Principles of Marketing Analysis

This assignment requires you to critically evaluate various marketing textbooks. Focus on their content, organization, and effectiveness in conveying core marketing principles. Compare and contrast different approaches, highlighting strengths and weaknesses. The analysis should consider the target audience (students), pedagogical methods, and overall suitability for teaching principles of marketing.

Principles and Practices
of Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Mission statement and corporate objectives of organization...........................................1
1.2 Corporate objectives of organization................................................................................2
TASK 2............................................................................................................................................3
2.1 Marketing audit................................................................................................................3
2.2 Analysis of task environment of organization..................................................................5
TASK 3............................................................................................................................................6
3.1 SWOT analysis of organization and its operations..........................................................6
TASK 4............................................................................................................................................8
4.1 Marketing assumptions.....................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Recognized as the era of information technology, world is pacing out fast in every section
with the increasing technological advancement. This has led to the evolution in the process
adopted by Business entities to establish their prominent position in market place. Each
organization aims to consolidate larger stream of customers by providing optimum level of
services and quality of products. Among different operations undertaken by organization one of
the core element of their strategic management is marketing. It refers to the process of finding
out preferences and choices of customers and provides them the products to satiate their needs. It
is about placing right product and right place (Armstrong and et.al, 2014). It is a set of activities
that act as a catalyst in moving products and services from producer to the final destination at
consumers. With the advancements in ways and methods, only essence remained same,
marketing processes has been evolved going through various stages.
Report is prepared to elucidate the steps adopted by organization to place its new product
and service in market to attract larger number of people. For the purpose, Premium flight British
Airways is taken into account. Taking into consideration, the significant number of business
officials carrying long haul and short haul business flights, organization is launching conference
cabin with all required facilities such as for video conferencing, summits and space for working
and relaxing in every flying between 10 prominent business destinations such as London,
Liverpool, Birmingham, Manchester and other top destinations listed British meetings and events
industry survey. Report throws light on all the stages adopted by BA such as marketing audit,
internal and external analysis and ways to fulfill marketing objectives and goals.
TASK 1
1.1 Mission statement and corporate objectives of organization
Mission
British airways are a global premium flight service provider and the larger airline in UK
based on fleet size. It is recognized for the personalized and thoughtful customer services
provided to their patrons along with the experience of comfortable journey at every stratum.
British Airway's mission is to strive to become world's favorite airline. Organization's missions
in different aspects are:
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 To improve the customer's service and product quality to consolidate the larger number
of people (Armstrong, 2008).
 To bring innovation in every product and services by inculcating advancements and new
features.
 To improve the employee service quality by inducing training and development programs
so that they can interact with the customers in more efficient way.
 To improve the operational management of organization. It encompasses into it all the
components human resource, infrastructure, technological advancements, strategic
management and marketing.
 To establish the prominent position in global cities such as London, Manchester,
Liverpool and other destinations of business meetings and summits.
 To improve the long haul flights experiences of patrons and widen the gap with
competitors (Tanner and Raymond, 2011).
 Enhancing the partnerships with traders and suppliers in order to improve customer
services. Such as collaboration and tie ups with terminals and airports leads to the better
connectivity with the travelers by providing them comfortable experiences at every
stratum.
1.2 Corporate objectives of organization
Corporate Objectives
In order to provide the enjoyable and safe supersonic experience, British airways are
taking in respect of making cost base more effective and provide the optimum level of services to
their travelers (Kington and et.al, 2012). To meet the escalating expectations of their customers
and targeted goals, in their strategic plan British Airways has inculcated short term and long term
objectives in different aspects with respect to their customers, colleagues, suppliers, partners and
efficiency.
Expansion: With the vision to become world's leading premium airline and favorite aircraft for
both short haul and long haul flights, British Airways aims to make its prominent presence in
Global cities. At present helping travelers to reach 183 destinations and providing services that
reflects the presence of British style and sophistication. In the process of becoming most admired
flight by the customers and reach larger stream of customers, organization is desiring to expand
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its horizons of working providing customized and personalized services (Munoz and Huser,
2008).
Excellence in performance: Organization's fundamental aim is to bring continuous
improvements in customer service and products. For that purpose, there is a research and
development team build with the expertise and specialist in the field that continuously derive
innovative and advanced ways that are to be inculcated in services for its betterment. Improved
database system enables the management to install large amount of data related to all the
functional units in a systematic and structured manner. Advanced communication system makes
the connectivity and networking sound. Apart from this organization also caters to improve its
environmental performances by increasing fuel efficiency (Lilien and et.al, 2013).
