Government's Executive Management of British Airways' Long-Term Service Delivery

The assignment discusses the background of British Airways, highlighting its long service and business plan, which has maintained ethics throughout operations. The discussion also explores the marketing strategies used by the organization, including portals, barriers, and mitigation policies. Additionally, the impact of consumer feedback on the company's marketing planning and operation is examined, as well as how ethical issues influence their marketing strategy.

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MARKETING PLANNING
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Lecturer’s Name:

Marketing planning
Table of Contents
Introduction..............................................................................................................................3
Task 1......................................................................................................................................3
1.1 Reviewing change perspectives involve in the marketing planning and evaluating the
planning to foster future marketing activities............................................................................4
1.2 Techniques for organisational auditing and analysis of external factors that affect
marketing plan..........................................................................................................................4
Task 2......................................................................................................................................6
2.1 Barriers for the marketing planning and ways to mitigate the barrier.................................6
Task 3:.....................................................................................................................................7
3.1 Marketing plan for the launch service of BA.......................................................................7
3.2 Importance of marketing planning in strategic planning.....................................................8
3.3 Techniques for new product development.........................................................................8
3.4 Recommendation for the pricing policy, distribution and communication mix for new
product.....................................................................................................................................9
3.5 Factor affecting effective implementation of marketing planning.......................................9
Task 4......................................................................................................................................9
4.1 Explanation of how ethical issue influence marketing planning.........................................9
4.2 Responses of BA on ethical issues..................................................................................10
4.3 Consumer ethics and their effect on the business plan of BA.........................................10
Conclusion.............................................................................................................................11
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Introduction
British Airways is often regarded as the Flag Carrier since it is the largest airline within the
United Kingdom based on its fleet size. it is eventually the second largest situated in United
Kingdom behind easyjet if measured from the capability of carrying passengers. The airline
is mainly located in waterside at London Heathrow Airport. British Airway is also considered
to be the full service airline globally of Earth the weight rounds loafers along with the
extensive Global route offline to and from the centrally situated airports (britishairways.com,
2017). The British Airways board has been established by the government of United
Kingdom in the year 1972 for managing two of the Nationalised corporations of airline which
are mainly- British European Airways and British Overseas Airways Corporation. IT also
handles collaboration among two of the regional and smaller Airlines- Cambrian Airways of
Cardiff as well as Northeast airlines of Newcastle upon time. Almost after 13 years being the
state company, British Airways has been privatised in the year 1987 in the month of
February in the form of a part of a consistently wider plan for privatisation that has been
undertaken by the conservative government. Carrier for the British Airways expand and
exchange it with acquisition of the British Caledonian in the year of 1987 which was followed
by Dan-Air in the year 1982 as well as British Midland International in the year 2012. British
Airways is even considered to be the founding member of Oneworld airline Alliance as well
as with the American Airlines, Qantas Cathay Pacific as well as the defunct Canadian
Airlines (britishairways.com, 2017). The merging of British Airways has been noticed in the
year 2011 on 21st January which formulated the International Airlines group which is the
third largest Group of a line in the context of annual revenue as well as the second largest
within Europe, been a long time Boeing customer, the airline British Airways has ordered 59
of airbus A320 Aircraft for families in the year 1998 of August. By the year 2007 it has
purchased 12 years as well as 24 Boeing 787 dreamliner which have marked the beginning
of the long haul replacement of its fleet. British Airways has the airline in the year 1974 on
the 31st March through the solution of BEA as well as BOAC. While the other airline
companies had to struggle for sustaining in the market, British Airways on the other hand
has been transformed into the most profitable air carriers with in the world under the rule of
Lords Sir John King who was appointed as the chairman of UK as well (britishairways.com,
2017).The below study discusses about the marketing planning for the British Airways in
audit extend its business and the aircraft motives across the world to 7 more destinations.
The external audit for the organisation along with its future scope and opportunities have
been discussed below. Marketing plan has been eventually provided in the study that show
the marketing tools and techniques could be used in order to expand the airline company,
British Airways.
