Marketing Budgeting Practices and Planning

This assignment delves into the field of marketing budgeting and strategic planning. It requires students to examine various research papers from the Academy of Marketing Science (AMS) conferences, focusing on empirical studies that investigate marketing budgeting practices and their effectiveness. The papers cover topics like executive attitudes towards planning, digital loyalty card data analysis for small businesses, and the impact of changing management on strategic marketing planning. Students will need to analyze these scholarly works to understand current trends and perspectives in marketing budgeting.

Marketing Planning

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P1.1 Changing perspectives in marketing planning....................................................................1
P1.2 BA's ability for planning marketing activity.......................................................................2
P1.3 Techniques for organizational auditing..............................................................................3
P1.4 Factors that affect marketing planning in BA.....................................................................4
TASK 2 ...........................................................................................................................................6
2.1 Barriers to marketing planning..............................................................................................6
2.2 Ways to overcome barriers in marketing planning...............................................................7
TASK 3 ...........................................................................................................................................8
3.1 Marketing plan .....................................................................................................................8
3.2 Necessity of marketing planning in strategic planning.........................................................9
3.3 Techniques for new product development..........................................................................10
3.4 Recommendations...............................................................................................................10
3.5 Factors which affect proper implementation of the marketing plan...................................11
TASK 4 .........................................................................................................................................13
4.1 Ethical issues influencing marketing planning...................................................................13
4.2 Response of company to ethical issues...............................................................................13
4.3 Consumer ethics and their effect on marketing planning....................................................15
CONCLUSION..............................................................................................................................17
Summary Of British Airways........................................................................................................18
REFERENCES..............................................................................................................................19

INTRODUCTION
Marketing plan is a pattern or a business document that outlines the marketing strategy
and advertising plan and plan of action. In other term it is the procedure of examine more than
one interesting places in market where the business can compete (Chen, 2014). It is focused
more on a specific period, say one year or two year. It is not a static document like business plan,
it keeps on changing as the market is changing and business is growing (Chen, 2014). The
purpose of designing a marketing plan is to reach the goals and the objectives set by the
company in effective, more efficient and economical way.
TASK 1
P1.1 Changing perspectives in marketing planning
Marketing requires instinct and creativity. By looking at your marketing goals, available
resources and methods you can create marketing plan. Different viewpoints can help possibilities
and risks that may either help your marketing to get succeed or face failure. Various aspects that
we are using helps in our marketing to be present unique in the market (Samadi, Mirzazadeh and
Pedram, 2013).
Four P's
Marketing planing practices that are been followed since long time laid emphasis on
product, place, pricing and promotion. Marketing planning that makes use of four P's starts with
consideration of product such as benefits, characteristics, brand name and wrapping. By
considering competition or profits pricing issues should be decided. The product will be able to
put into the market after the details given by the marketing plan.
Push vs. Pull
Traditional approach used by the marketer to put the product into the market is refused
by the current marketing planning. According to new marketing theory customers can be
attracted towards the company by giving them quality information and layout that avoids
exaggeration and rather displaying messages continuously we should listen them. This viewpoint
emphasizes on developing different ways to participate and give feedback to customers for
improvements in the product.
Situation Analysis
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Without listening to marketplace and giving focus on your planning can cause you to do
mistakes (Long, 2015). Your perspective may change if you listen. On measuring demand of the
product in the market, taste of customer, competitor's strengths and weaknesses planning can be
adjusted to fit into prevailing conditions.
Perceptions and Science
Perception is reality in marketing. Product's appearance attracts customer towards it.
Although with technical approach by making use of facts, numbers, and group surveys,
marketing plan can be developed. The marketing plan must leave room for unexpected.
P1.2 BA's ability for planning marketing activity
Airlines are considered to be the most important aspects for individuals and organisations
as well. Time required to transport goods and services have drastically reduced. Thereby, it
provides large scale of business opportunities for participants in airlines industry. The other part
depicts the huge competition in the market. The following stated sections analyses the strategies
applied for marketing of the venture that would help BA to attain success.
