Marketing Management Report: Analysis of British Airways Strategies

This report offers a comprehensive analysis of British Airways' marketing management, covering key concepts, functions, and strategies. It begins with an introduction to marketing management and its role in business growth, highlighting the importance of marketing in increasing sales and brand awareness. The report then delves into the specifics of British Airways, examining its marketing operations, including product, price, promotion, and place. It explores the various areas of marketing and the role of marketing in driving business growth. The report further examines the different marketing functions, such as promotion, selling, product management, and marketing information management. It analyzes the role of marketing in relation to the marketing environment, including internal and macro factors. The interrelationships between the marketing department and other functional units, such as human resources, finance, and operations, are also discussed. The report then moves on to the application of the marketing mix, comparing different approaches used by companies to achieve their business objectives. A detailed marketing plan for British Airways is developed, including strategies and tactical approaches to the marketing mix. The report also includes a media plan to support a marketing campaign, with recommendations and rationale for meeting budgetary requirements and marketing objectives, providing a justified multimedia plan based on qualitative and quantitative criteria. The report concludes with an evaluation of the effectiveness of the strategies and approaches discussed, offering valuable insights into the practical application of marketing management principles.

Marketing
management

Table of Contents
INTRODUCTION ..........................................................................................................................4
PART A...........................................................................................................................................5
LO1 Explanation of role played by marketing and the way it is interrelated with main units of a
business ...........................................................................................................................................5
P1 A brief explanation of concept related to marketing and its operations with focus on
various areas and role played by marketing...........................................................................5
P2 The key explanation of different marketing functions which are related to a major context
of a business entity.................................................................................................................6
M1 Analysis of role played by marketing in relation to the environment of marketing .......7
M2 The key importance of interrelationships amongst marketing and various functioning units
of the company.......................................................................................................................8
D1 Analysis of internal and macro environment in which the different functions of marketing
operate....................................................................................................................................9
LO2 The comparison of different ways in which the companies use and apply elements of
marketing mix in order to achieve aims and targets of business entity.........................................10
P3 The key comparison of major ways that various organisation develop application of
marketing mix to planning process to achieve different company objectives......................10
M3 The review of key strategies and major approaches that are implemented by companies to
develop the way in which business goals are achieved successfully...................................11
LO3 Produce a marketing plan for an organisation that meets marketing objectives...................12
P4 Detailed marketing plan along with its development which also consists of key elements of
marketing planning for accomplishment of major objectives..............................................12
D2 Evaluate strategies and tactical approaches to the marketing mix in achieving overall
business objectives...............................................................................................................16
M4 Make a elaborated tactical marketing plan that combines the extended marketing mix to to
gain desired success at the marketplace...............................................................................17
D3 Development of a major strategic marketing plan of the company that measures key
accomplishment of different objectives related to marketing .............................................18
LO4 Develop a media plan to support a marketing campaign for an organisation.......................20

P5 The formulation of a media plan which consists of key recommendations and rationale in
order to meet the budgetary requirements and objectives of marketing campaign..............20
M5 Media plan that is integrated with selection of key media channel for effectively
developing communication with major customers...............................................................23
D4: Providing a justified multimedia plan which is based on qualitative and quantitative
criteria ..................................................................................................................................23
CONCLUSION .............................................................................................................................25
REFERENCES..............................................................................................................................26

INTRODUCTION
The marketing management is considered as major function of a business which helps in
increasing chances of growth. Marketing management also helps and supports a business entity
to overcome key issues and challenges related to marketing field and its functions (Bagozzi and
Coronel, 2018). Marketing management is also playing a key role in increasing the sales
turnover ratio and revenue. Marketing management and its main function is to control company's
all promotion and advertisements in order to increase brand awareness. This project will include
example of British airways which is a British multinational Airlines company. British
airways was founded in the year 1974 and is known worldwide for its best quality airlines
services. The headquarters of British Airways are located in Harmondsworth, United Kingdom
and it is operating and leading the competition. In this project example of Virgin Airlines is
taken into consideration in order to make a precise comparison with British Airways. This
project will include focus on concepts and role of marketing and the way marketing functions
relates with wider organisational context. The project will cover various ways which are helpful
in supporting marketing planning process in order to achieve goals and objectives. This report
will also cover a major marketing plan which includes the application of marketing mix.