Task 1
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1.1 Reviewing change perspectives involve in the marketing planning and evaluating
the planning to foster future marketing activities
As mentioned by Abdeen et al. (2016), Purpose tool for enabling the management to know
everything needs to be evaluated by the company so that the operation of an organisation it
clearly developed and evaluated by the management. The floors in the plan are indicated by
the management to identify how to reach the goal managed by the management of the
organisation. The emphasis is put on the proper uses of the product services like handbag
etc. In terms of British Airways the proper information noticed was about the change in the
perspective of the consumer in the society due to the change in price of product by the
management of British Airways. Management for British Airways plans for the upcoming
future with the prescribed perception of the consumer in the society. It is located at the
changing perspective of the people in the society may be due to the change in the policy is
provided by the government and the marketing use the form of the British Airways. Similarly
the British Airways evaluate and plans for the betterment of the aviation industry in terms of
the demand and need of the customers. In terms of the ability of making plan for the
development in future the British Airways are for more evident in making the situation
favourable for the understanding of the required stages. It is evident that the objective if the
situation and the objective of the organisation in the planning of the future aspect coincide
with the requirement and thus results in the potentiality of planning big in the organiation,
Difference between Service provided by the organisation and the perspective of the
consumer marks is changed in the perception which results in changing of the marketing
policies by the management of British Airways. As suggested by Lewis, (2016), the meaning
of the aviation industry lines in the proper satisfaction of the customers in the society. British
Airways Needs to be evidently careful regarding the competitors in the market which would
also result in Indian perspective of the customers. Consideration of change in perspective
should be properly assigned by the management of British Airways so that there are no
differences between the expectation of the customers and the service provided by British
Airways. Variation in the expectation and the actual providing of services of the British
Airways results in change in perspective which further marks changes in marketing planning
and evaluation of future marketing activities. The quality of the service provided by British
Airways and the ability of the customer to understand the importance of the service provided
by British Airways mark the change in the perception and support of the organisational
development.
1.2 Techniques for organisational auditing and analysis of external factors that affect
marketing plan
As supported by Masood et al. (2016), the techniques for organising auditing and analysis of
external factors of an organisation which affect the marketing plan involves proper evaluation
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of The change in the differences of organisation from one to another. The technique of
organisational analysis and auditing of external factors used by the British Airways is the
PESTEL analysis.
PESTLE Description
Political British Airways faces the largest international airline that is flown over more
than 400 destinations in the world. the change in the political environment of
an organisation or a country would affect the operation of British
organisational aviation as because the organisation and the aviation
industry has its expansion of different countries in which the political stability
is not in a better position. As seen in the recent contest political stability and
wide range of politics fsctor. With the opportunity of travelling to more than
400 destination in the world there has been proper support from the
destinations regarding planning authorities and other situation which would
be beneficial in terms where the organisation goes for expansion of the
aviation industry.tical changes in Britain have also affected the operation of
British Airways.
Economical In terms of the change of inflation rate currency exchange and overall
economic decline the UK have faced up direct issue in the operation of
British Airways. Cost and expenditure on fuel is a significant factor for the
British Airways since the organisation has used approximately around 5.7
million tons of fuel in the year 2015. A range of factors like the Rapid fall in
oil prices has significantly affected the business of British Airways that
cause reduction in the passenger revenue of 288 million pounds.
In terms of the economic and condition It is seen that the planning of the
marketing changes and marketing plan for British Airways make get a little
bit process because there is a change in the exchange rate and the inflation
rate of the country
Social People travelling in British Airways BA individual passengers are the
business travellers always search for trusted airline. The Individuals who
Travel through British Airways look for the value of money paid by them
which would provide them with superior Quality Services as well as
standards at low costs.
As in terms of the social situation British Airways can simply make
marketing plans for the development of the satisfaction level of customers
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and passengers with no author of control and providing of innovative
methods of making changes in the organisational process
Technological Passengers often use Internet and mobile phones to check in. This has
become the requirement for multiple Airlines in maintaining the company's
website in order to answer the queries of customers. Likewise British
Airways maintain their company's website to always connect to the
customers and several mitigation Technologies of the environment as well
as enhancing capacitor technologies are familiarised.
The technological factors have marked as used opportunity for the
development of British Airways as The technology have provided a lot more
opportunity for marketing and obviously Providing the customers with
opportunity to avail the situation
Legal Airline business is progressive be controlled by the UK Government. voices
of these regulations and controls varies from the issues concerned with
infrastructure to the route flights as well as not capacity respecting the
environmental needs and modern security.
As in terms of the legal factors the UK government provided much for
regulations and controls already towards the development of the
organisation so they can surely use all those evidence of changes in the
government policies in terms of providing marketing changes and
opportunities to the customers
Environmental Various environmental factors like the noise air and water pollution along
with the waste management affects execution of operations under British
Airways. it has to cope with the climatic changes and the government and
policy makers have started making regulations and rules which would
require the airlines for limiting up the growth of emissions and radiations.
