Marketing Analysis of British Airways: Strategies and Objectives

This report provides a comprehensive analysis of British Airways' marketing strategies, concepts, and operational practices. It begins with an introduction to the airline industry and highlights the significance of marketing activities. The main body of the report delves into key marketing concepts and t...Read More

Assessment

Table of Contents
1) INTRODUCTION ......................................................................................................................1
2) MAIN BODY .............................................................................................................................1
a) Explain key marketing concepts and terminology applicable to British Airways. ................1
b) Identify the marketing strategies and programs that helped British Airways to achieve their
objectives. Were these objectives achieved in an ethical manner? ............................................1
c) Explain any two-marketing concept and principles that used in British Airways daily
organisational operations. ..........................................................................................................1
3) Covered in Poster.........................................................................................................................1
4) Conclusion and recommendations...............................................................................................1
REFERENCES................................................................................................................................2

1) INTRODUCTION
Airlines industry refers to the business of transporting paying travellers and cargo by air
with the regularly scheduled routes (Armstrong, 2018). In other words, it is a basic function of
transporting passengers as well as their luggage from one place to other and provides services for
a pre-set price. In that industry, marketing activities are more significant as they require more
customers to recognise them and provide better customer experience because airlines industry is
totally depending on the customers. In this report British Airways is chosen which is the flag
carrier airline of United Kingdom that was founded in 1974 and headquartered at Waterside.
Under this report discuss about the several things that should be required for the company that
includes marketing concepts, strategies, principles, concepts as well as methods that helps in
accomplishing the objectives of an organisation as well as used for performing daily
organisational operations effectively.
2) MAIN BODY
a) Explain key marketing concepts and terminology applicable to British Airways.
Marketing concept refers to the ways and methods of a business organisation which
should be adopted in order to increase their profits along with the fulfilment of customer’s needs
and wants. Effective marketing begins with the identification of needs and wants of consumers
and working for developing products and services in order to satisfy them (Chitty, 2019). There
are various marketing concepts and terminologies that are required to be applicable or
implemented within an organisation for getting effective success and growth. Within the context
of British Airways, there are some marketing concepts and terminologies that can be considered
as follows:
 Product strategy: As product is considered as a main element of every kind of
businesses but within the context of British Airways, several kinds of services are
provided by them that includes car hire, hotel and flight combination as well as first
economic class (Felix, 2017). As the main product of BA is to facilitating air flights
to their customers who wish to travel and it also provides intangible services that
becomes a part of their products which they sold,
 Branding strategy: It refers to the long term plan for development of a brand in a
successful manner to accomplish organisational objectives (Hartsfield, 2017).
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Effective branding strategy directly impacts on the needs and emotions of customers
as well as competitive environments. Within the context of British Airways, there are
four types of decisions regarding branding strategy which includes effective
positioning, name selection, sponsorship and development. In brand positioning
includes the company’s attributes, benefits as well as values and beliefs of customers
that helps in position their products and services in the market effectively. Whereas,
in name selection includes the company’s brand name and protect them from other
players. In sponsorship a company BA adopts many options such as private brand,
licencing, manufacturer’s brand as well as co-branding for increasing the growth and
success. In addition, brand development includes line extension, brand extension, new
brand and multi brands in which develop a new market or product for getting
competitive advantages in a successful manner (Hughson, 2017). Among all
strategies, a company British Airways highly focused on brand development in order
to increase market share and expand at a large scale for which they sets specific goals
and objectives and brings flexibility among their operational activities that helps in
gaining huge market shares with large customer base with the edge of competitive
position in the marketplace.
 Promotional strategy: The company British Airways is famous for offering several
vouchers and coupons that facilitates discount facility to their potential customers.
They focus on providing discount voucher codes to them even they are not the club
member but they need to so a registration once (Hult, 2017). The company also gives
special rewards as well as benefits regarding holiday packages at a cheaper rate as
well as rented cars also to make loyal customers and feel happy and satisfied.
b) Identify the marketing strategies and programs that helped British Airways to achieve their
objectives. Were these objectives achieved in an ethical manner?
Every companies needs to be followed some specific strategies and principles in order to
accomplish their organisational goals and objectives (Kotler, 2017). Within the context of British
Airways there are some strategies towards their goals that are as follows:
 The company BA planned towards the growth of their operations as well as making
effective corporate responsibilities as an essential part of its business.
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 Company investing in flexible as well as efficient new aircraft even in the time period of
economic downturn.
 Focused on minimizing employees on the overall terminal that will assist BA to decrease
the cost.
 The company introduced many new products that includes new business class seat on
long haul flights as well as restyled their first cabin as well for more touch points of
customers (Kyambalesa, 2017).
 BA also emphasise on mileage business activities and increase profits by considering
third party engineering as well as new online business done through e-ticketing in order
to facilitate attractive cooperate packages for their regular customers or travellers.
 Also, company thinks to have their key presence at international level as well as create
strong and positive brand image in the entire market of UK as well as across the world.
Yes, all these marketing strategies and principles helps in accomplishing their objectives in
an ethical way which has been shown from their results such as: The company BA is one of the
leading companies in providing low cost airline that helps in gaining more margins. In addition,
it mainly focuses on key areas such as flight frequency, offering tailored plans, on board food
