Marketing Planning of British Airways - Report
Added on 2020-01-28
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MARKETINGPLANNING
TABLE OF CONTENTSINTRODUCTION......................................................................................................................31.1 Review the changing perspective in marketing planning ................................................31.2 Evaluate BA ability for planning its future marketing activity........................................41.3 and 1.4 examine techniques for organizational auditing .................................................5TASK 2......................................................................................................................................72.1 Using appropriate theories, assess the main barriers to marketing planning and examinehow BA may overcome these barriers ..................................................................................7TASK 3......................................................................................................................................73.1. Based on your analysis in Task 1; write a marketing plan for the launch of a newservices for BA.......................................................................................................................73.2. Explain why marketing planning is essential in the strategic planning process for BA.83.3. Using BA, examine techniques for new product development.......................................83.4. Justify recommendations for pricing policy, distribution and communication mix forthe new product. ....................................................................................................................9TASK 4....................................................................................................................................104.1 Using BA, explain how ethical issues influence marketing planning............................104.3 Analyse examples of consumer ethics and their effect on marketing planning in BA. .10CONCLUSION .......................................................................................................................11REFERENCES ........................................................................................................................12
INTRODUCTION Marketing planning can be defined as the plan made by the organization to aware thecustomers about the products and the services which they will render to their customers. it isthe strategy made by the organization which include all process starting from promotion,pricing , distribution etc. this report talks about the British Airways which is one of thelargest airlines in the United Kingdom and it is known for its luxurious survey which theyprovide to their customers. Further, swot and pestle analysis is carried out to know the factorswhich will directly or indirectly affect the functioning of BA. On the other hand, barriers ofmarketing planning and the solutions related to it will be described effectively. Besides this, anew product will be developed and for that the whole marketing plan will be carried out toeffectively market their product. Company’s overview British airways are the largest airline in the United Kingdom according to the size ofthe fleet. If it is measured by the passengers then it is the second largest airline. Theorganization was established in the year 1972 and it is operating in the industry from verylong time. in the year 2007, the organization purchased 12 airbus, 24 boeing, this shows thefinancial capability of the firm. On the other hand, it is famous for the marketing which thefirm perform to attract their customers. In the year 1989 the musical theme was used for theadvertisement as this attracted the customers towards the promotion which was made byBritish Airways (About British Airways, 2017). Besides this, they are in relation with theSaatchi and Saatchi agency which are famous for creating advertisement. Through this, it canbe witnessed that the organization put emphasis on the advertisement and marketing of theproducts and the services. Other than creating the advertisement, British Airways is theofficial airline of the Wimbledon championship and even it was the partner of the SummerOlympics 2012. This shows that it is giving its presence in all the fields. It is the contributorin main events which are held in England.1.1 Review the changing perspective in marketing planning Marketing planning is one of the crucial functions of the functions. The organizationcan attain success if they are effectively planning their marketing activities. But according tothe increasing competition and changing the needs of the customers, concept of marketingplanning has been changed significantly.
Customer viewpoint- In the earlier time, BA airlines concentrated on the particularcountries or the cities. But due to the increasing competition, they are planning toexpand their services in 7 new destinations. This is because the customers demand isincreasing. To make the airline successful, the firm will be required to attract thecustomers by making them aware about the services (Aurelian and et.al., 2010). In thepast time, marketing was not given emphasis because the customer approached theBA for fulfilling their needs and requirements. But with the changing time, it isrequired by the organization to lure the passengers by carrying out aggressiveadvertisement. Developing competitive advantage- the concept of marketing planning has beentotally changed because it was used as a tool for promoting the services. But nowmarketing planning has become a strategy for creating competitive advantage. In caseof BA, they need to focus on the marketing strategy because it is perceived that if themarketing of the services are carried out effectively then the product will also be good(Lovelock, 2011). In the previous time, the competitive advantage was dependentupon the supply chain or the product, but at the present time, marketing planning hasbeen used to develop competitive advantage. 1.2 Evaluate BA ability for planning its future marketing activityMarketing planning is the strategy which requires finance, human resources, andphysical resources to carry out the future planning for BA. If there are effective resourceswith the firm then they can effectively plan their strategy to conquer the competitors. In caseof BA, as it is one of the oldest airlines so it has several abilities which can help in planningthe marketing activity (Shankar and et.al., 2011). In case of finance, it has huge amountwhich the organization can spend on its marketing activity. As for promoting the services, theorganization need finance so that they can adopt different sources through which they canmake the passengers aware regarding the services which they will be render to the individual.On the other hand, brand recognition is also one of the most important ability which ispossessed by the British airways. It is very beneficial that all the passengers recognize thebrands as this helps the organization to easily attract the customers. In this case, through themarketing planning they are not required to make the passengers aware about the brand butthey will direct promote their services (Wang and Pizam, eds., 2011). Besides this, with thepositive brand image, the customer will easily trust the services provided by the airlines.
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