Analysis of Business-to-Business Marketing Concepts

The assignment provided is a collection of academic papers and research studies on business-to-business (B2B) marketing concepts. It includes articles from reputable journals such as Industrial Marketing Management, Journal of Strategic Marketing, and Business Process Management Journal. The papers cover topics such as relationship marketing, strategic alignment between marketing and human resource management, and the role of marketing channels in supply chain management. The assignment also mentions online resources related to B2B marketing, including British Airways' 7Ps of Marketing and functions of marketing. This comprehensive analysis is suitable for students and professionals looking to understand the concepts of business-to-business marketing.

THE MARKETING FUNCTION
WITHIN BRITISH AIRWAYS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Role and responsibilities of marketing function in organization......................................1
P2 Role of marketing related to wider organizational objectives...........................................6
M1.........................................................................................................................................10
M2.........................................................................................................................................10
D1.........................................................................................................................................10
TASK 2..........................................................................................................................................10
P3 Marketing mix of British Airways..................................................................................10
M3.........................................................................................................................................16
D2.........................................................................................................................................16
TASK 4..........................................................................................................................................17
P4 and M4 Preparation of marketing plan............................................................................17
D3.........................................................................................................................................20
CONCLUSION..............................................................................................................................20
REFERENCES..............................................................................................................................22

INTRODUCTION
Marketing is the process that creates value for company and develops relationship with
consumers. It is considered as management process that assist business unit in identifying needs
of consumers and providing them satisfactory goods and services. Marketing is the most
effective method that aids the firm in communicating the message with the mass audience and
making them aware with the product and services of business unit (Arnett and Wittmann, 2014).
Present study is based on British Airways (BA), it is the international airline firm. This is popular
for its premium services. Currently company is operating its more than 75 countries across the
world. Present study will discuss role and responsibilities of marketing function in organization.
It will explain marketing mix elements of British Airways and will compare it with the
competitor brand. Furthermore, report will prepare marketing plan for BA.
TASK 1
P1 Role and responsibilities of marketing function in organization
Marketing department plays a
significant role in maintaining
all the marketing functions
such as building up the image
of the company, it's brand
value, helps in reaching out to
the prospected consumers,
investors, maintaining healthy
public relationship,etc. The
marketing manager control and
coordinate with other
departments for smoother and
faster function of the
organisation (Gummesson,
2015).
The British Airways,UK is a
leading international airline
Technologically Updated: The
marketing head its working in
technologically upgraded
environment its important for
him to be known to all
commonly used technology of
its field. The company was the
first to introduce online
boarding passes t its customer
so its important for the
company to have trained staff
who are well aware of recent
technologies (Jindal and et.al,
2018). More over Marketing
head of company must familiar
to online portals and social
media he should be able to
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company engaged in dealing
with the international flights,
mail, transporting cargoes and
other auxiliary services. The
British Airline is one of the
first airlines to be environment
friendly by reducing its
greenhouse emission and being
technologically advance by
providing there customers
online boarding pass. These
are some marketing strategies
that provided a competitive
advantage to the company. But
to make company sustain in
long run its important to
effectively fulfil its marketing
role (Hanssens and et.al,
2014).
represent the company on
these platforms should be able
to handle it properly.
Creating Brand
Image: The company should
create the loyal and positive
image on its customers. The
customers should maintain its
faith for longer time, this can
be possible only by
maintaining and developing
your companies image. The
good image of company will
always bring a better goodwill
to the company which key
aspects in any industry. The
British Airways must work to
improve its brand image
(Gummesson, 2015).
After sale services: Its
important to have a proper and
sound customer feedback
policy, customer care,
customer support are few ways
to get customer feedback about
company services. The
customer service policy of The
British Airways is well
planned and executed it has
provided wide ranges of
services to its customers
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ranging from onboard
guidance to baggage handling
to bookings, cancellation and
re-bookings on demand of its
customers (Hanssens and et.al,
2014).
Key Duties and
Responsibilities of Marketing
Function Of British Airways
are:
Conducting Research :
One of the basic but yet major
function of marketing is to
conduct research regarding the
trends, competitors strategies,
demographic location, etc. the
British Airways conduct
surveys and research work in
relation to its customer choices
and feedback regarding
services. Which gives it's a
competitive advantage (Huang
and Sarigöllü, 2014).
Service Management :
To be on the top company
must provide the best yet the
cost effective services. The
British Airways,UK is engaged
in many auxiliary services if
any department of company
fails to provide the justifiable
3

