Marketing Concepts and Strategies of British Airways

Marketing Principles
& Practice LSBM101

INTRODUCTION
Marketing within business is very essential factor which is directly connected to sales
and growth and development of the company. This is related to how an organisation is promoting
and advertising it's services and products to customers. Marketing is a discipline which includes
actions that are undertaken by a company for drawing customers and maintaining relationships
with them. This also includes networking with present as well as past clients. The company
considered in this report is British Airways. This is a flag carrier airline of UK and the
headquarters of this company are located in Waterside, Harmondsworth. This is one of the
largest airlines within UK. There is huge development in the aviation industry since years. The
demand of travelling has resulted in the growth of airlines industry (Bernstein, and Johnson,
2019). The British Airways has completed more than 100 years of service. There are lot of
changes and developments since the start of business. The following report is in the form of
report. It includes key marketing concepts and terminology that is applicable to British Airways.
It also includes marketing strategies and programs that help in attainment of organisational
objectives.
MAIN BODY
Marketing concepts
Marketing is the process of selling and purchasing goods and services of a company and
make contribution in running the business of an organisation. It can be an activity of trading
products and services of the firm by following different conceptions of marketing for the success
of the business. There are several marketing concepts which are considered by British Airways
in its business, some of them are mentioned as beneath:
Marketing concept- It indicates to a theory that companies ought to break down the
demands of their consumers and after that put on choices to satisfy those demands, better than
the resistance (Birdir, Dalgic, and Birdir, 2018). In context of British Airways, the advertising
thought based after setting investigation to distinguish business industry shard, their size and
their needs. To satisfy the market needs, the promoting team settles on choices regarding the
controllable parameters of the promoting mixture.
Elements of marketing process- The activity of marketing is waste conception that is an
important component which is required for the growth of a company. In British Airways, the

management of the company consisted several actions and activities in its marketing process and
designing of products, setting prices, developing strategies, promotional and advertisement
activities. All the marketing activities are combined in four key factors of marketing process that
are mentioned as beneath:
Research- It refers to the process of investigation which is conduct by the administration
of British Airways, before launching the product and services at marketplace. It is conduct by the
company to monitor the current situation of the market that how will it create the effect upon the
products and services of the company. It will also help the respective company in getting
information about customers needs, preferences, business opportunities, market threats and
internal & external condition of the marketplace.
Strategy- It indicates to the plan of actions which are devise by the administration of
British Airways to effectively running the business and marketing of the products and services
which are produced by it. The management of the company can devise the formulation of
strategies on the basis of SWOT analysis of the firm. In the respective company, the firm can
design different plan of action with the purpose of beat the rivalry in the market, getting
customer attention, increase customer base, maximise productive, increase profit margins and
market share and success of growth for the organisation.
Planning- It is another effective component and help in getting information about the
actual goals and objectives of the company. In British Airways, the management of the firm can
do market planning in context of prediction of gross sales, fiscal necessitates, abstraction plan of
action, personal necessities and several other criteria that organisation deprivations to accomplish
in upcoming time.
Tactics- It refer to those short term plans and strategies which are used by British
Airways to overcome short period of time issues and problems like maximise market share, high
profitability etc (Camilleri, 2018). These kind of plans also devise by the company to
accomplish short term objectives and convert those plans in to actions. The company also frame
promotional tactics in context of reduction of monetary value, discounts and offers etc.
Marketing strategy
There are a number of marketing strategies adopted within British Airways for
sustaining in market for longer period. The market strategy for this company are mentioned
below -