Marketing Strategies of British Airways

This report discusses the key marketing strategies used by British Airways to achieve their objectives. It covers the explanation of key marketing concepts, the marketing strategies that helped the airline in achieving their goals, and the 7 P's and STP principles used by the company. The report also highlights the cross-functional relationships of marketing and other departments in British Airways. The document type is a report and the assignment type is a marketing analysis. The subject is marketing and the course code and name are not mentioned. The college/university is not mentioned.

Report Plus Poster

Table of Contents
1. INTRODUCTION.......................................................................................................................3
2. MAIN BODY...............................................................................................................................3
A Explaining key terminology and concept of marketing-....................................................3
b Marketing strategies that helped British Airways in achieving their objectives.................5
c 7 P's and STP or British Airways and principles used by it...............................................7
3. POSTER.............................................................................................................................8
Cross functional relationships of marketing and other departments in British Airways........8
4. CONCLUSION..........................................................................................................................10
RECOMMENDATIONS...............................................................................................................10
REFERENCES..............................................................................................................................11

1. INTRODUCTION
Airline industry is the business of transporting payed passengers and freight by the air
through regular scheduled routes, specially by the airplane and helicopters. An airline are
company that renders air transport service for passenger and freight for traveling. Aircraft is used
by airline for supplying these service and should also have partnership or alliance with another
airline with the help of agreement of sharing code. Importance of the marketing in this particular
industry is rising significantly nowadays individual are more opting airline for traveling to one
country to another which saves their precious time.
British Airways is second biggest airline in the whole United Kingdom. It had its
headquarter in Waterside, Harmondsworth and United Kingdom. The Net income of the
company is £1,952 Million till 2018. It was developed in 1974. The CEO of company is Alex
Curz. The above report includes explanation to the concept and terminology of marketing.
Identification of marketing strategies and program that helps British Airways in gaining their
objective and goal. Report further carried forward with the Explanation of marketing concepts
and principles. The report ends with discussion of cross-functional relationship of marketing and
its several departments.
2. MAIN BODY
A Explaining key terminology and concept of marketing-
Product strategy-
The product strategy of the British Airways is to render high quality service to their
consumers and avails them with innovative and amazing features so that they can have amazing
experience of traveling through the airlines. The continuously focus on creating and
implementing innovations in their flight and its services so that they could satisfy their
customers. They offer flights to passengers which are updated with the latest technology in it.
British Airways provides the amazing featured service that attract wide range of consumer to the
airlines and that's why company can place themselves different from other competitive brand in
the airline industry (McDonald and Wilson, 2016). They had various classes for ticketing so that
there customer or passenger could enjoy the amazing experience of their flight and its service as
per their budget. It is very helpful for them to attract the customers of every class and let them to
travel with them. The various classes are business class, economy class, premium class and first

class. With the help of macro environment analysis they also implement changes in their services
as per the needs and demands of the consumer and update their services as per the changing
trend so that they can avail their customer with huge satisfaction (Kumar and Panda, 2019). The
service and product which are implemented by the airlines are as per the country in which they
are rendering their service it must be according to that country's consumer taste, preference,
needs and demands so that wide range of consumer can easily attract towards the airlines. They
always offer high class services and product to their passengers.
Branding Strategy-
The British Airways always value their employees and motivate them for their good
work. So that they can maintain good relation with their employees and thus they can maintain
their rand reputation. The culture and value is maintained and formulated by them in their
business operation activities. The British Airways always stick with their brand aim and
objectives that can be achieved by rendering superior quality services to their passengers
(Grönroos, 2017). They always try to maintain their brand consistency that their brand image
could not be harmed further. For the improvement in airlines consistency they had implemented
various guidelines for their brand. The other brand strategy which is used by the British Airways
is to connect with their customer's emotions. Various modes and ways are used by company to
connect with the passengers so with the help of that they can retain their consumers for the long
term. The aim and objective of company is to gain a competitive advantage in the airline industry
and to improve their service quality with the up-gradation of the latest technology in it and
availing it with several features in it (Boisen and et.al., 2018). This is helpful for the airlines to
enhance their revenues and profits and attract wide range of consumer thus this will directly
enhance the brand reputation among the marketplace for its customers and the competitive rivals
as well.
Promotion Strategy-
The British Airways use content marketing for their promotional strategy so that they can
gain consumer attention towards their company and can enhance their market share. With the
help of this strategy they can render hue satisfaction to their passengers. It is the main reason
behind company's success that they can easily share their content of attribute with their target
audience. Content marketing is the main part of digital marketing by which company can reach
its goals and raise awareness among consumer about their brand's product and services so that

