Marketing Strategies of British Airways

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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