facility and equipment’s and so on (yousef Alkhateeb, 2018). that helps in increasing their
customer base and image in the market. Also, company achieves their objectives by developing
infrastructure, maintain a flow of providing correct information to customers as well as support
crew members by facilitating efficiency programmes that has been adopted successfully.
c) Explain any two marketing concepts and principles that used in British Airways daily
organisational operations.
There are many strategies, concepts and principles that are used by the British Airways in
order to accomplish their organisational objectives as well as increase their profitability (Loo,
2018). These concepts include marketing research, 7Ps, STP and many more. Some of these are
as follows:
STP strategy: In the airline industry, British Airways is leading position as compared to
others as they have developed various strategies in order to promote its brands at a national as
well as global level (Sun, 2017). For the purpose of building confidence as well as commitment,
British Airways has developed customer friendly strategies and in order to make comfortable
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journey, company has developed various strategies for modifying air craft as managing cost of
tickets consider as a most appropriate strategy.
Segmentation: It is defined as a process of dividing total entire market into small sections or
sub-markets on the behalf of many characteristics (Rao-Nicholson, 2017). The market segment
of British Airways can be divided into four categories such as follows: Demographic: The company BA have segmented its market on the basis of demographic
variables which includes age, gender, income, education and so on. A company
introduced effective pricing strategies to approach large range of segments and compete
with low cost airlines. Psychographic: It can also be segmented on the basis of customers attitudes as well as
lifestyle. British Airways has segmented their base of customers on their means of travel,
whether it is for either business or leisure. British Airways have provided better quality of
food, drink, seating facility as well as friendly on board members of staff in order to
make their customers loyal towards the brand image. Geographic: In this, customers are segmented on the basis of density and region as
British Airways have segmented domestic flights in Europe and United Kingdom. For
instance, large local and global flights are scheduled in that regions where person’s use
air transports.
 Behavioural: In this, market of British Airways is segmented on the basis of how people
use goods and services and how they loyal and what kind of benefits they are searching
and so forth.
Targeting: For selling goods and services a company British Airways select particular segment
as it can be provided various things like may comes with single market single product, many
markets different products range etc. Within the context of British Airways, single market
concentration is followed by company as it supplies four different kinds of services or packages
to various segments of customers (Mekonnen, 2018). BA deals in first class, economy, executive
and premium economy for targeting different range of customers segments. In order to target
citizens company, target primary market that preferred high class services given by BA as well
as through the expansion strategy of their short haul market, it have focused towards the
attracting more varied sets of customers.
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Positioning: It is the last stage of STP which defined as a selection of marketing mix that is most
suitable for the target market segments. For achieving the high or long time growth a company
British Airways require to positioned their goods and services in the market effectively as they
do not promote itself by having cheapest flights which others do (Pereira, 2017). This is highly
emphasised on metropolitan areas where business owner lives as well as work and they
positioned brand very well and achievable manner as well as customers also prefer its services as
they facilitate high quality services.
7Ps of British Airways:
Basis elements Explanation
Product The company has facilitated excellent products and services which have satisfied
customers demands. As they provide flight tickets at a reasonable price as well as
satisfy needs of customers along with these, they have provided best in-flight services
like fresh food, drinks, Wi-Fi etc.
Price The company diversify their prices as per the benefits of services as it is varied as per
the customers choices and requirement. For instance, the company has segmented their
ticket prices as well as services and customers paid prices as per the class of services
which is additionally provided to those who pay extra charges.
Place It is defined as a distribution of services that helps in reaching out to their customers.
BA sell its products and services through internet that minimise retailer’s cost
(Perreault, 2018).
Promotion The company has used many promotional strategies such as direct marketing,
advertising, public relations as well as sales promotion for this purpose they has set
specific prices for their services. Other promotional tools are sponsorship events,
magazines and so on.
People The business success is totally depending on persons as goods and services are used by
people only. BA creates employee’s relations that includes in marketing as they interact
more with their customers. As well as it is essential to recruit and train right person for
appropriate delivery of products and services to customers.
Process It is related to the execution of services which is affected by the systems as well as
processes in order to reduce costs. As BA has developed appropriate system of
distribution and systematic processes that ensures the smooth working of business.
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Physical evidence It is essential that goods and services are offered which are unique as well as having
better quality. As British Airways has facilitated excellent services with better quality
to clients as it helps in facilitating effective strategies both local as well as global
flights level (Pomering, 2018).
3) Covered in Poster
4) Conclusion and recommendations
It has been concluded from the above report that marketing plays an important role in every
business organisation in order to sell their products and services that gives valuable returns. It
has been viewed that there are many concepts and theories of marketing which helps in gaining
competitive advantages in the marketplace as well as aids in accomplishing objectives
effectively. It has been studied that a company requires appropriate interrelationships between
their departments with marketing division that assists in getting to know about the market trends,
customers requirements and effective attainment of objectives by completing tasks on time after
fulfilling customers needs. In addition, some strategies such as STP and 7 Ps are discussed that
shows the clear view of several aspects that a company have and needs to be developed in some
areas also.
There are some recommendations for a British Airways regarding the marketing activities
and attainment of objectives in an effective manner. Such as follows:
 The company should need to develop its marketing strategies in order to maintain their
leading positions in the marketplace.
 British Airways is suggested to be followed strategic intents for getting huge success in
the market as well as increase profitability.
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REFERENCES
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