service it will be harmful for
the image of the organisation
as whole so its important for a
company to maintain the same
standard service in all areas.
The flights being the most
prominent sector company
should try and improve the
service of this area (Jindal and
et.al, 2018).
Pricing Function : The value
to be paid for the product and
services being offered to the
customers. The major aspect to
be looked upon while pricing
any product is the overall
production cost incurred. The
company should carefully set
price for its service it should
be within the budget of both
the customers and the
company (Gummesson, 2015).
Analyses the targeted
customers: To make your
product have mass reach its
important to carefully target
your customer, once done
create and maintain the
product according to it's need
and taste. The British Airways
must carefully see to what kind
Hence, The British Airways
has to developed a strong and
sound Marketing strategies to
withstand the competition in
airline industry, strong
communication networks
including well trained staff,
upgraded technologies, strong
feedback mechanism. This will
bring an advantage to the
company. It should focus to
meet the needs of all class.
Bring up new ideas and plans
so as to get more profits
explore in new areas and field
of not only the technology but
also targeted market. As the
organisation believes that there
are people who are willing to
pay more for better services,
so the services in this areas
4

of service should be given to
each class of customers.
should improved (Huang and
Sarigöllü, 2014).
Further, it should see that it
maintains good public relation
by fulfilling its social
responsibilities towards the
environment by introducing
the best technologies regarding
fuel and energy consumption,
should invest to buy eco-
friendly planes to reduce its
carbon footprints. The
company has enough resource
which can be fully exploited,
it's a need to use them
efficiently and effectively
(Jindal and et.al, 2018).
Make available source of
Finance: The chap financing
sources must be made
available to the company.
Being it a aviation company
the need of finance is regular
and more quantity. The
marketing head should make
available the finance as when
required but he should also
maintain the cost of finance.
Promotional Activities: To
attract and lure more number
of customer proper
promotional strategies must be
driven. Channels of promotion
must be strong and cost
effective. The company must
promote its brand through
newspaper t.v. commercials
and online portals like social
media platform example;
Facebook Twitter and
YouTube (Hanssens and et.al,
Research for marketing
initiatives: To adopt and
implement new techniques or
methods. The British Airways
must work towards its
marketing initiative, introduce
new initiative in it's
advertisement, and interacting
platform
Distribution channels:
To make your products \
services easily reachable from
its production area to your
targeted market, within a
5

2014). specific time (Huang and
Sarigöllü, 2014). The company
should look onto its
demographic location and
should take a competitive
advantage of it. It should
provide easy accessible service
to its present and potential
customers.
P2 Role of marketing related to wider organizational objectives
Marketing department plays significant role in
the success of business unit. It continuously
works for enhancing profitability of the
organization so that entity can sustain in the
market for longer duration (Kozlenkova and
et.al, 2015). British airways is the leading
brand that perform well in the airline industry.
Entity aims to enhance its profitability and
provide amazing services to its consumers so
that its clients feel satisfied and retain in the
workplace for longer duration. In order to
accomplish its objectives BA conducts market
research. This research helps the organization
in identifying needs of consumers and
providing them goods and services as per their
requirements. By this way satisfaction level of
consumers get increased by great extent
(Kotler, 2015).
6

Marketing plays role of communicator.
It circulates message of the company to the
mass audience so that mass people can get to
know about the firm and buy its services.
British Airways is performing well in the
market but there are many other airline firms
those which are creating competition in the
market. Some times consumers move towards
these entities. In such condition marketing
makes the people aware with the benefit of
entity so that they take more interest in the firm
and take enjoy its products and services (Fraj,
Matute and Melero, 2015). Marketing function
of business unit assists in promoting the brand
across the world. Marketing functions are
interrelated with the organizational objective.
British Airways always prefer to create
positive brand image in the mind of
consumers, for that it makes them aware with
the benefit of business unit. Additional offers
that provide by entity to its end users. This
gains attention of people and they buy its
services. That helps the organization in
increasing its sales volume and enhancing
profitability of enterprise (Gummesson, 2015).
7

