Strategic Marketing Planning and Analysis: British Airways Report

This report provides a comprehensive analysis of marketing planning, using British Airways as a case study. It begins with an introduction to marketing planning principles, theories, and techniques, exploring how marketing perspectives have evolved. The report then delves into organizational auditing, including SWOT and PESTLE analyses, to understand internal and external factors influencing marketing plans. It identifies barriers to marketing planning, such as environmental, cultural, behavioral, and cognitive barriers, and proposes solutions to overcome them. The report further develops a marketing plan for a new product or service, emphasizing market research, competitive analysis, and the determination of marketing strategies. It also addresses the importance of a marketing plan in the strategic planning process, techniques for new product development, recommendations for pricing, communication, and distribution, and factors affecting effective implementation. Finally, the report examines ethical issues influencing marketing planning, providing examples of how British Airways responds to ethical concerns and consumer ethics that impact marketing strategies. The report concludes with a summary of key findings and recommendations.

Marketing Planning

Table of Contents
INTRODUCTION..............................................................................................................4
Task1............................................................................................................................... 5
1.1 Theory of changing marketing prospective in marketing planning.........................5
1.2 The techniques used for organisational auditing and analysing external factors
which are affecting marketing plans.............................................................................6
TASK 2.............................................................................................................................7
2.1 Barriers to marketing planning...............................................................................7
2.2 How organisation can overcome marketing planning barriers...............................8
TASK 3 ............................................................................................................................ 9
3.1 Marketing plan for product or service.....................................................................9
3.2 Importance of marketing plan in strategic planning process................................10
3.3 Techniques for development of new product.......................................................11
3.4 Recommendation for pricing policy, communication mix and distribution of the
new product............................................................................................................... 12
3.5 Factors that affect effective implementation of market plan.................................13
TASK 4........................................................................................................................... 14
4.1 Ethical issues that influence marketing planning..................................................14
4.2 Examples on how British Airways respond to ethical issues................................15
4.3 Examples of consumer ethics that effect marketing planning..............................16
CONCLUSION............................................................................................................... 17
REFERENCES...............................................................................................................18

INTRODUCTION
This case study is based on the topic of marketing planning. The aim of the study
is to provide effective marketing planning principles, theories and techniques. Study
also analyse the marketing barriers and their solutions. This case study is based on the
British Airways PLC.
According to the case study of British Airways, for the growth of the company
they are focusing on new aircraft and will also offer new services for their customers
according to their needs and requirement. Their aim is to analyse the possibility of
expansion for cargo service and also for passengers. The board members offer services
to passengers and all members share opinion that these services will help company in
generating revenue. So the need of the directors of the company is to make marketing
plan in order to launch new services in the market so as to make more profit against
competitors. They want their marketing manager to make various marketing strategies
for the product and to analyse various situations that can affect the marketing plan of
the company. Planning process and techniques for the development of new product is
also needs to be done by the marketing manager in this case study.
TASK1
1.1 Theory of changing marketing prospective in marketing planning
A theory of change is that things which shows the relationship of the resources or
the inputs which are been done in the an organization, inputs like: time, money, people,
and the out puts which are been aspected those are function, and the long term
changes in the organization.
Changing prospective in marketing planning: The marketing concept: In this concept British Airways has to analyse the
needs and wants of the customers and they have to evaluate there needs and
wants and make decision which will satisfy there customers(Donnelly and et.al.,
2012). Product concept: The consumer prefers good qualities and good services form
the company so British Airways has to perform well to give there customers the
best services so that they use there airways when ever they needed. For that

