Marketing Plan Report: British Airways New Destinations

This report provides a detailed analysis of a marketing plan developed for British Airways, focusing on the airline's expansion to new destinations. The report begins with an introduction to marketing planning, emphasizing the importance of aligning plans with organizational objectives and goals. Task 1 reviews the marketing plan from a perceptive view, evaluating the organization's capabilities through SWOT and PESTAL analyses. Task 2 addresses the main barriers to marketing planning, such as cultural and behavioral challenges, and proposes strategies to overcome them. Task 3 outlines a marketing plan for a product and service, including new product development techniques, recommendations for pricing, distribution, and communication mix, and factors affecting implementation. Finally, Task 4 explores the ethical issues influencing marketing planning and how organizations should respond, along with an analysis of consumer ethics and their impact on marketing strategies. The report concludes with a summary of the key findings and recommendations for British Airways' marketing efforts.

Marketing Planning

Table of Contents
INTRODUCTION......................................................................................................................2
TASK 1.......................................................................................................................................3
1.1 Review in preceptive in marketing planning..............................................................3
1.2 Evaluating organisation capabilities for planning future marketing activity .............4
1.3 Techniques for organisational auditing and for analysing external factors that affect
marketing planning...........................................................................................................4
1.4 Organisational auditing and analysis of external factors that affect marketing planning5
TASK 2.......................................................................................................................................6
2.1 Main barriers to marketing planning...........................................................................6
2.2 How organisation overcome from the barriers of marketing plans............................6
TASK 3.......................................................................................................................................7
3.1 Marketing plan for a product and services..................................................................7
3.2 Explaining marketing planning is essential in strategic planning process..................8
3.3 New product development techniques........................................................................8
3.4 Recommendation for pricing policy, distribution and communication mix...............9
3.5 Factors affecting the effective implementation of the marketing plan.......................9
TASK 4.....................................................................................................................................10
4.1 Ethical issues influences marketing planning...........................................................10
4.2 How organisation will respond to ethical issue........................................................10
4.3 Analyse Consumer ethics and the effect it has on marketing planning....................11
CONCLUSION........................................................................................................................11
REFERENCES.........................................................................................................................12

INTRODUCTION
A significant facet of any organisation plan is marketing plan. The process of
marketing plan includes identifying, understanding and meeting the needs of customers as
well as employees. A marketing plan should be made in accordance with the objectives and
goals of organisation (Chang, Park and Chaiy, 2010). A basic marketing plan of any
organisation also includes business entity goals for completing their task and reaching on
specific milestones. Without making proper marketing plan the organisation cannot achieve
their targets. To succeed in market, it is also important to target the customers and fulfil their
needs. The present report is based on British Airways which is largest airline in UK. The
board member of this company has decided to provide services to passengers in new seven
destination places. So the marketing director of company has plan the proper marketing plan
to attract large number of customers. The barriers of marketing planning have been discussed.
Along with this marketing plan has been so that company can attract large number of
customers. Further the recommendations for pricing policy, distribution and communication
mix has been explained. In last ethical issues of marketing planning is also discussed.
TASK 1
1.1 Review in perceptive in marketing planning
British airways are one of largest airline in UK who provides so many services to
passengers so that they will retain for a long period of time. The marketing manager of this
company has review the marketing plan in which they can made changes to attract large
number of customers (Dief and Font, 2010). The directors are planning for making new
marketing strategies for the achievements of objectives and goals of organisation. These
marketing plan should include forming series of activities which has to perform by the
employees. They have to ensure that their business objectives and goals are meeting
sufficiently. The marketing plan are depending upon the objectives and goals of British
Airways; these plan is spanning for the next three years which has to implemented. A
marketing must have considered the following things which help the organisation to analyse
their position in competitive market and to attract customers for a long period of time.

