Marketing Planning for British Airways: A Comprehensive Analysis

This report provides a comprehensive analysis of the marketing plan for British Airways. It begins with an introduction to the marketing plan and its importance, followed by an examination of the airline's capability for future marketing functions, including its strengths, weaknesses, and core skills. The report then delves into methods for organizational auditing, evaluating external elements using SWOT and PESTLE analyses, and identifying potential obstacles to marketing planning, such as technological, cultural, and economic factors. A significant portion of the report is dedicated to developing a marketing plan for a new product or service, outlining techniques for new product development, pricing strategies, and communication mix. The report also addresses ethical issues influencing marketing planning and concludes with a discussion of the significance of the marketing plan in the strategic planning process.

MARKETING PLANNING

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK1.............................................................................................................................................1
1.1 Review dynamic perspective in marketing planning........................................................1
1.2 Analysis British Airway's capability for planning its future marketing functions...........1
1.3 Analyse methods for organisational auditing and for evaluating external elements that
impact on marketing planning................................................................................................2
1.4 Organisational auditing and evaluating the external components that impact the marketing
planning..................................................................................................................................3
TASK2.............................................................................................................................................4
2.1 Evaluate the main obstacles to marketing planning.........................................................4
2.2 Analysis of British Airways may overcome barriers to
marketing planning................................................................................................................4
TASK3.............................................................................................................................................5
3.1 Marketing plan for a product or service...........................................................................5
3.2 Significance of marketing plan in strategic planning process..........................................5
3.3 Techniques for development of new product...................................................................6
3.4 Recommendation for pricing policy, communication mix and distribution of new item 6
3.5 Elements that affect sound implementation of market plan.............................................7
TASK4.............................................................................................................................................8
4.1 Ethical issues that influence marketing planning.............................................................8
4.2 Examples on how British Airways respond to ethical issues...........................................8
4.3 Examples of customer ethics which affects marketing planning.....................................8
CONCLUSION................................................................................................................................8
..........................................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
The marketing plan is a detailed document in which objectives are included that is to be
created and also the specifications and characteristics for how they will be achieved. It includes
setting of targets and passing the information to those people who are responsible to attain them.
British Airways is the largest airline and based on its fleet size it is second largest in the
United Kingdom (Constantinides and Fountain, 2008). It is near main hub based in Waterside. It
has head quarters in Waterside and England. In this report, marketing plan of British Airways is
discussed in detail that includes the mission statement, targets to achieve, analysing the market
situation and also its growth, goals and tactics of marketing, making the budget as well as the
implementation plan. British Airway's mission is to provide basic functions to the society, also to
give good service to its consumers and maintain relationship with them.
TASK1
1.1 Review dynamic perspective in marketing planning
Audit changing point of view in marketing plan is basic instrument utilized by the
management to determine advantages and disadvantages about the firm. Planning imperfections,
way to prevail in objectives and attributing in another market or another item against contenders,
all are recognized by management through it. Marketing may resemble a science however it is a
blend of creativity, advancement and intuition while building up a marketing-plan and a good
marketing-plan is made on the thought of changing point of view of the market. Management can
be profited in the event that they utilize their assets, objectives, tools and procedures utilizing
distinctive bent (McDonald and Wilson, 2011). It is the biggest airline in United Kingdom in
light of fleet estimate that likewise confronted tough rivalry from minimal effort equal Easy jet.
Leading privatization, the administration of the aircraft as yet searching for new market for
development. They have chosen to grow their services to seven more places to build number of
traveller that will bring increment in the income in long run.
1.2 Analysis British Airway's capability for planning its future marketing functions
Strengths, shortcomings, core skills, assets, synergetic impacts as well as behaviour
comprise hierarchical ability. Company's quality in making opportunities confronting outside
atmosphere all are portrayed by capacity requirements for future planning. Following are the
authoritative abilities of British Airway's are:
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 Unique administrations
 Brand impact Behaviour
 Resources
 Weaknesses
 Strengths
 High quality
 Loyal consumer
 Famous organization
 Management knowledge
Albeit British Airways was established in 1974, it has the probability to assist by
developing its services sectors like traveller and payload administrations to new goal. The firm
should likewise create fund, marketing, general management, employers and data to get upper
hand in the market against competitors (Morgan and Vorhies, 2012). A prearranged spending
plan also known as budget to control utilization of assets inside a specific restriction drives the
organization to budgetary prospects. British Airways also must concentrate on control and give
administrations to different class traveller with the goal that nothing incorrectly can be happened
to give a decent quality administrations. In this cutting edge time, web turned into a main
consideration for systems administration and spreading data and administrations through on the
web. Site of British Airways is aiding numerous clients by making them remain in house and do
all seat reservation and giving data about flights and new offerings.
1.3 Analyse methods for organisational auditing and for evaluating external elements that impact
on marketing planning
The techniques that can be utilized for the evaluation of audit of British Airways are
SWOT Analysis, PESTLE or Porter's 5 forces model. By the analysing of SWOT Analysis it will
be feasible for the firm to determine its strengths and this will aids the organization in making
better opportunities for itself and with the assistance of determination of its shortcomings it will
have the capacity to enhance them and with that the conceivable threats can be kept away. By
pursuing this the organization will have the capacity to enhance its total performance.
