Marketing Principles & Practices

MARKETING PRINCIPLES
& PRACTICES

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Marketing concepts and terminology suitable to British Airways..............................................3
Marketing Programs and strategies that help British Airways to achieve their objectives.........5
Two marketing concepts & principles used in company.............................................................7
Explaining relationship of marketing functions with other functional areas...............................9
REFERENCES..............................................................................................................................10
RECOMMENDATION.................................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Airline industry is high competitive market, in past 2 period the sector have expanded
and continuously expanding their routes, they earn profit and growth. Like the any other service
sector, UK airline industry cater services for the set price, the basic function of this sector is to
transport passengers as well as their luggages from one destination to another. They call for
renewed partnership with local and national authority to fund new sustainable fuels and aviation
technology. The Airline sector highly invest in carbon reduction and clean aviation technology,
they are considered to be the quickest mode of transport. The current report is based on British
Airways, it was founded in 1924, and considered as the biggest airline of UK after East Jet, they
flies to 183 destinations, but together with their partners they fly up to 600 locations. It is
established by British government to well managed two nationalized airline corporations, British
European airways & British Overseas airways corporation.
The importance of marketing in airline sector is growing more and more, it helps to
generate awareness, increase productivity and profitability. The importance of marketing is
growing in this sector, because of challenges that faced by airline companies due to low market
presence. This study justifies the marketing terminology and concepts suitable to company,
marketing programs as well as strategies that helped British Airways to achieve their objectives
and explain the two principles and concepts of marketing used in organization daily operations.
Furthermore, this report clarifies the cross functional relationship of marketing and other
departments in firm. It defines the recommendations for business improvement.
TASK
Marketing concepts and terminology suitable to British Airways
Marketing concept is philosophy that companies in Airline sector will analyse the
requirements of consumers and after that they can makHomburg, C., Jozić, D. and Kuehnl, C.,
2017e decision in order to satisfy those requirements or needs much better than business
competitors. In recent time, most organizations adopt marketing concept that help in growth and
success of firms within sector. According to Homburg, Jozić and Kuehnl, (2017) marketing
concept is the action taken to grab the attention of target market and also to bring attention to
British Airways offerings, it can be services offered and physical products for sales. Different
kinds of marketing concepts available for company that they can use in order to make their

business more profitable in Airline sector for longer period. Marketing terminology and concepts
applicable to British Airways mentioned below-
Product strategy-
It is bare bone preparation of stages to assure the goods reaches desired level or space,
suitable and appropriate product strategy helps organization in setting the correct direction for
their goods, it helps in deciding the basic components of products. British Airways is known for
full service international airline, they offer low fare with extensive worldwide route network
flying to located airports. Differentiation strategy is the best and suitable for firm, with the help
of using this strategy, they can be able to offer different as well as unique services or products to
consumers from their competitors (Widuri and Sutanto, 2019). British Airways offer better
pricing, quality services, appearance, quantity and after sales services as compare to its rivals. It
may add some more facilities and features in their products which they can offer to target
customers. Differentiation strategy is flexible while dealing with people, it can be changes
according to the demand of potential clients, it helps to offer better and quick delivery of goods.
In simple term, when firm used this strategy they are capable to remain different from other
airlines within sector.
Branding-
It is the procedure included in creating or developing the unique image for goods or
service in mind of consumers, mostly through advertising campaigns and programs with
consistent theme. The aim of branding is to established differentiated and important presence in
market that help to attract as well as retain loyal consumers for longer (Moon and Sprott, 2016).
In context of British Airways, emotional connections is the best way for setting the image of
Brand in consumers mind effectively. People are emotional in their purchasing choicer than
company think, emotion is the element that makes better branding strategies. With the help of
finding good way to connect with target customers on heavy level, British Airways can enhance
involvement and develop suitable relationship with consumers for long term. Company is
focusing on future and invest in development of their services, they enhance the performance of
staff and make them able to feel satisfied. In order to make the image of brand stronger within
marketplace, they can adopt different types of branding strategies that is suitable for them. They
can redesign the airline clients experience, that lead to 27% point growth in consumers
satisfaction scores.