PART A
LO1 Explanation of role played by marketing and the way it is interrelated with
main units of a business
P1 A brief explanation of concept related to marketing and its operations with focus on various
areas and role played by marketing.
The marketing is a major business tool and techniques which has primary aim of
increasing the products sale. In the recent times due to increased competition between
companies, it is essential to focus on marketing tasks (Baker, 2017). Marketing includes many
different elements which are important part of a business and helps in expansion of organisation.
British Airways also focuses on development of marketing operations in order to increase its
approach in handling target customers. The marketing operations play a supportive role in
increasing marketing development by performing activities according to contemporary business
environment. The British Airways company has selected professional approach in management
of key operations related to marketing in order to lead the competition. Marketing operations
also play an important role in supporting key functions related to marketing in order to achieve
desired results in a set period of time.
Different areas of marketing:
The major areas of marketing are essential to be taken into consideration for better
establishing business. Key areas of marketing are crucial to be analysed by a business entity in
order to increase chances of growth and development (Balducci and Marinova, 2018). The major
areas of marketing includes product, price, promotion and place. This is major role of British
Airways to focus on each and every area of marketing to deliver best practices. The marketing
department of a business should analyse all the major external and internal factors associated
with business development in order to achieve set targets and goals. Areas of marketing are
supportive in making a business more authentic and stable at the marketplace.
Role of marketing:
Marketing plays an important role in growth and development of a business by delivering
the best value addition (Beirman, 2020). It is major role of marketing management to provide
essential products and services according to demand and needs of customers. The marketing
management will also increase the chances of business stability in order to reach the maximum

output. Set targets and goals are also essential to be achieved with the help of marketing
approaches in order to achieve them in a short period of time. Marketing also plays an important
role in overall growth of a business to reach maximum customers and their satisfaction.
P2 The key explanation of different marketing functions which are related to a major context of a
business entity
The marketing functions are important part of marketing which are important in making a
business more valuable. Marketing fundamental functions are essential to be adopted by a
business entity in order to achieve competency edge (Blakeman, 2018). The following are major
functions of marketing which helps in supporting business development:
 Promotion- Promoting products is the primary function of marketing management,
which helps in supporting key business activities (Bolton, 2022). The promotion of
product is also necessary in order to develop promotion through advertisements and
publicity. Selection of effective development practices related to professionalism should
be maintained in order to promote key products. Promotion of products and services is
also necessary with help and support of advertisements techniques. In the era of stiff
competition between companies, promotion of products and services is one of the major
functions of a company. The development of promotional techniques is very much
important for gaining growth and stability based chances. The promotion on digital media
platforms like Twitter, Facebook, Instagram and LinkedIn helps the British Airways
company to promote its key functions with more stability.
 Selling- The selling is related with key functions of marketing department in order to
develop selling of products and services (De Mooij, 2019). It is main role of a business to
select best selling considerations in order to develop promotion of products and services.
Key business organisations at the marketplace like British Airways put emphasis on
selling to develop effective operations. Selling of products and services is also one of the
major functions of a business entity which requires key efforts. The business organisation
should evaluate effective ways of analysing selling based perspectives in order to
formulate key strategic actions.
 Product management- Management of products is key task of a business in order to
perform major functions (Dzyabura and Yoganarasimhan, 2018). In managing the
products, management of companies should evaluate best practices that are helpful in

precise and systematic growth. The product should be managed by a business using key
competitive approach. Management
 Marketing information management-Management of information related to marketing
is one of the key approach in managing business development. The marketing
information management is also a key function which helps in development of all major
dimensions of management. Information and technology is main part of marketing
information management which supports in performing quick and accurate operations
(Geertz, 2018).
M1 Analysis of role played by marketing in relation to the environment of marketing
The main role of marketing is essential to be analysed by a business entity in order to
develop key approach in managing the business functions and tasks (Gneezy, 2017). Marketing
is a dynamic business function which needs to be taken into consideration for increasing sales
turnover ratio. Marketing plays an important role in increasing chances of business stability and
growth for increasing preferences related business growth. Marketing management is one of the
finest bodies of British Airways which also helps in delivering major values to customers. In the
recent times, marketing management also play an important role to know wants and needs of
customers. Marketing management of a company is also beneficial in increasing the set targets
and government related to sales. It is one of the key role of marketing management to analyse
and develop business strategies according to contemporary business business environment. The
role of marketing is necessary to be determined in order to evaluate key practices for expansion
and growth of business.