British Airways has to give the services to there customers better then there
competitors. Production concepts: it is the concept which is older from other concepts in this
concept the company has to see the costumers with are regular and which prefer
the low prices so that they have to look after that customers also.
 Selling concept: In this concept British airways has to focus on the process or
the ideas from which they can make there airlines more effective and more
popular. They should have the ideas to become more popular then there
competitors (Hollensen, 2015). British airways abilities for future marketing
activities planning
In the firstly British Airways has to plan that what will be the needs in future: Loyalty:- British Airways is the airline company which is been working since a
long time so there as the long loyalty terms with the peoples. So that can be able
to build customers believes.
 Well known:- it is necessary for the organisation to be known at lest in there own
country to grow. British airways is already well known in there country UK and at
many more place but then also they have to spread there name all over to
become more popular (Donnelly and et.al., 2012).
M1
Before solving the problems they have to make the strategies by which the
problem will be solved- Identify the problem first, no one know what the actual problem
is, so British airways firstly has to identify the actual small – small problems which is
making the big issues, then the roots of the problems is to be analysed so that it can be
processed further. Then all people/ individuals in the organization should give the work
to think what can be the issue which is occurring and how will it be solved(Wilson.,
2010).
1.2 The techniques used for organisational auditing and analysing external factors
which are affecting marketing plans.
SWOT Analysis looks at the internal and external factors which can effect
business, as it analyse Strength, Weakness, opportunities, threats, it can help in
deciding how can an organization take the advantages of the new business, and ways

to implement the new technology, and way to respond to the new treads, the issues in
individuals can also be solved by it like culture of the business, staffing issues, and
financial resources (Nijssen, 2013).
PEST Analysis can also be the useful tool to make strategies to understand the market
growth and positions, PEST Analysis is helpful to the organisation and to plan the
strategies planning and for the marketing planning, it also ensures the companies
performance which is to alien positively which will help business with are effecting, it
also useful when the company is trying to enter in the new country or the market.
Organisational audit and the external factors analysis of British Airways. PESTLE
Analysis of British Airways :
According to Mr. Alex Cruz the CEO of British Airline there are many of the factors
which are influencing the external environment. Political Factors, Economical
Factors,Sociocultural Factors, Technological Factors
D2
 Political Factors of British Airlines can be changed in any time, the government
has the powers to change the rules and regulation at any time so it may affect
British Airways, they should be prepared for the changes which may be in
worldwide they should have the solutions with them to handle the problems
(O'Cass and et.al., 2012).
 Economic; if the growth of the economical growth is been shrunk then it means
the growth of the economy is negative, so British Airline should be aware of the
economy which is going be to change or had been changed.
 Sociocultural: British Airways is already doing well socially and this airways has
already gained lot of reputation because of there services which they are
providing to there customers.
Technological, as the changing of the time airlines has to be aware of the
technology which are been new, and all the people have there own choice of trend so
they should be aware of that before providing the services to the customers so that they
can become more satisfy with the services which are been provided by British Airlines.

TASK 2
2.1 Barriers to marketing planning
Marketing is defined as the action of selling product or service in the market. It
includes advertising, promotion and market research (Constantinides and Fountain,
2008). As a marketing manager of British Airways, I analysed that there are certain
barriers that affect the marketing of a particular product. These barriers can be like : Barriers related to environment: The existing political, technological, legal,
social, economic, and ethical conditions and regulations all together form the
external environment and can become the barrier for a business in marketing
planning. Barriers related to cultural: Culture comprises of beliefs, custom, attitudes,
value and morals that is being shared by people. By not understanding the
cultural sensitivity of target market, the marketing planning of the product will not
be efficient (O'Cass and et.al., 2012). Barriers related to behaviour: There are several traits related to behaviour in
an organisation. For example a marketing team which is conservative may take
several precautions and time tested methods of marketing that may get small
returns and slow growth. Cognitive barriers: These barriers are related to lack of skills and knowledge
related to market, product, competitor or customers that result in ineffective
marketing planning.
 Right Resources: The main barrier in marketing planning is the lack of
resources that may include people, time and money. Proper funding, time
management and workforce leads to a good marketing planning (Constantinides
and Fountain, 2008).
2.2 How organisation can overcome marketing planning barriers
To have a effective planning in an organisation. I as a marketing manager of
British Airways have analysed several things that will help in overcoming barriers of
marketing planning.

