Marketing Planning of British Airways
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Added on 2019-12-18
Marketing Planning of British Airways
Added on 2019-12-18
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Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................41.1 Changing Perceptive in Marketing Planning:...................................................................41.2 Organisation’s capability for planning itsfuture marketing activity:......................................................................................................41.3 Techniques of Organisational Auditing For Analysing External Factors:.......................51.4 Organisational auditing and analysis of external factors that affect marketing planning:6TASK 2............................................................................................................................................72.1 Barriers to Marketing Planning and overcoming barriers:...............................................72.2 Overcoming barriers tomarketing planning:...............................................................................................................8TASK 3............................................................................................................................................93.1 Marketing Plan for The Launch Of new Services for BA:...............................................93.2 Importance of Marketing Planning Process for British Airways:..................................103.3 Techniques of New Product Development:....................................................................113.4 Recommendation for pricing policy and distribution and communication mix for newproduct..................................................................................................................................123.5 Factors Affecting Effective Implementation Of Marketing Plan:..................................13TASK 4..........................................................................................................................................144.1 Ethical Issues Influencing Marketing Planning:.............................................................144.2 British Airways Response to Ethical Issues:..................................................................154.3 Examples of Consumer Ethics and Their Impact on Marketing Planning in BritishAirways:...............................................................................................................................15CONCLUSION..............................................................................................................................16REFERENCES..............................................................................................................................18
INTRODUCTIONBritish Airways (BA) is the national airline of United Kingdom. It is the largest airlinesin terms of fleet size. It is only behind easy Jet when it comes to comparison in the number ofpassengers carried. It is based in Waterside and have its main hub in London Heathrow airport. Itwas established in 1972 by the united kingdom government. It was created out of four airlines,two of them were nationalised and two of them were regional (Li and et. al., 2011). Britishoverseas airways corporation and British European Airways were two of the nationalisedairlines, two regional airlines were Cambrian Airways and north-east airlines. These companieswere merged to form British Airways on 31 march 1974. The government after 13 yearsprivatised the airline. British airlines in 1987 acquired British Caledonian, later on acquired twomore airlines which were Dan-Air and British Midland International in 1992 and 2012,respectively. Today British airways have a fleet size of 268 and operates to 183 destinations. It have atag line which is, “To Fly, To Serve”. British airways is also the founding member of the alliance'Oneworld'. Today this alliance is third largest and is only behind Star alliance and Sky Team.On 21 January 2011, British airways merged with Iberia and it created a company namedInternational Airlines Group. International airlines group is the second largest group in Europeand third largest in world in terms of revenue (Renz, 2016). International airlines group revenueis GBP 11,421 billion(2015). International Airlines Group is also listed on FTSE100 index andLondon stock exchange. British airways has divided its cabin and services on 3 basis. Short haul, Mid haul, Long haul.Under these hauls British airways provides different type of services to its customers.Like in short haul Economy class and Business class are described differently. In Economy classfor short haul they have derived two terms: UK domestic and euro travellers, while businessclass is called club Europe. For Mid haul business class 'club world' is used while economypassengers are called 'world travellers' (Dief and Font, 2010). They have divided the long haulin four different categories: First class, Business class, Premium Economy and economy. Britishairways is targeting every type of passengers with these type of cabin services offers.
TASK 11.1 Changing Perceptive in Marketing Planning:Marketing Planning is one of the most important aspect of marketing strategy of anyorganisation. Today market planning is not limited to the conservative approach. The marketingmanagers has to look at the current marketing trends and factors which can help the company inpromoting its products and services to much wider population (Hollensen, 2015). It has becomeso important with time as it helps in facing the increasing competitive environment which makesit difficult for the organisation to maintain the loyal consumer base. With time the whole marketing planning concept changed. World saw many conceptwhich changed the perceptive of people towards marketing planning (Taghian, 2010). Theproduction concept which focused on production of product which are inexpensive and highlyefficient in producing, product concept which focused on the offering of the most qualitative,innovative consumer favourable product production, selling concept focused on selling product'anyhow', marketing concept focused on finding right product for customers and today the massmarketing concept is in existence which focuses on numerous micro markets, with its own needsand wants. As mentioned above marketing has changed completely in last 30 years. Today it hasbecome more customer oriented. Marketing is also focusing on customer future requirements.Companies today use marketing as a to create product demand which is not required today butwill be useful in future. Marketing has evolved from being product oriented to being needoriented. Ten years back marketing was the function which was used by MNC's but today eventhe small enterprises spend huge sum to get better marketing function. 1.2 Organisation’s capability for planning its future marketing activity:British airways can be evaluated for its plan for future activities on the basis of themarket trends and the organisational strengths and weakness. Organisational capacity is aboutthe skills, quality, shortcomings, impacts, assets and conduct (Moutinho, et. al., 2011). Itdescribes what are the limitations an organisation have and what are its strengths. British airways strengths are:Strong Brand name:British airways is a trustworthy name with high reputation innational and global market. This reputation is built after serving customer with better
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