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Marketing Plan of British Airways

   

Added on  2020-01-28

15 Pages5105 Words90 Views
Leadership Management
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Marketing Planning
Marketing Plan of British Airways_1

Table of ContentsINTRODUCTION......................................................................................................................2TASK 1.......................................................................................................................................31.1 Review in preceptive in marketing planning..............................................................31.2 Evaluating organisation capabilities for planning future marketing activity .............41.3 Techniques for organisational auditing and for analysing external factors that affectmarketing planning...........................................................................................................41.4 Organisational auditing and analysis of external factors that affect marketing planning5TASK 2.......................................................................................................................................62.1 Main barriers to marketing planning...........................................................................62.2 How organisation overcome from the barriers of marketing plans............................6TASK 3.......................................................................................................................................73.1 Marketing plan for a product and services..................................................................73.2 Explaining marketing planning is essential in strategic planning process..................83.3 New product development techniques........................................................................83.4 Recommendation for pricing policy, distribution and communication mix...............93.5 Factors affecting the effective implementation of the marketing plan.......................9TASK 4.....................................................................................................................................104.1 Ethical issues influences marketing planning...........................................................104.2 How organisation will respond to ethical issue........................................................104.3 Analyse Consumer ethics and the effect it has on marketing planning....................11CONCLUSION........................................................................................................................11REFERENCES.........................................................................................................................12
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INTRODUCTIONA significant facet of any organisation plan is marketing plan. The process ofmarketing plan includes identifying, understanding and meeting the needs of customers aswell as employees. A marketing plan should be made in accordance with the objectives andgoals of organisation (Chang, Park and Chaiy, 2010). A basic marketing plan of anyorganisation also includes business entity goals for completing their task and reaching onspecific milestones. Without making proper marketing plan the organisation cannot achievetheir targets. To succeed in market, it is also important to target the customers and fulfil theirneeds. The present report is based on British Airways which is largest airline in UK. Theboard member of this company has decided to provide services to passengers in new sevendestination places. So the marketing director of company has plan the proper marketing planto attract large number of customers. The barriers of marketing planning have been discussed.Along with this marketing plan has been so that company can attract large number ofcustomers. Further the recommendations for pricing policy, distribution and communicationmix has been explained. In last ethical issues of marketing planning is also discussed. TASK 11.1 Review in perceptive in marketing planningBritish airways are one of largest airline in UK who provides so many services topassengers so that they will retain for a long period of time. The marketing manager of thiscompany has review the marketing plan in which they can made changes to attract largenumber of customers (Dief and Font, 2010). The directors are planning for making newmarketing strategies for the achievements of objectives and goals of organisation. Thesemarketing plan should include forming series of activities which has to perform by theemployees. They have to ensure that their business objectives and goals are meetingsufficiently. The marketing plan are depending upon the objectives and goals of BritishAirways; these plan is spanning for the next three years which has to implemented. Amarketing must have considered the following things which help the organisation to analysetheir position in competitive market and to attract customers for a long period of time.
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SWOT analysis should be assessing by the managers in order to determine thestrength and weakness own organisation. The objectives of organisation should be made in such a manner so that the employeescan also work in dynamic environment. How much funds are to be invested by other departments, budget should beaccordingly.Adopting different marketing strategies to accomplish with the goals. In Brutish Airways when the directors have decided to offer the services to passengersin new destination places then they have to review the proper marketing strategies (Grifoni,D'Andrea and Ferri, 2013). 1.2 Evaluating organisation capabilities for planning future marketing activityThe director of British Airways has to evaluate the capabilities of organisation whichwill help them to make proper planning for future marketing activity. They have to strongfoundation with marketing activities to achieve their objectives in appropriate manner. Theorganisation capabilities are their core competencies, strengths, weaknesses and many more.The organisation has to prove their capabilities by utilizing the strengths to overcome withtheir weaknesses also. The following are some aspects which has been include in futuremarketing activity.Finance capability – British Airways is introducing new services to passengersbecause this has has strong position in finance. The company is providing new services topassengers so that they remain happy while travelling from one place to another (Hollensen,2015). This organisation has sufficient resources which help them to run their businessoperation successfully.Human resource capability – The company has to use those resources which areallocated by the HR managers. These resources are utilizing in such a manner which does notharm to the environmental issues. The manager has to make proper policies and standards.They also have to encourage the employees and promoting the healthy working environmentso that the managers can adopt different opportunities which are available in market.Being loyal – The company has to provide proper consistent services to theirpassengers so that they will became loyal with them.
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