British Airways Marketing Plan: Strategies for Service Growth

This report presents a comprehensive marketing plan tailored for British Airways, focusing on the strategic expansion of its services. It begins by examining the evolving perspectives in marketing planning, highlighting the shift from traditional to modern approaches, emphasizing customer and internal analysis using tools like SWOT. The report assesses the main barriers to effective marketing planning, such as behavioral and cultural differences in the international market, and proposes strategies to overcome these challenges through thorough customer analysis and targeted communication. It details the essential steps for marketing planning, particularly for increasing services, underlining the role of market analysis and objective setting. Furthermore, the report addresses the ethical considerations influencing marketing planning, providing examples of organizational responses to ethical issues and analyzing the impact of consumer ethics. The analysis incorporates tools like PESTLE and Porter's Five Forces to understand external factors affecting British Airways' marketing activities.

Marketing Planning

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
1.1 Changing perspective in marketing planning and capability for planning future marketing
(1.1 & 1.2)...................................................................................................................................4
1.2 Techniques for organisational auditing and analysis of the external factors affecting on the
marketing activities (1.3 & 1.4)..................................................................................................6
TASK 2............................................................................................................................................7
2.1 Assessment of the main barriers to marketing planning.......................................................7
2.2 Examination of organisations may overcome barriers to marketing planning.....................7
TASK 3............................................................................................................................................8
3.1 Marketing planning for increasing services .........................................................................8
3.2 Explanation of marketing planning is essential in the strategic planning process................9
3.3 Examination of techniques for new product development....................................................9
3.4 Justification of recommendations for pricing policy, distribution and communication mix
...................................................................................................................................................10
3.5 Explanation of factors affecting the effective implementation of the marketing plan........10
TASK 4..........................................................................................................................................11
4.1 Explanation of ethical issues influence marketing planning...............................................11
4.2 Analysis of examples of organisations respond to ethical issues........................................11
4.3 Analysis examples of consumer ethics and the effect it has on marketing planning..........11
CONCLUISON .............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Programmes related to the promotional activities and product development are considers
as marketing, it is an essential element for a company which are having need to increase their
product development as per the targeted customers, it has a potential to enhance sales of products
and services (Wymer, 2011). Most of the companies which are working on the international
market are having huge focus and investment on the marketing activities which can help them to
attain their sales and revenues objectives. This report is based on the British Airways which is an
international company working ion the Aviation industry and marketing is an essential part of
their business activities to manage their number of customers and it help them to make more
better services as per their customers. The present report is based on the marketing needs of the
company by creating an audit of the factors which are affecting on the marketing activities of the
business. Some of the barriers are influencing in the marketing activities which is creating a
negative impact on the marketing is described in this. A proper marketing plan can help to the
company to launch a new service for the organisation which are given under this report and at
last this report is having a focus on the ethical issues in the marketing and respond of the
organisation on it.
TASK 1
1.1 Changing perspective in marketing planning and capability for planning future marketing
(1.1 & 1.2)
Companies which are having a huge investment in the manufacturing of the products and
services are having changed their marketing activities and their point of view (Wilson, 2010).
Marketing is separated in to two part traditional marketing approach and modern marketing
approach which has a used by many of the companies to increase the sales of the products.
Traditional marketing approach is having focus on the sales no t on the op production so it is not
effective for the current needs of the customers. According to the traditional approach companies
has to continue their production and marketing team has to work ion the marketing and sales of
the products and services. But now most of the companies are using modern marketing approach
which help to the company to analyse the customer's demands and needs which can fulfil by
modifying their products and services accordingly (Whalen and Holloway, 2012). Some of the
points are here which is clarify the changing perspective of marketing planning:

