Assignment on Marketing Planning - British Airways

MARKETING PLANNING

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................3
INTRODUCTION...........................................................................................................................5
TASK 1............................................................................................................................................5
1.1 Changing perspective in marketing planning........................................................................5
1.2 An organisation’s capability for planning its
future marketing activity............................................................................................................6
1.3 Techniques to organisational auditing and for
analysing external factors that affect marketing planning.........................................................6
1.4 An organisational auditing and analysis of external
factors that affect marketing planning in a given situation........................................................7
TASK 2............................................................................................................................................8
2.1 The main barriers to marketing planning..............................................................................8
2.2 Ways by which organisations may overcome barriers to
marketing planning.....................................................................................................................8
TASK 3............................................................................................................................................9
3.1 A marketing plan...................................................................................................................9
3.2 Marketing planning is essential in the
strategic planning process for an organisation...........................................................................9
3.3 Techniques for new product development..........................................................................10
3.4 Recommendations for pricing policy, distribution and
communication mix..................................................................................................................10
3.5.Factors affecting the effective implementation
of the marketing plan have been taken into account................................................................11
TASK 4..........................................................................................................................................11
4.1: Ethical issues influence marketing planning......................................................................11
4.2: Organisations response to
ethical issues.............................................................................................................................12
4.3: Consumer ethics and the effect it
has on marketing planning.......................................................................................................12

CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

EXECUTIVE SUMMARY
British Airways(BA) is the largest airline in the UK based on fleet size. It is the flag
carrier. Measuring by the passenger carried it comes on second in UK after easyJet. Its main hub
is in London at Heathrow Airport. It was established by British government in 1972 to manage
the two nationalised airline corporations, BOAC(British overseas airways corporation) and
BEA(British European airways) with two regional airlines Cardiff's Cambrian Airways and
Newcastle upon Tyne's North-east Airlines. All these companies on 31 march 1974 were merged
to form British airways and in February 1987 British Airways was privatised. British airways
have the United Kingdom Civil Aviation Authority type A operating licence, it has permission to
carry passengers, cargo and mail on aircraft with 20 or more than 20 seats.
The staff working in BA is considered by number of trade unions, the pilots by British
airline pilots' association and the cabin crew is represented by British Airlines stewards and
stewardesses association. BA takes its plains from the company Boeing. Slogan of BA is “the
world's favourite airline” and it uses melody to advertise that is “flower duet”. It provides
various magazines like- high life magazines, high life shop magazine, first life and business life.
It have various classes of seats and they are- economy class, business class and first class.
It is probably the best airline with the best services among the UK's airlines. It is a full global
airline, with an extensive route network providing year round low fares to fly from centrally
located airports. Hence the company is aiming at developing marketing planning in the
organisation to have an edge over the market. There are various factors which are to be looked
by the company so as to develop a plan for marketing. There are several theories and various
factors which are taken care of while preparing the plan. The company directors wants to have a
perfect suitable plan for the BA to have best possible practices.