Marketing Principles & Practice

Marketing Principles & Practice

Table of Contents
Marketing Principles & Practice......................................................................................................1
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Marketing concepts and terminology..........................................................................................3
Marketing strategies and programs that helped British Airways to achieve its objectives.........5
Marketing Concepts of British Airways.....................................................................................7
Relationship of marketing with other functional area in British Airways.......................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Airline industry that engages itself in giving services of air transport to its customers and
for that purpose industry uses aircraft. Earlier this industry was seller oriented and does not had
much scope of competition but presently increasing number of airlines and different kind of
services being provided by them have increased competition in this industry. One major factor
that contribute to competition is that industry has now become buyer oriented. All the airline
companies are now focused on providing services that are required to customers. This phase of
the business have also increased importance of marketing in this industry. This report discuss
various perspectives and factors of marketing of one of the biggest airline industry British
Airways. Airline is second largest airline company of UK, headquartered at Waterside,
Harmondsworth. Main hub of the airline is London Heathrow Airport. Airline has a fleet size of
more than 181 and employs around 45000 employees that contribute to its generation of more
than 13000 million pounds and net income of more than 1900 million pounds. In context with
marketing company have employed some of best practices to promote its product and also othr
practices that are concerned with marketing. This have made British Airways a successful airline
in UK and worldwide.
MAIN BODY
Marketing concepts and terminology
Product strategy
Strategies developed and implemented by the companies that are directly related to the
product and service they chose to offer their customers. Most of the companies including airline
companies nowadays are engaged in making strategies regarding product that are needed to
customers. The main consideration regarding product is quantity and quality of the product,
variables available for the product and value that company want to create for the product they are
offering. Regarding British Airways, this is an airline company and product of the company is in
form of its services (Hanlon, 2017). Company provides services of air transport and strategies of
product includes its availability and in terms of availability airline has a fleet size of more than
180 and provide first class services to its customers/passengers. This airline connects to some of
the most busy airport and destinations with an excellent flight schedules of the world. During
travel of customers to other destinations this airline also provides best in flight service to the
making their journey comfortable and memorable. In flight services that are also part of airlines'