 Proper feedback is very necessary so as to communicate with market effectively
and to overcome such barriers .This will help in overcoming barriers related to
environment (Morgan, Katsikeas, and Vorhies, 2012). Proper understanding of
environment is necessary to avoid misunderstandings and misinterpretation that
is created in collecting facts and needs from market or environment.
 Cultural barriers can be overcome by learning clients nature or culture, by
promoting appreciation of differences in culture, by changing in structure and by
trying new or adopting new things and by accommodating to the cultural needs of
the employees or managers.
 Proper decision making should also be there for overcoming barriers of
marketing planning. Decision making also helps in prior analyses of resources,
funds etc. which will help in overcoming barriers related to resources.
 To overcome cognitive barriers, organisation should make sure that employees
fully understand company's goal, missions, objectives and strategies. This will
help in making proper marketing plan (McDonald and Wilson, 2011).
M2
From the analysis it can be drawn out that the British Airways is having several
barriers which is affecting its marketing planning. These barriers have raised due to the
difference in cultural of employees and due to the external environment in which a
company is operating. It also face some of the barriers because of improper fund
planning and lack of resources. Differences in behaviour and lack of competitive skills
also raised barriers.
D2
As a marketing manager of British Airways, to overcome several barriers,
company must focus on removing cultural and behavioural differences between the
employees and should also focus on understanding the cultural differences of clients.
Proper knowledge of market should be taken by company to know needs and
requirements. Decision making should be done properly regarding budget decisions,
and fulfilment of resources need that is must for marketing planning.

TASK 3
3.1 Marketing plan for product or service
A proper marketing plan is there for the launch of new service in British Airways,
this marketing plan consist of several steps so as to have effective and efficient
launching of plan. For this company have to consider things like : Market Research: A market research is done by the company to know who will
use or buy such services and who will get benefits from the service. It is done to
know in which market, launching of the service will be beneficial which will help in
earning profit. Competition investigation: It is necessary for the company to investigate its
competitors in the market. Evaluation of market and competitor is also done to
know how company's product is different from the existing product of competitors
in market (Payne and McDonald, 2012). Determination of marketing strategy: What will be the marketing strategy for
launching of service have to be considered by the company to know about the
advertisement and promotion strategies. Public relation program: Media is involved in this phase to review the service
and to make it public in the market. This involves launching of event, interviews,
media presentation etc. Evaluation of readiness: Before launching of the service, its readiness is being
evaluated to ensure that everything is in coordination and the product is ready
when it is made public.
 Training of customer service department: It is done for the effective selling of
service and to resolve customer's queries (Constantinides and Fountain, 2008).
3.2 Importance of marketing plan in strategic planning process
Strategic planning is necessary in British Airways to know about various
departments, divisions and individual players to achieve objectives and goals. Strategic
planning is important inn identification of external and internal opportunities and threats
(The role of marketing in strategic planning. 2017). Marketing plan plays an important
role in strategic planning process. It helps in describing activities of marketing that affect

business, corporate and strategic plans related to marketing. It also helps in analysing
and gathering information which is required to examine current scenario and in
identifying trends of marketing environment and also the assessment of positive impact
on such trends. It contributes in providing input for corporate, business and strategic
plans. It influence varies among organisation, and plays important role in strategic
decision making, also support organisation in increasing marketing role in the process
of strategic planning (McDonald and Wilson, 2011).
Marketing plan helps in particular strategies related to product marketing.
Strategic planning focus on the broad decisions related to strategies in British Airways.
Marketing planning influence strategic decisions related to product or day to day
operation activities which is needed for the execution of these strategies in proper
manner. It also provide support related to goals of planning, gathering of resources,
SWOT analysis, selection of team members etc (Olson, Slater and Hult, 2005).
3.3 Techniques for development of new product
Development of a new product or service in British Airways means the launching
of product or service in the existing or new market. Few techniques are followed by the
company for the development of new product, which helps in the effective development
of product. It includes : Analysis of highs and lows: Instead of asking customers about what they
desire, ask about what they are already using. What are their likes and dislikes
about the current product, this will help in analysing various highs and lows. Analysis of real needs: According to Jane Goodall, it is necessary to observe
subjects that are used by consumers in their daily life and try to focus on the
things which they missing and the your product can fill it. British Airways use this
technique in the development of new product so as to get effective and efficient
results in the market (Morgan, Katsikeas, and Vorhies, 2012).
 Look on ecosystem: Few products are there that exist in vacuum. It is very
necessary to have a innovation and creativity in the new product and services so
as to satisfy consumer's need and requirements. British Airways use this for the
effective launching of the new product (Eight simple steps for new product
development. 2013)

