Marketing Planning: Theories, Techniques, and Evaluation of British Airways

This document discusses the important theories and changing perspectives of marketing planning, as well as evaluates the ability of British Airways to plan future marketing activities. It also explores the techniques used in organizational auditing and the external factors that influence marketing planning. The document provides an overview of British Airways and its marketing strategies.

Assignment
Marketing Planning
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Table of content
Introduction.................................................................................................................................................3
Task 1..........................................................................................................................................................3
1.1: Important theories and the changing perspectives of the marketing planning activity and evaluate the
ability of British Airways to plan the future marketing activity...................................................................3
1.2: Techniques used in the organisational auditing and external factors that affect the marketing planning
activity. Evaluation of the organisational auditing and external factors that influence the marketing
planning activity of the British Airways......................................................................................................6
Task 2........................................................................................................................................................10

2.1: Barriers of marketing planning activity and the process followed by the BA to overcome those
barriers.......................................................................................................................................................10
3.1: Marketing plan for launching the new services of British Airways....................................................13
3.2: Determine the importance of marketing planning to prepare the strategic planning process of British
Airways.....................................................................................................................................................13
3.3: Techniques of developing a new product............................................................................................14
3.4: Analysis of the pricing policy, distribution and communication mix used by the British Airways for
launching the new product.........................................................................................................................15
3.5: Factors that influence the effective implementation of the marketing plan.........................................15
Task 4........................................................................................................................................................16
4.1: Ethical issues that should be considered by the BA in the marketing planning activity......................16
4.2: The responsibilities discharged by BA towards the ethical issues.....................................................16
4.3: Examples of consumer ethics and impact on the BA’s marketing planning.......................................16
Conclusion.................................................................................................................................................16
Reference List............................................................................................................................................17

Introduction
Business organisations have to do different types of business activities to achieve different
objectives such as financial activity to increase the profit and financial wealth of the
organisation. Human resource activity is to use the employees of the organisation as much as
possible to do the business activities efficiently. Technological resource management to use the
raw materials, machineries and the production process to increase the productivity, improve the
quality of the products and reduce the production cost of the organisations. In that way the
organisations have to do some marketing activities to provide information to the customers about
the products of the organisations, increase the demand of the products among the customers and
increase the market share of the products and services in the industry. The organisations have to
prepare some plan to implement the marketing activities in an efficient manner to get the
maximum outcome from the marketing activity. The following study will discuss about the
process followed by different business organisations to prepare the marketing plan and the
theories related to the marketing plan. The important ethics and influencing external factors of
marketing planning activity will be mentioned in the study.
Overview of the British Airways
British Airways Company is the largest airlines company based on the size of the fleet. The
Company was established in London on the 31 march 1974. The Company acquire two major
airlines company of London the first one is British Overseas Airways Corporation and the
second one is British European Airways. In 2015, the revenue of the company was £11421
billion.
Task 1
1.1: Important theories and the changing perspectives of the marketing
planning activity and evaluate the ability of British Airways to plan the future
marketing activity
A) Theories used in the marketing planning activity
Marketing planning activity is totally a customer-oriented activity. The organisations have to
collect some information about the customers of the industry to prepare an effective marketing
plan. The major information about the customers should be collected by the organisations are as
follows: The test, preferences and demand of the customers, geography and demography

