An Analysis of Marketing Principles and Practices at British Airways

This report provides a comprehensive analysis of the marketing strategies employed by British Airways, a leading flag carrier airline. It begins by outlining essential marketing concepts relevant to the company, such as product strategy, branding, promotional strategies, market research, and societal marketing. The report then delves into specific strategies utilized by British Airways to achieve its objectives, including effective customer service, strengthening its global brand image, customer analysis, advertising programs, employee performance improvement, and result monitoring. Furthermore, the report examines the application of the 7 Ps of marketing (Product, Price, Place, Promotion, Process, People, and Physical Evidence) within British Airways, alongside its Segmentation, Targeting, and Positioning (STP) strategy. The report emphasizes how these marketing tools contribute to British Airways' competitive advantage in the airline industry.

Marketing principles and
practices

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
1. Essential concepts of marketing in British Airways................................................................3
2. Strategies of marketing which helps the British Airways to achieve the objectives...............5
3. 7 Ps of marketing and strategy of STP in British airways.......................................................6
RECOMMENDATIONS.................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is the process and practices of the business which creates the effective
relations with the customer to satisfy their needs and wants to achieve the success and growth of
the organisation. It is very essential for the business to growth in the competitive markets. An
organisation done marketing for the promotion of purchase and selling of their goods and
services. This file evaluates the marketing strategies of the British airways which is the flag
carrier airline company. Based on the size of fleet and passenger carried British airways is the
second largest airline company of the UK. Its headquarter is at the Harmondsworth, UK. There
are various essential concepts of marketing which is applicable in the organisation to achieve the
success and growth of the business. This report identifies different strategies of the marketing
which helps the British airways to achieve their goals and objectives. The strategy of marketing
and approaches of segmentation, targeting and positioning of markets which is used to promotes
the products and services of the organisation are described in this report. The main focus of the
marketing is to increases the base of the customer by fulfilling their needs and wants.
1. Essential concepts of marketing in British Airways.
British airways uses the concepts of marketing to fulfils the needs and wants of the
customer which gives advantages to both customer and business. Marketing concepts helps to
gain the benefits from the competitors by attracting the large number of customer from the
products and services. Some of the concepts of the marketing are describe below:
Product strategy:
This concepts focuses on to provides the products and services with effective and
efficient quality , price and availability to the customer which does affects their decision of
purchasing. As per the needs and wants of the customer British airways provides the better
quality flights, executive class, service class, proper security, speed different destinations across
the Europe and the world (Nowak, and et.al., 2015). Continuous improvements in the products
and services of the organisation increases the profits and productivity of the business in the
different situation of the market.
Branding:
This concept of marketing which includes the specific name, logo and effective image of
the products and services of the company. British Airways makes their logo business effective so

that the customer will easily identify. Branding concepts is fulfils the expectations of the
customer and provide help and support on the purchase decision of the customer.
Promotional strategy:
Promotional concepts of marketing is done to attract the customer by giving
advertisement on the TV, radio, social media. When the company wanted to increase the sales
and they start promoting their products and services from which the customer purchases more
and more. The sales of the business is increases only when the company promotes their products
and services effectively and it also increases the loyalty of the brand towards the customer.
Marketing concept:
Marketing concepts involves the identification of the demands of the customer and apply
the strategy of marketing as per the research of markets. As per this concepts all the process and
activities of organisation are done towards the needs and preferences of the customer. To achieve
the success and growth in the current and future conditions of market there is need to find the
particular needs of the customer about the products and services which is offered by the
company (Payne-Palacio, 2016). By understanding the concepts of marketing British airways
applied their strategies which leads to the achievement of the gaols and objectives of the
business. Market research helps the business by providing the nature of competitors in the
market so that they make the strategies to get the advantages from different competitors of the
market.
Societal marketing concepts:
The focus of the concepts is to maintain the ethical and social considerations in the
various process and practices of marketing. Societal marketing concepts states that an
organisation have to aware about the well being of customer and society. British airways
provides the products and services to their customer. By satisfying the customer needs and wants
British airways protects the nature and society by implementing the concepts of societal
marketing in their marketing strategies.
2. Strategies of marketing which helps the British Airways to achieve the objectives.
There are different strategies of marketing which is used by the British airways in their
business which helps to gain the objectives. These strategies of marketing are discussed below:
Effective services to customer:

