Marketing Strategies of British Airways

Marketing Principles
&Practice
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3

a) Marketing concept and terminology applicable for British airlines........................................3
b) Marketing strategies and programs that helped British Airways achieve objectives..............5
c) Marketing concepts and principles used by British Airways..................................................7
Relationship between marketing functions with other functional areas..........................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Airline industry provides air transport service by helicopter or air planes to the paying
passenger and freight through regular route. UK Group is the largest airline on the basis of
revenue, passenger’s carried and fleet size. Air operating certificate or licence is issued by
government body to recognised airline companies. These companies form partnerships or
alliance to provide aircraft services to its customer. As the airline industry is growing at rapid
pace so the marketing strategies of airline industries should be innovative in order to buzz and
attract customers. As the competition is increasing the company are using various marketing
tools such as social media, non-traditional advertising, and loyalty program. It increases the
brand image of the company thus indirectly increase the loyalty of customer. In order to be
profitable and to achieve objective of organisation the company has to take various decision and
action to implement marketing successfully. On the basis of passenger carried and fleet size
British Airway is the second largest airline in United Kingdom. This report discuss about British
Airways marketing concept, strategies and principles that help in achievement of business
objectives. Also, this report discusses about cross functional relationship of marketing and other
department in British Airways.
MAIN BODY
a) Marketing concept and terminology applicable for British airlines
The Marketing concept is a strategy that implement by a company to maximize the profit, fulfil
the customer need, enhance the level of sales to survive the competition. There are some
marketing concepts that British Airways apply in their organization. These concepts are Product
strategy, Branding and Promotional strategy.
Product strategy: Product and services is very important factors in an organization. This is the
vision of the company to make a product a success in the industry. Product strategy helps to
mapping up the right design to build a product with innovation at low cost by maintain the
quality of that product\service (Ramli, 2016). Basically the product strategy refer that customer
prefers the product with good quality, performance, affordable price, innovation feature.
British Airways includes in their product strategy numerous destinations across the
world, work speedily, support customers, and satisfy customers need services, quality of flight.
British Airways apply this strategy they focus on market demand and plan. They provide quality
services to their customers in reasonable price, with including entertainment screen, beds, cabin,