Market segmentation is another role of
marketing function in the workplace.
Marketing helps the organization in finding the
target consumers those who are can give profit
to business unit. Buying and selling is another
function of marketing. This function has
interrelationship with the objective of business
unit. British Airways always aims to retain its
consumers in workplace for longer duration
(Di Benedetto and Lindgreen, 2018). Through
advertisement and promotional strategies entity
become able to motivate people to buy its
products and services. Marketing spends much
time for identifying needs of buyers. It makes
the firm aware with the market situation an
economic condition of the nation. That helps
the firm in making changes in its existing
strategies so that it can survive in the market
for longer duration and can accomplish its
objective (Kasemsap, 2015).
Marketing allows firm to gather
marketing information. It is considered as most
important marketing function. By this way
organisation becomes able to analysing market
condition and taking actions accordingly.
Marketers of British Airways always try to
analysis wants to consumers, what quality they
prefer and what amount they are ready to pay
against the airline services. These details are
helpful for the cited firm in understanding
consumer behaviour and factors that motivate
8

them. By this way enterprise makes sound
decision and provides satisfactory products to
the end users (Laukkanen and et.al, 2016).
Marketing function plays the role of planner. It
always works in a manner so that entity can
plan for the expansion ad can meet with its
objectives. It helps in analysing issues in
production and strategies implement by
competitors. That helps the entity in making
changes in the planning so that British Airways
can enhance production capability.
Standardization and grading is another function
of marketing. By conducting market research
organization gets to know about standards that
are applicable to the airline industry. By this
way BA compares its services and improve its
services so that it can meet with these
standards (Agarwal and Malloy, 2015).
Furthermore, it enhances brad name of the
business and creates positive image of the firm
in the mind of users By this way people
become loyal towards the brand and buy its
services and products frequently.
British Airways offers low cost travel services
to the travellers. It has realised the choice of
people and their preference (Sugiyarti, 2015).
People like to buy high quality services at
affordable rates. This supports entity in making
sound decision related to pricing. It sets correct
sales price of its airlines so that large number
Marketing function of the British airways helps
in offering sufficient quality products to the
travellers that can meet with their needs. This
is considered as exchange function of business
unit. Entity takes support of advertisement,
personal selling and sales promotions etc.
many activities that assist in making consumers
aware with the quality of airline products of the
9

of people can take advantage of its services. entity and ensuring that it meets with the needs
of target audience (Giannakis and Harker,
2014). This helps in achieving its objective of
increasing revenues and satisfying consumers.
That is the main reason that consumers of the
company are highly satisfied with the airline
services and packages of the business unit.
M1
Marketing plays significant role in the marketing environment. It plays the role of
communicator. It helps in communicating message of business unit to the consumers so that
more people can get to know about products and services of the company and take interest in
buying its services. Furthermore, marketing plays the role of researcher. It helps in gathering in-
depth information about market, needs of consumers so that entity can offer them same service
and can make them satisfied.
M2
There is strong relationship between marketing and other functional units of the business.
Marketing function of BA helps in identifying information about needs of clients and this details
are shared with production and designing team. By this way these functional units design
products for the consumers accordingly.
D1
Marketing functions elements are interrelated with other functional units. Marketing team
gives detail to the sales team regarding how to deal with consumers. By this way sales persons
provide satisfactory products to the travellers so that they feel happy. But there is no relationship
between production and customer services. Both they have to work in their own direction.
TASK 2
P3 Marketing mix of British Airways
Marketing mix plays significant role in
improving performance of business unit. There
Recently BA has launched new service of
Apple watch screen. In this application
10

are seven essential marketing components that
helps the firm in market its products and
services. Most essential elements of marketing
mix are: product, price, place, promotion,
physical evidence, people (Ram and
Corkindale, 2014). All these components
impact on overall performance of business unit
to great extent.
Product:
British Airways is the leading airline
brand that offers amazing airline services to
premium consumers. Products of the entity
support business unit in gaining success in the
market. BA makes changes in its products and
services so that it can meet with the needs of
consumers. It is very important for the
enterprise that to analysis requirements of
clients and provide products to the end users
accordingly (Huang and Sarigöllü, 2014). This
is the way that motivates them and make them
loyal towards the brand. British Airways
always prefer to offer luxurious travel facilities
to the clients. This makes the journey pleasant
for the travellers. People are ready to pay high
consumers can see their travel summary, flight
number, routes, flight status, departure time
etc. This makes the journey easy for the
consumers and make them satisfied (Jindal and
et.al, 2018). Furthermore, cited firm offers in-
flight services, entertainment facilities, meal
services to all class of consumers. These wide
range of product and services have made
people loyal towards the entity.
Place
It is another major component of
marketing mix, BA is recently operating its
business in more than 400 destinations. Its
head office is in Waterside near London.
Company offers services to consumers through
website and phone applications. It utilizes its
online sales channel in effective manner ad
consumers have facility to book their tickets
online through this app. British Airways has
given franchises to many travel agents and they
have offices in many locations (Pavlou and
Stewart, 2015). This helps the organization in
managing its operations well. BA has makes
partnership with many airport authorities
where business activities are running
successfully. Its main service centres are call
centres, online website etc. Entity gives
immediate response to its consumers on their
booking or any other service.
11

