LSBM101: British Airways Marketing Principles and Practices Report

This report provides a detailed analysis of the marketing principles and practices employed by British Airways. It begins with an introduction to marketing concepts and terminology, highlighting their application within the airline industry. The report then delves into British Airways' product and promotion strategies, emphasizing branding and the importance of promotional activities. It examines the marketing strategies and programs that have contributed to the airline's success, including paid advertising, internet marketing, word-of-mouth, cause marketing, relationship marketing, and diversity marketing, while also considering the ethical dimensions of these approaches. The report further explores the application of key marketing concepts and principles, specifically the 7Ps (Product, Price, Place, Promotion, Physical evidence, People, and Process) and STP (Segmentation, Targeting, and Positioning) within British Airways' daily operations, providing practical examples of their implementation. Overall, the report offers a comprehensive overview of British Airways' marketing strategies and their impact on the company's objectives.

MARKETING PRINCIPLES
AND PRACTICES

1. INTRODUCTION
Marketing is one of the critical functions of any business. It is one of the elements that
used for-profit and non-profit enterprises. Marketing principles and practices are a broad process
that includes research, product design, promotion, customer services, development, etc. All
strategies and tactics centres with several core principles that assist to accomplish desired results
in a systematic manner (Trivedi, Trivedi and Goswami, 2018). One of the important element is
the marketing mix that consists of different products and services that offer and relate with
distribution, price, and promotion. Distribution refers to get goods and services to increase
profitability that generates value among several customers.
Present report is based on British Airways which is one of the largest organizations in the
airline. This organization operated in different areas of the world with the establishment of co-
operation with other countries. Therefore, the company expanded its operations and functions
with different activities to run effectively. It is a public limited company owned by shareholders
who possess limited liability. In order to focus on the present report, it covers key elements
concepts and terminology that are applicable to British Airways. Furthermore, it includes
marketing strategies and programs that helped the chosen organization to develop different
techniques to learn and develop beneficial solutions in an effective manner.
2. MAIN BODY
a) Explain key marketing concepts and terminology applicable to British Airways
In order to gain success, it can be stated that a successful marketing plan generally
consists concept of marketing that are successfully applied to British Airways. In this aspect,
different concepts are explained as follows:
Product strategy: Product strategy is generally develop with ultimate vision towards product. It
is generally state that direction of product efforts similarly applicable with effective use of a
map. Furthermore, in British Airways it grows up with own strategy and destination.
Product strategy also form basis for execute product roadmap (Khowaja and Feroz, 2019).
With the help of this strategy, they are focusing on specific target market and feature set as
compare to others. In this aspect, the selected business defines target customers for their
market such as businessmen, family tour customers, etc. With respect to create product
strategy, the company needs to focus on learning more about the market. For example, the
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chosen company sell their services with more discount offers. By identifying a particular
target market in product strategy, in different areas of the world. In this way, strategic goals
can be accomplished in a successful manner. It helps the business to outline a strategic
vision to gain success in it.
Branding: British Airways is one of the largest airlines in the UK. It is generally based on the
trusted brand so that success accomplish with British heritage. It consists of different a range
of services with branding so that they deal with car hire, hotel and flight combination and
different economy class services. The company has a positive brand image so that its brand
extension is also impacted positively by customers (Sarquis and et.al., 2019). On the basis of
lower cost at higher coverage, the chosen company easily compete with other organization.
With innovative functions and operations, the selected business easily leads to successful
outcomes. In this aspect, the organization also provides in-flight Wi-Fi which assists to
attract several customers in a systematic manner. With the help of a strong brand image,
they can also penetrate budget travel. On the basis of expanding the budget airline market,
growth also increases among different travellers. There are several benefits to increasing
travel such as great value, uncompromised quality, and emphasis on stress-free experience
with easy access to the airport (Sadiku, Kotteti and Musa, 2018).
Promotion strategy: The chosen company British Airways consists of promotional strategy in
marketing that make public awareness regarding products that influence customers for
purchasing it. In this way, they can establish long term relationship which increases
customers and repeat their purchasing with several methods of advertisement. In this
context, methods of communication include advertising, digital marketing, sales promotion,
and public relations (Baker, 2016). In this strategy, the message is one of the essential
elements that consider a unique selling proposition to deal with different competition. On
the basis of different company competition customers increase their purchasing from the
selected organization. With the establishment of a budget, it can be stated that a promotional