they can be attracted to use the services and product of them. For promotional strategy they
advertise through newspapers, billboards, TVs. Company had sophisticated and classy
promotional activities which is helpful for company to highlight them and their brand image in
the marketplace. Celebrities are also endorsed by them so that wide range of consumer can be
attracted and enjoy their service. The company also sponsor charitable and sports program by
which they can gain attention of wide range of customer towards their company and its product
and services (Baker, 2016). They also provide offers ton their customers there which is one of
the promotion strategy used by company. British Airways had gain huge success by opting these
promotional strategy and now they are also implementing changes in their promotional strategy
according to the trend so that they can attract consumer towards company.
B Marketing strategies that helped British Airways in achieving their objectives
Marketing is the most important function of any type of organization as it refers a game
plan which helps an organization in reaching and approaching their targeted and potential
customers and make them aware about the features of products and services. The main aim of
performing marketing activity and function is to attract wider range of customers and increasing
sales for beating the competition. In the context of British Airways and airline industry that this
marketing activity was unimportant activity in early part of the 1980s. The main reason of
unimportance of this activity was stringent regulations and legal aspects. But nowadays and in
this competitive and modern era, marketing has become one of the most important activity and
also considered as the key of the success. British airways is the flag carrier airline of the UK
whose main aim is to become the world's most responsible by performing corporate social
responsibility and in ethical manner.
British airways now serves approximate 45 million customers in a year. GDP changes are
reflected in the airline usage. Fuel prices are today 50% more than they were in early 2010.
British Airways adopted the best marketing strategy which helped it out in accomplishing its
goals. It is stated that for accomplishing goals it is important to analyse all factors which can
affect the performance and effectiveness of marketing planning. For analysing external
environmental factors, British Airways made an effective use of PEST analysis model as well
identify some internal factors as well like its strength and weaknesses. Some external factors are:

Political: It is already stated that airline industry is subjective to high regulations which
are useful for chosen routes by this company. Government of the UK and of different countries
all around the world is becoming more serious about security of passengers so, it puts pressure
on airlines to use security measures with the main aim of fighting the risk of violence. So, it can
be said that it gives positive impacts on British Airways and helped it in performing ethically
(Gupta, Gupta and Gupta, 2019).
Economic: There are some economic factors that affected and are affecting this company
in a negative manner such as: increment in the prices of oil and other services, collapse of
sterling etc. Rising unemployment in this industry, decreasing household budgets are some
factors and reason of poor economy. It led to drop in the customers' confidence and airline
business, so it requires to more focus on providing such services which can boost confidence of
customers again.
Social: Customers in this industry want an airline who performs ethically and whom they
can trust. It is stated that since long, British airways performing ethically and becoming more
socially responsible which helped it out in gaining trust of customers. It is the main reason of its
success of marketing strategy. On the other hand, poor economic condition and downturn
compels travellers to concern on prices and it can decrease profit margin of the company (PEST
Analysis of British Airways, 2017).
Technological: It is stated that changes in technology is the main reason of increasing
awareness and importance of marketing strategy in airline industry. People use internet and
technology for booking their tickets and check in. By providing each detail to customers via
social media platforms and Website, British Airways has taken several advantages and attracted
customers.
After analysing all factors, it made changes in its marketing strategies as per the demands
and needs of customers. It is stated that its marketing strategy is mainly based on its
improvement in margin by focusing on cost. It provides low cost of qualitative services by
focusing on some areas like number of flights in a particular destination etc. Improvement in
infrastructure, product differentiation strategy like providing security to passengers and
additional safer services than other airlines, it accomplished its goals.
In addition, some strengths has also been analysed by this company which helped it out in
accomplishing marketing goals with the help of SWOT analysis. One of the main strength which

it identifies is it has trusted global identity and it has been known by feedbacks of customers. It
has better IT integration with offered services and this is the main and important reason of the
success of this company and made easy to accomplish marketing goals (Musyoki, 2018).
C 7 P's and STP or British Airways and principles used by it
In the regards to British Airways some marketing strategies has identified which helped it
out in accomplishing its goals. There are some other concepts of marketing which also plays an
important role and can support the company to take competitive advantages includes 7 P's and
STP.
Marketing mix or 7 P's: It consists of all important elements which helps customers in taking
buying decision. By comparing these elements with other airways, customer identify the best
one. So, it is important to have effective and competitive elements.
Products: It offers high quality of services and abundances of choices. The main strength
of this element is all types of services and features satisfy different types of people's needs
(Shaw, 2016). It offers comfortable seats, high level of security and safety, fresh meals,
entertainment, availability of different magazines etc.
Price: Pricing policy of this company has been kept intelligently with the main aim of
providing opportunity to all class of people to avail and enjoy services. For different classes of
people, it uses economy, business and premium economy. It provides value to customers on
prices and also help company in taking competitive advantages.
Place: It is stated that British Airways serves approximate 400 destinations with a fleet of
273 aircraft. Its headquarter is in the UK from where mostly operations and activities are being
done. It provides online booking services as well.
Promotion: It is reported that British airways is becoming popular because of incentives
and facilities. It is one of the most important element of marketing mix and it provides
impressive advertisement policy. It helps it out in getting attention of passengers and increasing
sales. It also makes an effective use of internet and technology for promotion of services.
People: It has skilled workforces for each of its each department such as flight
operations, customer management and operations team. It has approximate of 15000 cabin crew,
3600 pilots and 5500 engineers (British Airways Marketing Mix, 2018).
Process: In the context of process it is stated that this company has launched new
ticketing booking service process which is known as E-ticketing as it saves time. It has also

