Marketing Management for British Airways

This article discusses the marketing management strategies for British Airways, including their target market, PEST factors, and an upgraded marketing mix plan. The article also provides an analysis of the changes in the marketing budget after upgrading the new marketing mix. Subject: Marketing Management, Course Code: NA, Course Name: NA, College/University: NA, Document Type: Case Study, Type of Assignment: NA

Running head - MARKETING MANAGEMENT
Marketing Management
Name of the student
Name of the university
Author’s note

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Introduction
The British Airways is considered as the best airlines in the United Kingdom. The airline
company have its base in Waterside, which is near its main center at the London Heathrow
Airport (Madar 2015). The organization was established in the year 1974 after the establishment
of a British Airways Board by the government of United Kingdom (Endrizalová, Novák and
Kameníková 2017). The board was created to monitor both of the national airline corporation in
the United Kingdom – the British Overseas Airways Corporation and the British European
Airways. The organization is also considered as the largest airline base in the United Kingdom
and second largest behind the easy jet when measured in terms of passengers (Coller, Helms
Mills and Mills 2016)
Main Target in the Market
The British Airways have a market all over the world, connecting with the major cities of
the countries ((Mills 2017). The market of the organization could be divided in to two categories
that is mainly composed of domestic and international market. The domestic market of the
British Airways connects to the major airports of the country such as Brimingham Airport
(BHX), East Midland Airport (EMA), Liverpool John Lennon Airport (LIV) and Manchester
Airport (MAN) (Karami 2017). The international market that is targeted by the British Airways
are the European Market and the North African Market. In the European Market, the British
Airways is connected to the Spanish Coast with San Pablo Airport (SVQ) and Palma de Mallorca
Airport (PMI). The airline organization is also connected to the Greece airports such as Kos
International Airport (KGS) and Rhodes International Airport (RHO). Tunisia and the Egypt are
the countries in the north of Africa to which the British Airways are connected. The other short-
haul market in which British Airways operate are the West Coast mainlines, the Eurostar and the

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Brussel and Paris. Therefor these are the current targeted markets of the British Airways in both
domestic and international market (Williams and Rhoades 2017).
PEST factors affecting the organization
The current challenging aspect for the British Airways is the political factor that involves
measures of increasing the security of the airlines, flights and their passengers. This have been
the main political factor in the country regarding the British Airways (Camilleri 2018). The rise
in the terrorist activities have raised concern and doubts regarding the security of the passengers.
Developed country like the United States of America was once the prey of such deadly terrorist
activity. The whole world was shook with the intensity of attack that was carried out by terrorist
on September 11 that left a mark on the history of United States of America by destroying the
Twin Towers. In addition to the security concern it is being said that the air industry is being
fragile when it comes to issues like terrorism. There have been numerous regulation that are
considered responsible for influencing the schedule that airline are supposed to have while the
running time. It is also needed to keep in account that the airlines that are service overseas
requires special permits are needed (Holloway 2017). In order to remain in the business and
make profit form their business the British Airways is expected to cop up with these challenges
to exist in the airlines market.
The other PEST factor that could also be aligned as an opportunity for the British
Airways is the economic factor. There have been global economic crisis that hit the world in
between the year 2008 and 2009 which also have affected the airline industry (Bailey et al.
2018).

