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

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