structure of the economy, purchasing power of the customers etc. based on such information the
organisations have to use some theories to prepare a efficient and effective marketing plan. The
theories are as follows:
I) Marketing mix: The theory of marketing mix used in the marketing plan is totally based on
the test, preference and psychology of the customers. The marketing mix is basically a mix of
four P’s these are pricing, people, place and product. The organisations have to do well research
about the test, preferences and requirements of the customers. As opined by Toledo et al. (2014,
p.50), the product and services should be designed by the organisations according to the
requirements of the customers. The ability of meeting the requirements of the customers create a
value of the products and services in the market. The organisations have to collect some
information about the geographical features of the market to select a suitable market place for the
products. The products should have the ability to meet the geographical requirements of the
customers. The price of the products should be set by the organisations according to the
purchasing power of the customers. The organisations have to prepare the promotional strategies
to launch the product and services in the market according to the cultural preferences of the
customers.
II) Product life cycle: The organisations have to prepare the marketing plan according to the
phase of life cycle of a particular products and services. Basically there are four phases included
in the product life cycle. The first one is Introduction, in the introduction phase the organisations
try to build a market for the products by promoting the product and providing important
information about the product to the customers. In growth phase of the product organisations
tries to increase the supply of the products in the market and including some new features in the
product to improve the quality. In the maturity phase, the organisations try to create some
differentiation with the similar products in the industry to survive in the competitive market. The
organisations use different promotional strategies to build the differentiation. The price of the
products should be lower to make an opportunity to build new customers of the product. In the
decline phase of the product life cycle the organisations lose the demand for the products among
the customers. In this situation the organisations try to shut down the production of the products.
III) Alignment: The organisations must build an alignment among the benefits of the product
with the requirements of the product to customers. The organisations also try to build a
communication with the customers to provide important information to the customers and get the

feedback from the customers about the products and services. The company also try to know
about the new requirements of the customers and request them to provide some idea and opinion
to improve the quality of the products (French, 2017, p.27).
B) Changes in the perspective of the marketing planning
According to the traditional marketing planning activities the organisations only pay their
attentions to product, price, place, people and promotions to prepare the marketing plan for the
new products. However, Due to the changes in the perspectives of the marketing planning the
organisations include some new factors in the preparation of the marketing planning activities.
The factors are as follows;
I) Features of the products: The organisations have to consider the features of the products to
prepare the marketing plan for the product. The features should be prepared according to the
requirements of the customers.
II) Innovativeness: The organisations have to include some creative features in the products to
increase the innovativeness of the product.
III) Build a brand: The organisations also try to build a brand for the products in the market by
using some unique promotional strategies.
IV) Global network: The organisations also try to build a global network to prepare a global
market for the products by promoting the products globally.
V) Strength and Weaknesses: The organizations also consider the strength and weakness of the
products to survive in the industry for a long time. The organisations try to use their strength as
much as possible and resolve the weakness the products by creating some effective solutions.
VI) High prices: The organisations have to collect important information about the purchasing
power of the targeting customers. The company can build some differentiation in the market to
justify the high prices of the products. The company also try to build some competitive
advantages to reduce the production cost for setting a low price for the products.
VII) Potentiality of the market: The organisations also try to know the potentiality of the
market and the customers. The organisation can build a broad segment of the products and
services according to the future potentiality of the market.
VIII) Competitors: Organisations can try to know some important information about the
competitors. According to

Goretzki et al. (2013, p.50), organisation should be aware about the marketing and production
strategies used by the competitors to increase the market share.
IX) Availability of the products: Organisations also manage the distributors and the supply
channels of the products in an efficient manner to ensure the availability of the products in the
market.
X) Quality of the products: Organisations try to include new features in the products
continuously to increase the ability of meeting requirements of the customers and improve the
quality of the products. Organisations have to increase the quality of the products to build loyalty
among the customers towards the product.
C) Evaluation of the ability of British airways to plan the future marketing activity
As the British Airways is an old player in the airlines industry therefore, the organisation have a
greater knowledge about the demand and requirements of the customers. The Company also has
a strong base of loyal customers in the industry. For this reason, The airlines company know
about the expectations of the customers towards the services provided by the Company. The
Company also have some qualified employees in the marketing management department for
preparing the marketing plan. The marketing manager use the marketing mix, life cycle,
alignment theories in an efficient manner to produce an effective marketing plan (Shank and
Lyberger, 2014, p.36). The managers also use the different factors such as Features of the
products, Innovativeness, Build a brand, Global network, Strength and Weaknesses to design the
services provided by the British airways to the customers. The good quality of the services also
increases the loyalty among the customers towards the British Airways.
1.2: Techniques used in the organisational auditing and external factors that
affect the marketing planning activity. Evaluation of the organisational
auditing and external factors that influence the marketing planning activity of
the British Airways
A) Techniques of the organisational auditing
Organisations use the organisational auditing process to know some information about the
activities done by the organisations. As stated by Shaw (2016, p.27), the auditing sources provide
different information about the activity such as strength and weakness of the activity, the
problem faced by the employees to complete the activities, new process can be applied by the