 SWOT analysis should be assessing by the managers in order to determine the
strength and weakness own organisation.
 The objectives of organisation should be made in such a manner so that the employees
can also work in dynamic environment.
 How much funds are to be invested by other departments, budget should be
accordingly.
 Adopting different marketing strategies to accomplish with the goals.
In Brutish Airways when the directors have decided to offer the services to passengers
in new destination places then they have to review the proper marketing strategies (Grifoni,
D'Andrea and Ferri, 2013).
1.2 Evaluating organisation capabilities for planning future marketing activity
The director of British Airways has to evaluate the capabilities of organisation which
will help them to make proper planning for future marketing activity. They have to strong
foundation with marketing activities to achieve their objectives in appropriate manner. The
organisation capabilities are their core competencies, strengths, weaknesses and many more.
The organisation has to prove their capabilities by utilizing the strengths to overcome with
their weaknesses also. The following are some aspects which has been include in future
marketing activity.
Finance capability – British Airways is introducing new services to passengers
because this has has strong position in finance. The company is providing new services to
passengers so that they remain happy while travelling from one place to another (Hollensen,
2015). This organisation has sufficient resources which help them to run their business
operation successfully.
Human resource capability – The company has to use those resources which are
allocated by the HR managers. These resources are utilizing in such a manner which does not
harm to the environmental issues. The manager has to make proper policies and standards.
They also have to encourage the employees and promoting the healthy working environment
so that the managers can adopt different opportunities which are available in market.
Being loyal – The company has to provide proper consistent services to their
passengers so that they will became loyal with them.

1.3 Techniques for organisational auditing and for analysing external factors that affect
marketing planning
The audit of organisation can be defined as their objectives, consultancy activities
which is designed to add more values and improve their business organisation activities. It
will help to British Airways to accomplish with the objectives and to bring a systematic
approach (Lee and et. al., 2013). It is also essential for organisation to understand their
customers as a key stone. The following are techniques which can be used organisation while
conducting any audit in organisation.
SWOT analysis – One of the technique which can be used by organisation is SWOT
analysis. This have to be considered in first stage in marketing planning and through this they
will focus on the key issues which has been faced by the organisation. The purpose of this
analyse is the company can overcome with their weaknesses. Strength and opportunities are
the positive internal factors whereas threats and weaknesses are the negative external factors.
PESTAL analysis – This is another method for auditing an organisation. These are
the external factors which impact on the objectives of organisation (Martínez-López and
Casillas, 2013). The managers have to understood their implications properly.
Benchmarking – It is that process where the company applied this method against a
services which are provided to the customers. The benchmarking includes time, quality, cost
and effectiveness. This benchmarking is mainly used for internal perspectives.
Apart from all such techniques there are few more methods through which an
organisation can analyse themselves to remain in competitive market. In this concern there
are few more methods are as follow:
Mickensly model: In this procedure there are 7s of working pattern through which all
the capabilities as well as threats get identified. This method aids them in making effective
policies for their long run survival.
1.4 Organisational auditing and analysis of external factors that affect marketing planning
Organisational audit is considered as similar with the financial audit. This audit helps
in assisting the present and past performance of organisation and the managers are evaluating
future course of action to achieve their business objectives. The following the external factors
which affect the marketing plan of British Airways.