Market objectives
Marketing strategy of British Airways would include customers, production, employees
and quality service. To gain market share by providing excellent services to customers would be
the main objective. The firm also intended to expand into new areas by capturing short haul
market (Dibrell, Craig and Neubaum, 2014). The company's excellence in service quality would
be ensured for availing its products and services to customers by the availability of the best
resources in the organisation.
Marketing Strategies
By using Ansoff model, the strategies applied for the marketing of the firm can be
constructed. Ansoff model defines future scope and strategies of any organisation. Four
strategies are proposed by the model that any firm can use to capitalise onto market prospective.
The four strategies are:
Market Penetration
This strategy involves a situation where a firm tries to enter the market with the product
they already have in the market. By providing improved and better quality services with the
product in a way British Airways can make use of Market penetration strategy. Feedback and
reviews can be taken into consideration to add more customer sections in the market.
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Product Development
New services can be offered like fidelity programs, corporate class customers can be tied
up , packages with new additions includes product development for British airways.
Market development
Development involves to enter into those areas of market which is currently not served by
airlines (Fröhlich and Grimm, 2016). This will lead to business enhancement. For eg, even in
downtime of economy investments can be made into productive and adaptable aircraft, the
number of manpower on the whole terminal can be reduced, by introducing new products etc.
Diversification
Diversification is not a feasible option as it would shift your focus from the present business
markets which would ultimately lead to business loss. Diversification would require migration of
supply chain and vertical integration which is not a viable option.
Evaluation of Strength of BA
BA is an established company that has years of experience. It has skilled employees
which could help in developing new marketing strategies and customer support services.
Innovations in technology has always been adopted by the airlines which form competitive
position in the marketplace. By introducing flights in new areas could be helpful in company's
growth. They have strong capabilities and reach in aviation industry. Competitive strength is
contributing factor in success of marketing activities.
P1.3 Techniques for organizational auditing
An audit activity is conducted by every organisation to inspect and identify faults or
opportunity in the company taking place around it. Organisational audits constitutes inherent
proficiencies of the venture and internal system layout. Basically, organisational auditing
techniques consists of two parts: internal factor evaluation and external factor evaluation.
Techniques that can be used for organisational auditing are given below:
SWOT Analysis
SWOT (strengths, weakness, opportunities, threats) analysis works on two factors:
1. internal factors
2. external factors
Both the factors affects the business. SWOT analysis can be used to identify and decide that
how we can perform auditing:
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 Company should take benefits of new opportunities of business.
 Response for trending things.
 Implementation of the latest technology. Dealing with changing operations of customers.
Porter's 5 Force Analysis
Organisation's behaviour in a competitive market is affected by five forces as proposed
by Porter. These includes the following :
 Competition between the sellers that are already present in the market.
 How sellers are affected by the suppliers. Prospective threat of new sellers invading into market.
PEST Analysis
Growth of market or declination, business status, latent and the way for operations to be
carried can be understand by using PEST analysis (Fleischmann, Meyr and Wagner, 2015). It is a
useful strategic tool. In planning of strategies and business, marketing planning, development of
business and product and reports of research the use of PEST analysis has been seen influencing.
PEST is useful when the firm decides to enter into market that are completely new to them. To
break unconscious assumptions and to relate to the new environment it is great beneficiary.
PEST ensure company performance gets improved with each day by applying various strategies
which will ultimately benefit company's growth and profit.
P1.4 Factors that affect marketing planning in BA
The British Airways was formed through nationalization by the labour Government. The
need for change for BA was driven by number of factors. BA can make use of SWOT analysis
technique for organisational auditing (Gepp and et.al., 2017). A SWOT analysis is a tool that can
be used for organisation's auditing and its environment and to make it enable for making
decisions in every type of conditions in a business. The SWOT can be used for the following
purpose by the BA:
 Market position of BA can be compared with its competitors.
 Services in BA
 A business idea in BA
 Strategic planning Partnership with other companies as it is entering into new market.
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SWOT Analysis for British Airways
Strengths
 Chairman's passion for the need of
change.