There are different external components that influence marketing planning of the
organization. British Airways routes can utilize PEST analysis that will assist it in look at
different external components (Metaxas, 2009). With this, PEST analysis it will have the
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capacity to think about political, economical, social and technological elements and than can take
measures keeping in mind the impact to lessen the effect that is caused because of them. With the
dynamic condition these outer components are critical to be considered while planning in
connection to marketing and PEST analysis will turn out to be useful in it.
1.4 Organisational auditing and evaluating the external components that impact the marketing
planning
For marketing audit, British Airways can use SWOT (Strength, Weaknesses,
Opportunities and Threats) analysis.
 Strengths: The strength of the British Airways are as follows :
 High market share
 Economies of scale
 Strong brand High level of combination of internet and IT
 Weaknesses: Following are the weaknesses of this firm:
 Return on investment is low
 Solely dependent on UK market Restriction in the capacity of the Heathrow terminal
 Opportunities: Some of the opportunities of the cited firm are:
 Expansion in the international market Maintaining and improving the relations with trade unions
 Threats: Company's threats are:
 Terrorist attack
 Intense competition in the aviation industry
 Disputes in services because of employee strikes
For marketing audit, British Airways can use PEST analysis. PEST is Political,
Economic, Social and Technological factors. These factors are used for analysing the market
situation.
 Political Factors : This does not effect the British airways like if the suitable steps are
not taken into consideration to solve the problems.
 Economical Factors : For external analysis, economical factors plays a vital role as fuel
prices hikes, this effects the airline industry and so as British Airways. It has been seen
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that global crises affects the travelling spending (Olson and Hult, 2005). The price of the
fuel goes side by side or aligned to dollars this basically effects the airline industry.
 Social Factors : The social factor is important in the development as well as the growth
of the airline industry. British airways have to make new strategies according to the needs
and the want of the consumers and also consumer should attract in these strategies.
 Technological Factors : To know the needs and the expectations of the consumers, the
British airways does many surveys every month to know the same. Now the technology
is so advance, the customer can do the pre bookings or can change according to the
customer needs or wants, this can be done either through mobile phone or via computers.
TASK2
2.1 Evaluate the main obstacles to marketing planning
Some of the barriers that impacts the marketing plan of any company, that are as follows: Technological Factors: This is the most crucial element for competitive advantage. It
minimizes obstacles to entry also affects the outsourcing conclusion. Cultural Factors: People comes up towards the business concern as well as
products/services in consumer lifestyles along with the values can effect the
organisation's marketing planning. Economical Factors: Business is effected economically both by externally and internally
(Payne and McDonald, 2012). This element influences the purchasing power of the
consumers which in turn affects the sales and revenue.
 Political Factors: It comprises of government regulations as well as legal matters.
Modification in legal laws effects the marketing plan.
2.2 Analysis of British Airways may overcome barriers to
marketing planning
To better comprehend the barriers that affect marketing planning in any firm, a manager
must perceive online activities that deliver the best outcomes that are easy to work out. Inside the
plan a deliberate framework ought to be created to advance goals and join them. The surrounding
ought to be carefully examined. Moreover, marketing managers of many organizations get so
drained with every day messages, online courses and online evaluation that they cannot focus on
creating their strategies.
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Organizational culture along with the management unconsciousness are the fundamental
barriers in implementing the marketing plan (Wilson, 2010). A few organizations seem to not
justify the reasonable advantages of strategic planning; they decreases marketing spending plans.
TASK3
3.1 Marketing plan for a product or service
An appropriate showcasing arrangement is there for the dispatch of new administration in
British Airways, this promoting arrangement comprise of a few stages in order to have powerful
and effective propelling of plan. For this organization need to consider things like: Market Research: It is finished by the enterprise to understand who will utilize or
purchase such services and who will get profits by the services. Rivalry examination: It is fundamental for the firm to analyse its rivals in the market.
Assessment of market and competitors is likewise done to know how organization's item
is not quite the same as the current result of rivals in market. Identification of marketing strategy: What will be the promoting technique for
introduction of administration/services must be considered by the organization to
understand about the ad and promotional tactics. Public Relations program: Media is included in this stage to audit the services as well as
to create it open in the market (Hollensen, 2015). This includes initiation of occasion,
interviews along with the media presentation. Assessment of preparation: Before introduction of the services, its status is being
assessed to make sure that everything is in timing also the item is prepared when it is
made open.
 Preparing of customer service division: It is accomplished for the sound offering of
services and to determine client's questions.
3.2 Significance of marketing plan in strategic planning process
Strategic planning is fundamental in British Airways to understand about different
offices, divisions and single players to accomplish targets and objectives. It is essential in
determining the outside and interior opportunities as well as threats. It contributes in giving input
to firm, business and vital plans. It impact shifts among the companies and plays key role in
decision making.
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Marketing plan assists in specific tactics identified with item advertising (Moutinho,
2011). It impact strategic decisions identified with item or everyday operation functions that is
required for the implementation of these strategies in appropriate way. It additionally offer aid
identified with objectives of planning, SWOT analysis.