To gain the larger share of the market in the airline industry the staff of the British
airways focussed to provides the effective services to the customer. They make improvement in
the services so the customer will enjoy premium experience while travelling in the flight and on
the airport also. By training and developing skills and understanding of the staff members British
airways improves the quality of services provided to the people. Customer feel easy to feel by
online ticket booking services and attract more and more and customer towards the business.
Increases the image in global markets:
The main focus of the British airways is to provides the best and effective connections in
the global markets to their customer. They increase their networks of business by building the
effective image of brand international cities. By maintaining the top position of the brand in the
current and future condition of market they expand their business in the international markets.
British airways introduces the new ideas and facts which helps to achieve the benefits of
competition and makes the effective image and reputation of company. By expanding the
operations of business in 82 countries of world including 300 aircraft of the British airways helps
to maintain the presence of in outside countries (Bowie, and et.al., 2016). They conduct their
business with the helps of subsidiaries also in the countries of world. The subsidiaries of British
airways are BA and AA holding Ltd, British midland Ltd, Bealine Plc etc.
Customer analysis:
By identifying the taste and preferences of the customer British airways satisfy their
demands by providing the effective services to them. Mots of the customer of British airways are
in the age of 20 to 50 so they make research on the continuous basis so that it will reduces the
risk of losing the base of the customer. Customer are the main source which leads to the business
of British airways to the success and growth. The cost of customer acquisition controlled by the
British airways in their business so that the profits of the company increases. Satisfied customer
will advantages for the success and growth of the business. This analysis of the customer helps to
achieve the objectives and goals of the business
Advertisement programmes:
They uses the different types of advertisement which helps to increases the sales and
profitability of the business by attracting the customers. They gives advertisements on various
social networking sites and introduces the features of the flight so that the people come and enjoy
the services of the and gives the positive feedback (Saunders, Barrington and Sridharan, 2015).

They make their own apps and websites from which the customer gives the feedback and if there
is any negative feedback they improve their services so that it will improve the image of the
brand and trust of the customer. Programmes of advertisements must be effective which
increases the objectives of the business.
Improve in employees performance: Organization organises training classes to improve
weakness of employees regarding task. Training class leads high productivity of employees and
maintains their well-being at workplace. To gain high profitability in market British airway
organises skill development program for employees. While employees gets opportunity to sharp
their skills and learns new skills which they can apply at workplace. In this programme, trainer
gives new trick to tackle each type of customer and how to improve relation with customers
during services (Warner and Schall, 2015). Such kind strategy supports company to enhance
customers purchasing scale and assist employees to improve working efficiency at job place.
Beside of this British airway offers reward strategy in company which encourage employees to
give the best performance so that they capable to get reward. Through the strategy organization
achieve complete task on time. Thus organization improves economical scale of company in
global market.
Monitor result: To lead effectiveness in company organization monitors all marketing strategy
so that organization capable to analyse improvement. This strategy supports organization to
evaluate economical data with other competitors (Alserhan, 2017). Thus organization enables to
sustain in global market.
3. 7 Ps of marketing and strategy of STP in British airways.
7 Ps of marketing:
The strategy of marketing mix helps British airways to maintain their position in the
market and manages the larger share in the airline industry. They provides quality services for all
the customer of the world and maintain their high standards (Lee, 2017). The elements of
marketing mix includes product, price, place, promotion, process, people and physical evidence
which are described below:
Product:
In the business of British airways they have the wide variety of products and services
offered to the customer by satisfying their wants and needs. They focuses to provides the
services with latest technology. Tickets of the flight are of different classes such as economy,