In terms of the environmental situation due to the line in the awareness
among the common people in the society that has been proper opportunities
for the organisation in terms of providing marketing strategies to the
development of society which may have impact on the buying of the
product in a positive manner
SWOT of British Airlines
STRENGTH WEAKNESS
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90+ experience aviation
Strong brand value
Own engineering branch to maintain
aircraft
Employee threat from employee union
Market dependency
OPPORTUNITIES
Market expansion
Pressures from small aviation industries
THREAT
Changing government regulation
Infrastructure improvement in terms of
alternative transportation
Task 2
2.1 Barriers for the marketing planning and ways to mitigate the barrier
In order to prepare for the marketing planning of any organisation, it is often noticed that
there exists some principal barriers of marketing which could hinder the entire process of the
Planning and make it in effective. Few barriers are to be explained as follows:
Lack of skills and knowledge: in the words of Hatipoglu et al. (2016), proper skills as well
as knowledge about carrying out the marketing plan is essential for any business
organisation to develop globally. British Airways need to have extensive knowledge as well
as skills on behalf of their marketing managers to extend their services as per their goals
and objectives. Without having absolute skills and expertise, no marketing plan can be
executed for expanding the business and meet the setup goals as well as objectives of the
organisation.
Poor In-depth analysis: Appropriate execution of any marketing plan means a perfect in
data analysis where the achievements of its competitors are recorded as well as the
company's success is being estimated through expansion of the concerned business. By the
perspectives of Cole, (2016), a poor In depth analysis might hinder the growth of business
supporting inappropriate marketing plan that would be carried by the marketing managers.
The analysis request to be exact and prove for fostering group in the British Airways and let
it expands its business of outsourcing services to 7 more extensive destinations.
Short sightedness: According to the opinions of Frantz et al. (2016), the short sighted
behaviour can affect the executive managers for ceasing up their tracks. Through keeping
an extensive focus over the current projects instead of focusing on long term and broader
goals. It can affect the execution of marketing planning by keeping the focus on the day to
day management rather than the future growth as well as profitability, short sightedness
could be considered as the barrier to the marketing planning of British Airways.
Communication barriers: Difficulties while communicating the plans and goals could stall
the planning session of marketing weed in any organisation. As per the statements of Xu
and Su, (2016), whether the communication barriers stem from the language and culture
differences or whether the manager of the organisation is basically ineffective in in his
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communicating skills, for communication might make it really difficult To express the mission
and goals of the organisation.
Poor leadership and lack of creativity: Leaders who tends to be insecure and few full well
being in their own position in an organisation are quite ineffective when the marketing
planning is focused. Any leader must be capable of inspiring he is or her team members for
working at their full capability. if the leader lack being approachable and in collecting proper
suggestions as well as ideas from the employees which are essential in marketing planning
when the marketing planning becomes ineffective due to the lack of capabilities within the
leader. Therefore it is explicitly required that the British Airways poses eligible leaders to
carry out the marketing planning through the delivery of the productive services.
In order to mitigate the aforementioned barriers to the marketing planning of British Airways,
some excessively effective and productive ways could be excessively illustrated as follows:
Influencing leadership: Drive for conducting an effective marketing planning is supported
through the leadership of the organisation which is British Airways in this study. An effective
leadership within the levels of organisation send powerful signal of the ongoing process
which improves acceptance level quite often.
Managing of the change Process: Developing of productive strategies is considered to be
elementary stage of the whole process of marketing planning. It is equivalently significance
for managing the change process in order to implement the strategy for marketing planning
and Productive change process might not eradicate all concerned but it would keep the baby
ears at tolerable level and enable the organisation or British Airways for continuing without
any significant productivity loss.
Rewording supportive behaviour: It is often not enough for focusing over the barriers to
marketing planning. The organisation is supposed to reward the behaviours which support
the marketing planning in the organisation. for instance, In order to hear about the various
ideas as well as strategies that come up along with the employees of the team members the
unit head staff must listen and respect those ideas and strategies which could backfill the
positions and possibly allow the employees for taking active part in the process of decision
making of marketing planning.
Improving communication skills: Proper communication skills are quite essential for
managing the marketing plan. Employees of the organisation especially the marketing
managers as well as the analysts involved in marketing plan must have a fluency in their
communication and conversation sessions. This is because an effective communication
medium maintains the transparency among the employees of the organisation which is
British Airways in the concerned study.