organisation to do the business activity. These information help the organizations to improve the
efficiency of the activities by creating the solutions of the problems faced by the employees to
complete the activities and use the strength of the activities to resolve the weaknesses. The
organisations use different techniques for the organisational auditing. The activities are as
follows:
i) SWOT analysis
ii) Market research
ii) PEST analysis
iii) Competitive analysis
iv) Internal marketing environment analysis
v) External marketing environment analysis
vi) MCKinsey's model
vii) Porter’s Value chain model
viii) Porter's five forces
B) External factors that influence the marketing planning activity
There are different environmental factors that influence the marketing planning activities of the
organisations. The external factors are as follows;
i) Political: Organisations have to consider some legislations produce by the government while
preparing the marketing plan. This kinds of legislation provide some restrictions to the
organisations in the preparation of the marketing plan.
ii) Economical: The organisation has to consider the employment rate, purchasing power and
per capita income of the targeting customers while preparing the marketing plan for the products
(Kaynak and Kucukemiroglu, 2015, p.177).
iii) Social: The structure of the society and the culture of the customers also influence the
marketing plan of the organisation.
iv) Technological: The development of the new technologies also influences the marketing plan
of the organisations.
C) Techniques use in the British Airways for organisational auditing
British Airways use the following techniques for the organisational auditing:
I) Inquiry: British airways use some communication process to know the problems faced by the

employees to complete the operations and the organizations try to create some solution to solve
the problems.
II) Examination: The Company also take the exam of the employees to know the skills and
knowledge that require for completing the job in an efficient manner.
III) Observation: The Company also observe the process followed by the employees to
complete the job. The company also can prepare the organisational charts and flowcharts to
provide an appropriate process to the employees to complete the job (Mahzan and Lymer, 2014,
p.330).
IV) SWOT analysis: The Company also acquire some knowledge about the strength and
weakness of the Company. The company try to increase the strength of them to reduce the
weakness. The company analyze the future potentiality of different regional market to improve to
know about opportunity of the Company in the market. The company analyze the future threats
of the organisations from the new competitors or the new decision of the government that change
the scenario of the market.
V) Competitive analysis: British Airways always analysis the competitors in the market to get
different information such as market share achieved by the competitors, the competitive
advantages acquired by the competitors and the marketing strategies followed by them to
increase the market share. This information help the company to create an effective marketing
plan.
VI) Market research: The market research technique help the company to acquire different
information about the customers such as test, preferences, habits, requirements, purchasing
power etc (Jayawardhena et al. 2016, p.779). These information help the company to design the
products and services with effective features.
VII) Internal and marketing environment analysis: Internal marketing environment analysi
help the company to acquire the information about the resources and budgets of the company to
prepare a marketing plan. The marketing managers of the British Airlines Company also forecast
the performance of the marketing plan by analysis the internal marketing environment. The
external marketing environment analysis help the company to acquire important information
about the economy such as such as employment rate, per capita income, requirement of the
customer, purchasing power, cultural structure of the customers etc.
D) External factors that influence the marketing planning activity of the BA

