Marketing Plan Analysis: British Airways and Competitive Strategies

This report presents a comprehensive marketing plan analysis for British Airways, examining its mission, vision, and objectives. It includes a detailed SWOT analysis to identify strengths, weaknesses, opportunities, and threats. The report further explores the marketing mix 7Ps, comparing British Airways to Virgin Airlines. It covers various aspects such as product, price, place, promotion, process, people, and physical evidence, along with a budget and monitoring/controlling strategies. The analysis considers the impact of COVID-19 and offers recommendations for improvement, including the implementation of new technology to enhance productivity, safety, and customer attraction. Finally, the report concludes with a summary of the findings and recommendations for competitive advantages, with a focus on adapting to the current market dynamics.

Marketing plan task 2 on update
document
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Marketing plan.............................................................................................................................3
RECOMMENDATION...................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCE..................................................................................................................................8
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INTRODUCTION
I’m not getting planning systematic outline of the companies marketing strategy for their
upcoming years. the marketing plan of the company include overview of their business
marketing an their advertisement goal that they want to achieve.
This report will cover study of British Airways Which is flag carrier airline Of the United
Kingdom and their headquarter is in London. it is second largest carrier Best airlines with
guaranteed more than $1 billion of the single air route in the year.
This part of the report will cover the marketing plan and it will also produce competitive
alliances and use the 7p’s Of the marketing with the comparison of To organization. in the end of
this marketing plan report will also include the recommendation for their improvement and
competitive advantages.
MAIN BODY
Marketing plan
Executive summary
As per the report has been covered marketing plan of British Airways. It has been concluded
mission vision and object to solve the company through the marketing plan (Cohen., 2020). this
Marketing plan also has been covered Situation analyses to identify the companies strength and
weakness and also compared to organisation on the basis of marketing mix. in the end of this
marketing plan has been covered monitoring and controlling strategies like feedback on key
performance indicator.
Mission
one destination seeks to ensure our customers fly Confident that, together, we are acting
responsibly to take care of the world we live in.
Vision
To become the world’s most responsible airline by increasing the customer experience through
the services
Objectives
 To increase the volume of more customers by 5% till the end of 2021.
 To increase the sales By 10% till the end of 2021.
 To overcome the impact of COVID-19 and improve the operations tell the 2021.
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Situation Analysis
SWOT Analysis
Strength
 British Airways in the largest international schedule airline in the United Kingdom and
leading global premium airline as well. more than 170 location all over the world.
 British Airways having their own engineering branch that help to maintain over 17
airports around the world
Weaknesses
 British Airways is generating their most of the revenue from United Kingdom which
means they are more highly dependent on UK market and more than 50% of revenue
generated from their home market.
 Employees need training to improve their services so they can satisfy the customers
(Westwood., 2017).
Opportunities
 implementation of new technology an increase in safety and their aeroplanes can increase
trust in customers and company can take competitive advantages.
 There are some emerging market and economies where company can expand and raise
their significant growth.
Threats
 The fair discounting by the companies has historically had a negative impact on British
Airways result becausr company has required to respond to the competitors fear to
maintain passenger traffic. Some competitors have cost structures that are lower than the
British Airways that allow them to take competitive advantages.
 Government regulations affect the roots and probability of the company. most of the rules
are made by the government and it is necessary for them to follow.
Competitive analysis
Marketing mix 7ps
Marketing elements British Airways Virgin airlines
Product British Airways is the second There are many services I
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largest airline in United
Kingdom and on the basis of
carrying passenger they are
on the second position. in
order to maintain their
position within the market or
industry where there
operating by the business
company has set up maintain
its high standards in terms of
services. they are looking for
new technology implement so
they can improve their
services more.
provided by the British
Airways that covers the
friendly smile can make all
the difference and Virgin has
set the standards for excellent
customer care. They also
provide meal and kid menu
for the different different
classes you are travelling on
and also provide customers
with the films magazines and
music.
Price British Airways Captain is
pricing policy such that every
class of people (Chernev.,
2020). mostly they are using
the premium pricing strategy
because their ticket prices are
higher as compared to the
other airlines. they will look
To reduce their prices and use
the competitive pricing
strategy to increase their sales
an impact of COVID.