Issues like the cost structure regarding the changes in cost aviation is likely to cause
problems in your organisation, as the rising exchange rate and that says have call situation
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that would preferably not support the management of the organisation and also cause
limitation to the development.
In terms of mitigating the issue organisation can go for investing in share market with low
interest rate so as to support the changes in the cost ride from aviation industries.
The amount of people travelling by air is getting its base and rising at a satisfactory rate on
the other hand there are no search development in the airlines authority who have not
supported the high rise of the customers
In terms of making the situation clear organisation must in terms of making the situation
clear organisation must invest IMO in production of airplanes so as to make the customers is
clarified about the situation and also to support there in transforming the satisfaction level to
traveling to new and different places
Task 3:
3.1 Marketing plan for the launch service of BA
For the development of the production level and supporting of the customer Around The
World British Airways have provided new opportunities and availability of fun for the
customers around the world. The mission statement of British Airways demands to “be to fly
and to serve”. Standards of performance of British Airways are marked through proper
feedback forms the customers of British Airway Airlines. The core of art is to provide better
support to the customers and gaining much control of the society from the competition of
other airline. The strength of British Airways lies in the expansion of the service provided by
them. Distance of brand value is of much importance along with the backing up of the
government from the year 1939 to 1972 and still going on. On the other hand the risk of
these British Airways remains to be the employee Union and the dependency of what the UK
market. However, there are opportunities for expansion in market and pressure on small
players of the economy. It should be able mentally noted that the competition in the market
along with the government regulations at the biggest threat to the operation of British
Airlines. The British Airlines targets most of the people from every Canonical situation as
there is no discrimination and racism in the country for the providing of extra opportunity to
anyone. The product of British Airways is the extra services provided to the customers of
British airline. The price which is nominal and affordable by much of the society should be
provided. The promotion of the service is done through media board banner and television
and the placement of the product is at the height of the development as it is in the British
Airlines itself with the grade brand value and proper communication with the comp society.
3.2 Importance of marketing planning in strategic planning
Are supported by David et al. (2016), the importance of marketing planning determines the
proper strategic planning for the development of British Airways in coming future. The
marketing planning is for the future help in proper avoiding future uncertainties. The
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management of objectives are also help through the proper marketing planning. The
marketing Planning can be further use for the development of strategy of British Airways
which can be further implemented in development of the organisation. The achievement of
objectives gets away with the planning in marketing which for the support in developing the
strategy plans for the organisation. On the other hand it also helps in better coordination and
communication among the departments of the British Airways which support the strategies in
greater implementation and execution
3.3 Techniques for new product development
As mentioned by Vanek et al. (2017), the technique for new product development is termed
to be the steps required for better development of organisational product in the society. In
case of British Airways a new product strategy is developed from which idea is generated by
the managers of the organiser. Organisation training and from which the business analysis is
properly performed. Designing and development of the plan is father performed and applied
by the workers of the organisation which is then tested by the management again. The
testing of the product and the function of the product is then father communicate with the
other members of the organisation. All these steps are then succeeded by commercialization
of the particular product in the society.
3.4 Recommendation for the pricing policy, distribution and communication mix for
new product
In terms of better supporting of the product and services provided by British Airways the
pricing policy should be in term of the income groups in the country. The British Airways
needs to keep in mind the current economic condition and also the income level of the
society before providing any choice for the customers. Distribution of the product should be
viable and feasible for every people in the society so that no people or customer refrained
from achieving the product enjoyment. The communication mix should be in terms of the
media and the source that is properly available to each and every person in the society.
3.5 Factor affecting effective implementation of marketing planning
The prime factors that affect the marketing plan in terms of British Airways is the democracy
and the current project economic condition. The size and the growth of the market in the
society is also Prime element in determining success marketing planning. also have to keep
in mind Strength and weaknesses of the competitors in the society for availing the market
share and present customer composition.
