Marketing Planning Assignment: British Airways
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Added on 2020-06-06
Marketing Planning Assignment: British Airways
Added on 2020-06-06
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MARKETING PLANNING
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1 Changing perspective in marketing planning........................................................................11.2 British Airways capability for planning its future marketing activity..................................21.3 Techniques for auditing and analysing external factors affecting marketing planning........21.4 Auditing and analysing external factors affecting marketing planning of British Airways.3TASK 2............................................................................................................................................42.1 Assessment of main barriers during marketing planning......................................................42.2 Steps that British Airways can take to overcome the barriers of marketing planning..........4TASK 3............................................................................................................................................53.1 Marketing plan to launch new services for British Airways.................................................53.2 Reasons for marketing planning being an essential part in the strategic planning process ofBritish Airways...........................................................................................................................73.3 Techniques for new product development............................................................................73.4 Recommendations for pricing policy, distribution and communication mix........................83.5 factors affecting effective implementation of marketing plan..............................................8TASK 4............................................................................................................................................94.1 Ethical issues influencing marketing planning.....................................................................94.2 British Airways responding to ethical issues........................................................................94.3 Consumer ethics and their effect on marketing planning in British Airways.....................10CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................11
INTRODUCTIONMarketing planning plays an important role in the growth of the organisation. It isrequired to adopt appropriate marketing strategies to make the project a successful one. BritishAirways is one of the largest airlines in United Kingdom based on the fleet size and standssecond based on the passenger it carries. It is flying to more than 170 destinations in nearly 80countries. It offers low fares at extensive global route network flying to and from centrallylocated airports. The company has been operating worldwide tapping various countries globally.According to the given scenario, the company is planning to introduce passenger and cargoservices in 7 new destinations (Harrison and Reilly, 2011). It has also been planing to providemodernise aircraft fleet and offer new services to its customers. The company is already a brandleader than it will be easy to penetrate in the new market at new destinations. The report suggestsa marketing plan to introduce these new services in the market. Various techniques of auditingand analysing external factors affecting marketing planning are also discussed. Further, it focuseson barriers of marketing planning and ways to eliminate them are discussed. In the end the reporttalks about the ethical issues an organisation face are also been discussed. TASK 11.1 Changing perspective in marketing planningMarketing Planning consists of all the activities and marketing efforts that BritishAirways (BA)’s marketing manager will execute to advertise their new products and services.Planning updates about many factors like existing competition in market, traditions, customersneeds and wants, at what price they are willing to buy products and services, and how to makeproduct reach customers easily. Before marketing planning, BA needs to analyse externalenvironment like Political, social impact, economical impact and technological impact whichreduces the market risk before launch of products and services. These days, all the activitiesconducted by the companies are customer focussed. It not only increase the customerengagement but also increase customer's loyalty towards the company (Liu, Chen andBalachander, 2016). BA analyses the following two concepts before the launch of new services:Selling Concept: It is an idea to attract buyers towards company's services, whichincludes, promotion techniques, easy availability, affordable prices etc. BA uses thesetactics to before introducing an idea on a large platform.1
Marketing Concept: It refers to researching customers needs and wants and making theservices easily available for them. BA uses this technique where the company byemailing them about each and every updates and schemes it s introducing in the market. Growing presence of the company globally is continuously increasing the market shareand brand name (Sheth and Sisodia, 2015). Therefore, prioritizing the launch of products andservices is a key motive of the company.1.2 British Airways capability for planning its future marketing activityIn evaluating planning, BA needs to discover ideas, issues and concerns and implementselected alternatives. The Manager needs to set major goals with deadlines in order to completetasks on time. Establishing task force, skilled labourers, leader to help workers while executionand to create a smooth roadmap. Fleet Planning is the most important planning for airlinesbecause it helps to estimate the potential number of passengers for the new fleet (Smith andSmith, 2016). The company's manager also needs to analyse internal and external environment inorder to create strategic plan for the new product development. Manager should come with newplans and strategies in order to serve quality services to customers. BA creates strategic planafter completion of maximum period of 3 years. Basically Strategic plan covers 3 major steps:Strategic Analysis is discovering internal and external business environment (Strauss, 2016).This includes SWOT analysis and PEST analysis in order to keep a check over strengths andweakness of company and political, economical, social and technological factors.Strategic Evaluation: It estimates performance related to projects, activities which aregoing on to reach the ultimate goal. This is done my manager or executive in charge ofcompany.Strategic Implementation: It is execution of designed plan. According to it, managerkeeps a check over available resources, increments, reward etc.Also, British Airways follows GE matrix in order to verify circumstances of growth inmarket and in new markets. Manager also review, airline quality which compares BA and itscompetitors. 1.3 Techniques for auditing and analysing external factors affecting marketing planningIt is important for the companies to understand the customers. It involves finding all theappropriate factors and then analysing them. Several external factors analysing techniques arediscussed below:2
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