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This global crisis have made precise amount of opportunities for the British Airways as
they have been taking advantage of the moment after the crisis (La 2016). The airline
organization have been taking advantage of the low cost airline market through the help of
budget travelling. Another opportunity scope that have made the British Airways taking the
advantage of slow and poor delivery of the services. This would help the organization in taking
the advantage over their competitors (Bees and Williams 2017). There have been other
opportunities for the airline organization in taking a high lead in the Skytrax quality system,
which would in turn help the organization by being used as a marketing tool that would ensure
the growth of the organization.
Overall Marketing Strategy
The British Airways have an overall marketing strategies that have been expected to earn
a competitive advantage to the airline organization in the market (Vellas, F., 2016). The airline
organization have been engaged in developing a new technology that would help them accessing
the database of both mobile and computer cloud system (Lange et al. 2015). The airline
organization is also expanding their operation of business that would help them in engaging to
take the advantages of the recovering economy of the global environment as day by day the
number of passengers are growing day by day. The organization is also modernizing their fleets
and the service they provide (Karami 2017)
New Marketing Mix:
Place Price Promotion People Processes Physical
Evidence
Flights to
and from
airports
within
Premium
pricing
Advertisement
in local
newspapers
and
Customer focused Smartphone
compatibility.
Excellent
quality
brochure
circulated

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United
Kingdom.
international
newspapers.
Flights to
and from
selected
internation
al airports.
Proposed
economic
pricing
targeting
middle
class
customers
.
Advertisement
through
national
television and
other
international
television
shows and also
in news
channels.
Community awareness
and high ethical
standards.
Research
undertaken
annually
Website
timing
increased
from 15
second to
60
seconds
and 2
page
down
now.
round the
clock
customer
services on
online
platform
Offers and
discounts
on
products
offered by
the
airlines.
Advertisement
on Billboards
around the
country and
other
marketing
countries.
Stakeholder
engagements
FinTech
applications
Brand
color -
Bright Red
Round the
clock
ticketing
services at
the airport,
on official
websites
and also the
partner
websites.
Social media
influence, with
the help of
social media
advertisement
done through
Facebook by
creating pages
and in Twitter
by retweeting
tweets from
celebrities that
have used the
airline service
and liked it.
Community
engagements
E-Commerce
operations.
Excellent
Quality
Uniforms
form
employees
.
Advertisement
done through
the help of
sponsoring
program.
Data analysis
with the help of
IEP, cloud
computing, BIG
DATA analysis,
block chain.
Digital
logo
projection
at airports
Public
campaign
being
conducted in
order to
promote the
Radar
application for
controlling air
traffic

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services that is
served by the
organization.
Business and
fashion
magazines Taxiway usage.
YouTube
advertisement
s.
Luggage
handling
Advertisement
on share
trading
billboards.
Security
regarding both
passenger and
luggage
The previous marketing mix was rouged and was ineffective and making good impact on
the market. It lagged many features that was not sufficient for the growth of British Airways in
the market. These features were holding the airlines company form gaining advantage in the
global market (Halpern 2016). For competing with the other airlines giant of the world, the
British Airways needed to adapt new marketing mix plans and strategies that would allow them
to take advantage in the global market. The poor quality of the services that was served by the
organization was not helping the airlines getting recognized and having a good reputation. It was
not generating as much as revenue it needed to be. The company was not reaching its set goals, it
was not serving according to the mission it was set and also was not able to generate enough
profit for the airline to be able operate and stay in the business so that it could continue its
operations. They are also providing round the clock services for their customers for helping them
with any quarry they are having regarding the services of the airlines (Steenkamp 2017). The
airline organization is also helping in getting hotel and cars booking along with their flight
bookings. The organization is also providing holiday packages and travel insurances for their

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customers. Customers are also entitled to get airport parking and high life shopping experience
services served to them, but in some selected markets.
The previous marketing had limited amounts of product that was offered in service to the
customers. There were less numbers of flights that was operated by the airline organization
compared to the other giant organizations in the airline industry. The organization previously had
less amount of charter plains that served the customers in transportation. At present, with the
upgraded marketing mix, the British Airways are providing services with many new commercial
planes that re serving in different part of the United Kingdom. Domestic flights from all the
states of the United Kingdom are being served by the airline organization. The airline
organization is also taking part in international business by providing flights for being served in
selected international airports. The major countries are getting the prime service of the British
Airways after the upgrade of the new marketing mix.
The airline organization is charging premium pricing for their tickets. There proposed
economic pricing of the airlines are helping them in targeting middle class people more as this
would in turn generate more revenue for them. Targeting more middle class people would help
them in getting more profit. British airlines are also providing discounts and offers to their
customer as this would help them in getting more their tickets sold.
The promotion of the flight service by the British airways are done with the help of local
newspapers and international newspapers. The organization is also providing advertisement with
the help of national television. Social media is also being used by the organization as a mean of
promotion. British airways are using Facebook, Twitter, and YouTube for promoting their flight