The mission of the Virgin
airline is to be the number
one airline in all over the
world. To achieve their
objectives and mission they
provide the best offers and
affordable prices with huge
discount to their customers. It
is helping them too satisfy
customers needs.
Place British Airways provide both
international and domestic
flights to their customers,
internationally they cover
around 180 different different
Virgin airlines products are
distributed on the websites of
their own aanother as well.
they are selling and providing
travelling packages to all over
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locations and maintain their
presence in all over the
world. Through the
advertisement company will
aware people about British
Airways and they will soon
expand their business.
the world and cover the
various location globally.
Promotion to promote the marketing
campaign British Airways
marketing team will use
social media platform becausr
they can easily target
customers according to their
interest. it will make easy for
the marketing team to target
the customers and they will
able to make their marketing
campaign successful.
There are various marketing
strategies that are used by the
marketing team of British
Airways. social media
advertisement is quite
common for them and their
team is expert in promoting
campaigns on social media.
on the other side they are also
quite popular in TV
advertisement and
newspapers.
Process there are various processes
used by the British Airways
within their aeroplanes for
safety of the customers and
also help them too build a
trust on the flight
Various process have been
implemented by Virgin
airlines within their
aeroplanes for safety of the
customers and also help them
too build a trust on the flight.
People British Airways leaders and
managers will look for the
improvement in skills and
employees for the better
performance of the company
and they were able to provide
On the basis of people British
Airways is providing
affordable pricing tickets to
take competitive advantage is
an another side they are also
have good strategies Anne
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a better services. they will
provide a skill based training
to their employees so they
can also improve their career.
benefits for their employees
(Hollensen., 2018). to keep
their employees motivated
leaders and manager of the
Virgin airlines provide
various health benefits an
offers to their employees for
their additional benefits.
Physical evidence British Airways is quite
popular in all over the world
and it is global based
organization what airline so
they are having presence in
all over the world that is the
proof of their physical
evidence.
Virgin airlines quite popular
in all over the world and it is
global based organization
what airline so they are
having presence in all over
the world that is the proof of
their physicalphysical
Evidence.
Budget
To make this whole campaign of the British Airways successful company marketing team of the
company has estimated that it will require around £20000 Out of this amount 5000 Will be used
for marketing an advertisement. on the other sideA10000 Will be used to implement the new
technology at the workplace so production can be improved. 3000 Used for media advertisement
an and Some of the extra amount will be needed and it will be used by the marketing team.
Monitoring & Controlling
Feedback
Feedback technique will be used by the marketing team of the British Airways too measure the
process and progress of the whole marketing. they will take review from the colleagues and also
the companies leader to identify how effective their campaign is (Duke, and Tucker., 2017).
Key performance indicators
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Key performance indicator is also off effective monitoring and controlling technique that will be
used by the marketing manager of the British Airways. on the basis of some key indicators
marketing team of the company will able to identify the success an object if that have been meet.
RECOMMENDATION
New technology implementation can have positive impact on the British Airways and they can
overcome from the impact of coronavirus pandemic. new implementation will increase their
production and safety of the employees and customers they will able to attract new travellers
who can travel with damn. it will increase the company's productivity and they will able to
overcome from the pandemic.
CONCLUSION
As per the report has been cover100 the marketing plan and it also has been produced
competitive alliances and use the 7p’s Of the marketing with the comparison of To between
British Airways and Virgin airlines. in the end of this marketing plan report Has been included
the recommendation for their improvement and competitive advantages.
REFERENCE
Books and Journals
Cohen, W. A., 2020. The marketing plan. John Wiley & Sons.
Westwood, J., 2017. How to write a marketing plan. Kogan Page Publishers.
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
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Hollensen, S., 2018. Marketing management: A relationship approach. Pearson Education.
Piercy, N.F. and Morgan, N.A., 2021. The marketing planning process: behavioral problems
compared to analytical techniques in explaining marketing plan credibility. Journal of Business
Research. 29(3). pp.167-178.
Duke, L.M. and Tucker, T., 2017. How to develop a marketing plan for an academic
library. Technical services quarterly, 25(1), pp.51-68.
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