Economics factor – The company has to provide according to the capacity of the
customers. This factors include the employment, income level, economic growth and many
more. These all can effect on the marketing plan of the organisation.
Political factor – It includes the tax which are imposed by the government when the
company is providing the services to passengers. British Airways is providing high quality of
services and charging tax according to them.
Social and Cultural factor – The organisation has to provide services according to
the age of people. The services should be regarding with the demographic which includes
age, population etc. These are directing impact on the marketing plan (Mishra and et. al.,
2013). The managers have to considered all these factors in order to satisfy the requirements
of passengers.
Technological factor – The plan which are made by the managers of British Airways
should be according to the new and latest technologies which are available in market. There
are number of technologies which are available in market can be used by company so that
they can attract customers.
TASK 2
2.1 Main barriers to marketing planning
In the British airways, it provides airlines services to its passengers but some barriers
effects on the marketing planning. These barriers can be implemented at the time of planning.
These barriers can be related to:
Cultural barriers - cultural barriers is the complex barrier. In culture includes values,
morals, customs, beliefs and any other habits which are shared by the people. The culture
barriers impact on the marketing planning when the managers do not take much interest in
the planning. If failing to understand the cultural sensitivities of the passengers, then it leads
to fault on the marketing plans.
Behavioural barriers - These types of barriers can impact on the marketing plans. If
there is lack support of the top management and less of functional involvement then it effects
on the marketing plans (Morgan, Katsikeas and Vorhies, 2012). In the marketing plan
involves the survey of market and to come up with the celebrity launch for new product but
the top management is not comfortable with this idea and wants to soft launch the product.

Cognitive barriers - In this type of barriers, the lack of skills and knowledge can be
the reason of the failure of unsuccessful plans. If the marketers have not the skills in this case
they fail to understand the markets, customers and it causes in failure of plan.
Weak support from top management: It is also an another type of restriction which
create hurdles in business entity success and survival. If senior management do not lead to
support in formulating plans and goals, then it affects a firm most.
Poor communication: Another major thing which affect operations is bad exchange
of information. It leads in create conflicts between each other through which firm
productivity get affected.
2.2 How organisation overcome from the barriers of marketing plans
There are many recommanded ways in which the organisation may overcome with the
barriers of marketing plan. The marketing plan are major obstacles for which will come
across through the various solutions. The proper solutions can be provided so that more
effective market planning will take place.
The marketing director of British Airways have to take interest in the culture of
passenger and according to them provide a quality of services. For example, if any person is
travelling from one country to another then according to them provide the food facility
(Nijssen and Frambach, 2013). The marketing plan should be made in accordance with their
interest so that they will remain happy. They have to make a proper strategic market plan for
a time period which will easy for them to fulfil the needs of customers.
While making plan the higher authority has to support them. They have to give their
opinions that this plan can be made in another way. The higher authority has to make sturdy
relation with them which will also help them to make proper marketing plan.
The expertise should provide proper training and development programmes
employees so that they can make proper marketing plan. With the help of them they can
identify the needs of customers, proper strategies can be adopted and can their marketing
function as well good.
An organisation can overcome from all such barriers with the help of adopting
appropriate planning and strategies through which all of their working become effective. For
this relation various techniques can be utilising by the top management form which all of
their project can generate high revenue for them. They can use Porter five force analysis

through which decision makers can get more and more information about market and make
such plans which are beneficial for them.
TASK 3
3.1 Marketing plan for a product and services
The market plan is a roadmap for organisation that how to target the audience. The
market plan specifies the actions which has been taken by organisation in order to provide to
provide the new products and services to potential customers. In given scenario British
Airways is offering new services to passengers regarding new 7 places so it is important for
them to make proper market plan. The following are the market plan which has been made
by the organisation.
Summary and introduction – This summary provides a quick overview that what
the main points that covered in marketing plan.
Marketing objectives – The managers have to make proper marketing objectives
which should be depend upon their strengths and weaknesses. It should also include that how
the organisation is operating their business objectives (Ogunmokun and Tang, 2012). The
objectives should be clear and linked with marketing strategies which are adopted by the
organisation.
Situation analysis – In this the efforts of marketing plan details are included. The
managers have to look upon the internal and external factors which will influence their
marketing strategies. The directors of marketing in British Airways has to analyse these
factors in order to provide new services to passengers.
Targets markets – The managers has to target the market according to the
demographic such as age, population, distribution etc. The concept of this unrealistic in
which they have to attract the customers (Reijonen, 2010). The target market will decides
where the company has to use resources and what will be promotional strategies to be use in
order to convey the message.
Strategies – The proper strategies has been used by managers such as pricing, cost
leadership and many more and these must be used in order to accomplish with the marketing
plan objectives and overall targets of organisation.

