Theories in Marketing Planning | Report
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Added on 2020-02-03
Theories in Marketing Planning | Report
Added on 2020-02-03
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Marketing planning
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................4TASK 1............................................................................................................................................41.1 Use of appropriate theories, review changing perspective in marketing planning................41.2 Organization's capability for planning itsfuture marketing activity.............................................................................................................41.3 Techniques for organizational auditing and for analyzing external factors...........................51.4 Auditing and analysis of externalfactors..........................................................................................................................................6TASK 2 ...........................................................................................................................................72.1 Main barriers to marketing planning .....................................................................................72.2 Strategy to overcome with barriers .......................................................................................7TASK 3............................................................................................................................................83.1 Marketing planning................................................................................................................83.2 Importance of marketing planning in strategic planning process .......................................103.3 Techniques for new product development...........................................................................103.4 Recommendation for new products.....................................................................................113.5 Factors affecting the effective implementationof the marketing plan................................................................................................................12TASK 4 .........................................................................................................................................124.1 Ethical issues influence marketing planning........................................................................124.2 Organizations respond toethical issues ............................................................................................................................134.3 Consumer ethics and the effect ithas on marketing planning........................................................................................................13CONCLUSION .............................................................................................................................142
Introduction of British AirwaysBritish Airways which is often know as BA. This company is the largest airline in UKbased on their fleet size. When measured by passengers carried, it is second-largest in the UnitedKingdom behind easyJet. The company was established in UK by government in 1972 in orderto manager its nationalized airlines. The company is privatized in February 1987. The company is offering its services to the worldwide and its major hub is LondonGatwick Airport .British Airways has terminated all straight overseas flights from UK airportswith the exception of Heathrow, Gatwick and London City Airport. BA is also foundingmember of One world airline alliance along with many other airlines. Airlines' head office,Waterside, stands in Harmondsworth, a village that is near London Heathrow AirportHeathrow Airport is main source of income for the company as they offer 40% of totalairlines' industry. At present the company is conducting its business operation more than 183destinations and its parents company is international Airlines groups. The revenue of company is£11,421 billion in 2015. Entity is offering its services by different types of Boeing aircraft and 59Airbus A320 family aircraft. In its marketing they offer different types of programs such as loyalty programme whichis called as executive club in which they offer more advance service to thir customers such aspremier incentive program for their customers. 3
INTRODUCTIONMarketing planning is important aspects in every organizations. With the helps of thisthey can identify the future activities of marketing and marketing strategy. The presents reportis based on the British Airways which is second largest Airlines in UK (Athey, Suckling andRogers, 2012). This report make analysis on appropriate theories in marketing planning andOrganization's capability for itsfuture marketing activity. Along with this it makes analysis on different types of factors whicheffects ethical issues of company. TASK 11.1 Use of appropriate theories, review changing perspective in marketing planningMarketing planning is multiple process tool that enables to management to understandeverything about the company. Organization capability for planning the future activities ofmarketing are identified with core competence, strengths and weakness. British Airways is UKbased airline which is second largest Airlines in UK. BA is continuous is expanding theirbusiness worldwide (Bickhoff, Hollensen and Opresnik, 2014). The company possesses highlevel of skills on its marketing and planning that helps to expand their business worldwide.Organization's marketing planning is based on superior quality, reliability, friendlinessand design of services. Entity is believed to offered their services ins such manner so it can easilyassociate with Airline company. The major components of marketing planning is marketing mixin which they keep their products as global products. T he marketing planning is also focuses ongrowth strategy in which consists with consist high quality and services.There has been developments in terms of working principles of business organizations.The strategic introduction of technology has helped in creating ease for the fulfillment ofbusiness operations. Furthermore, the marketing planning process has also changed because ofthese developments. Globalization and industrialization are the key factors in this process.Businesses like British Airways now consider customer oriented approach as compared to theprofit oriented approach in earlier times. This approach towards marketing planning helps increating customer value and greater level of satisfaction. 4
1.2 Organization's capability for planning its future marketing activityOrganization's main aim is to providing the best services to the passengers. Along withthis its marketing strategy is also focused on innovation of evaluation of its abilities 4Psassessment has been used. ProductThe BA offer airline services of premium segment. The company is offering high levelof services which is customization and abundance of choice. Along with this the companyintroduced the latest services and security to its passengers which is more strong and safer thanany other airlines across the global (Craig and Campbell, 2012). PlaceBA is offering its services around the world. Entity has huge number of flight as theyhave more than 300 aircraft, which are operating their flights on the domestic and Internationaledestinations. PriceBA is offering good quality of services to their customers. Apart from its classy servicesit also maintains most economical rate of its flights on different destinations. The upper middleand middle class people can buy tickets of this airline can enjoy their long distance journey. PromotionThe organization is promoting its services by using diffident types of promotionalactivities such as various incentives and facilities Which they can provide to their passengers.Along with this the organization is also offering most effective and impressive advertisementpolicy which helps to gain attention of its passengers (Huang and Sarigöllü, 2012). Competition The company is facing highly competition from the many other companies. BA isEmirates airlines. This company is based in UAE so they have to make certain changes. As perto beat their competitors they need to use aggressive marketing strategy to expand theirbusiness.5
1.3 Techniques for organizational auditing and for analyzing external factorsMarketing audit is refers to systematic, comprehension analysis, evaluation &interpretation of business data for achieve its goal, profits ad proper management. There aredifferent types of marketing techniques which can be used by organization for making auditingof its external environment. Some of them are disclosed below. Pestle AnalysisThis is one of the best strategic tool, which is used by organization in order tomake analysis on external environment of company. Through this frame work they organizationcan easily identity those factors which might effects its performances. BA uses this strategy tomake evaluation on their business plans and to make evaluation of their future strategics SWOT analysisThe SWOT analysis is focuses on opportunities, weakness, strengths and threats. Withthe help of this strategic tool organization can develop its market and also make analysis ontheir future plan (Luan and Sudhir, 2010).BA use this strategics so their internal strageices andmeet their external requirements Porter's five analysisThis analysis is consists on five different stages of organization. With the help of thisanalysis BA can determined its threats and competitor which effects organization's activities.Along with this they also make analysis on the bargaining power of buyer and suppliers1.4 Auditing and analysis of external factorsPolitical factorIn the recent environment the political environment of UK is highly unstable because ofcoalition of government and major spending cut which is making for saving and reducing on thenational debt. The company is planning for expand its business of Heathroew airport which leadsto cut down the budget increased number of flights. Economical factorThe economic factors have also huge impact of organization's activities. Recentlydecreases in flue prices has positive impact of the organization which helps to them for6
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