 Competitive strength.
 Years of experience in the field.
 BA has its own engineering branch to
maintain its aircraft fleet.
 Reach and awareness of BA in aviation
industry.
Weakness
 No management skills.
 Breakdown of internal barriers failing.
 Motivational skills are lacking to
promote workforce.
 Loss of skilled labor.
 Not long lasting solutions.
 Over dependence in UK market.
Opportunities
 Focus should be on new opportunities.
 Expanding market.
 Pressure on small players.
 Clear strategy should be in place.
 Technology innovation of BA.
 Partnership with other big airlines can
make position strong in the market.
Threats
 Resistance for change in staff and
management of BA in the competitive
market.
 Government regulations.
 Loss of skilled staff due industry
strikes.
 Firing people and cutting budgets and
the new marketing drive of BA.
 Climate change is a big threat for BA.
In order to remain competitive in the market BA will make use of SWOT analysis.
Internal and external factors will be evaluated through it. The internal process is considered with
strength and weaknesses whereas external process is considered with opportunities and threats on
which BA might not have control over it.
Critical Analysis: From the SWOT analysis it can be concluded that utilizing competitive
strengths and innovations BA have potential to grow more in coming years. But on the same
hand unavailability of skilled employees could incur losses for the company. Climatic changes
are major issue in Airline industry. Technology innovation can create business opportunity for
BA. Company is established since years and have strong financial stability but it can turn down
into weakness due to inefficient skilled employees and recession prevailing in country. If
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management skills is properly acquired by the firm it can do wonders in the airlines' industry. On
giving appropriate training employees can be trained to acquire new skills as per current trends
of the market. If BA formulate certain strategies for the solutions then possibilities are there they
may last for longer duration. Currently chairperson is passionate about growth of the company
but if in near future he is replaced by somebody other, then chances are there that he might not
have same potential and enthusiasm for the work which would directly impact working processes
of the organization.
TASK 2
2.1 Barriers to marketing planning
Marketing planning can be defined as the process of occurrence acquired by a company for
defining objectives of marketing and to draw plan for it. It's complexity is high and due to which
during implementation it experiences many barriers.
1. Environmental Barriers
The external environment of the business consists of all together existing social,
technological, economical, political and legal conditions which may cause crucial barriers to
planning of marketing by putting limitations and prohibitions in a way it gets connected with
environment (Filiatrault and Chebat 2015). Current plan of marketing may require modifications
due to competitor's marketing strategies. Proclamation may stop comparison of marketing plan
between competitors.
2. Cultural Barriers
Culture is the combination of the morals, knowledge, custom. It also combines the beliefs
and values and many other capabilities. The habits sharing among by the people also constitutes
culture. The performance of organization is influenced by culture. Culture sensitivities are when
misunderstood or gets failed to understand results into faulty marketing planing. When failing
occurs it directly affects the benefits of the product. Similarly, the application of humour, gender
roles, traditional and classical culture and other promotion techniques depends on cultural
sensitivities (Maile, Kizilbash and Miller, 2015).
3. Behavioural Barriers
Marketing plans is greatly influenced by the behavioural traits in great way. The reason behind
behavioural issues may be:
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 Due to lacking of management support.
 Cross-functional involvement is lacking.
There are some more barriers that may arise in marketing planning which are discussed below:
 Confusion in implementing particular strategy: It may arise due to availability and
formulation of several strategies. Each of them would have certain positive and negative
points which creates confusion. Critical analysis helps in choosing and implementing
strategy to obtain maximum benefits. Analysis is not properly conducted. Organisational barriers might be present.
 Objectives are not clearly defined: Many times targets and goals to be achieved by the
company are not clearly specified which becomes major barrier in its growth. Marketing
plan thus cannot be designed when objectives are not properly mentioned.
 Skilled employees are not available and there might be lack of appropriate knowledge
which affects implementation process. If information about any product and services is
not appropriately gathered than implementation process becomes difficult.
 Marketing approach is not systematically designed: For marketing of any commodity,
proper planning is essential. There are possibilities that some features and stages might
get missed in development process of plan that directly affects marketing activity.