There are different external factors that influence the marketing plan of the British Airways. The
incident of BREXIT had a great impact on the marketing plan of the British Airways. Some
other external factors influence the marketing plan of the British Airways. The external factors
are as follows:
Political: There are different resolutions and legislations has to consider by the BA to prepare
the marketing plan such as Consumer protection from unfair trading regulations and the business
protection from the misleading marketing regulations 2008. These regulations and legislations
provide some restrictions the Company to prepare the marketing plan without any illegal,
misleading and untruthful content.
Economical: During the economic recession in 2009 and the incident of Brexit in the 2016 had a
great impact on the on the British Airlines Company. The Company had to prepare a new
marketing plan to increase the demand of the airlines services.
Social: The changes in the society are the only one consistent factor of the society. Therefore,
the dynamism of the society influences the company to change the marketing plan with the
changes in the society.
Technological: The continuous development in the technology is influencing the Company to
use the new technologies and marketing strategies in the marketing plan to increase the demand
of the customers.
vi) McKinney’s model
McKinney’s model helps the British airways by providing knowledge about the appropriate
structure of the organisations to develop effective management department in the company. It
also provides some brief knowledge about the required skills, staff, style, system and strategy in
the organisation. British airways can use their resources in an efficient manner by applying the
McKinney’s model in the organisation culture.
vii) Porter’s value chain model
Porter’s value chain model provide a brief knowledge about the firm infrastructure, human
resources management, technology development and procurement, inbound logistic, market and
sales, operations, outbound logistics, services etc. British airways develop their entire firm
infrastructure in a proper manner; manage the different resources such as financial, human and
technological by applying the porter’s value chain model in the company (Jayawardhena et al.
2016, p.779).

viii) Porter’s five forces: As stated by Shaw (2016, p.27), the adoption of the Porter’s five
forces model by the British airways help them to apply the process of bargaining with the
suppliers of the energy in the market. Company also fights against the new competitors and
substitute of the services in the market by applying this model in the organisational culture. In
other words this model helps the British airways to survive in the competitive market by
providing some competitive advantages.
Task 2
2.1: Barriers of marketing planning activity and the process followed by the
BA to overcome those barriers
Marketing planning is a brief explanation of the future marketing activities of the business
organisations. In the process of marketing planning the business organisations prepare a
blueprint of all the future marketing activities, schedule and cost associated with those marketing
activities. The organisations also try to include all the targeting market, people and areas by
which the organisations expand the size of the market in the industry and increase the demand of
the customers for their product and services. British Airlines also prepare their marketing
strategies to expand the size of the market in the airlines industry and increase the demand for
their airlines services among the customers. British airways use different types of techniques,
tools and models for the preparation of the marketing planning. The SOSTAC model used by the
British airways plays a major role in the preparation of an effective marketing planning. The
following factors of the SOSTAC model help the British airways to prepare a successful
marketing planning. The factors are as follows:
Situation analysis: In the situation analysis British airways try to know about the current status
of them in the market. The company also tries to acquire a brief knowledge about their
performance in the market by using the key performance index. British airways also try to know
about the pattern of demand of the customers, the status of the competitors in the market and
their capabilities to implement a marketing planning in a proper manner (Carrington et al. 2014,
p.2760).
Objectives: In this factor British airways try to target the customers to whom they want to sale
the airlines services and try to improve the quality of the services to retain the existing
customers. British airways also try to design and develop their services according to the

requirements of their targeted customers in the marketing planning. .
Strategy: The SOSTAC model also helps to divide the market into different segments according
to the nature of the customers and market. The strategy helps the company to divide the entire
objective into different sequence that made easy to achieve those objectives.
Tactics: As opined by Grünig and Kühn (2015, p.80), the tactics help the company to prepare
some plan for the marketing mix to develop some new services according to the people, place,
price, product and promotion.
Action: The application of SOSTAC model also provide some knowledge about the use
application of the different resources such as Human resources, Financial resources,
technological resources in the marketing plan in an efficient manner.
Control: SOSTAC model also help the company to control different marketing activities
included in the marketing plan by measuring the performance of the marketing activities
included in the marketing planning.
There are different kinds of barriers faced by the organisation to prepare the marketing plan.
However, British Airlines face the following barriers mostly:
A) As opined by Grünig and Kühn (2015, p.80), a confusion can be rise between the tactics and
strategies followed by the organisation to prepare the marketing plan. The Company has to clear
the confusion between the tactics and strategies to prepare an efficient marketing plan.
B) The isolation of the marketing functions from the marketing plan always create a barrier for
the company. The company has to consider the different marketing functions to prepare the
marketing plan.
C) The confusion between the marketing function and marketing concept also create some
barriers for the British Airlines Company. The company has to provide an appropriate
description of the marketing functions and marketing concept to clear the confusion.
D) The different views and perspectives towards the marketing plan of the different persons
associate with the company can create some barriers in the organisation. The company has to
consider the views and perspectives of the associate person to omit the organisational barriers
from the marketing plan activities (Carrington et al. 2014, p.2760).
E) The weak analysis of the company also creates some barriers in the marketing plan. The weak