Customers analysis: By making a survey of the targeted market and feedbacks of the customers
most of the companies are analysing the demands and needs of the customers which can help to
the company to make better products and services.
Internal analysis: Most of the companies e.g. British Airways are using SWOT analysis which
can help to the company to analyse their strength and weakness of the company against to the
customers demands and needs to make better production (Taghian, 2010).
External analysis: By using this analysis companies can determine those factors which are
impacting on the business and as well as it can help to the company to make better products and
services by their competitors.
Objectives: BA has set their objectives and as well as objectives for the team which are
committed to expand their business which help to them to improve their services as per the
demands of the customers. It supports to the company to increase the productivity of the
customers which can help to them to attain their targeted sales and revenues.
Evaluation of the capabilities for future planning: It is essential for the British Airways to
make a self evaluation which can help to the company to make a self analysis of the capabilities
for future marketing planning. Some of the points are here which are involved in the future
marketing planning:
Marketing team: It is essential for the BA to make a proper analysis of the marketing team of the
company (Stephens, Gabriela Balan and Callaghan, 2010). So they have to make a proper
evaluation of the marketing team and they have to give proper training before marketing
campaign to attain their marketing objectives.
Work force: As the BA is working in the international aviation sector so it is essential for them
to improve their working capabilities of the employees which can help to the company to make a
better services for the customers. So managers has to make a review report of their team
members which can help to the company to make targets accordingly.
Financial capabilities:Each and every marketing activity is having a need of the finance so
evaluation of the financial sources is necessary to conduct marketing activity and as well as to
improve the products and services of the British Airways.

1.2 Techniques for organisational auditing and analysis of the external factors affecting on the
marketing activities (1.3 & 1.4)
Audit has to be done by using effective and appropriate techniques which can help to the
organisation to attain their actual targets with in the time limits. So they have to make a [proper
analysis of the techniques which can help to them to make an organisational auditing by these,
some of the techniques are here:
SWOT analysis: This is a basic analysing tools which is easy to apply on the organisation and it
can help to the company to make analysis of the external factors which can affect on the
marketing activities of the company (Shankar and et. al., 2011). Under the threat factor company
can consider the factors which can affect on the marketing activities.
PESTLE analysis: It is also an essential tool and it is mainly design for the external factors
which can impact on the organisation. It has a political, economical, social, technological, legal
and environmental factors which can help to the company to make a proper analysis of the
external environment.
Porter Five forces: It is made by the porter and it is having five factors which can help to the
company to make an evaluation of the external factors, market rivalry, suppliers, customers,
threats of new entry in market and substitute products and services can help to the company to
make a proper analysis of the external factors.
PESTLE analysis model is suitable for the company because it divide factors in to the
parts which can help to the company to make a effective recommendations on it. A PESTLE
analysis is here of the external factors in the marketing planning:
Political: Ruling political parties are having their own view for the each and every industry so it
is essential for the company to make a proper review of the policies (Sadjadi, Yazdian and
Shahanaghi, 2012). Tax rates are decided by the government so it is essential for the company to
apply tax rates in to the pricing of the products.
Economical: Marketing activities has a huge impact by the economical factors, they have to
make a marketing activities as per the financial level and economic conditions of the target
customers to increase the effectiveness.
Social: Different age group of people is having a huge difference of the sources by which
company can conduct a marketing activity so it is essential for the company to make analysis of
the customers and set the marketing medium.

Technological: Aviation sector is full from the technology so use of technology is highly
essential for the company so which can improve the impact of the marketing activities. So BA
has to use social media, e mail and other technological options in to the marketing activities.
Legal: Legislation has made rules and guidelines which has to be followed by the company
during the marketing planning, they have to set a price of the services and they have to promote
the same in to the marketing to provide the accurate information about the package legally.
Environmental: As the BA is working in the international market so they are having huge
chance of the influence of the environmental factors in the marketing planning (Reijonen, 2010).
They have to clarify their terms and condition to their customers in the promotions if they have
suffered by the delay of flights by environmental changes and natural disaster.
TASK 2
2.1 Assessment of the main barriers to marketing planning
As the British Airways is working in the international market so they are having huge
risk of the barriers in to their marketing planning so they have to make an assessment by which
they can make remedies to overcome on it. Here some of the barriers in the marketing planning
for the company:
Behavioural barriers: As the company is working in the international market so they are having
huge change of the hinders in the marketing planning by the difference in between the
behaviours of the targeted audience so this essential for the company to avoid these barriers by
making a proper analysis of the customers by taking their feedback on the services. They have to
analyse the needs of the customers.
Cultural barriers: Morals and values are involved in to the culture which each has a huge
difference by the demographics. People are having huge change in their culture and morality
which has to be covered by the company (Ogunmokun and Tang, 2012). Each and every
customers are having huge difference in their moral ethics which has to be meet by the
company's marketing activities.
2.2 Examination of organisations may overcome barriers to marketing planning
It is necessary for the company to overcome on these barriers to achieve their marketing
objectives so they have top make a proper analysis of the customers which can help to them to
the needs and demands of the people comes from the different cultures and behaviours.

