MARKETING PLANNING INTRODUCTION

MARKETING PLANNING

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK1.............................................................................................................................................1
1.1 Review dynamic perspective in marketing planning........................................................1
1.2 Analysis British Airway's capability for planning its future marketing functions...........1
1.3 Analyse methods for organisational auditing and for evaluating external elements that
impact on marketing planning................................................................................................2
1.4 Organisational auditing and evaluating the external components that impact the marketing
planning..................................................................................................................................3
TASK2.............................................................................................................................................4
2.1 Evaluate the main obstacles to marketing planning.........................................................4
2.2 Analysis of British Airways may overcome barriers to
marketing planning................................................................................................................4
TASK3.............................................................................................................................................5
3.1 Marketing plan for a product or service...........................................................................5
3.2 Significance of marketing plan in strategic planning process..........................................5
3.3 Techniques for development of new product...................................................................6
3.4 Recommendation for pricing policy, communication mix and distribution of new item 6
3.5 Elements that affect sound implementation of market plan.............................................7
TASK4.............................................................................................................................................8
4.1 Ethical issues that influence marketing planning.............................................................8
4.2 Examples on how British Airways respond to ethical issues...........................................8
4.3 Examples of customer ethics which affects marketing planning.....................................8
CONCLUSION................................................................................................................................8
..........................................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
The marketing plan is a detailed document in which objectives are included that is to be
created and also the specifications and characteristics for how they will be achieved. It includes
setting of targets and passing the information to those people who are responsible to attain them.
British Airways is the largest airline and based on its fleet size it is second largest in the
United Kingdom (Constantinides and Fountain, 2008). It is near main hub based in Waterside. It
has head quarters in Waterside and England. In this report, marketing plan of British Airways is
discussed in detail that includes the mission statement, targets to achieve, analysing the market
situation and also its growth, goals and tactics of marketing, making the budget as well as the
implementation plan. British Airway's mission is to provide basic functions to the society, also to
give good service to its consumers and maintain relationship with them.
TASK1
1.1 Review dynamic perspective in marketing planning
Audit changing point of view in marketing plan is basic instrument utilized by the
management to determine advantages and disadvantages about the firm. Planning imperfections,
way to prevail in objectives and attributing in another market or another item against contenders,
all are recognized by management through it. Marketing may resemble a science however it is a
blend of creativity, advancement and intuition while building up a marketing-plan and a good
marketing-plan is made on the thought of changing point of view of the market. Management can
be profited in the event that they utilize their assets, objectives, tools and procedures utilizing
distinctive bent (McDonald and Wilson, 2011). It is the biggest airline in United Kingdom in
light of fleet estimate that likewise confronted tough rivalry from minimal effort equal Easy jet.
Leading privatization, the administration of the aircraft as yet searching for new market for
development. They have chosen to grow their services to seven more places to build number of
traveller that will bring increment in the income in long run.
1.2 Analysis British Airway's capability for planning its future marketing functions
Strengths, shortcomings, core skills, assets, synergetic impacts as well as behaviour
comprise hierarchical ability. Company's quality in making opportunities confronting outside
atmosphere all are portrayed by capacity requirements for future planning. Following are the
authoritative abilities of British Airway's are:
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 Unique administrations
 Brand impact Behaviour
 Resources
 Weaknesses
 Strengths
 High quality
 Loyal consumer
 Famous organization
 Management knowledge
Albeit British Airways was established in 1974, it has the probability to assist by
developing its services sectors like traveller and payload administrations to new goal. The firm
should likewise create fund, marketing, general management, employers and data to get upper
hand in the market against competitors (Morgan and Vorhies, 2012). A prearranged spending
plan also known as budget to control utilization of assets inside a specific restriction drives the
organization to budgetary prospects. British Airways also must concentrate on control and give
administrations to different class traveller with the goal that nothing incorrectly can be happened
to give a decent quality administrations. In this cutting edge time, web turned into a main
consideration for systems administration and spreading data and administrations through on the
web. Site of British Airways is aiding numerous clients by making them remain in house and do
all seat reservation and giving data about flights and new offerings.
1.3 Analyse methods for organisational auditing and for evaluating external elements that impact
on marketing planning
The techniques that can be utilized for the evaluation of audit of British Airways are
SWOT Analysis, PESTLE or Porter's 5 forces model. By the analysing of SWOT Analysis it will
be feasible for the firm to determine its strengths and this will aids the organization in making
better opportunities for itself and with the assistance of determination of its shortcomings it will
have the capacity to enhance them and with that the conceivable threats can be kept away. By
pursuing this the organization will have the capacity to enhance its total performance.
There are different external components that influence marketing planning of the
organization. British Airways routes can utilize PEST analysis that will assist it in look at
different external components (Metaxas, 2009). With this, PEST analysis it will have the
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