analysis of different factors of the marketing plan reduces the effectiveness of the marketing
plan. The company has to increase the depth of analysis to reduce the barriers from the
marketing plan.
F) lack of knowledge and skill also create some barriers in the marketing plan. The Company has
to recruit some qualified marketing managers marketing department to reduce the barriers of
knowledge and skills.
G) The confusion between the process of the marketing plan and the outcomes of the marketing
plan also create some barriers in marketing plan. The company has to clear the confusion
between the process and outcome to reduce the barriers.
H) The failure of the objectives of the marketing plan also create barrier for the company.
Therefore, the company has to prepare a proper plan to reduce the barriers of the marketing plan.
I) The board of directors of the British airways try to design and develop some new cargo and
passenger services for the customers but the lack of resources create some barriers for the
development of new services in the company.
J) British airways also try to include seven new destinations in their services to expand the
market in the industry but the external environmental factors such as political, economical and
technological included in such new destinations create some barriers for the company.
Preparation of the plan of the British airways for Brexit
Due to the British exit from the European union the British Airways suffering a huge loss in both
financial and market. Therefore they have to prepare some plan about the increment of their
market in the other destinations of the world to recover the losses incurred from the Brexit. The
British airways also try to develop some new services according to the demand of the new
market in the industry. They try to increase their ticket price due to the increment in inflation rate
and the price of the oil. British airways try to change their organisational culture according to
the new of the world. During the period of the March 29/17 and March 29/19 British airways ret
to increase the size of the market by expanding the business in other new destinations of the
world and try to develop new services to increase the demand of the customers among the
services.
Task 3

3.1: Marketing plan for launching the new services of British Airways
The British Airways can follow the following marketing plan to launch the new services in the
market.
i) The company can select the mediums by which they can promote the new services to the
customers (Shaw et al. 2017, p.54). The company can use different mediums such as
newspapers, radios, televisions, social media, website etc.
ii) The company can provide some discount offers to the customers for attracting the customers
to use the new services.
iii) The company can provide an descriptive information about the new services to the
customers.
iv) The company can prepare some advertisements, posters and promotional strategies according
to the cultural structure of the targeted customers to create a cultural attachment with the
customers.
v) The Company can make some difference with the price of the ticket according to the
purchasing power of the targeted customers for making an opportunity for all the targeted
customers to use the new services in different regions (Kerzner, 2013, p.126).
Market planning is essential for the any organization for launching new business. A good
marketing planning plan spells out all the tools and techniques where it is used to achieve sales
goals. There are the various steps to evaluating effective marketing plan.
Step 1: Firstly company identify their current situation and measure situational analysis
with in the organization also analysis external forces which may affect their company. In this
analysis company identify their strength, weakness, threats and opportunity, where opportunity
and threats are consider outsider the organizational where it measure external forces.
Step 2 : Describe your target audience, on the other hand company describe their target
audience where identify their respective customers. Target market is describe prospect in terms
of demographics- age, sex,family.
Step 3: List your marketing goals, in this point measure their goals and objective which is
going to be achieved in whole marketing plan.
Step 4: Develop the marketing communication strategies, where company focus on their
marketing strategies where they effective introduce their product in concerning marketplace.
Step 5: Set marketing budget, in this step company set there plan budget before taking