In the marketing planning it is essential for the company to make a target of the
customers which can help to the company to make a proper marketing activity by which the
organisation can attain their objectives (Nijssen and Frambach, 2013). So they have to make a
proper analysis of the targeted customers and after it they have to decide the medium to
communicate with them, it can help to the company to overcome on the behavioural barriers.
Habits, beliefs, values and morals are different and having variance person by person so it
is essential for the company to overcome on these hinders in the marketing planning. So they
have to make a proper marketing planning in which they have to include different values and
beliefs which can easily analyse by the customers analysis. It can help to the company to
overcome on it.
TASK 3
3.1 Marketing planning for increasing services
As the British Airways is having a plan to increase their services in those destination
where they are not providing their services. So it is essential for the company to make a proper
marketing plan which can help to the company to make a better services as per the needs of the
customers. So a marketing plan is here which can be followed by the company;
Analysis of the targeted market: In the first company has to make a proper analysis of the
targeted audience which can be their customers. It can help to the company to make a better
services as per their needs an demands of the customers.
Objectives of the British Airways: As the company is having an objective to increase their
revenues by organising their services on these ways so they have to set a target on each and
every way in the term of profits (Morgan, Katsikeas and Vorhies, 2012). They have to set
financial objectives for a each and every flight which can help to the company to make
adjustments in their services to attain their objectives.
Competitor analysis: Many of the companies are working in the international market of the
airline industry so it is essential for the British Airways to make an analysis by effective tools
and techniques like; Porter Five forces etc.
Strategies: They have to make proper strategy which can help to the company to make a better
marketing of the products so they have to use Segmentation, Targetting and Positioning which

can help to the company to makes a better services for the customers and as well as it can help to
the British Airways to attain their targets.
Evaluation: At the last of the, British Airways has to make a proper analysis and evaluation of
the marketing plan against their organisational objectives.
3.2 Explanation of marketing planning is essential in the strategic planning process
Marketing planning is a part of the strategic planning process which can help to the
British Airways to make a step by step process for their growth of the market. As they are having
target to start their flights on 7 new roots so it is essential for the company to make a step by step
process (Mishra and et. al., 2013). Strategic planning is a full process of the progress and
improvement in the business activities so it is essential for the company to make a proper
planning on it.
In the strategic planning process company sets their business objectives and than they
make a proper and appropriate strategy which can help to the company to attain them. Marketing
planning is a process which can help to the company to make promotions of the products and
services in the t6arget market by which they can attain their marketing objectives. They can
make a strategic process to accomplish their targets in to the new destinations. It can help to the
company to make better services for the customers by which they can attain tehri financial
targets in the pre decided time limits.
3.3 Examination of techniques for new product development
It is essential for the company to use a better technique for the product development as
the British Airways is having the target to start new flights on new destinations so it is essential
for the company to use better suitable option which can help to the company to make a better
product development for the company (Martínez-López and Casillas, 2013). Some of the
techniques are here which can be used by the company to make a better products development
against to their targets and as well as against to their business objectives;
Customers review and feedback: It is a basic product development technique which can help to
the company to make a better products and services but mainly it helps to the company to make a
improvements in their existing products and services so it is essential for the organisation to use
it in just product and services betterment.
Market Survey: It is better and suitable technique for the company to make a better products and
services, as the company is having target to start their new flights for new destinations so this can

