Marketing Management for British Airways

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

1MARKETING MANAGEMENT
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

2MARKETING MANAGEMENT
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).

3MARKETING MANAGEMENT
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