M2 The key importance of interrelationships amongst marketing and various functioning units of
the company
In the era of stiff competition between companies, all departments of marketing are
related to each other. The interrelationships between major departments of British Airways are
maintained by higher level authorities of a business entity. This is also one of the key roles of
British Airways company to maintain the relationship between departments. The functional units
with their interrelationships with marketing department are mentioned below in order to deliver
significance:
 Marketing and Human resource department- The human resource management and
marketing departments both play a very important role (Graesch, Hensel-Börner and
Henseler 2020). Human resource management of a business performs training and
development programmes to systematically make employees of marketing more
competent. This approach helps in increasing employee engagement and participation.
 Marketing and Finance department- The finance and marketing departments of British
Airways helps a business to evaluate best practices related to business development.
Marketing and finance department of a business should also play an important role in
increasing chances of enhancing profitability and revenue.
 Marketing and operations management- In the functioning of a business, operations
department is the precise department which includes focus on production (Hall, 2017). To
support the marketing department, main role of a business operations management is to
develop products with quality to increase satisfaction of customers.

D1 Analysis of internal and macro environment in which the different functions of marketing
operate
The analysis of external and internal environment of a business entity is to essential to be
supported in order to perform best development practices (Hanson and Kalyanam, 2020). After
performing analysis of external environment, it is necessary for the business firm to take into
consideration development of strategies. Application and development of major strategies related
to macro and micro environment makes company more authentic and dynamic at the
marketplace.
Internal environment-
The internal environment is considered as major factor which can impact on business
development and its operations. It is one of the most crucial roles and responsibilities of a
business to focus on internal environment in order to deliver best and focused business practices
(Homburg, Jozić and Kuehnl, 2017). The analysis of internal environment includes internal
capabilities and competencies which firms have to develop their own strengths. Management of
British Airways is considered as one of the most important part of a business which helps in
increasing competitive skills if company. The internal environment of company is also one of the
key approaches which includes all major activities and functions. In order to gain effectiveness
and efficiency in major operations, it is necessary for the company to analyse the external
environment. Due to the impact of Covid-19, all major and systematic operations of British
Airways company are effected. The airlines services all across the world were stopped leading to
huge loss for whole country.
External environment-
The external environment is one of the major factors which is associated with operations
of a company (Jacobson, Mazur and Nader, 2019). The external environment of British Airways
is necessary to be analysed with the help of strategic frameworks and planning. It is one of the
major roles of a business to focus on PEST analysis in order to analyse its external environment.
The PEST analysis of British Airways is mentioned below:
 Political factors- The political factors are considered as major rules and regulations that
are formulated by government of a country (Kannan, 2017). It is major role of United
Kingdom's government to focus on analysing key role of all major political factors like
Brexit, government plans and policies to make successful businesses.

 Economic factors- Economic factors are associated with major inflation, deflation and
recession rates that are prevailing in the economy (Krasyuk, Kirillova and Amakhina,
2019). It is one of the major role of a business to focus on key economic factors to
increase revenue and profitability. British Airways also face impact of economic factors
including monetary policy formulated by government of United Kingdom to regulate
money supply.
 Social Factors- The social factors are associated with culture and traditions of society
which plays a systematic role in development of workplace (Kumar, 2018). After the
analysis of social factors it is very much important for a business firm to develop key
working environment by understanding culture of employees. Society based strategy is
developed by British Airlines in order to serve society in major and effective sense.
 Technology factors- The technology factors are associated with information and
technology based tools and techniques. They help British Airways to perform operations
in a quick and accurate manner. Also these factors help companies to develop crucial
methodology at the marketplace. Major technology based tools like customer relationship
management software and decision support system are helpful in business growth and
expansion. The technological factors also impact on functioning of British Airlines and
its is focusing on hiring IT experts and professionals to develop more quick operates
LO2 The comparison of different ways in which the companies use and apply
elements of marketing mix in order to achieve aims and targets of business
entity
P3 The key comparison of major ways that various organisation develop application of
marketing mix to planning process to achieve different company objectives
The application of marketing mix supports a company to develop systematic approach in
majority of marketing operations. Marketing mix is also helpful in development of majority of
marketing operations of a business firm (Kreutzer, 2018). All major companies in the
international and national marketplace focus on marketing development in order to achieve key
goals and objectives. The marketing mix is one of the key approaches that are effective in
delivering best and suitable value to the organisation. In the recent times, the companies also
prefer to approach top level management to give suggestions in the implementation of marketing
mix. This help managers of British Airways in promoting their business and products to a