Thus, it is required to have proper planning from the initial stage so that all the aspects
could be covered effectively. It is also essential to identify all the possible factors that may affect
planning either lack of skilled employees or organisational barriers and many more. Critical
analysis of the market helps in successful implementation of marketing plan.
2.2 Ways to overcome barriers in marketing planning
To be successful in business marketing barriers are required to be resolved. Initiatives
should be taken by company to overcome with above stated situations. Following strategies
could be helpful in overcoming issues:
 To avoid confusion, strategic plan should be developed. External environment factors are
given much value.
 Marketing planning should be designed in such a way that it should focus mostly on
customers. For effective implementation of planning specialist and expertise can be hired.
 Activities of the venture should be well organized.
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 In depth analysis should be conducted so that proper information could be collected and
appropriate tools for marketing can be utilized.
 SWOT analysis can be used to avoid disorder between process and results.
 Proper training can be provided to the employees of the company so that they can acquire
proper skills.
 Objectives of the company should be properly framed so that strategies could be planned
to achieve this.
TASK 3
3.1 Marketing plan
A plan of marketing is a subset of a business plan. Well written plan of marketing can be
formed with influential strategy of marketing. A plan of marketing constitutes a record of
actions, plan with a little use of business. Marketing plan can be defined as a blueprint or
document which depicts company's efforts for the coming year. It describes business activities
involved to accomplish the goal (Donnelly and et.al., 2015). A marketing plan may also involve
current position the company in the market, what are the resources they have discussion of the
target market and their goals to be achieved. Marketing plan is not a static document like your
business plan. It is needed to be changed with current market, services and trends. Purpose of
marketing plan to provide you direction towards your goal. It needs to be referred and assessed
frequently. Importance of marketing planning:
 Future uncertainties can be avoided.
 Objectives can be easily managed.
 Objectives can be achieved by the help of it.
 Departments can coordinate and communicate with the use of marketing plan.
Marketing plan of BA: Objectives: BA is planning to grow in their business by introducing new aircraft and
reducing number of employees so that overall cost can be balanced. Market segmentation: BA has to compete with others in the market on the basis of cost of
tickets and services provided to the customers. BA provides facilities to travel in the
country as well as overseas.
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 Target Market: BA is planning to start flights at new destinations so that more number of
passengers can be pulled. Product Differentiation & Positioning: Services provided to the customers always get
much attention by the customers. BA always try to implement the latest technology to
facilitate comfort for the customers and provides security as well. Marketing Strategy: it is based on introducing improvements by considering costs and
profit that would be generated by BA. At particular destinations, low prices are offered to
the passengers and food facilities to attract them. Infrastructure has also been improved
using trending technologies.
 Return of investment: Huge amount of investment is required for increasing number of
aircraft, security systems and facilities provided to the customers. Thus, strategies are
planned to make profits.
3.2 Necessity of marketing planning in strategic planning
The objective of strategic planning can be defined as the process of providing marketing
plan to an organization and sub departments and even individuals to attain specific goals.
Internal and external opportunities are identified by the strategic planning to create strategies and
tactics (Maile and Kizilbash, 2015). Number of steps are involved in strategic planning process
to include marketing planning process. These includes :
 Identification of planing goal
 Team participants selection Data related to internal and external environment is gathered.
Benefits
 The key advantage of a plan of marketing is it is providing written blueprint for a
business to be followed to achieve the objective.
 Secondly, with strategic marketing planning it allowed for the business to design
and employ constant messaging both internally and externally. Consistent
messaging offers customer to understand what company offers and how it is
offered. Company with good marketing plan encounters an increase in and market
share and income.
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3.3 Techniques for new product development
Developing new product should not be a difficult task to perform. It is quite easy
method. To develop any product development plan is required. Development process
includes process of collecting the raw idea and to bring the product into the market.