TASK 2
2.1 Marketing audit
British Airways provides the wide range of products and service to satiate the needs of
customers in every aspect such as ticketing services, in flight services, food and drinks, airport
terminal services like lounge, airport hotels, financial services and other related to make
traveler's journey at at-most possible level.
Founded on 1974, British airways are large family of employees serving customers to reach them
at 183 destinations. Company's slogan is to fly and to serve. Working and operations of
organization truly reflect the essence of their principles and values. Providing wide range of
options in products and services, BA has been successful in capturing traveler's attention from
around the Globe (Jobber and Ellis-Chadwick, 2012).
Macro-Environment influencing the marketing strategic framework is analyzed by taking
into consideration four different aspects:
Political: Political framework existing the operating nation significantly affects the strategies and
policies framed by the organization. Government and other legislative bodies impose rules and
regulations on organizations working in aviation industry with respect to the services and
product provided by them. Methods such as airline deregulation that is elimination of
government control on many sections of aviation industry has brought paradigm shift in the
working of British airways in areas such as price, hub and spoke, service quality and bringing
innovation in products (Gerlich and Sollosy, 2009). Along with this Organization comply with
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the rules laid down by it in reference to environment, customer protection and employees related
issues.
Economical: Economic situation considerably affects the revenue generation and profitability of
the organization. Fares and tariffs are decided by management by maintaining competency with
the economic situation such as prevailing exchange rates, inflation rate, interest and bank rates
have greater control over the pricing. When there are changes in the macro economic figures it
leads to the changes in the profit and sales margins of the cited organization. Trend of data has
stated that annual turn over and consolidation of customers is increasing significantly every year.
This has led the organization to bring another product and service. Pioneering in this area of
launching conference cabin in aircraft can proved to be beneficial on the grounds of sales and
customer engagement.
Social: Social factors are assessed by analyzing the choices and preferences of customers and
their needs to improve their comfort level (Donovan and Henley, 2010). There is a section of
organization that seeks customer's feedback through surveys from that it was known that there is
a considerable amount of share business officials and to help them in utilizing their time, an
initiative is taken. There are some prominent destinations in UK that are hub for business
meetings and summits. Statistics have revealed that there is potential possibility for growth and
development in different dimensions. Categorizing travelers on different basis, it is inferred that
there is the large scope of improvement in services provided specifically for the patrons
belonging to business class.
Technological factors: To compete in modern era and volatile market, BA caters to bring
technological advancements in their services such as advanced communication and control
system for better networking and connectivity. It is cumbersome task to make connectivity at all
the terminals (Kotler, 2010). Further, recognized as the technological advanced nation,
organizations operating in UK are the pioneers of innovative ideas in many fields and sectors. To
launch conference cabin, organization need to take permissions from Government and other
legislative bodies with respect to the provision of networking facility. Apart from organization
has to comply with the laws and regulations for other facilities such as installation of required
infrastructure.
Legal factors: When an organization seeks to start a new service and product in the market, it is
required that it obeys all the laws and regulations laid by Government and legislative bodies in
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all the ares of working by the organization such as pricing structure that is fares and tariffs are to
be made as per the services provided by them. Organizations are required to by comply with all
the regulations laid down.
Environmental factors: aviation industry is among those which affect the environment in
significant manner. Emissions in the form gases and radiations harm the atmosphere very much.
To minimize the damage and harm, certain regulations are made by the government to deal with
such as ceiling out the quantum of gas emissions. British Airways has made effort to minimize
the emissions and limit it to few tons only (Belz and Peattie, 2009). Launching new product will
not impact atmosphere in difference with the previous structure. Changes in aircraft are made
only in the infrastructural and design, technology and operational system remains the same.
Hence, with respect to the installation of conference cabin in aircraft it will not impact
atmosphere and environment.
The above analysis in reference to the impact of macro environment on the launching of
new product that is making a conference cabin for the summits and meetings of business officials
infer that it is in favor of the British Airways to pioneer this product (Lees-Marshment, 2009).
2.2 Analysis of task environment of organization
Task Environment Analysis
Head-quartered at London, organization has strong control system that monitors every
segment of organization in efficient way. Using the advanced technologies in every area,
organization's focus is on providing better connectivity and customer service. Having strong hold
in the market place inspires the cited organization to continuously bring innovation and
improved services and products. Business officials traveling have the significant share in total
number of flights. Keeping that in consideration, BA is bringing advancements in direct flights
between prominent business destinations. Effort made by the organization to take care of the
time spent by them on long haul and short haul flights, so that they can resourcefully utilize that
by undergoing conferences and summits in air itself. For that different facilities are provided to
them such as comfort space for working and relaxing, networking facility for video
conferencing, occupancy and dining facilities for 35 persons. In order to assess the feasibility of
plan analysis is made in the context of marketing by over-viewing the macro environment
(Smith, 2014).
