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Principles and Practice of Marketing in British Airways : Report

   

Added on  2020-06-03

15 Pages4000 Words125 Views
Principles and Practice ofMarketing

Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1Background.................................................................................................................................11. Outlining the usage of following concepts to build the brand................................................22. Usage standardisation andadaptation strategies within its marketing mix...........................................................................54Ps of Marketing Mix.................................................................................................................1CONCLUSION................................................................................................................................3REFERENCES................................................................................................................................4

INTRODUCTIONIn a business process, marketing is a broad process in which several tools and techniquesare being adopted so that operations which are being conducted can be proved worth. Variousprocess which are being adopted includes research, designing of product and development,promotion and customer services. This directly or indirectly leads to attainment of the aims andobjectives of the firm in effective and effective manner (Dann, 2010). Company chosen for thisreport is British Airways which is an International Company providing aviation services to thecustomers. This company was established in 1974 after the British Airways Board was foundedby the British Govt. . In this report following things which will be discussed are identificationand positioning of the brand and apart from that the ways by which standardisation andadaptation strategies will be adopted by the organisation within marketing mix in its globalmarketing strategy for attainment of goals and objective in effective manner. TASK 1BackgroundBritish Airways is basically an aviation company which provides services to thecustomers in form of making them travel from one place to another. Marketing strategy is allabout mix of Place, Product, price and Promotion. Thus current marketing strategy of BritishAirways is based on these marketing mix elements. BA have strategies regarding product,pricing, promotion. Production strategy is the main key feature of BA as the without product and services other threemarketing strategies can not be described. Main service and product provided by British Airwaysis air carriers for the customers who wish to travel from one place to another. There are varioustypes of customers who travel and for their comfort zone there are certain classes made whichare executive class, business class, economy class and club class. Products sold by the BA arebeing divided into various product levels and in their case BA has defined into three categorieswhich attracts customers to access those services (Cătoiu, Vrânceanu and Filip, 2010). Importantproduction strategy is that they fulfil the basic needs of the customers which is being expectedand also provide them extra services which can attract the customers in large group regardingtravelling. 1

Another element used by the BA is the pricing strategy which has three different elements andthey are premium price strategy in which the high class society is being classified and thusaccording to the price paid will be the services provided. Second one is medium price strategiesfor the medium class people which is lower as compared to high class. The main motive behindthis kind of strategy is to give high competition level to other airlines who provide the sameservices. Third one is low pricing strategy which is developed to compete with low cost carrierslike Ryanair. They provide low cost services along with the added quality services and its name.This will enable people to prefer the BA as they are getting services in the same cost with moreknown brand along with extra services. Apart from this promotional strategies have been used like giving out special offers duringfestival like Christmas. Moreover, they use price slashing technique in which they reduce thefares up to a large extent for a single way journey and also with that domestic flying rates is alsobeen reduced (Kubacki and et. al., 2015). Apart from that various problems which are being faced by the British Airways are terrorismattacks, ups and downs in oil prices and strikes. These problems lead to hamper the travelling ofcustomers and mainly the goodwill of company. So in order to avoid those issues certain level ofsecurities has been adopted which are highly confidential and also they keep track on everyactivity of travellers and the route which is being taken by the Aeroplane. Moreover they haveadopted the technique of gathering feedback through online mails regarding their comfort levelwhile travelling and maintaining the decorum and brand image of the company. Stated above strategies are being used by the company in order to acquire the market share andalso attract customers in order to get lead in the competitive market. 1. Outlining the usage of following concepts to build the brandThere are following concepts which most of the institution whether its small or largeutilises to build up their own brand in new market and new country which is Romania wherethey can set up their foot prints by providing products and services to the prestigious customersand those concepts are: Brand Recognition: It is a process in which the customer have the knowledge about brandand its quality as well and they can determine the brand by just viewing the product orlogo on the service, tag line or the way product is being packed and many more. Thiskind of approach is highly used by the organisation for expanding in new market of2

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