amount for its luxurious travel facilities.
Price
It is considered as another most
important component of marketing mix. Prices
of the company an influence the mind of
travellers to great extent. British Airways
always try to provide affordable services to the
consumers so that mass people can take
advantage of the company and its facilities.
Company takes support of economic pricing
strategy. It assist business unit in offering low
price tickets to the end users (Hanssens and
et.al, 2014). People those who want premium
or luxurious services for them entity takes
support of premium pricing strategy. By using
both these strategies of pricing entity becomes
able to set its ticket prices in accurate manner.
That has supported business unit in
maintaining high standards and creating profit
in the business unit. These pricing strategies of
the entity has made the firm able to make
12

people loyal towards the brand and enchaining
values for them. But due to changes in fuel
prices it has to make changes in its pricing
strategies (Functions of Marketing, 2010). In
such condition overall tickets prices of the
organization gets increased. BA always ensures
that it set its prices in such manner so that it
can generate reasonable profit in the
organization.
Promotion
Promotional strategies plays significant
role in the marketing. Effective promotional
strategies support the firm in gaining attention
of mass audience and making them positive
towards the brand. British Airways takes
support of advertisement strategy in order to
promote their brand globally. It gives article
on newspaper, billboards so that more people
can get to know about its product and services
(British Airways 7Ps of Marketing, 2016). In
the recent time people use advanced
technologies. They book their tickets through
website and through mobile application. Thus,
BA gives information on its websites and use
social networking sites for making people
aware about offers provide by the business to
consumers. It has circulated information on its
website about Christmas gift vouchers on
buying one airline ticket. This has influenced
mind of many clients and they have booked
their ticket from the company. British Airways
Process
British Airline concentrates on making
its operational process smooth so that no
consumer get trouble in making connection
with the firm. It has introduced e-ticketing
facility in the organization. This is amazing
services that saves time and money of
consumers. By this way travellers can book
their ticket online and can get all necessary
details related to flight. Furthermore, it has
introduced another process name British
Airways Holidays. In this organization offers
wide range of holiday packages to the
consumers (Kozlenkova and et.al, 2015).
Cargo process of BA is smooth that is why
people are happy with the company. In-flight,
luggage backing, checking of luggage, entering
into flight all the process are too simple and
convenient for the consumers. Hat makes the
travellers happy and they feel satisfied.
Physical evidences
BA always emphasis on providing good
13

has taken support of internet, media channels
for attracting people. It always gives catchy
advertisements that can catch attention of
target audience (Laukkanen and et.al, 2016).
Company organizes social events that
promotes brand to great extent. Furthermore,
BA has involved many celebrities such as
Aditya Zutshi, Golfer Justin Rose in promotion
of brand.
People
It is component of marketing mix that
helps the firm in accomplishing its goal.
Company always treats its employees well. It
treats them as assets of business unit and train
them well so that they can provide quality
services to travellers. Sales, marketing,
customer service, accounting all department's
employees are performing their duties well.
There are more than 100000 employees those
who are working globally and providing
amazing services to the international
consumers (Kasemsap, 2015). They identify
needs of the clients and accordingly provide
them products and services. BA always
concentrates on hiring skilled people in the
organization, for that it recruits its cabin crew
staff from the recognized hospitality institutes.
experience to the travellers. Interior of flight,
designing of cabin etc. are very attractive.
Symbol of British Airways is sophisticated
which has amazing colours (Gummesson,
2015). This attracts many people towards the
brand and consumers feel satisfied with the
brand.
14