Following proper steps development becomes more flexible. The basic steps involved in
the product development are as : Idea generation – Any product development starts with the concept. Further, gathered
ideas are needed to be tested to be used into reality. Practicality of collected information
is checked. Concept and idea can be gathered from anywhere. The best way is to start
with SWOT analysis where strengths, weakness, importunities and threats can be
identifies at earlier stage (Salmani, Daraei and Bayazdi, 2014). Idea screening - As we know, ideas are collected randomly and therefore they are needed
to be screened before they put on use. According to market potential certain screening
idea are needed to be set. Development of concept and testing – At this stage the concept has been screened but the
end user is customer. They are needed to be asked. On a small group of people , idea can
be tested to get their reaction. Business Analysis and Product development – Once the concept has been finalised, it can
be put together to analyse whether the product will be profitable or not. If the new
product is approved, it is then transferred to technical and development department.
 Marketing – Marketing proposes the plan as a whole rather than individual elements.
Marketing is the most important stage as it leads your product to reach customer.
3.4 Recommendations
To run any business developing new products is common feature. To market these
products Businesses must ensure the best possible way to price the product to a limit so that
customers feel convenient and affordable to buy it. Various pricing techniques exists to introduce
new product to market (Abulehyeh, and Al-zoub, 2017). All such strategies commonly depends
on prevailing conditions of market.
Penetration Pricing
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It involves the process to set price of product initially low for a certain period to acquire
market share and attract customers from present competitors. The technique is very common.
Once company gain place in market they often raise product prices.
Economy Pricing
The lowest price charged by the company for their gods usually represents economy
pricing. By offering products that are similar to the products of competitor's can help lower down
the price levels by using strategy of economy pricing. Usually when using economy pricing
companies restricts expenditure of money on branding strategies and administrative features.
Price Skimming
Based on the company and competitive advantage prices on certain goods and products
can be set higher with price skimming.
Bundle Pricing
Bundle pricing can be used to attach pricing for new products with a current good at a
particular price point. Bundle pricing includes a slight discount on the products if you buy them
separately.
Promotional Pricing
Promotional Pricing can be used to create several strategies of marketing to inform customers
about the product. It includes offering a product free on the purchase of other, discounts on
written price etc.
Gaining attention and the awareness are very important major steps in the process of sales
and the focus is on the marketing communications. You can appeal to the interests of the
customers if you better know your audience. USP is the main benefit when communicated
effectively can drive your sales. From business cards to logos, your brand must speak in relevant
manner. Your brand look and feel must be sharpened. Ensuring consistency of messaging.
Managing leads and client data ensures your communications are measurable.
3.5 Factors which affect proper implementation of the marketing plan
Changing market and the ongoing competition impacts your market strategy. Both short
term and long term factors are taken into account for effective market plan. The end result
depends on the facts to make it able to make adjustments for flexibility.
Target market
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Knowing characteristics of target market helps you to get into it easily. In order to choose
which marketing strategy ethnicity plays a very important role to make decision to use. When
primary and secondary target markets are decided, you can then make decision whether they are
good readers, listeners or are strong internet users.
Budget
The cost becomes the major factor when you don't have money more than time. If
advertising budget is limited, placing an ad in a community makes more sense than putting your
ad in expensive print publications (Menon and et.al., 2015).
Economy
Strategies are greatly affected by the economy. Depending on upswings or downturns the
need of your product in the market may increase and decrease. Businesses may find that they
need to spend lot more to stay in the market.
Competition
By looking at your competitors you can determine what strategies they are implementing.
You need to develop techniques to promote your product to make you stand out of the crowd.
Best marketing tools can be utilized to gain competitive advantage in the marketplace.
Market potential
Identification of strengths and weak points of the competitors could be helpful to hold
market position in the competitive world. Ways to take advantage of weakness of the rival can be
formulated.
Present customer composition
Factors including education, age, income generation, businesses etc. have potential to
affect product demand in the active consumers.
Market share
Identification of current market share of the organization and factors that might impact
business operations. Percentage of transactions which are handled by the company and possible
factors that may affect the transaction process either in positive or negative manner affects
implementation process.