any action in sated plan. Budget estimation is more effective for the upcoming possibilities.
3.2: Determine the importance of marketing planning to prepare the strategic
planning process of British Airways
The marketing planning played a vital role in the preparation of the strategic planning of the
British Airways. The importances of marketing planning are as follows:
A) The marketing plan provides targeted customers to the British Airways. The British Airways
prepare the strategies of the Company according to the test and preferences of the targeted
customers.
B) The analysis of the marketing plan provides some important information about the test and
preferences of the customers. The company can design some new services for satisfying the
customers.
C) The marketing plan also provides information about the new technologies and services used
by the other competitors. The company can include the technologies and services in the planes
sus as WIFI services, mobile facilities, internet etc.
D) The market research helps the Company to get some important information about the
behaviour of the market and the resources used by the competitors to survive in the market. The
Company also can include those resources in their own strategy to increase the efficiency
(Baykasoğlu et al. 2015, p.35).
E) The company can get some important information from the marketing plan about the pricing
policy that have to include in the marketing strategies. The Company according to the economic
condition of the customers should adopt the pricing policies.
F) The marketing also provide a clear vision about the distributorship and supply channel of the
market. The company can use this vision to prepare a strategy related to the distribution of the
services.
All the above information provided by the marketing plan help the company to prepare efficient
marketing strategies.
3.3: Techniques of developing a new product
There are different techniques followed by the British Airways to develop a new service for the
customers. The British Airways can use the following techniques to develop a new service:

A) As per Baker et al. (2014, p.176), the Company can conduct a feedback process to
communicate with the customers. The customers can provide important information about their
requirements through the feedback process. The company can use the feedback for designing and
developing a new service that can meet the new requirements of the customers.
B) The company can use the marketing mix to design the service, set the price of the service,
determine the people for whom the company developing the service. The company also
determine the place in which the service will be launched by this technique (Stark et al. 2015,
p.26).
C) The company also use the PEST and SWOT analysis tools to analyze the future potentiality of
the service.
D) The company also do the internal marketing research to know about the infrastructure of the
company that support the company for providing such services to customers.
E) The external marketing research of the company provide some information about the
geography and demographical structure of the market, demand pattern and economic pattern of
the customers.
The Ansoff Matrix is a strategic planning which is provide a framework to developing
market growth. Ansoff matrix is based on their product marketing strategy.
Market penetration: In this strategy organisation tries to grow products and services in
existing market, it can increase market share in current market share in marketplace. This can be
achieved by selling more products or services to established customers or by finding new
customers within existing markets.
Market Development: In this product strategy firm try to expand their products into new
market using existing offerings.
Product development: In product development strategy a company make ensure to create
new product varieties and services along with new offerings which laid to increase there new
customers in current market place
Diversification: In diversification strategy organization tries to grow its market share by
introducing new offerings in new markets. It is most risky but both product and services is
development required.

3.4: Analysis of the pricing policy, distribution and communication mix used
by the British Airways for launching the new product
Pricing policy: The Company use price penetration and pricing segmentation as the pricing
policy. In the price penetration, the company provide some discounts for attracting the customers
and it is also part of promotion strategy of the company. As the service is in the introduction
phase therefore, the company has to use the price penetration as the pricing policy (Lange et al.
2015, p.390). The company also use the segmentation as a pricing policy. The company divide
the customers according to the purchasing power and the service quality depends on the
purchasing power of the customers.
Distribution and Communication mix: The company also prepare the distribution and
communication mix strategies to available the service to all the customer at different region.
There are various steps which may develop their effective communications.
Awareness: In current marketplace awareness is most important tern in communication mix
where company develop and create there product awareness in customer mind.
Knowledge: Along with creating awareness company has to develop their knowledge about their
product and service which may offer by the companies.
Liking: In this step develop some strategy to liking their products in current marketplace by the
customers. Which is may increase their product image and productivity.
Preference: On the other hand marketer have to identify there current marketplace customer
preferences where they going to spend money in take such kind of services.
Convection: In this point marketeer do some effective activity to grab some attention on the
marketplace general public to get introducing there products.
Advertising: Mainly focus on their promotional tools and techniques which may majorly affect
their product productivity. Advertising is more effective for the whole organization it aid to
introduce their products in wide level to attain large number of customers.
3.5: Factors that influence the effective implementation of the marketing plan
Factors that influence the effective implementation of the marketing plan are as follows:
A) The ability of the products is to meet the requirements of the customers.
B) The analysis of the market influences the marketing plan.
C) The legislations and regulations of the government influence the implementation of the