Once its has recruited them then it provides
them advanced training so that they can resolve
quarries of travellers soon and can satisfy
them. Company motivates its staff members by
offering healthy workplace environment and
by providing them rewards. That assist
business unit in retaining skilled people in
workplace for longer duration (Arnett and
Wittmann, 2014).
There are many competitors of British
Airways, those which are creating issues for
the firm. Due to high competition company
some times feel trouble to retain its consumers
in the brand for longer duration. Easyjet is the
major competitor of BA (Sugiyarti, 2015).
Comparison of marketing mix of easy-jet and
British Airways is described as below:
 Products: Easy jet is the low cost airline
firm. Company offers travel packages
and travel services to the consumers.
But BA offers entertainment, meal
services to the travellers. These
services have not been offered by
Easyjet to its customers. As it does not
offer executive lounge at airports, no
free food, no entertainment services to
the passengers. That is why it has
become able to offers flight travel
services at lower cost (Fraj, Matute and
Melero, 2015).
 Place: It is major component of
 Place: Easyjet offers short destination
travel to the passengers, It prefers to
plane to land transportation. Whereas
BA has branches in many locations and
has partnership with many airports.
 Promotion: EasyJet promotes its brand
and services through direct selling
method. It adopts traditional marketing
strategies to market its firms. Though,
it offers electronic ticket facilities but
company does not adopt modern
methods of marketing that are adopted
by BA.
 People: BA hires people from
recognized institutes and trains them
well. Whereas Easyjet concentrate on
hiring people those who are freshers so
that it have to give low salaries to them
(Pavlou and Stewart, 2015).
 Process: EasyJet integrates in both
offline and online customer service.
Some times consumers have to face
15

marketing mix, Easyjet is the low cost
airline thus, it offers cheaper products
and services to consumers. Whereas
BA offers premium services at
affordable and high rates. EasyJet takes
support of Skimming pricing strategy in
which it provides travel services to the
clients at lower prices. There is
availability of flexible tickets if
individual wants two way tickets (Ram
and Corkindale, 2014).
difficulty in processing their tickets.
 Physical evidences: EasyJet has many
travel agents those who support
passengers in booking their tickets.
Physical evidences such as interior and
other aspects are not that much
attractive as compare too BA (Di
Benedetto and Lindgreen, 2018).
M3
BA needs to apply social media marketing tactics. This will help in attracting many
people. By this way objective of increasings ales of the firm can be accomplished. Entity needs
of make effective pricing strategies so that travellers take interest in the firm and buy its services.
This will enhance retention rate of the customers and company's objective will be accomplished.
D2
Products of BA needs to have quality, Pricing strategy needs to be competitive. It needs
to promote the brand through social sites and have to open places at visible places. Company
needs to give training to staff members so that they can provide quality products to the
consumers.
16

TASK 4
P4 and M4 Preparation of marketing plan
Marketing plays crucial role in business unit, entity can not attract new consumers
without having adequate marketing strategies. Marketing planning is systematic process of
developing goal, making strategies and implementing these tactics in effective manner so that
overall goal of business unit can be accomplished. Marketing plan is helpful for the business in
minimizing risk and provides accountability to the firm (Pavlou and Stewart, 2015).
Executive summary
Marketing planning is essential tool that makes entity aware with real situation of the
business and segmenting the right consumers in order to accomplish goal of company. This
section will include objective of preparing this marketing plan. Furthermore, internal and
external company situation will be analysed (Hanssens and et.al, 2014). Furthermore, it will
explain marketing mix elements that can help in market products and services of business in
effective manner. Budget and monitoring planing of this marketing plan will be discussed in this
marketing plan.
Marketing planning objectives
The main objective of marketing planning of British Airways is to enhance its
profitability. Company aims to attract new consumers and retain existing consumers in the firm
for longer duration. Objective of BA is to enhance brand image of the company so that it can
sustain in the market for longer duration (Ram and Corkindale, 2014).
Company overview
British Airways is the largest airline firm that operates its business across the world.
Currently company is flies in more than 200 destinations. It carries approx 45 million travellers
every year. Internal situation of BA is as below described:
Strength:
 Strong brand image and global
network.
 Marketing and advertisement strategies
of BA are very effective (Kasemsap,
2015).
Weaknesses:
 Highly dependent on UK market.
 It is unable to generate good return over
its investments.
17