Tracking and evaluation - in last the marketing plan should include all those plans
and procedures which are helping the organisation in targeting the new customers. Through
this they can monitor the effectiveness of marketing plan activity and beneficial in achieving
the overall objectives.
Also an organisation has to use marketing development plans through which they can
introduce their product into new market and generate more and more profit. This provide a
assistance to them for connecting new target customers. Market development includes several
number of steps which are as follow:
New market: It signifies that reaching to international class. This help in setting up a
venture at global level so gaining more and more opportunities.
New market segment: It leads to divide their products according to group of people.
This aid in manufacturing such type of products and services which refer to various group
and class.
New users: With wide range and setting up at global level it also leads in reaching to
new customer base. This lead in framing a raw consumer base for an organisation.
3.2 Explaining marketing planning is essential in strategic planning process
Strategic planning is that process which develops and maintains feasible fit between
the company objectives from the marketing opportunities. Marketing plays a significant role
in strategic planning. Through it represents the marketing position at different corporate
levels. At all the level of organisation in marketing strategic planning are involved. With the
help of strategic planning process it discourage the organisation from marketing rash.
However, it will create both internal and external opportunities in new tactics and strategies.
Strategic planning process will help the manager of British Airways in picking out a
competitive threats and new market strategies to targets the new passengers (Sadjadi,
Yazdian and Shahanaghi, 2012). Strategic planning process is an internal part for the
organisation which determine the parts of business. Effective marketing planning in strategic
process will help the organisation to attract large number of customers so that they can use
new services which are offered by British Airways.
It also helps the marketing managers to collect the information from different sources
and how they can help them to achieve the long term marketing goals. Through this the
company can also determine their performance in competitive market.

3.3 New product development techniques
Product development is that process where the organisation introduces new products
and services to customers. The company have to do market analysis while launching new
product or services to customers. For that they have to do research of market. The techniques
for doing the market research are as follows: -
Revues and feedback: the customer how are taking our uses at the end of the flight
travelling company can give them a feedback form where they can put there vies about their
services. And by analysis the review we can be able to know about our new product in
market.
Competitor analysis: In the market of British Airways their competitor is Virgin
Atlantic, Lufthansa, Jet Airways, Emirates so they have to analysis the services or their
competitor and like the Virgin Atlantic. So they have seen their competitor performance in
the market so that they well be able to know that where they are standing.
Trend Analysis: In this company have to see the trends what we are using it and what
the trend is going and which trend well come so that company well be ready for it effectively.
3.4 Recommendation for pricing policy, distribution and communication mix
Pricing policy: British Airways have to see the price of their according to their
services need. If the need is more than company should reduce little bit prices by giving the
offers, then they well have to increase the price of it by *3 or *2. by this company well be
able to promote them and after some time they will get profit.
Distribution: The British Airways flays to all over the world so they have occupied
relay good in the world but they have to be maintain this and they don't have to increase their
distribution (Shankar and et. al., 2011). Because it well affects the brand image.
Communication mix: The communication mix have five things these are
Advertising, Personnel sealing, public relationship, direct marketing, sales promotions.
Company have to think about the advertisement because they do not do the advertisement
worldwide but the company work worldwide. The sales promotions are going in a batter way.
3.5 Factors affecting the effective implementation of the marketing plan
The managers have to analyse those factors which are affecting the marketing plan.
When the managers are making marketing plan they have to considered both internal and
external factors. These factors are as below.