specified target customers. Through this managers of British Airways can understand the
perspectives of their customers and to determine which products are considered of unique value
proposition in a strategic manner. In this section the marketing mix of British Airways is
compared with Virgin Airlines. The application of Marketing mix for British Airways company
is mentioned below:
 Place- The place is considered as geographical location which is selected by a company
to develop best and focused values (Lahtinen, Dietrich and Rundle-Thiele, 2020). It is
one of the key roles of a business to focus on choosing the right place for business
development. Place and its selection is most important for a business entity in order to
facilitate sales development and revenue. The British Airways is available at all major
airports which increases its service area. This helps British Airways to have large base of
customers. While Virgin Airlines has wider scope as compared to British Airways as it
performs operations on large scale and is working on more Airports as compared to
British Airways.
 Price- Price is considered as major factor which is a part of marketing mix, so the
formulation of prices is one of the key functions of a business entity (Miao, Kozlenkova
and Palmatier, 2022). These prices are calculated by adding the cost in regards with
managing operation. British Airways is formulating prices according after analysing the
prices of its competitors. On the other hand, Virgin Airlines is developing price according
to current trends in the airlines industry. The prices of products and services of Virgin
Airlines is also formulated on the basis of cost of its raw materials, operations and
employee charges.
 Product- The products are final commodities which are developed and produced by a
company in order to develop systematic operations (Moro Visconti, 2020). Products are
considered as significant aspect of marketing mix as through this customers can be
persuaded to brand in an effective manner. The main products which are developed by
British Airways includes Airline services based products like catering. Virgin Airlines
also works on the same criterion and develops effective products according to demand
and needs of customers.
 Promotion- Promotion is one of the most essentials component of marketing mix which
helps in development of advertisements and publicity of products (Mothersbaugh,

Hawkins and Watson, 2020). It is one of the major roles of a business to promote its
products through digital technology to reach large number of customers. Numerous
organisations use differential promotional techniques for advertising their products and
services. British Airways performs professional marketing activities and operations in
order to promote products and services like traditional marketing approaches that
includes direct and telephonic selling. On the other hand Virgin Airlines promotes its
products and services with the help of digital marketing and social media marketing. The
British Airways has also realised importance of digital marketing and now taking
assistance of digital marketing approaches to perform promotion of its products and
services in a precise manner.
M3 The review of key strategies and major approaches that are implemented by companies to
develop the way in which business goals are achieved successfully
The marketing strategies are important part of a business which helps in increasing key
approaches related to management. Companies at the marketplace should analyse their strategies
from time to time in order to develop key and systematic practices. Main business organisations
including British Airways formulate major strategies and frameworks which are important for
company development at the marketplace. In order to achieve key business objectives, it is
necessary for a company to develop focused approaches and strategies which are mentioned
below:
Segmentation, targeting, positioning
 Segmentation- The segmentation is one of the key approaches which helps the business
organisation to perform precise operations (Payne, Frow and Eggert, 2017). It includes
dividing marketplace on the basis of products and services along with their nature. Most
of the successful companies in the global and national marketplace focus on development
of segmentation. This approach also helps a business entity to deliver well defined and
focused practices.
 Targeting- Targeting the customers is one of the major roles of a business which helps in
increasing chances of competitive growth. Their are many companies which targets
customers on the basis of various parameters to provide valuable products and services to
them. British Airways and its marketing management also helps in supporting