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Along with the impact of external environment, business strategies in marketing also get
affected by the internal situation that is task environment. There are various components that
have direct impact on functioning. Important components that affect the profitability and policy
formulation of British Airways are travelers, suppliers, employees and competitors
Customers: Organization always caters to meet their customer's needs and preferences by
making investments in their services and products. BA is recognized as the pioneer of
introducing innovation and advancements to bring excellence in customer services. Organization
continuously evolve their products and services to affirm their place in aggressive and volatile
market place (Middleton and et.al., 2009). With the focus on all the components; product,
network and service, BA's objective is to enhance customer's satisfaction.
Colleagues: Key stone or British airways in providing outstanding services to patrons are
employees working there who are in direct contact with travelers. Passionate for providing
quality and personalized services, employees always seeks to improve targets and benefit
customers. With the emphasis on improving global presence in aviation industry, mentioned
organization's objective is to enhance service provider's efficiency at every stratum of journey.
Suppliers: Increasing globalization has led to the increment in personal and professional
interactions by dwindling boundaries between entities (Peltier and et.al, 2010). It has increased
the intensity of relational constructs with trade partners and other organizations working in
similar or related field. British Airways aims to initiate vertical and horizontal integration such as
with terminals and other airlines to enhance the efficiency of services. For instance, Recent
inking of partnership agreements with Russian carrier S7 and Indian kingfisher Airlines has
improved customer service and disruption management.
TASK 3
3.1 SWOT analysis of organization and its operations
It is an essential section of marketing for launching a new product or service in market to
make an internal analysis of organization and frame strategies in relevance with it.
STRENGTHS: There are many areas in which organization has competitive edge over the
competitors and is providing better facilities in respect to the respective area. Among the
different strong areas, it has good hold in these areas:
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 Good infrastructure: Having the team of technicians and specialists to design the aircraft
in competency with the plan formulated by management and complying with rules and
regulations laid in aviation industry (Bridges and Wilhelm, 2008). Due to the endowment
of knowledgeable and good engineers makes organization to result in the provision of
better facilities with sound technicalities. It makes them to provide safety assurance. Employees: In order to execute the plans and policies formulated by management it is
essential to have a team of efficient and capable employees that provides better customer
services. Organization is having trained and experienced staff members that are capable
to give optimum level of services (Sheth and Sisodia, 2015).
 Connectivity and networking: The USP of organization is the efficient networking and
connectivity with the suppliers and terminals at which organizations has destinations. Use
of advanced technology and communication. It enables the organization, to have an
efficient control over the flights and trips with the smooth operations.
WEAKNESS:
 Employer-employee relation: Along with external networking it is very essential to
maintaining the healthy internal relational constructs with employees. Due to large family
of employees, organization faces many obstacles and hindrances while making operations
due to some lacunae in it. It significantly affects the productivity and efficiency of
employees.
 Slow innovation and change: Operating in aviation industry, limits it to make innovation
and changes on regular basis. Though research and development team brings innovation
in product and services, it lacks in making it targeted. New product launched will
lucratively escalate the growth possibility (Elbeck and et.al, 2009).
OPPORTUNITIES
 Analyzing the recent data it can be inferred that organization has strong hold on market
and have wide customer base. Its prominent presence in long hauls flights due to wide
gap with competitors makes a competitive edge in it.
 Competitors fail to provide the authenticity and safety level as British Airways provide.
 Inculcation of new technology such as Skytrax and other more has made it stand
outstandingly.
THREATS
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 Economic fluctuations are the biggest threat to the organization such as fluctuations in
inflation rate, interest rates directly affects the tariffs and fares of ticketing of
organization (Corrigan, 2011).
 Political changes: When government and other legislative body make changes on their
rules and regulations for aviation industry it affects the strategic management. It leads to
make changes in functioning.
 Environmental sensitivity: It refers to complying all environmental laws and regulations
by the organization.
From the above diagram, it can be clearly depicted that there are various dimensions of
product positioning which British Airways will adopt in order to enhance the sales of new
service range offer to its consumers.
