Marketing Strategies and Concepts of British Airways

Project

Table of Contents
INTRODUCTION...........................................................................................................................1
Main Body.......................................................................................................................................1
Introduce airline industry and the raising importance of marketing in the industry. .................1
Illustrate key marketing concepts and terminology used by British Airways . .........................2
Find out the marketing strategies and programmes which aid British Airways to accomplish
their objectives............................................................................................................................4
Discuss 7ps of marketing used in British Airways.....................................................................5
Identify cross-functional relationship of marketing and other departments in British Airways.8
CONCLUSION..............................................................................................................................10
.......................................................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing plays a significant role in commercializing organization goods and services.
Organization adopts effective marketing strategies in to promote their goods and services in the
international market. By this huge market ratio can be captured by the firm as innovative and
modified product and services are reach out to their customers through marketing. By prompting
the goods with the help of digital marketing huge profits can be gained (Atwal and Williams,
2017). British Airways is chosen for the completion of the project. It is the second largest
airways suited near hub at London Heathrow Airport. The CEO of the airline is Alex Cruz.
British airways is the flag carrier of UK. This assignment covers key marketing concepts and
terminology suitable for British Airways. Various tactics and programmes are studied as they
helped in accomplishing set standards. 7Ps, marketing research and STP are examined properly
in order to select the most suitable marketing concepts and principles for the firm. Cross
functional relationship of marketing and other departments are evaluated to make modification if
needed .
Main Body
Introduce airline industry and the raising importance of marketing in the industry.
Overview of British Airways:
On 31st March 1974, British Airways came in the market to serve their services in the
global market. The slogan of the organization is to fly, to serve. It is the global premium airline
and the ample international carrier in UK. In terms of revenue British airways is considered as
third largest airways across the boundaries of the nation. This particular airline flies in 80
countries and visit more than 200 destination worldwide. British Airways every single day
around 145,000 customers travel across the globe.
There are numerous benefits that is enjoyed by travellers while booking flight tickets
with British Airways are listed below:
The raising importance of marketing in the airline industry.
Marketing is defined as management activity which is adopted by them in order advertise
their designed goods and services in the global market. Marketing is the way through which
customers mind set can be mould regarding purchasing of goods and services offered by
company. For airline industry the importance of marketing are showcased beneath:
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