development of marketing operations in order to increase the competency edge gaining
chances.
 Positioning- The positioning is selection of key physical or virtual place which should be
selected by a business entity in order to accomplish set targets. Business entities select
appropriate positioning of products and services in order to gain competitive advantage.
The positioning of all major operations of a company is necessary to be determined for
gaining effective results in a set period of time.
LO3 Produce a marketing plan for an organisation that meets marketing
objectives
P4 Detailed marketing plan along with its development which also consists of key elements of
marketing planning for accomplishment of major objectives
The marketing plan is one of the best and effective methods which helps a business to
deliver focused values. Marketing plan is a major document prepared by marketing management
which helps in supporting business development based advantages (Payne, and Frow, 2017).
Marketing plan also helps marketing management to eliminate risk associated with the
operations. The main function of all major companies is on marketing operations and planning to
develop a more focus based approach. The marketing plan of British Airways in order to achieve
key objectives and goals is explained below:
 Planning and strategic formulation- Planning and strategic actions are counted in the
secondary stage of a market plan. It is one of the major roles and responsibilities of
marketing management to develop strategies which are appropriate to solve the problems
which are faced by the organisation. Formulation of strategies in a professional manner
is one of the major roles of marketing management which helps in increasing its overall
strengths. It also helps in dealing with the current situation that is prevailing in the
marketplace.
 Implementation- This is one of the most crucial stages in the development of marketing
plan which includes its execution. It is one of the major and ethical duties of marketing
management to focus on implementation of focused development based approaches to
achieve growth (Reyes, 2020). The companies also achieve key objectives and goals on
the basis of implementing key development based strategies.
Marketing plan of British Airways in detail-

 Business description- The description of British Airways is, it is one of the topmost
airlines service provider in United Kingdom. The British Airways offers key services
related to international and national flights which are commuting to different areas. The
British Airways is performing its operations since 1974 and is known for its world class
hospitality sector based services.
 Market research and analysis- The analysis of situation is one of the primary steps
taken by marketing management in order to briefly assess the whole information (Pride
and Casidy, 2017). In this stage a company develops analysis of whole situation and takes
essential measures after its analysis. In order to analyse the current conditions of
marketplace for British Airways, it is necessary for the company to develop focused goals
and objectives.
 Pricing analysis- The price is also considered as one of the key factors which helps
British Airways to formulate key prices of products and services at affordable rates.
Managers of British Airways has adopted competitive pricing strategy in their operations
which help them to attract massive number of customers towards their brand. British
Airways needs to minimise the price of its tickets in order to attract key customers.
 Customer profiling- It is essential for the British Airways to develop customer profiling
approach for better results. The customer profiling approach is the practice of organizing
customers into specific groups possessing similar goals or characteristics. In the customer
profiling British Airways should find out key ways of developing an information about
customer profile to serve them in a better manner. As the target customers of British
Airways are old and young people, the company is supposed to take appropriate actions
regarding profiling of customers.
 Competitive analysis- The main competitors of British Airways includes Virgin Group,
Easy Jet and Singapore airlines. It is essential to analyse the strategies of competitors in
order to develop appropriate actions. The competitive analysis is the main ground of
developing planning and actions to revive business after Covid-19. Analysis of
competitors is also helpful in making company more effective at the marketplace.
Singapore Airlines provides more quality services. Now, British Airways should focus on
providing detailed quality based services to move ahead of its competitors. The British

Airways should also compete with Virgin group by development of professional
approaches.
 Marketing goals and objectives- The marketing goals and objectives are major
considerations which should be taken into account by British Airways. It is most essential
role of British Airways to set aims and targets at the starting of financial year and achieve
them with hard work. The main goal of British Airways is to be topmost Airlines
company in the hospitality sector.
 Marketing methods- In the era of stiff competition between companies it is crucial for a
company to choose effective marketing methods. The digital marketing methods are the
most appropriate methods which can help British Airways to develop promotional
activities. Also, the social media platforms like Facebook, Instagram and Twitter can be
used by British Airways to perform effective and development based operations.
 Success Measurements- The measurement of success is the main role of management of
British Airways. In order to measure success at the marketplace, it is necessary for
company to select best and appropriate strategic tools. The measurement of success is one
of the major factors which should be analysed by different tools and techniques.
 Marketing Budget
Cash budget (In £)
Cash Flow budget
Particulars Jan Feb Mar Apr May June July
Cash inflows
Investment 8000
Credit sales 2000 3000 3000 4500 1500 3500 4200
Total inflows 10000 3000 3000 4500 1500 3500 4200
Cash outflows
Fixed : Equipment’s 2000 2500 1500 2000 1200 1500 800
Variable : Direct material 300 300 200 300 150 500 300
Total outflows 2300 2800 1700 2300 1350 2000 1100
Net cash flow 7700 200 1300 2200 150 1500 3100

