Mission Statement and Corporate Objectives of British Airways : Report

Added on - 14 Jan 2020

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Principles and Practicesof Marketing
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1 Mission statement and corporate objectives of organization...........................................11.2 Corporate objectives of organization................................................................................2TASK 2............................................................................................................................................32.1 Marketing audit................................................................................................................32.2 Analysis of task environment of organization..................................................................5TASK 3............................................................................................................................................63.1 SWOT analysis of organization and its operations..........................................................6TASK 4............................................................................................................................................84.1 Marketing assumptions.....................................................................................................8CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................10
INTRODUCTIONRecognized as the era of information technology, world is pacing out fast in every sectionwith the increasing technological advancement. This has led to the evolution in the processadopted by Business entities to establish their prominent position in market place. Eachorganization aims to consolidate larger stream of customers by providing optimum level ofservices and quality of products. Among different operations undertaken by organization one ofthe core element of their strategic management is marketing. It refers to the process of findingout preferences and choices of customers and provides them the products to satiate their needs. Itis about placing right product and right place (Armstrong and et.al, 2014). It is a set of activitiesthat act as a catalyst in moving products and services from producer to the final destination atconsumers. 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 productand service in market to attract larger number of people. For the purpose, Premium flight BritishAirways is taken into account. Taking into consideration, the significant number of businessofficials carrying long haul and short haul business flights, organization is launching conferencecabin with all required facilities such as for video conferencing, summits and space for workingand relaxing in every flying between 10 prominent business destinations such as London,Liverpool, Birmingham, Manchester and other top destinations listed British meetings and eventsindustry 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 11.1 Mission statement and corporate objectives of organizationMissionBritish airways are a global premium flight service provider and the larger airline in UKbased on fleet size. It is recognized for the personalized and thoughtful customer servicesprovided 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 missionsin different aspects are:1
To improve the customer's service and product quality to consolidate the larger numberof people (Armstrong, 2008).To bring innovation in every product and services by inculcating advancements and newfeatures.To improve the employee service quality by inducing training and development programsso that they can interact with the customers in more efficient way.To improve the operational management of organization. It encompasses into it all thecomponents human resource, infrastructure, technological advancements, strategicmanagement 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 withcompetitors (Tanner and Raymond, 2011).Enhancing the partnerships with traders and suppliers in order to improve customerservices. Such as collaboration and tie ups with terminals and airports leads to the betterconnectivity with the travelers by providing them comfortable experiences at everystratum.1.2 Corporate objectives of organizationCorporate ObjectivesIn order to provide the enjoyable and safe supersonic experience, British airways aretaking in respect of making cost base more effective and provide the optimum level of services totheir travelers (Kington and et.al, 2012). To meet the escalating expectations of their customersand targeted goals, in their strategic plan British Airways has inculcated short term and long termobjectives in different aspects with respect to their customers, colleagues, suppliers, partners andefficiency.Expansion: With the vision to become world's leading premium airline and favorite aircraft forboth short haul and long haul flights, British Airways aims to make its prominent presence inGlobal cities. At present helping travelers to reach 183 destinations and providing services thatreflects the presence of British style and sophistication. In the process of becoming most admiredflight by the customers and reach larger stream of customers, organization is desiring to expand2
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