be suitable for the British Airways to make a survey of the targeted customers and as well as
market competitors which can help to the company to make effective planning and development
of services.
3.4 Justification of recommendations for pricing policy, distribution and communication mix
Some of the points are here for the justification on the pricing, distribution and
communication policy which can help to the company to make a better marketing plan;
Pricing: As they are planning to start a new Air Flights for new roots so they have to determine
effective pricing strategies by which they can manage the prices on an effective level which can
help to them to attain their objectives by these flights (Lee and et. al., 2013). They have to use
different pricing policies for a each of the class of the flight which can help to the company to
manage the number of the customers in it.
Distribution: It is related to the services providing so it is essential for the company to sale their
online tickets to the customers which has to go on those particular destination. Many of the
companies are using online ticketing system by which they can book their seat so it can help to
the company to sale out their tickets easily in the targeted market.
Communication Mix: Advertisement, personal selling, direct marketing and sales promotions
are included in to the communication mix so it is essential for the company to make a better
relationship with the targeted customers and as well as it can help to the company to make a
better communication and discussion on the services.
3.5 Explanation of factors affecting the effective implementation of the marketing plan
International market is full from the factors which can make an impact on the marketing
plan implementation. It is essential for the managers to make a proper analysis of the external
and internal factors which can make an impact on the effective implementation (Hollensen,
2015). Some of the points are here in which factors are included which can make an impact on
the effective marketing implementation;
Economical conditions: As the British Airways is working in the international market in which
variables are highly charged, change in the fuel prices can make an impact on the pricing which
can make an impact on the marketing because company has to change their prices and they have
to make a delay in the implementation so these are some contingencies which can make an
impact on the implementation.

Demographics: Different demographics are having huge change in the market conditions which
can make an impact on the effective implementation of the marketing plan.
Potentials of the market: Rivalries, customers and purchasing power are some of the factors
which can make an impact on the successful implementation of the marketing planning so it is
essential for the managers to make a proper analysis of the targeted market (Grifoni, D'Andrea
and Ferri, 2013).
TASK 4
4.1 Explanation of ethical issues influence marketing planning
Ethical issues are highly related with the marketing planing so it is essential for the
company to make a proper analysis of the customers and market by which can reduce the impact
of the ethical issues. Some of the ethical issues are here:
Morality: It is essential for the company to use their moral ethics in the marketing planning
which can help to the company to make a better market plan and implementation in the targeted
market.
Pricing ethics: As the company is having target to start to new air flights for new destinations so
they have to make a use proper management to use their resources which can help to the BA to
make an effective pricing.
4.2 Analysis of examples of organisations respond to ethical issues
Issues has to be resolved the proper solution of the managers which can help to the
company to attain their targets in to the time limits. Ethical issues are similar to code of conduct
so it is essential for the company to make a proper ethical guidelines by which they can make a
better use of resources and as well as it can help to the company to provide better services to the
targeted customers (Dief and Font, 2010). Higher authorities and management has to work with
in a systematic procedures to maximise their potentials to provide benefits in their targeted
market. CSR programmes can also help to the company to make a better services in the
accordance of the society. They have to conduct CSR activities on different points which can
help to the company to increase their customer satisfaction.
4.3 Analysis examples of consumer ethics and the effect it has on marketing planning
Consumers ethics are mainly based on the pricing and services so it is essential for the
company to promote the actual prices for a their travel which can help to the company to make a

better treatment for the customers. Some of the points are here which can help to the company to
increase their effectiveness on the consumer ethics;
Prices: It has a to be original and actual British Airlines has to make a better planning to
determine the prices as the basis of the cost of the products and services so they have to make a
proper analysis of the customers expectation (Chang, Park and Chaiy, 2010). It can help to the
company to make a proper marketing which can help to the company to make promotions of the
actual prices of fare which to manage morality.
Services: IT has to be clearly communicate in to the marketing planning managers have to make
clear things in to the services which can help to the company to attract customers in the
marketing planning to attain the financial targets.
CONCLUISON
The above concluded report is based on the marketing planning of the British Airways which is
having a plan to increase their number of services on new destination to maximise their revenues.
A marketing plan can help to the company to make a action according to the stages which can
help to the company to implement it in an appropriate manner and achieve the financial targets.
Analysis has to be made by effective and appropriate techniques to get the exact results SWOT
and PESTEL can help to the company to make an effective internal and external analysis to
reduce the impact of the negative factors.

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