbook of destination
marketing (pp. 35-48). Routledge.
Okumus, B. and Cetin, G., 2018. Marketing Istanbul as a culinary destination. Journal of
Destination Marketing & Management, 9, pp.340-346.
Ottman, J., 2020. The new rules of green marketing: Strategies, tools, and inspiration for
sustainable branding. Routledge.
Perreault, Cannon, J.P. and McCarthy, E.J., 2019. Essentials of Marketing: A Marketing Strategy
Planning Approach. McGraw-Hill education..
Pike, S., 2020. Destination marketing: essentials. Routledge.
Ryan, D., 2019. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers
Online
British Airways SWOT Analysis. 2020. [Online]. Available Through: <
https://www.mbaskool.com/brandguide/airlines/532-british-airways.html>.
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