business, premium economy and first class (Serrat, 2017). They provides the best services in the
form of the comfortable seats, entertainments, hot and fresh meals, drinks and many more things
which fulfils the demands of the customer and increases the sales of the business.
Price:
In the business of the British airways they have the differentiation strategy of pricing.
The focus of the British airways is to make the reasonable prices of the tickets so that every
customer could afford and this policy of pricing provides the value to the customer. They
provides the facility when the custom,er book the tickets early them it is much more affordable
to them for any destination.
Place:
In all over the world the destinations of the British airways is about 400 and have the
great presence on the airports of London, Gatwick and Heathrow. For the sell of the tickets they
uses different channels of online sales which helps the customer ion booking the tickets
(Dumont, and et.al., 2016). British airways also have their own application and websites from
which they provides the services to their customer.
Promotion:
British airways promotes their products and services by advertising on the TV , billboards
and newspaper to attract the customer for increase in their profits. In the strategies of promotions
they maintain the new and advance technology band innovation in the business operations. To
promote the brand they also offered the ticks with affordable prices to their customer for any
special occasions.
Process:
By lunching the services of new ticketing which is known as e-ticketing so that it takes
only one minutes for booking the tickets. They also launches the holiday of British airways
which includes nine type of holidays packages for the customer (Gbadamosi, 2019). From
booking the tickets the process started and goes through lots of channels like arriving at the
airports, collects passes of boarding, checking in the luggage entering the flight and many more.
People:
There are various team of the customer and operations involves the communications,
executive, management of customer and operation teams. The total number of employees are

40000 in the British airways in which the members of cabin crew are 15000, pilots are 3600 and
5500 are engineers. They works to reach the success and growth of the company.
Physical evidence:
It includes the how the services are provided to the customer such the design and layout
of the lounges, effective design of the cabin, interiors and ambience of flight and the behaviours
of the employees in the flight to the customer these are all included in the physical evidence of
the British airways.
STP:
This strategy of marketing refers to the identification and determination of specific
people so that they offer the different packages of services to their customer. This segmentation,
targeting and positioning strategy of British airways are described below:
Segmentation:
As per the different characteristics and preferences of the people British airways divides
the populations into various groups. By offering the four types of packages of they follows the
concentration of multi segments in their business (Kubacki, and et.al., 2015). Markets are
segmented on the basis geographic, demographic, on the base of travel and tourism industry and
behaviour basis.
Targeting:
In this process British airways targets the market after selecting the specific group from
segmented markets (Andronie, and et.al., 2019). They targets different types of customer as per
their four types of services in the business. These four levels of market segmentation are
economy, executive, first class and premium economy. In these four segments the customer are
targeted as per their income. Occupation, gender, age etc.
Positioning:
When segmentation and targeting are done effectively then the company position their
products and services in the targeted markets to achieve the overall growth of the business (He
and Jiang, 2015). To achieve the objectives and goals of the business the is need to position the
products and services according the taste and preferences of the customer.

RECOMMENDATIONS
British airways should improves their efficiency and effectiveness in the business of
airline by improving their products and services as per the needs and wants of the customer. By
using the effective strategies of marketing in their business they promotes their profits and
services with the helps of advertising on TV, billboards and newspaper. The profits of business is
increased when they attract the large number of customer. By the creation of the programmes of
loyalty in the business of British airways. By creating the effective image of the brand in the
minds of the customer British airways reaches towards the success and growth in the future
current situation of the market.
CONCLUSION
From the above study it can be concluded that principle of marketing is the effective
ideas and information which is used by the organisation in the strategies of marketing which
helps to achieve the objectives in the competitive markets. With the helps of these principle of
marketing the organisation makes the effective image of the products and services in the minds
of the customer. Effective strategies of marketing increases the sales and profits of the business
by determining and evaluating the different elements of the marketing mix.

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