3.4 Recommendation for pricing policy, communication mix and distribution of the new
product
These are some of the main things that is very necessary for British Airways to
keep in mind, which is related to the new product. Some of the recommendation for
them are:
 Pricing Policy: It determines the way in which company sets the prices of the
product. To make effective pricing policy is necessary to achieve goals and
objectives. Company should set prices according to the target market. It should
be in a way in which consumer should also get satisfied for prices and the
company should also make desirable profit (Payne and McDonald, 2012).
 Distribution: Product distribution should be in a proper so that it should be at the
reach of each and every customer.
 Communication mix: Communication mix is the mix of several elements.
Company should consider these in the new product development. These
elements are:
1. Advertising: In this company should focus on all messages which a it
promises to deliver to customers.
2. Personal selling: Company should focus on high end products and
services that require more efforts on customers to buy product.
3. Sales promotion: It should include the discounted price and benefits that
company will give to attract its consumers.
4. Public relations: It should be done by the company through various
events, media interaction etc.
5. Direct marketing: It includes aspects of sales promotion and personal
selling. It includes print survey, online survey, mail orders etc (McDonald
and Wilson, 2011).

(Source: Communication mix,2017)
3.5 Factors that affect effective implementation of market plan
As a marketing manager of British Airways, there are several factors that
influence the effective implementation of market plan in a company. These factors are: Demographic: Demographic factors include the opportunities and threats which
are there in environment for the company, it is also influenced by the population
and various demand of the customers in market (Metaxas, 2009). Economic conditions: Factors in economic condition may include taxes,
employment, inflation and other factors like demand, supply and pricing. Growth, size and prosperity of market: This includes the market size in which
the company operates and will that market size support company activities or
not, and what are the growth options for company. Potential of market: It includes weakness and strengths of competitors of
company that are performing in existing market. Market share: It includes the transaction percentage in market which is handled
by the company and various factors that will change that percentage.
 Customer composition: It includes factors related to occupation, income level,
age, hobbies that affect the future demand level among the existing customers
(Olson, Slater and Hult, 2005)
M3
Illustration 1: Communication
Mix, 2017

It can be analysed from the analysis of pricing policy, communication mix and
distribution in marketing that the British Airways should focus on these things while
developing its new product. The price it should keep for the new product should be
according to its target market and should also help in revenue generation of the
company. Company should focus on the communication mix properly that is related to
advertisement, promotion, public relation etc., and the distribution channel should also
be according to the customers so that product could reach each and every customer of
the company.
TASK 4
4.1 Ethical issues that influence marketing planning
Marketing planning is a blueprint or outline of a company strategies which is
evaluate in the market area. It also describe the business activities as well as particular
marketing objectives. Marketing planning is also enhance the sale according to
marketing strategies. Marketing planning should be specific to evaluated the strategies
that can helps in the enhance the productivity as well as profitability of the organization.
Marketing planning also focus on customers need and wants. And also focus on
customers satisfaction. It is a business document for a specific time to involve all the
goal and action which is related to the marketing. Ethical issue is a problem or situation
that take the choice between two alternatives that is include the right and wrong issue in
the marketing(O'Cass and et.al., 2012.). Ethical issue in the marketing planning is the
challenging factor in a market as well as customers. Social issue is the major impact on
direct in the marketing that is harmful for the customers as well as business. Some
example of ethical issue in the marketing planning that is discrimination, side deal ,
partners as well as gross negligence. In the British airways the ethical issue is codes of
practice that is shows the use of fuels that is harmful for the atmosphere. This is the big
ethical issue of the public community that cause of the break trust in British airways.
4.2 Examples on how British Airways respond to ethical issues
British airways is a international airline company that is respond to ethical issue
by the better promotional strategies which are related to their society as well as ethical
way that is improve the image of the BA company. And improve the decision making