Marketing Planning Assignment - doc

Marketing Planning

TABLE OF CONTENTS
Introduction......................................................................................................................................3
Task 1...............................................................................................................................................3
1.1 Evaluation of BA:..................................................................................................................3
1.2 Techniques for auditing and their effects:.............................................................................4
Task 2...............................................................................................................................................5
2.1 Evaluation of main hurdles in marketing planning................................................................5
task 3................................................................................................................................................7
3.1 Marketing plan to lunch a new services.................................................................................7
3.2 Importance of marketing plan in strategic planning process.................................................9
3.3 Techniques for new product development.............................................................................9
3.4 Recommendation for pricing, distribution and communication mix ..................................10
3.5 Factors affecting effective implementation of marketing plan............................................10
Task 4.............................................................................................................................................11
4.1 Ethical issues that influence marketing planning.................................................................11
4.2 Response of BA on ethical issues........................................................................................11
4.3 Consumer ethics and its impact on marketing planning......................................................12
References......................................................................................................................................13
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INTRODUCTION
Marketing is one of the key activity that supports organization in getting success, in the
absence of effective marketing planning companies fail to survive in the corporate market. It is
business document that consists of strategy and tactics of business. The main purpose of creating
marketing plan is to provide direction in order to reach the business objectives (Chaffey, Smith
and Smith, 2012). Present report is based on the British Airways PLC (BA) which is working
tremendous in the airline industry. Recently board of directors have planned that company is
having great potential and can expand in the global market significantly. Top authorities are
planing tom offer quality products and services to the passengers so that profit of the company
can get enhanced.
Current assignment will discuss the changing perspective in marketing planning. Several
techniques for organizational audit will be examined in this study deeply. Various internal and
external factors t hat influence the business activities will be illustrated in this report. Main
barriers in the marketing planning will be discussed in this current assignment (Fahy and Jobber,
2012). In addition, description of several ethical issues that influence marketing plan will be
illustrated in this study.
TASK 1
1.1 Evaluation of BA:
British airways is using good marketing strategies but as the technology is very advance
today there is a need to bring change or modify the existing strategies in order to compete
internationally. There are many ways through which British Airlines can do more effective
marketing and can reach to maximum number of customers. The company can do the strategic
planning which involves deciding in advance what has to b done and how the company will do
the market segmentation. For this a good research of the market needs to be done so that the
company can identify the key customer and plan their sales accordingly(Shamma and Hassan,
2013). Advertisement also play an important role in today's world as through advertisement
company can reach to maximum customer and therefore company should keep the advertisement
very attractive so that it can make maximum customers. After advertisement it is observed that
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digital marketing is contributing so much in the promotion of any product or service. Through
digital marketing more and people come to know about the product and show interest in it. It is
very easy way of promoting the product as websites are made and customer can just visit those
websites and get the whole information sitting at home. In the aviation companies branding also
help so much in the marketing process as brand comes with a promise to give its best services
and build the companies goodwill in the market. Apart from these strategies the British Airways
can also use the efficiency factor as a medium of promotion like increasing the fuel efficiency by
keeping steeper landing paths,flying more slowly,reduction in plain vapour trials fuller plane
occupancy etc. This help in building good image of the company and also help being cost
effective. World class speaker phones should be used to convey message to the passengers as it
gives the good image of the company(Richey and et. al., 2014).
1.2 Techniques for auditing and their effects:
 Auditing is a very important part of any business or organization as it can be used
as a means of obtaining evidence of regulatory companies. In auditing of aviation
companies audit of any department can be done like in the commercial
operations,emergency medical service,gliding ballooning,parachute parachute operators
etc. Different techniques of auditing are :
 Inspection : It involves examining the records,verifying the authentication of
transaction,check weather the classification of financial transactions are done under
correct head or not. The auditor goes through the various financial records and see there
is no wrong entry is done for the personal benefit and if the auditor finds any mistake he
goes in the details of that transaction(Lee, Kuo and Muhos, 2015). This is the verification
of documents similarly physical verification is also done by the auditor. In this the
physical item is check against the quality and quantity.
 Observation: In this the person doing the audit observe the functioning of the
organization that how work flows in the organization specially the cash transaction that
weather ever ting is done with full transparency or not. This technique is used to check
the efficiency and effectiveness of the organization.
 Inquiry:It is a technique in which the auditor ask organization related questions from the
employees and other person who are connected with the organization
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