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TASK 4
4.1 Marketing assumptions Economic outlook: Analyzing the previous annual reports of British Airways and
lucrativeness of the new product launched, it can be inferred that earlier total revenue of
BA was about £11241 million. It is expected to be increased to £1350 million in a year by
installing new product in aircraft. Customers: At present with the wide range of customers belonging to different areas, this
new product is launch by targeting a specific section that is business officials. Increasing
facilities for them and facilitating them to hold meetings and summits in air will capture
larger number (8 steps for conducting marketing audit. 2015). UK's destinations are
global centers for meeting that held frequently. Suppliers: No organization functions in isolation. It works in colloboration with several
other agents such as suppliers and trading partners. For the launching of conference cabin
in aircraft it will require getting connectivity with the terminals to provide airport lounges
and rest areas for long hauls flight passengers.
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 Competitors: Having the strong hold on long haul flights, organization has its prominent
position in this section. There is huge gap with the competitors. Pioneering this service in
flight makes its position distinguished in the market. No airline is providing such a
service in their aircraft. Many are having relaxing space but specific in this area is not
provided by any airlines' organization (Travel classes. 2015).
 Staff: For marketing of new product launched it will be required to increase linkages with
the staff and improve relational constructs with the employees. Targeted customers are
the business elites traveling between destinations for summits and meetings. For that
purpose it is required that quality of services provided to them to be very precise and
accurate. In this area staff will be trained to acquire the required ability.
CONCLUSION
Above study has been made in relevance with the principles and practices in marketing
adopted by organization. For that purpose, British Airways is taken into account. An analysis is
made to assess the feasibility of the marketing to launch a new product by the organization. Plan
will be formulated after making a complete analysis. It includes the macro environment analysis
and Task environment analysis. In the analysis of macro environment, factors such as political,
economic, social, environmental, technological, legal and environmental factors are taken into
consideration and competency of product launched is tested by comparing with them.
Further, task environment analysis includes the components such as travelers, suppliers,
employees and others that directly affect operation of organization. Further, by SWOT analysis it
can be inferred that organization's launching of new product will be feasible with respect to the
external and internal environment. It will be beneficial to launch new product for revenue
generation and increasing customer base.
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REFERENCES
Books and Journals
Armstrong, G., 2008. Principles of marketing. Financial Times/Prentice Hall.
Armstrong, G. and et.al., 2014. Principles of marketing. Pearson Australia.
Belz, F.M. and Peattie, K., 2009. Sustainability marketing: A global perspective. Chichester:
Wiley.
Bridges, C.M. and Wilhelm, W.B., 2008. Going beyond green: The “why and how” of
integrating sustainability into the marketing curriculum. Journal of Marketing
Education. 30(1). pp.33-46.
Corrigan, P.W., 2011. Best practices: Strategic stigma change (SSC): Five principles for social
marketing campaigns to reduce stigma. Psychiatric Services. 62(8). pp.824-826.
Donovan, R. and Henley, N., 2010. Principles and practice of social marketing: an international
perspective. Cambridge University Press.
Elbeck, M. and et.al., 2009. What marketing educators look for when adopting a principles of
marketing textbook. Marketing Education Review. 19(2). pp.49-62.
Gerlich, R.N. and Sollosy, M., 2009. Evaluating the assessment outcomes in the principles of
marketing course. Academy of Educational Leadership Journal. 13(1). p.127.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing(No. 7th).
McGraw-Hill Higher Education.
Kington, H. and et.al., 2012. Principles of marketing. BSAVA manual of small animal practice
management and development. pp.462-477.
Kotler, P., 2010. Principles of Marketing: A South Asian Perspective. 13 ed. Pearson Education.
Lees-Marshment, J., 2009. Political marketing: principles and applications. Routledge.
Lilien, G. L. and et.al., 2013. Principles of marketing engineering. DecisionPro.
Middleton, V. T., and et.al., 2009. Marketing in travel and tourism. Routledge.
Munoz, C. and Huser, A., 2008. Experiential and cooperative learning: Using a situation analysis
project in principles of marketing. Journal of Education for Business. 83(4). pp.214-220.
Peltier, J. W. And et.al., 2010. Teaching Information Privacy in Marketing Courses: Key
Educational Issues for Principles of Marketing and Elective Marketing Courses. Journal
of Marketing Education.
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Sheth, J. N. and Sisodia, R. S., 2015. Does marketing need reform?: Fresh perspectives on the
future. Routledge.
Smith, M. C., 2014. Principles of pharmaceutical marketing. Routledge.
Tanner, J. F. and Raymond, M. A., 2011. Principles of marketing. Flat World Knowledge.
Online
8 steps for conducting marketing audit. 2015. [Online]. Available through:<http://www.bma-
nj.org/blog/8-steps-for-conducting-a-marketing-audit/>. [Accessed on 7th January 2015].
Travel classes. 2015. [Online]. Available
through:<http://www.britishairways.com/en-us/information/travel-classes>. [Accessed on
7th January 2015].
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