British Airways Marketing Mix Assignment
Added on 2020-10-04
24 Pages7381 Words131 Views
THE MARKETING FUNCTIONWITHIN BRITISH AIRWAYS
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1P1 Role and responsibilities of marketing function in organization......................................1P2 Role of marketing related to wider organizational objectives...........................................6M1.........................................................................................................................................10M2.........................................................................................................................................10D1.........................................................................................................................................10TASK 2..........................................................................................................................................10P3 Marketing mix of British Airways..................................................................................10M3.........................................................................................................................................16D2.........................................................................................................................................16TASK 4..........................................................................................................................................17P4 and M4 Preparation of marketing plan............................................................................17D3.........................................................................................................................................20CONCLUSION..............................................................................................................................20REFERENCES..............................................................................................................................22
INTRODUCTIONMarketing is the process that creates value for company and develops relationship withconsumers. It is considered as management process that assist business unit in identifying needsof consumers and providing them satisfactory goods and services. Marketing is the mosteffective method that aids the firm in communicating the message with the mass audience andmaking 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 popularfor its premium services. Currently company is operating its more than 75 countries across theworld. 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 thecompetitor brand. Furthermore, report will prepare marketing plan for BA. TASK 1P1 Role and responsibilities of marketing function in organizationMarketing department plays asignificant role in maintainingall the marketing functionssuch as building up the imageof the company, it's brandvalue, helps in reaching out tothe prospected consumers,investors, maintaining healthypublic relationship,etc. Themarketing manager control andcoordinate with otherdepartments for smoother andfaster function of theorganisation (Gummesson,2015).The British Airways,UK is aleading international airlineTechnologically Updated: Themarketing head its working intechnologically upgradedenvironment its important forhim to be known to allcommonly used technology ofits field. The company was thefirst to introduce onlineboarding passes t its customerso its important for thecompany to have trained staffwho are well aware of recenttechnologies (Jindal and et.al,2018). More over Marketinghead of company must familiarto online portals and socialmedia he should be able torepresent the company on1
company engaged in dealingwith the international flights,mail, transporting cargoes andother auxiliary services. TheBritish Airline is one of thefirst airlines to be environmentfriendly by reducing itsgreenhouse emission and beingtechnologically advance byproviding there customersonline boarding pass. Theseare some marketing strategiesthat provided a competitiveadvantage to the company. Butto make company sustain inlong run its important toeffectively fulfil its marketingrole (Hanssens and et.al,2014).these platforms should be ableto handle it properly.Creating BrandImage: The company shouldcreate the loyal and positiveimage on its customers. Thecustomers should maintain itsfaith for longer time, this canbe possible only bymaintaining and developingyour companies image. Thegood image of company willalways bring a better goodwillto the company which keyaspects in any industry. TheBritish Airways must work toimprove its brand image(Gummesson, 2015).After sale services: Itsimportant to have a proper andsound customer feedbackpolicy, customer care,customer support are few waysto get customer feedback aboutcompany services. Thecustomer service policy of TheBritish Airways is wellplanned and executed it hasprovided wide ranges ofservices to its customersranging from onboard2
guidance to baggage handlingto bookings, cancellation andre-bookings on demand of itscustomers (Hanssens and et.al,2014).Key Duties andResponsibilities of MarketingFunction Of British Airwaysare: ConductingResearch : One of the basicbut yet major function ofmarketing is to conductresearch regarding the trends,competitors strategies,demographic location, etc. theBritish Airways conductsurveys and research work inrelation to its customer choicesand feedback regardingservices. Which gives it's acompetitive advantage (Huangand Sarigöllü, 2014).Service Management :To be on the top companymust provide the best yet thecost effective services. TheBritish Airways,UK is engagedin many auxiliary services ifany department of companyfails to provide the justifiable3
service it will be harmful forthe image of the organisationas whole so its important for acompany to maintain the samestandard service in all areas.The flights being the mostprominent sector companyshould try and improve theservice of this area (Jindal andet.al, 2018).Pricing Function : The valueto be paid for the product andservices being offered to thecustomers. The major aspect tobe looked upon while pricingany product is the overallproduction cost incurred. Thecompany should carefully setprice for its service it shouldbe within the budget of boththe customers and thecompany (Gummesson, 2015).Analyses the targetedcustomers: To make yourproduct have mass reach itsimportant to carefully targetyour customer, once donecreate and maintain theproduct according to it's needand taste. The British Airwaysmust carefully see to what kindHence, The British Airwayshas to developed a strong andsound Marketing strategies towithstand the competition inairline industry, strongcommunication networksincluding well trained staff,upgraded technologies, strongfeedback mechanism. This willbring an advantage to thecompany. It should focus tomeet the needs of all class.Bring up new ideas and plansso as to get more profitsexplore in new areas and fieldof not only the technology butalso targeted market. As theorganisation believes that thereare people who are willing topay more for better services, sothe services in this areas4
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
Relationship Management in British Airways: History, Quality Dimensions, Sales Funnel, Customer Acquisition, and Best Practiceslg...
|7
|1643
|239
Marketing Essentials for Travel and Tourism - Assignmentlg...
|17
|4639
|88
Relationship Management in British Airways: History, Quality Dimensions, Sales Funnel, Consumer Acquisition, CRM and Analysislg...
|5
|824
|139
Branding Strategy of British Airways in Long Haul Marketlg...
|11
|744
|84
Assignment on Marketing Planning - British Airwayslg...
|15
|4546
|31
Marketing Planning: Theories, Techniques, and Evaluation of British Airwayslg...
|20
|6334
|172