APPR: Objective of the British airways was to launch new aircraft by reducing number of
employees so that cost can be balanced. BA has successfully introduced new planes but overall
profit was not generated as per expectation. Cost cutting was done by reducing number of
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employees. Skilled workers has been utilized to bring up with innovations in the services and
facilities provided to the customers. It has adopted the latest technology according to current
trends of the market.
TASK 4
4.1 Ethical issues influencing marketing planning
Ethical marketing can be defined as less of marketing strategy. It is emphasized more on
philosophy. It involves honesty promotion and responsibility into all the advertisements. It also
represents fairness in strategy. It is quite a difficult subject because everyone has subjective
judgements. Every company has the opportunity to engage in ethical marketing. There distinct
advantages and disadvantages of ethical marketing. The conflict between marketing or lacking of
agreement issues on particular topic causes arrival of ethical issues.
Emerging Ethical problems in Market Research
As in today's world internet is used by everyone and social media websites are common
for all to use has lead the market research to experience a resurgence. As due to connectivity and
ease of internet use, it has become now easy to contact customers directly rather than looking
into traditional databases to search information about the customer. Nowadays the way in which
companies are conducting market research and collecting information has become ethical issue.
Grouping the market audience
Audience may group into various segments due to unethical issues (Meidan, Moutinho
and Chan, 2015). To abash the demand selective marketing can be used and also to
disenfranchise them totally.
Anti-Competitive Practices
Anti-competitive methods are of several types. Eg, The method of designing a product
with its limited useful life is called as Planned obsolescence. After certain period it will become
non functional.
4.2 Response of company to ethical issues
Dilemmas of selecting between the right and wrong at workplace are difficult to handle.
Forward thinking employers are generally prepared for the potential disagreement and conflicts
of interest on certain issues which may be because of values and difference in opinion. It may be
because of culture difference (Lewis, 2016). By applying following ways we can handle ethical
issues:
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 To develop policy for workplace followed on company's customs. In performance
management program the policy can be incorporated. Handbook of employee should be
revised so that policy can be included and its revised copies should be made available to
employees.
 Training of workplace ethics should be provided to the employees. Different kinds of
instruction methods should be utilized so that employees can be engaged in learning the
ways to resolve dilemmas of ethics. To facilitate workplace ethics training experimental
learning is an effective way. Workplace ethics example involves inappropriate company
funds, standards etc.
 Apply your system policy consistently to address issues of system to employees
concerning the workplace ethics. Without considering the level of how serious it can be
or the number of employees involved, use the same business principles.
 To make employee reports consider legal advice of workplace ethics issues that increase
your organization’s liability under these sections:
1. Federal employment law
2. State employment law
3. Municipal employment law.
 Employment decisions such as termination and suspension can be refrained. Discussion
with other executives which are at top level of management can help you to solve your
dilemma.
Examples of ethical issues are given below:
 Some ethical issues that may arise are discrimination on the basis of gender. Possibilities
are there that may demand preference to the male employees only. On entering new
female member may arise conflicts between them. To handle such kind of situations BA
can deploy regulations that offers equal opportunities right without being discriminated
on the grounds of gender, religion, caste, etc.
 Codes of practice: Many times' situation may arise when fuel emitted by planes affects
atmosphere. It emits Co2 that is contributing factor in increase global warming. To
handle such issues BA can keep track on fuel emission that has adverse impact on
environment.
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 Email: Flight information is given to customers by emails which requires secure
transmission so that details can be kept secure. But many times hacking occurs in the
midst which stoles private data of customers. Security can be ensured by providing
username and password and making systems tightly secured so that such practices can be
avoided.
4.3 Consumer ethics and their effect on marketing planning
To buy any kind of products, consumer ethics is the main concern. Consumer ethics
basically means that to buy the product or services keeping environmental and ethics conditions
in mind. The consumer ethics are very large and can have significant impact on the company like
British airways. The marketing plan will be successful, only when the company will keep the
consumer's expectation and consideration in mind (Yu, Ramanathan, and Nath, 2014). So any
consumer is doing unethical things in the airways, and the things which are not appropriate, this
can harm the brand image of the airlines as well as the relation of the company with their other
consumers. Unethical activities will include false claims, unnecessary disturbance and demands
during the flight, disturbance to the management and crew and other activities which are not
ethic.
