Marketing Planning of British Airways- Doc

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Marketing PlanningUniversityMarketing PlanningByDateNameLecturer’s name
Marketing PlanningContentsIntroduction:................................................................................................................................................3Task 1...........................................................................................................................................................41.1 Using relevant theories, review changing perspective in marketing planning...................................41.2 Evaluate BA’s ability for planning its future marketing activity..........................................................41.3 Examine techniques for organizational auditing and for analyzing external factors that affect marketing planning..................................................................................................................................51.4 Carry out organizational auditing and analysis of external factors that affect marketing planning in BA............................................................................................................................................................6Task 2...........................................................................................................................................................72.1. Assess the main barriers to marketing planning...............................................................................72.2. Examine how organizations may overcome the obstacles to marketing planning............................9Task 3.........................................................................................................................................................103.1 Marketing plan for the launch of a new services for BA..................................................................103.2 Marketing planning is essential in the strategic planning process for BA........................................113.3 Examine techniques for new product development........................................................................123.4 Recommendations for pricing policy, distribution and communication mix for the new product...123.5 Explain how factors affecting effective implementation of the marketing plan have been taken intoaccount..................................................................................................................................................13Task 4.........................................................................................................................................................144.1 Explain how ethical issues influence marketing planning................................................................144.2 Examples of how BA responds to ethical issues...............................................................................154.3 Examples of consumer ethics and their effect on marketing planning in BA...................................16Conclusion.................................................................................................................................................17References.............................................................................................................................................18Page 2 of 25
Marketing PlanningIntroduction:British Airways is a significant International Airlines, and it provides their flights to 590destinations and in 135 territories. The organization is mainly operated from Gatwick andHeathrow. The company has faced many difficulties like 535 million pounds revenue loss for thereason of employee relationship and strike problem of the employees, lack of Internationalmarketplace analysis and the other things. So, the only scope to win over these difficulties is toapply and maintain an effective marketing strategy for successfully carry on the company. TheBritish Airways includes some techniques such as security and safety of the stakeholders,customer relationship, improvement in technological instruments, employee relationship andmuch more. The British Airways is a global airline of full service, and it offers low fare rate allthe year round with the comprehensive global route map flying from and to the centrally situatedairports.Page 3 of 25
Marketing PlanningTask 11.1 Using relevant theories, review changing perspective in marketing planning.A marketing plan is a multiple tool that helps the management to recognize everything about thecompany. This indication shows the management the flaws of their plan and how to achieve theiraims and redefines the way in a new product or new marketplace against the opponents. A goodmarket plan must comprise with the deliberation of new perspectives. The BA has noticed thattheir service is only affordable for the noble people, then they have taken the decision that theirservice must be provided to a large number of individuals rather than upper class. They havechanged their notion in marketing planning by applying new strategy, and this becomes helpfulfor the company(Aaker, 2013). They have reduced boarding rate as many people can afford theBA flight quickly and this process grabs the attention of the commoners and then the companymakes more profitable business than other competitors.Marketing planning has been subjected to changes in terms of orientation since long time.This changing perspective has been due to variabilities in demands and taste of customers.Unlike traditional business activities where marketing planning aimed to sell maximum goods,the current ones are based on customer orientation. The modern day theory of marketingplanning is push vs. pull. It is based on pulling or attracting customers towards the company withhelp of qualitative information. It also includes simultaneous use of surveys and strategies thathelp in achieving respective feedbacks for improving the product and service. This automaticallyreflects the changes in marketing planning perspectives of business organisations like BritishAirways.Page 4 of 25
Marketing Planning1.2 Evaluate BA’s ability for planning its future marketing activity.Organizational capability can be defined by the company’s core competence, strengths,weaknesses, synergetic effects, resources, and behavior. It shows the capacity of the organizationby which they can use their strength against the weaknesses and make new opportunities to facethe external environment. The organizational ability of BA for planning future activities are- corecompetence, brand effect, a uniqueness of the company, synergistic effects, global network,resources and behavior of the company, high prices, weaknesses, availability of the flight whenat a particular time, good quality service of the company, etc.In order to evaluate the abilities of British Airways for planning its future marketing activity sSWOT analysis has been performed as follows:StrengthsThe company being a public sectorenterprise has been ruling the airlineindustry for more than 90 years.British Airways has very strong brandreputation. The company is supported bygovernment in major activities. BA has its own separate engineeringbranch which helps in maintaining thefleet and in efficient management of allthe airline activities. Large amount of advantages fromtechnology have been catered by theorganisation which supportsWeaknessesBritish Airways is largely dependent onthe domestic markets for acquiringfinancial benefits.The Employee Unions' and theiractivities like collective bargaining anddisruptive breakdowns results in largeamount of damage for the organisation. There is less amount of globalpenetration that is lack of efficientapproach towards the global markets isa major weakness in today'scompetitive atmosphere. Page 5 of 25
Marketing Planningamalgamation of business with latestdevelopments.OpportunitiesBritish Airways holds greatopportunities of expanding the businessfunctions to international markets.The government support that has beencatered by organisation can be utilisedfor increasing pressure over smallplayers. ThreatsThe competition in both domestic andforeign markets is increasing which isquite threatening for British Airways.The strict regulations which have beendeveloped by government when notfavouring the organisation can havesignificant negative impact over thefunctioning. 1.3 Examine techniques for organizational auditing and for analyzing external factors that affectmarketing planning.The customers or the passengers of BA are the keystones of the marketing technique thatconnected with auditing and investigating the organizational and external factors like a marketenvironment of BA. These factors are accumulated first, then explained correctly. The regulatoryfactors are: Company objectives and mission: the main aim of BA should meet the target customer and targetmarket for carrying on their business efficiently. They should fix their target, and then theyshould follow the path to the way of achievement. BA, the largest airways in the UK, is situatedin London, provides their flights to 400 cities regularly. They should intend to create repeatpassengers for business or travel passengers(Bogomolova, 2011). Page 6 of 25

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