Opening balance 0 7700 7900 9200 11400 11500 13000
closing balance 7700 7900 9200 11400 11550 13000 16100

D2 Evaluate strategies and tactical approaches to the marketing mix in achieving overall
business objectives
 Price- It is one of the most important role of British Airways to develop quality products
and services in order to perform well at the marketplace. The price of products and
services should be formulated combined by top level and marketing management of a
company.
 Place- Place can be selected as physical store or an online website. It plays an important
role in marketing as it helps in promoting the brand through the act of mouth publicity. In
relevance with British Airways, they can cater the needs of their customers through
providing them virtual reality experiences. They also have their website for booking of
the tickets which help them to increase their conversion rates in a strategic manner.
 Promotion- In relevance to British Airways, they use combination of traditional as well
as modern promotional such as television advertisements, social media platforms,
charitable events and many more. This has helped them in enhancing their viability
through which they can reach to massive number of customers.
 Product- The product are physical commodities which are helpful in meeting demand
and needs of customers. Major products and services which are developed by British
Airways, are on the basis of quality which will increase revenue and profitability.

M4 Make a elaborated tactical marketing plan that combines the extended marketing mix to to
gain desired success at the marketplace
The tactical marketing plan is a major action related to planning which helps in
increasing chances of growth and stability (Roberts, Kayande and Stremersch, 2019). The
tactical marketing plan breaks down the business goals into objectives for performing key
operations related to business development. After developing the business objectives, company
takes necessary steps and actions on the basis of key parameters that are required for marketing
development. It is also one of the major roles of a business to select and develop appropriate
actions for increasing chances of systematic growth. The marketing plan also includes primary
focus on tactical approaches that are necessary for evaluating key growth based business
practices. It is integrated with marketing mix to gain competitive edge. The application of
tactical marketing plan in relation to extended marketing mix is mentioned below:
 Defining business goals and situation analysis- The systematic analysis of key goals is
essential for British Airways. The company should analyse key marketing related goals,
like British Airways has a goal to achieve maximum sales profit from its revenue and
related operations. It is one of the major roles of a business to select best goals and
implement the situation analysis in order to perform key development based objectives
and goals. Marketing goals should be evaluated by business organisations on effective
basis in order to increase the chances of getting desired success. The price and product
related goals of British Airways company are very much essential to be formulated in a
rapid phase of time.
 Developing strategic marketing objectives- The marketing objectives and goals are
important part of a business. They help in enhancement of major functions of a business
in relation to effectively achieve key goals and objectives. The main function of a
business is to secure development of marketing objectives according to planning for
British Airways in order to take appropriate strategic actions.
 Strategic marketing strategy- The development of strategic marketing strategy is one of
the most important functions of a business entity. It is the key role of marketing
management in a company like British Airways to develop strategic marketing strategy.
The main business organisations at the marketplace are always dedicated to achieve

systematic development of key areas which are related to marketing mix. British Airways
company is involved in formulation of straight forward marketing strategy in order to
achieve key goals and objectives that are set at the starting of financial year.
Development of marketing strategy in a professional manner helps a business to include
different business practices that are achieved through goals and development.
 Formulate tactical marketing- The development of tactical marketing approach is the
last approach in tactical marketing plan. In this point, companies focus on increasing their
flexibility and developing tactics to deal with customers and buying behaviour. There are
many companies in the global and national marketplace which focus on tactical
marketing to draw effective development measures.
D3 Development of a major strategic marketing plan of the company that measures key
accomplishment of different objectives related to marketing
In the functioning of a business entity, the strategic marketing plan is one of the finest
approaches that increases revenue and profitability. It is one of the key roles of a business to take
assistance of key elements which are based on dynamic nature of marketplace. The strategic
marketing plan is also one of the major business increasing approach, that helps in overcoming
key opportunities which are suitable for development of market consequences. Strategic
marketing plan of British Airways company is mentioned below:
 Assessment of the factors- The major assessments of key factors that are associated with
contemporary business environment is very much necessary for company. It is key
function of a business to perform external and internal factors that both impact on
functioning of a business entity. In the recent times, it is main role of a business entity
like British Airways to develop focus on major factors that are very well associated with
business.
 Briefing the planning- The briefing of business planning is one of the most significant
factors that helps in development of precise business approach. Strategic plans are
developed and formulated on the starting of business activities that are dynamic in nature.
Strategic marketing plan must be supported by selecting the best strategic choices which
are beneficial for increasing chances of effective growth at the marketplace. It is main
responsibility of a business to include policies and plans based on key growth based
perspectives.