Demographics – British Airways has to determine the factors which are involved in
this factors. Through this they have to make the proper marketing plan.
Market potential – The company has to analyse their competitors that who are also
providing these kinds of services. With the help of this market plan should be make properly.
Present customer composition – The factors such as education, income level,
hobbies of passengers can affect future demand in economy (Stephens, Gabriela Balan and
Callaghan, 2010). The manager has to analyse these factors on continuously basis.
Current and projected economic conditions – The major factor is that the manager
has to determine supply, demand and pricing policy which will help them to analyse the
factors which will affect to marketing planning.
TASK 4
4.1 Ethical issues influences marketing planning
Ethical issues in marketing planning are arises in the form of conflicts conflicts and
lack of agreements on issues. Ethical are carrying the principles to provide right products and
services to customers. The following are some issues which influence marketing planning of
British Airways.
Grouping market audience – Unethical practices in marketing planing will also
group the customers into different sectors. The marketing plan should include should include
all target customers in which company can provide services.
Pricing ethics – The marketing plan should be made in accordance with the resource
which has been allocated to this departments (Taghian, 2010). The prices of products and
services should not be practices unethical.
Delivery channel - The managers has to make proper channel of communicating the
message to passengers. The most appropriate channel is advertising in which the company
can attract the large number of customers. While making proper marketing planning the
manager has to decide that what kind of channel of communication will be used to convey the
message. Cited firm have to use appropriate ethical planning through which they can operate
all of their acts in a systematic manner. In this concern they first have to conduct a perfect
market research from which they can get as much information about their customers. The

planing strategy includes 4p's of marketing from which they can run their business on ethical
terms. Some of the issues which are related with this assignment are as follow:
1. Product: Some of the time a product plan gets obsolete and thus it directly affects a
business. This is one of the most content which affect any business purpose most.
2. Price: This can be another issue because sometimes suppliers provide same product at
different price to various customers which is not acceptable at all.
3. Place: If an organisation restricts supply of their product to some places then it also
considers as major issue. This lead in affect that an organisation does not want to sale
their products to some certain locations.
4. Promotion: While performing the direct marketing few of the moments a firm affect
society which is not acceptable at all.
4.2 How organisation will respond to ethical issue
For an organisation the ethical issues may be good or bad for them. Many of the
ethical issues are considered as code of conduct. British Airways company has to use its code
of conduct and have to use proper ethical guidelines which will also good for the society
(Whalen and Holloway, 2012). The managers as to stay away from the exploitative conduct.
The top management has to also concentrate on the systematization of moral standards and
practices. For improving an image of company. So it need to respond to ethical issues related
to society but ensure that it will good response not bad in international context it well known
as CSR activities it means company social responsibility. Company like British airways
involve in such kind of activities who are related with CSR. Company make an aim that it
provide help those people who are hungry and poor they give them free food and clothes and
provide shelter in winter season. And try to provide employment those people who are
educated but do not get any job.
4.3 Analyse Consumer ethics and the effect it has on marketing planning
The organisation has to considered the consumer ethics which includes the morality
and consideration for the buying the products and services. The consumers are buying the
product in consideration with the environmental issues which does not harm their life. The
impact of consumer ethics on marketing planning can be positive or negative. The marketing
plan will get successful only when they are providing the proper rights and responsibilities to
them. This constitute in a good marketing strategy. There are many consumers who are

carrying the illegal and unethical issues which can effect on the brand image of the company
and as well as the relationship between them (Wilson, 2010). The managers of British
Airways has to include those ways in which they can resolve the problems of unethical
activity which are creating by the passengers. While making any any plan the managers has
to considered all those issue which can by created by passengers such as false claim, illegal
providing the services and many more. They have to evaluate all those activities which are
involved and make the plan according to consumer ethics.
It is a major duty of an organisation to take care about their customers. In this concern
firm have to use some effective approaches from which they ensure their clients about false
claims. So cited entity has to provide them proper insurance facility through which they can
provide security of save journey.
CONCLUSION
After summing up report it has been concluded that it is the responsibility of manager
to review the marketing plan on regular basis so that they can take appropriate actions to
overcomes with any problems. It is good for the company if they have analysed the factors
which are affecting marketing plan in order to attract customers. The consumer ethics are also
important to be considered when the organisation are making marketing plan.

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