marketing plan.
D) The technological resources of the company influence the implementation of the marketing
plan.
E) The qualification of the employes also influence the implementation of the marketing plan
(Trianni et al. 2016, p.15).
Task 4
4.1: Ethical issues that should be considered by the BA in the marketing
planning activity
The British Airways should consider the following ethical issues in the marketing plan:
A) The illegal, misleading and untruthful contents should not be included in the marketing plan.
B) The Company cannot use any discrimination policy while preparing the marketing plan.
C) The company cannot be engaged with the fraud activity during the preparation of the
marketing plan. For example, the company can not copy the marketing plan of other companies
(Smith, 2013, p.178).
1.) About market research: In marketing research researcher insure to keep all data and
information is authentic. Develop information with the basis of current market situations and
don't misuse of any research findings only use as a guide for selling their products an services.
2.About product: In this point focus on their product safety and there new developments where
large number of customers have to attract them. Along with that focus on their descriptive
packaging where mentions all specification is there. Also make new techniques for their attain
new customers and develop some new product range.
3.Price: on the other and focus on there pricing tools to set their price which is affordable where
attain large number of customers.
4.Place: product placing is more important where ensure to well known place to grab product in
any time and any where. Focus on their distribution channel where they supply all goods to the
customers as effectively.
5.Promotion: for any product and services marketing must essential where company ensure their
direct marketing channels and social media channel is to introduce their products at wide level.

4.2: The responsibilities discharged by BA towards the ethical issues
British Airways can avoid some unethical activities to discharge the ethical responsibilities in the
organization. The Company can produce an effective system to reduce the incidents of insider
trading in the company. The Company never accept the illegal and untruthful content in the
advertising and they cannot mislead the customers by providing fraud information. Company has
to responsible for the making there all provision and legal aspects to doing such marketing
activities. It also measure their discrimination policies while preparing the marketing plan. Also
company have to responsibility towards their marketing promotional activities where they have
to get ensure only relevant information is pass through by the researcher. On the other hand they
will focus on their own strategies and plan they did not copy their other company strategies.
4.3: Examples of consumer ethics and impact on the BA’s marketing planning
The company can follow different kinds of consumer ethics while preparing the marketing plan
such as avoid misleading information in the advertisements, avoid fraud activities with the
customers, provide different benefits to the customers as per the promise at the time of
advertising. The use of such consumer ethics in the marketing plan increases the loyalty among
the customers towards the company.
On the other hand most of time customer also not follow the some provisions they false
claims in insurances polices where they plan fake accidents to make compensations from the
sated company. Most of the time customer need to generate services after deception of warranty
period weather they use after services, misuse of offers and voucher which is providing by the
shops and restaurant. Further, some of the customers also copy their software's and misleading
with distribution channels. These are the some examples which is create impact on marketing
planning.
Conclusion
The focus of the study is about the process followed by the organisations for the preparation of
the marketing plan. The advantages and disadvantages of the marketing plan also included in the
study. The ethics that mentioned in the earlier of the study that should be followed by the
company to prepare the marketing plan. The Company can also use the SWOT and PEST

analysis to create an effective marketing plan.
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