Marketing Management - British Airways in United Kingdom

Running head: MARKETING MANAGEMENT
Marketing management
Name of student
Name of University
Author note

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MARKETING MANAGEMENT
Table of Contents
Introduction................................................................................................................................3
Importance of environmental scanning within the marketing environment..............................3
Key factors within the macro environment................................................................................6
Market and competitors..............................................................................................................9
Segmentation, targeting and positioning....................................................................................9
Branding...................................................................................................................................11
Value proposition.....................................................................................................................12
Role of modern marketing manager.........................................................................................14
Recommendations....................................................................................................................15
Conclusion................................................................................................................................15
References................................................................................................................................16

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Introduction
The report is prepared to discuss about the management of marketing for the airlines
company named British Airways in United Kingdom. The topic will highlight the importance
of managing strategic marketing approach and at the same time, analyse the different
marketing concepts with the help of managing the stakeholders’ implications, thereby, and
maintain good relationships with the managers, employees and customers. The report will
also illustrate about how the marketing concepts drive strategic behaviours and also creates
marketing direction for the company to attain success in the competitive business
environment (Chernev 2018). The concepts of segmentation, targeting and positioning will
also be demonstrated here and how it can allow British Airways to resolve the issues and
challenges that the company may face within the business environment (Britishairways.com
2019).
Strategic marketing approach
The strategic marketing approach is prepared to develop a proper plan for marketing
the products and services of the company with the assessment of internal and external
environment of marketing (Papadas et al. 2019). While the internal environment would be
analysed with the use of SWOT analysis, the PESTLE analysis should help in determining
the various factors such as the political, social, economic, technological, legal and
environmental factors, all of which are associated with the management of business
functioning for British Airways in UK.
Importance of environmental scanning within the marketing environment
The environmental scanning would allow us to understand the important of marketing
and also how the analysis of various factors has been associated with the management and
planning for marketing approaches required by the business. The internal environment would

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MARKETING MANAGEMENT
represent the strengths, weaknesses, opportunities and threats of the company that should be
highlighted with the use of SWOT analysis for British Airways in UK (Britishairways.com
2019).
Strengths
British Airways is one of the major flag carrier airlines in United Kingdom that has its
headquarters in London and has managed to remain at the top within the airlines sector. In
terms of fleet size, the company is the largest airlines company, which is a major strength of
the organisation. British Airways has also been a customer for both the Embraer and Airbus
(Agic et al. 2016). The airlines services are of good qualities and also the availability of
airlines services at lower prices also contributes to the management of effective business
functioning while the 200 plus destinations to which, the flight services are provided have
helped in making people reach different locations and more than 80 nations all over the
world. The company possess a count of more than 45 million customers on an annual basis,
which also makes it successful worldwide and thus it can also been seen that flights take off
every 80 seconds. Moreover, the positive brand image, equity and identity has renamed the
company as a leading global premium airlines company and due to this, the company has
earned multiple awards, accolades, etc (Felix, Rauschnabel and Hinsch 2017). The support by
UK Government has further helped the company to serve the customers worldwide ad at the
same time, the tech savvy activities has also introduced an online platform, which makes it
convenient for the customers to place orders online and make purchase of e-tickets rather
than paper tickets, thereby, represented the growing importance of internet technology in the
field of travel and tourism (West, Ford and Ibrahim 2015). Thus, the company’s online
presence could also be considered as a major strength of British Airways in United Kingdom
(Britishairways.com 2019).