Marketing Strategy of British Airways (BA)

University
MARKETING PLANNING
Name:
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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Marketing planning
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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Marketing planning
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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