offered and launched British Airway holidays in which it has 9 types of holiday packages.
Process is easy from the booking of tickets which goes through main basic phases.
Physical evidence: The main aim of marketing strategy and all elements is experience
that they need to offer. This element is all about intangible and some of tangible aspects such as
quality of services, design of the cabin, interior of the flight, ambiance which are attractive.
Rather marketing mix Segmentation and targeting strategy also plays an important role as
it helps the company in satisfying a particular target group or all type of people and increasing
brand image (Marsden, 2016).
Segmentation: Airline industry is now becoming more competitive due to open sky
policy, British Airways need to compete with other airlines so, it segments and focus on short
haul and long haul market. So, it states that it focuses mainly on psycho graphic and
demographic segmentation strategy and determine all important characteristics of the market. It
operates the premium class travel with excellent customers services.
Targeting: It is stated that British Airways uses differentiated targeting strategy in order
to attract each segment. But now it is looking for new destinations for operating its new flights
and getting more passengers (Marketing Plan of British Airways, 2016).
Positioning: When company operates in destinations than it is important to mainly
consider quality of products as most of the passengers look for facilities. This company has now
offered the latest security which are safer than other airlines. It is in the position which helps
passengers in satisfying their needs with quality of services.
So, from above discussed strategies and main elements of marketing, it can be said that
British Airways is now in the position by which it can take competitive advantages (Deka, 2017)
3. POSTER
Cross functional relationships of marketing and other departments in British Airways
Covered in Poster....
4. CONCLUSION
From the above study it has been summarized that marketing function and its all elements
played a vital role as it helped out to an organization in accomplishing its goals. It has shown,
some effective strategies of marketing which have been taken and used by airline industry
companies such as 7 P's, STP. It has also discussed importance of analysing of internal and

external factors as it is also one of the important part of marketing strategy by which company
make changes in its strategies and attract customers. All departmental functions have strong
interrelation with each other whose collaboration is one of the main key of the success of the
business.
RECOMMENDATIONS
On the basis of above study it can be recommended that the company should more focus
on providing training to its employees and need to focus on pricing strategy as there is a poor
economic condition which creates several problems. It should also implement some performance
and quality measurement tools which will allow it to know the effectiveness and actual position
of the company in the market. By continuous quality management it can make itself flexible and
adaptable by which it can become the market leader and improve brand image.

REFERENCES
Books & Journals
Gupta, A., Gupta, N. and Gupta, M., 2019. British Airways-A SWOT and PESTLE Analysis-The
impact of Europe 2020 policy. NOLEGEIN-Journal of Corporate & Business Laws,
pp.1-11.
Musyoki, S.M., 2018. Organizational resources, strategy, and environmental turbulence in Kenya
Airways Limited (Doctoral dissertation, University of Nairobi).
Shaw, S., 2016. Airline marketing and management. Routledge.
Marsden, J.L., 2016, April. Understanding organisational expression: How brand marks change
over time. In 11th Global Brand Conference Proceedings: Brands that do Good.
University of Bradford School of Management, UK. Leeds.
Deka, S.J., 2017. Globalisation and Women Employees: A Study on Women Employees in BPO
Industry in India(Doctoral dissertation).
Baker, M.J., 2016. What is marketing?. In The Marketing Book (pp. 25-42). Routledge.
Boisen, M and et.al., 2018. Reframing place promotion, place marketing, and place branding-
moving beyond conceptual confusion. Cities. 80. pp.4-11.
Grönroos, C., 2017. Relationship marketing readiness: theoretical background and measurement
directions. Journal of Services Marketing. 31(3). pp.218-225.
Kumar, N. and Panda, R.K., 2019. Place branding and place marketing: a contemporary analysis
of the literature and usage of terminology. International Review on Public and
Nonprofit Marketing. 16(2-4). pp.255-292.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
Nguyen, N.P. and et.al., 2018. Cross-functional knowledge sharing, coordination and firm
performance: The role of cross-functional competition. Industrial Marketing
Management. 71. pp.123-134.

Seno, J.P. and et.al., 2018. Cross-functional interconnectedness as an enabler of customer value.
Journal of Business & Industrial Marketing.
Karami, A., 2017. Corporate strategy: evidence from British Airways plc. In The Changing
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Online
PEST Analysis of British Airways. 2017. [Online]. Available
through :<http://marketingdawn.com/pestle-analysis-of-british-airways/>.
British Airways Marketing Mix. 2018. [Online]. Available
through :<https://www.mbaskool.com/marketing-mix/services/17544-british-
airways.html>.
Marketing Plan of British Airways. 2016. [Online]. Available
through :<http://marketingdawn.com/marketing-plan-of-british-airways/>.
Functional Areas of British Airways. 2018. [Online]. Available
through :<https://paperap.com/paper-on-5558-british-airways-functional-areas/>.