Task 4
4.1 Explanation of how ethical issue influence marketing planning
In terms of British Airways, the prime ethical problem in market research seems to be the
finding out the proper manner to widespread the information about the product and services
provided the company. the company does it market research with serious ethical issues as
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sometimes research may affect the lives of the consumer and the consumer may also has
the opportunities of the British Airways. As mentioned by Singh, (2016), in terms of market
audiences different rising and selective market also affect the planning in marketing for
British Airways and also act as an ethical issue. The ethics in advertisement and promotion
result in some time explicit content. Some advertisement strongly offends certain group of
people. Where some advertisement is on the other hand may have a negative impact on the
perception of the customers in the society. Flow of spam and other virus affected information
through delivery channels like TV telephone and other informative medium also create
sample ethical issues in providing service to the customers. Sometime deceptive marketing
policies also affect the operation and marketing planning through ethical issues as the
humour in Escape of reality result in Greater ethical constraints for British Airways. In terms
of anti-competitive practice one of the critical ethical issues faced by British Airways is the
bait and switch in which a person or a group of people is it a bit for other companies to Grab
in and that becomes a fraud in Aviation companies for those companies to Grab this type of
ethical issues needs to be kept in mind before planning for any marketing success by British
Airways.
4.2 Responses of BA on ethical issues
In case of the responses of British Airlines on ethical issues it is properly seen that the
management of British Airways proves to be much more attentive on the development of the
organisation rather than trying to pull down other competitive forces. The British Airlines
have proved their proper management of ethical issues in the society that determine the
greater management of organisational stability and proper marketing scheme. the British
Airlines proves to be much more effective in managing all the competitive promotion
strategies as they make sure that there is no bait and switch operation in the organisation
and if found any they are to be punished. The British airline so there ultimate proficiency In
controlling the price rigging in the society as their diminished the total structure of bid rigging
and predatory pricing in the society (britishairways.com, 2017). In terms of Marketing System
and ethics the British Airways have maintained a free market to empower all the business
competitors in the society as the government backed aviation industry have no issues if
there are competitors in the market because they think of the greater good of the society in
availing much of the services of Aviation to the people (britishairways.com, 2017).
4.3 Consumer ethics and their effect on the business plan of BA
Every organisation while marketing must feel responsible towards the society paper as well
as the environment where and with whom it conducts the business. According to Abdeen et
al. (2016), it becomes and at most level of the marketers to take moral actions which
increase the positive impact upon the organisation stakeholders including community
employee’s shareholders and consumers. Different consumers belonging to distinct culture
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religion as well as castes have different moral values and principles which are to be
respected by the organisation.
British Airways serve to different customers simultaneously since everybody across the
world would ride on a plane and use aircraft without giving it a second thought about the
religion or the culture he or she belongs to. In the views of Jayawardhena et al. (2016), the
marketing managers of the organisation must undertake there is possibility of understanding
consumerism through the ethics and behaviour of consumers which might affect the
business plan. While conducting any marketing plan it is duly required that the principal
values as well as models are being checked by the marketers general involved in executing
the plan. For example, the food and beverage services that are to be delivered in the flights
must consider the choices and preferences of the customers belonging to distinct culture
and region across the world. As per the opinions of Pham, (2016), the Seasonal discounts
and offers on the ticket fares that are to be provided by British Airways must consider every
customer belonging to distinguished culture and religion since any kind of discrimination
Would not lead to growth and success of the organisation.
The marketing strategies as well as techniques that are to be used by the marketers and
analysts are supposed to involve the views and opinions of consumers of the organisation so
that their satisfaction remains unaffected.
Conclusion
From the above assignment it can be evidently concluded that a business market plan is one
of the most important aspects for every organisation to reach to the objective and goal in the
organisation of society. It is to be clearly mentioned that support of Business plan and
market strategy place the most important roles of the operation of an organisation. British
Government have properly discuss about the background of British Airways and their long
service to the customers of Britain in the most executive Manna possible. It is evident from
the background of the British Airways that there has been proper business plan and
maintaining of ethics throughout the operation. in addition to the above the assignment have
properly discuss about the portal of Business plan and marketing scheme along with their
strategies that help in better supporting of consumer need in the society. The perspective of
change in marketing planning is properly described in the assignment above. The above
assignment has clearly described the man and the technique used for auditing in the
organisation. Accessing of the barriers of marketing planning has been clearly discussed in
the assignment. Proper mitigation policies have also been provided to support British
Airways in competing with the private Aviation organisation. In addition to the above our
marketing plan is also provided to support the British Airways to provide the customer care.
In addition to the above the assignment have explain how ethical issues influence marketing
planning of British Airways and also the way the British Airways tackle the marketing
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strategy issues. In addition to the above discussion of the assignment work the assignment
have properly discussed about the impact of consumer F6 on the marketing planning and
the operation of British Airways in connection with the consumer ethics and policies.
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