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services advertisement. They are also providing public campaigns to boost up their promotion.
Public campaigns would help the organization in getting close with their customers which would
help them in knowing exactly what their customers want form their services. The organization
also promotes their services by placing advertisement in magazines like business and fashion.
They also use billboard for targeting their customers. British Airlines also provide advertisement
on share trading billboards.
The organization is people oriented where would try to focus more on the customers after
the implication of the marketing mix. The organization would be more awarded regarding the
community and would also try to maintain their high ethical standards. The company would also
engage with their stake holders.
The organization would also be using new processes like smartphone compatibility and
FinTech application to monitor their movements. They would also take new e0commerce
operations that would help them go more digital. Other methods like IEP, cloud computing, big
data analysis would be used for processing the data that is needed for operating in the market.
Changes in Marketing Budget after Upgrading the New Marketing Mix
The budget of the British Airways were divided in to the following categories – research,
communication, networking, events, promotion, advertising, public relations.
The airlines have to conduct new researches for analyzing and finding new ways of
creating sustainability in the business. There should be increase in the research firm fees as new
technologies would be developed to apply in the service of the organization. The communication

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budget would be increased as there would be mote facilities for handling the intercom among the
facilities. For expanding the networking, there would a makeover in the budget plan for new
memberships and affiliations. A huge amount of budget have to be invested in the promotions of
the organization. New modes like promotions through newspapers that is circulated in the
country as well as other countries. This would need more resources. There would be
advertisements regarding the service that is provided by the airline organization and aired in
different television around the globe. The promotion would also include billboard advertisement
around the globe. Public campaigns would be more to create more interaction and knowing the
customers’ need.
Conclusion
The following case study could be concluded by providing a detained analysis about the
new strategies, marketing mix with upgraded factors and also an upgraded budget plan for
supporting the new plans. British Airways have not been doing well in the airline industry due to
the poor marketing plan and flowed budget plan. The study in the above discusses about the
organizational background, its targeted market, its overall strategy, PEST factors that could
affect the organization in the long run and also a detailed upgraded marketing mix. This new
marketing mix would help the organization in regaining its fame and position it previously
enjoyed in the global market of aviation service.

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References
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Discourses in the Making of British Airways☆. In Insights and Research on the Study of Gender
and Intersectionality in International Airline Cultures (pp. 37-47). Emerald Publishing Limited.).
Bailey, D.J., Clua-Losada, M., Huke, N., Ribera-Almandoz, O. and Rogers, K., 2018.
Challenging the age of austerity: Disruptive agency after the global economic
crisis. Comparative European Politics, 16(1), pp.9-31.
Bees, A.D. and Williams, I.D., 2017. Explaining the differences in household food waste
collection and treatment provisions between local authorities in England and Wales. Waste
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Camilleri, M.A., 2018. The marketing environment. In Travel Marketing, Tourism Economics
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Coller, K.E., Helms Mills, J. and Mills, A.J., 2016. The British Airways Heritage Collection: an
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Endrizalová, E., Novák, M. and Kameníková, I., 2017. Development and trends in airlines
business models. New Trends in Process Control and Production Management, the Slovak
Republic, pp.119-123.
Halpern, N., 2016. Air transport marketing. Air Transport Management. An international
perspective.

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Holloway, S., 2017. Straight and Level: Practical Airline Economics: Practical Airline
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Williams, M.J. and Rhoades, D.L., 2017. Airline distribution systems: History, challenges and
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