3.3 Techniques for development of new product
Development of item or services in British Airways implies the introduction of item or
services in the current or new market. For the advancement of new item, that aids in the
compelling improvement of item following are some of the techniques: Evaluation of highs and lows: Instead of getting information about what they crave, get
some information about what they are as of now utilizing. What are their preferences
about the present item, this will aid in examining different highs and lows.
 Determination of actual needs: It is important to note subjects that are utilized by
customers in their everyday life and attempt to concentrate on the things which they
lacking and the item can fill it (Nijssen and Frambach, 2013). British Airways utilize this
technique in the improvement of new item to get successful and productive outcomes in
the market.
3.4 Recommendation for pricing policy, communication mix and distribution of new item
These are some of the principle things that is extremely important for British Airways to
remember, which is identified with the new item. Following are the suggestion are: Pricing Policy: It identifies the path in which firms sets the costs of the item. To form
sound pricing strategy is important to accomplish objectives and targets (Sadjadi, 2012).
Organization should set costs as indicated by the objective market. Communication Mix: It is the blend of a various components. Firm ought to see these in
the new item advancement. These components are:
1. Advertising: In this firm, it concentrate on every messages which an it guarantees to
convey to clients.
2. Personal Selling: Company must concentrate on top of the line items/services that need
more endeavours on consumers to purchase item.
3. Sales Promotion: It ought to incorporate the reduced cost and advantages that company
will provide to draw attention of its customers.
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4. Public Relations: It must be be finished by the organization through different occasions,
media connection and so forth.
5. Direct marketing: It incorporates parts of offers advancement and individual offering. It
incorporates print study, online review, mail orders and so forth.
COMMUNICATION MIX
 Distribution: Product dissemination ought to be appropriate with the goal that it ought to
be at the scope of every single client.
3.5 Elements that affect sound implementation of market plan
As a marketing manager of cited company, there are a few elements that impact the
sound implementation of market plan in a firm. These elements are: Demographic: Its components incorporate the opportunities as well as threats which are
there in condition for the company. Financial/Economic conditions: Constituent in monetary condition incorporate taxes,
employment-level, rise in price and other elements such as demand and supply.
 Development, size and thriving of market: This incorporates the market size in which the
organization works and what are the development alternatives for the enterprise.
TASK4
4.1 Ethical issues that influence marketing planning
Marketing planning is the design or outline of an organisation tactics that is assessed in
market. It shows the business functions along with specific marketing goals. It maximizes sales
as per the strategies (MusibauandLong2011). In the marketing planning, ethical issue is the
difficult component in a market and buyer. Social issue is the leading effect on direct in the
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marketing that is dangerous for the consumers as well as business. It must also be particular to
evaluated the tactics that can aid in boosting the productivity and profitability.
4.2 Examples on how British Airways respond to ethical issues
British Airways is a worldwide airline firm that reacts to ethical issue by the better
promotional tactics that are identified with their society and also ethical manner that enhances
the picture of the cited company. Utilization of internet code is specialized process that is utilized
by computer framework. In this ethics issue, the organization can responds by the shriek blowing
which demonstrates the framework that can permit to the workers and in addition management
they can included the utilization of web and email. Also, the ethics issues like social element is
identified with the society in this procedure the marketing planning that is more viable.
4.3 Examples of customer ethics which affects marketing planning
Consumers ethics is fundamentally concentrate on ethical decision making and
furthermore conduct of the consumers. In ethical issues of purchasers the tactics of the market
initially discuss about by the top level of the administration individual after that their procedures
can be assessed the marketing planning that supports is expanding efficiency (O'Cass and
Siahtiri, 2012). In the marketing planning, the costumers of the market ought to know about the
item by the some of promotional functions to improve the sales and additionally the benefit of
the company. In the organization the ethical issue can be investigation by the polices that is set in
the firm that impacts the technique of the marketing planing.
CONCLUSION
From the above report, it has been concluded that the planning must be there in every
firm so that do there operations more successfully and can pick up the goals and can develop in
market, there are approaches to take care of the issues in the business concern so that no issues
can be there it should be broke down before with the goal that it could not develop more. It can
preplan everything so that if issue emerge then they can't confront all of a sudden. So with the
assistance of SWOT Analysis, PESTLE Analysis they can have the capacity to resolve the
internal and external situations.
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REFERENCES
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implementation, export marketing capabilities, and export venture performance. Journal
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business strategy, marketing organization structure, and strategic behaviour. Journal of
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Payne, A. and McDonald, M., 2012. Marketing Planning for Services. Routledge.
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Moutinho, L. ed., 2011.Strategic management in tourism. Cabi.
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and the effectiveness of marketing operations.International Journal of Innovation.
Management and Technology. 2(5). p.390.
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capability interface and customer-centric performance in SMEs. Journal of Strategic
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Online
Eight simple steps for new product development. 2013. [Online]. Available
through:<http://www.business2community.com/product-management/eight-simple-steps-for-
new-product-development-0560298#e16lYyqIdGoi55ul.97>. [Accessed on 27th June 2017].
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