British airlines marketing plan should be such that all the consumers will follow and
behave in ethic manner. Other thing from the airways point of view is that, they should not share
the information of the customer's personal information with anyone without their permission, this
will be the breach of confidentially. Other thing is that the airline should not offer any kind of
misleading marketing advertisements, so that the customer will buy the services, but they are not
getting the quality of services they paid for, and this will lead to the dissatisfaction of the
consumer's and the company's image and reputation will be harmed. Due to unethical behaviour,
the financial condition will also be harmed and market share of the airways will fall and the
company will be in a huge loss. So they have to make sure that all the consumer's are behaving in
ethical manner and the British airways is offering them good quality services (Toledo, and et.al.,
2014).
Marketing the ethical consumers can cause a lot of problem. British airways is doing a
great job but sometimes in doing best for the society, the profit can be decreased. The aim of the
airlines is to satisfy the needs of the consumers. One ethical issue is providing wrong information
with respect to the product of competitors. The marketing strategies must be based on factual and
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honest competition. From the consumers perspective; the airlines is not leaking any personal
information of the customers, so they should not get worried on this aspect. Another thing is all
the consumers are treated equally and they must get all the services, they are paying money for.
The ethical decision making of consumers can reduce the selling rates of the company. If
the ethics of the consumer is not satisfied, they have the right to take legal actions on the
company. The ethical consumer will look for the services which are friendly as well as
environment friendly. If the consumers are not finding services according to their needs, they
will stop traveling from British airlines. Further, customer's will post the reviews on social media
which will cause more damage to the company. Company's profitability will decrease drastically.
Thus, the airways can have huge revenue losses.
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CONCLUSION
This assignment has shown various marketing conditions of British airways. It has been
concluded from this assignment that what types of steps the company should follow so that they
will get the proper systematic marketing plan. The airways should start new services to other
countries so that their business will increase. This assignment also reflects that what are the
barrier we can face while doing marketing plan and how we can overcome that. The business
strategy planning process is also discussed which focuses on the aim and objectives of the
company. This assignment will be having the price distribution techniques and finally how the
consumer and the company should behave so that they will increase their business growth.
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Summary Of British Airways
British Airways is one of the biggest airlines company in terms of fleet size and
international flights in the United Kingdom and second largest company when measured on the
number of passengers carried by them. The main hub airways is at Gatwick airport and Heathrow
in London. It was founded on 31st March 1974. Its headquarter is at Waterside, Harmondsworth,
England that is a village area.
It was established after British airways board that was done by British government in
order to handle two airline companies that are British Overseas Airways Corporation and British
European Airways. Two regional airlines was also part of it: Cambrian Airways that was from
Cardiff and second was North-east Airlines which was from Newcastle upon Tyne. All these
four companies tied up and merged to create British Airways on 31st March 1974.
BA was privatised after completing 13 years in February 1987. In August 1998, British
Airways ordered 59 Airbus A320 family. 12 Airbus A380s along with 24 Boeing 787 Dream-
liners were purchased in 2007. Centrepiece of the airlines is Boeing 777, with 58 in the fleet.
One of the largest operator of Boeing 747-400 is British Airways which had 41 registered
airlines. BA is the founder member of One-world airline alliance along with American Airlines,
Cathay Pacific, Canadian Airlines and Qantas.
In 2012, British airways Limited was established and services came into existence in
September 2009. Under British Airways world Cargo, services related to cargo was provided by
it.
Quality services are provided by the British airways to the customer by keeping comfort
level of the passengers into consideration. It has experience of number of years which has leads
to its financial stability and helped to acquire competitive position into market.
British Airways has adopted several; marketing strategies with time to attract number f
customers and implementation is done by identifying target market and audience. Lower costs
tickets are provided to the customers that are taking domestic flights as compared to other
airlines to hold customers with their company. Thus, by effective marketing planning and
financial stability creates potential to grow in the coming years.
18

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