 Formulation of major actions- Taking majority of actions on effective basis is one of
the most crucial stages which includes business development. In recent times, it is key
role and responsibility of a company to include development of major considerations
which are important for long term growth of company. The actions should be strategic in
nature in order to increase professional development based approaches that are related to
context of business. It is main role of the marketing management to take into
consideration development of focused plans and policies which are effective in making a
company more versatile and dynamic. In order to increase the effectiveness and
efficiency of a business, it is necessary for business entity to analyse the all major factors
in order to take essential actions.
 Execution- The execution of strategy is the most crucial stage in strategic marketing in
which implementation of actual plan takes place. In execution stage there is need for
development of proper monitoring which is essential for competitive growth. The
implementation of key approaches which are related to business stability and growth are
most important for a business firm in order to develop focused approach in marketing
operations. The execution of strategic actions which are to be taken into consideration by
company for increasing growth and expansion based chances. It is one of the major
approach that is related to execution for bringing development of major approach. Key
execution of strategy with monitoring and supervision will increase the company's
strengths and capabilities.

LO4 Develop a media plan to support a marketing campaign for an
organisation.
P5 The formulation of a media plan which consists of key recommendations and rationale in
order to meet the budgetary requirements and objectives of marketing campaign
Media plan consists of varied elements which essentially determines how, why, when and
where business organisations should share the information of their products or services for
boosting sales, reach as well as engagement of customers (Shchepakin, Khandamova and
Shumsky, 2018). This is considered as beneficial for business houses as it helps them in
determining timing, frequency, media channels and many more aspects. By creating media plans,
managers of British Airways can use latest media trends as well as advanced technology in an
effective manner. For formulating an effective media plan, it is imperative for British Airways to
work as per the strategy components which are based on the budgeting, scheduling and planning
in a strategic manner. Media plan in relevance with British Airways is as follows:
Target buyer persona
It is imperative for marketing professionals of British Airways to create buyer persona of
their targeted customers. It can be understood as semi-fictional representation in regards with
ideal customers segment which is principally based on the market research as well as real data
about the prospective customers. Marketing professionals of British Airways should build their
buyer persona on the basis attributes such as demographics, challenges, backgrounds and many
more. They are planning to build this persona on the basis of people who hails from London.
Fear in people due to corona virus transmission poses as a challenge for marketing professionals.
For overcoming this issue, they can take the help of content marketing strategies which shows
that how they abide with government protocols in this regard. Their buyer persona is also based
on lifestyle of people at UK. People of UK tends to plan vacations as well as go for business
meetings by using their services on a constant basis.
Discovering media planning tools
It is desirable for managers of British Airways to discover media planning tools as well
as advanced software for promoting their product or services to their customers. Marketing
professionals of British Airways can use software such as Comscore, Quantcast, HubSpot and