 Market leader in UK.
 Advance technological support,
efficient websites
Opportunities:
 Global expansion
 Healthy relationship with unions
Threats:
 Changes in fuel prices
 Terrorist attacks
 Economic slowdown
External market situation:
 Political factors: BA always look at the political condition of the nation before entering
into country. If political conditions are not stable then it creates difficulty for the business
in running its business smoothly in that nation. It gets supports from UK government that
has made it able to earn more revenues (Fraj, Matute and Melero, 2015).
 Economic factors: It is another macro environmental factor that affect its growth. Due to
strong economic position of UK in the year 2015 total expenditure of the company has
been decreased and profit has been increased by 13.8% as compare to previous year.
 Social factor: Company always look at the choice, lifestyle of people and accordingly
offer them products and services (Hanssens and et.al, 2014). If consumer behaviour has
got changed then entity has to make changes in its operational activities. Technological factors: It is another essential external factor that impacts on overall
operational efficiency. British Airways implements advanced technologies and provides
mobile app services to the consumers (Pavlou and Stewart, 2015). That has supported the
business in minimizing errors and improving its consumer services.
Segmentation, targeting and positioning
Market segmentation is the process of dividing the entire market in sub groups on the
bases of specific characteristics. British Airways takes support of mass segmentation strategies.
It designs products that can serve broad range of customers in airline industry. BA segments the
population on these bases of their life style ad income. It provides different services to low
income people and luxurious services to high income class consumers (Functions of Marketing,
18

2010). This supports business unit in meeting needs of both income class people. This is helpful
for the organization in targeting many people and attracting towards the brand. Demographic
segmentation helps entity in identifying needs of different customers and providing them
products accordingly.
Targeting is the process in which company targets potential buyers those who can buy
products and services of British Airways. Company some times target specific group of people
for single product but some times target niche market for the common products. Most of the time
British Airways implements single segment targeting strategy. It concentrates on economy,
premium economy and first class consumers (British Airways 7Ps of Marketing, 2016).
British Airways has strong position in the market. Consumers are satisfied with its
products and services. It offers them high quality airline services that create positive image in the
mind of customers. This positioning strategy supports BA in sustaining in the market for longer
duration (Huang and Sarigöllü, 2014).
The marketing mix
Marketing mix element needs to be considered by BA while preparing marketing plan.
British Airways will have to look upon products and services that are offered by the firm to its
consumers. It has to offer wide range of travel packages, entertainment services, meal services so
that consumers can feel satisfied and they frequently buy its products. Furthermore, firm have to
concentrate on economy position of buyers (Arnett and Wittmann, 2014). It has to adopt
competitive pricing strategy and have to set tickets prices in such manner so that wide range of
people can afford its luxurious facilities. Furthermore, BA will have to look at conducting
operations in most convenient places so that mass people can take advantage of its services. In
addition, it has to take support of social networking sites and advance mobile applications so that
it can promote its products in appropriate manner. Company needs to give training to staff
members so that they can deal with consumers well. Furthermore, entire process of booking
tickets need to be smooth (Di Benedetto and Lindgreen, 2018). This can support in gaining
competitive advantage and creating positive image in the mind of customers.
Budget
Budget plays significant role in the marketing plan, correct budget helps in implementing
activities in smooth manner and meeting with the objectives. The entire budget of British
Airways for marketing plan is £50000. Company invests money for conducting market research.
19

Furthermore, its modify its products in order to meet with the needs of customers (Jindal and
et.al, 2018). In addition, entity has to pay salaries to staff members. All these cost are involved in
the marketing plan. On behalf of these cost entire budget is being decided (Hanssens and et.al,
2014).
Marketing plan monitoring and controlling
It is the last phase of marketing plan in which company has to monitor the progress of
marketing plan. Marketing manager of BA will have to continuously look at the activities and its
progress. Furthermore, if individual finds any issue in the activities then they will have to modify
the entire plan immediately. This will help in completing the marketing plan in effective manner
and accomplishing its objectives (Sugiyarti, 2015).
Conclusion
From the above marketing plan it can be articulated that by following competitive pricing
strategy and demographic segmentation entity will be able to market its products and enhancing
brand image of the business.
D3
Company can use this marketing plan in order to accomplish its objectives. Through this
marketing plan cited firm can be able to design attractive products that can gain attention of
travellers. Furthermore, this plan will help in analysing internal and external market situation of
the BA. This will be beneficial in making effective pricing strategies. Thus, company will be
able attract more people this will enhance profit of the organization.
CONCLUSION
From the above report it can be articulated that marketing is the significant aspect that
support business unit in gathering information about consumers and providing them goods and
services accordingly. British Airways is the successful global airline firm that always concentrate
on providing high quality products to consumers at affordable rates. Demographic segmentation
supports enterprise in considering income, life style of passengers and accordingly providing
them services so that they feel happy and buy its services frequently. There are many internal
external factors that affect overall performance of the entity. Company has to look upon these
elements and have to prepare effective marketing plan so that it can generate more revenues in
the organization.
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REFERENCES
Books and journals
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equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-
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