many more for planning to promote their services or products in an effective manner. This
software will help them to choose the best media plan strategy for their new product.
Choose media mix
Marketing professionals of British Airways can use content marketing as well as
influencer marketing for advertising about the new products to people. For this, marketing
professionals of British Airways are planning to use content marketing through hiring creators
for this job. They are also planning to take help from social media influencers as well as bloggers
by paying them a specified amount. These strategies help them to raise their brand and making it
reputed in the eyes of public at large. As many people believe in UK make their visiting plans on
the basis of blogs. Through this exercise, they can enhance their viability as well as increase their
conversion rates in a strategic manner. They have chose their media channels as Instagram,
Facebook and Twitter. Their objective is to increase their Instagram followers by 15%. They
would like to post the relevant content in regards with interiors of their airports, flights,
workplace culture and employee empowerment on their Facebook pages. Marketing
professionals of British Airways are also planning to ask their visitors to share their experiences
and pictures on their official site. This help them in increasing their viability as well as can create
goodwill in the eyes of public. They can also conduct a charitable event which not only help
them in fulfilling their corporate social responsibility but also aid in promoting their new product
to masses in a strategic manner.
These plans should be formulated specifically by managers of British Airways in
following manner.
Social media plan
August, 2022
Basis of particular Instagram Facebook Twitter
Monday Post images of airports
and flights by showing
the cleanliness
activities
Tuesday Creation of Facebook
advertisements for

enhancing viability.
Wednesday Tweet relevant content
in relation to
government protocols
for taking flights.
Thursday
Friday Post recorded videos
which shows how
government
regulations are
complied with.
Saturday Can tweet on relevant
topic which is being
flourished in market
Sunday Post recoded videos
and pictures of
workplace culture
Check and analyse
their Facebook
advertisements
campaign.
Take actions
Next step in media plan is to execute the framed strategies in an effective manner. It is
imperative for marketing professionals of British Airways to execute the framed plan in
accordance with desired outcomes. They can use social media plan for promoting their new
product in a strategic manner. They had planned to take help of influencer and content marketing
strategies. This helps them in making their brand more viable.
Budgetary requirements
While devising media plan, it is imperative for marketing professionals of British
Airways to collaborate with finance team for determining the budgets in an effective plan.
Marketing professionals of British Airways have decided to prepare budgets for performing the

varied preferred tasks in an effective manner. Budgetary requirements of British Airways is as
follows:
Particulars Budget (in €)
Market research €50
Social media platforms €30
Marketing platforms (HubSpot) €60
Content creation €90
Paid partnership €40
M5 Media plan that is integrated with selection of key media channel for effectively developing
communication with major customers
Media planning is considered as effective assessment tool which help organisational
managers in planing the use of media platform in order to promote their products and services.
Managers of British Airways have decided to use a combination of media channels comprises of
online, offline and social. These has helped them to enhance their sales as well as increase their
conversion rates in an effective manner. Through using blogging sites, they can attract people
regarding their offered services in an integrated manner. As people of UK likely to plan their
holidays by checking varied blogs. Social media platforms are used by marketing professionals
of British Airways help them to enhance their viability in a strategic manner. By using content as
well as influencer marketing strategy, marketing professionals of British Airways led to enhance
customer experience. Through using content marketing, relevant content can be created in
accordance with workplace culture, regulations complied by them and other related aspects in an
effective manner. Their media plan is considered as viable as well as presentable to them as it
helps them in enhancing their presence in social media and online channels. Budgetary

requirements are also determined by them for making the media plan more effective and
presentable.
D4: Providing a justified multimedia plan which is based on qualitative and quantitative criteria
Marketing professionals of British Airways has formulated the media plan which
encompasses of their tweets, recoded videos, pictures and other related components. This
practice will help them to persuade the people for booking their services for planning their
vacations on trips. They have also decided to analyse their marketing campaigns on the basis of
qualitative data. They have planned to increase their followers of Instagram by 10% . They have
also determined to ascertain their media plan on Facebook through analytics in an effective
manner. They also see how many of their tweets gets re-tweeted with the help of Twitter
analytical tool. They can also use Google analytics for discovering that theirwebsites is searched
or not. Through this, they can gain knowledge about organic as well as inorganic audience.

CONCLUSION
From the above analysis it is concluded that marketing management is the backbone of a
business which supports in overall development. The project concludes that marketing mix and
its application helps a business to support planning and development. This report concludes that
in order to survive at the marketplace, it is essential for the business to develop marketing
operations with more stability and control. The analysis concludes that most of the business
organisations in the international and national marketplace should focus on development of
professional marketing operations for company expansion. This project concludes that key
concepts and roles of marketing are essential in making a business entity more dynamic. This
report concludes that importance of marketing employees and staff in order to gain competitive
advantage. The project also concludes that most of the companies in global and national
marketplace focus on marketing operations to develop profitability.

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