strategy is important with setting the right budget for success the plan.
b) Identify the marketing strategies and programs that helped British Airways achieve their
objectives and does these achieved in ethical manner?
Without a marketing strategy, the company unable to grow their performances and outcomes in
terms of profitability. British Airways has the objective to increase its customers by
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providing them more innovative services in a systematic manner. Furthermore, the chosen
company has another objective is to understand the changing needs of customers and
provide them high-quality services which assists to accomplish their demand in an ethical
manner (Hasan, 2019). In order to accomplish the above objectives, the following are
different marketing strategies and programs used by the chosen enterprise:
Paid advertising: In this kind of advertising, it can be stated that there are multiple approaches
available for marketing. In this aspect, British Airways consider traditional approaches such
as TV, print media advertisement, etc. It is one of the famous marketing strategies in which
the chosen company has to pay with a per click (Hoque and et.al., 2019). Therefore, it assists
in maintain more profitability and effectiveness with paid advertisement.
Internet marketing: Internet marketing is also known as cloud marketing. It generally happens
over the internet. All the services provided by British Airways shared on the internet and
promoted at different platforms with multiple approaches. As a result, it assists to know
about customers’ needs and requirements in a systematic way (Shelton, Wojciechowski and
Warner, 2016). It is the best way to promote different products and services provided by the
organization to fulfil different customer’s needs.
Word of mouth: It is the marketing strategy that relies on the impression that leave on people. It
is one of the traditional approaches that are most important and assists to increase significant
advantages. With the help of these methods, quality services to customers ascertain that it
helps to promote British Airways. It is also known as the sharing of views from one person
to another (Yadav, 2018).
Cause marketing: This marketing strategy links with the services of the company towards a
social cause or issue. Therefore, it is related to successful marketing. In this aspect, it can be
stated that British Airways successfully linked with its services to fulfill all customers’
needs and requirements.
Relationship marketing: Relationship marketing is another type of strategy that basically
focused on building customers (Nart, Sututemiz and Karatepe, 2019). It assists to increase
the existing relationships with the customer and improve their loyalty towards products. In
this consideration, it can be stated that the profitability of British Airways increases in an
ethical manner by providing the best services to them. It helps to lead successfully within
the different areas of the organization.
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Diversity marketing: Diversity marketing assists to accomplish objectives of British Airways
by customizing and integrating different marketing strategies. It includes different aspects of
culture, belief, attitude, other specific needs, etc. (Payne-Palacio, 2016).
c) Explain two marketing concepts and principles that used in British Airways in daily
organisational operations such as 7Ps, STP
British Airways consists successful marketing plan that assists to integrate several important
elements that are related to the marketing mix. In this consideration, there are several concepts
and principles are successfully applied used in the chosen business to accomplish their goals and
objectives. In this consideration, 7ps and STP are successfully applied to the enterprise which
assists in developing significant outcomes in the business (Dahl, Gorn and Weinberg, 2018).
7ps of marketing
 Product: The chosen company demonstrates their airline services at the premium
segment. There different kinds of high-level services customised and abundance on
choice of core advantages to gain competitive advantages in airline business. For
instance, a Great breakfast of British, Healthy choice, Veg kitchen, etc. In addition to
this, airline services provision is also associated with effective digitalization which
considers extensive integration of information technology. For Apple Watch, in 2015, the
company also launched a new app. It helps to display a summary of the customer, next
flight, flight number, route, departure or arrival time, etc. (McDonald, Pini and Bartlett,
2019).
 Price: In this aspect, it can be stated that British Airways consists of its pricing strategy
that can be described as differentiation. In this way, the airline industry charges high
pricing for providing its services which can be compared to budget airlines. Its services
also perceived that associated with higher quality. On the basis of promotional and
geographical pricing strategy, the chosen company dealing in different areas of the world
(Jan and Wan, 2018). They are also integrated discount structure where they offer
rewards flights on selected destinations. On the basis of their structure, organizational
operations will be developed successfully.
 Place: The chosen the company providing their services in different areas of the world.
They consider their flights more than 400 destinations in the whole world. There are
several areas where British Airways providing their special services to attract several
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customers. The chosen organization using online sales channel to sell their tickets. Along
with this, offline tickets can also purchase different channels to increase their sales. With
the help of different intermediaries, the selected business will offer several flights with
pricing which consider booking (Sharma and Parida, 2016).
 Promotion: Promotion is also an important element of marketing. In this aspect, British
Airways makes its brand successful with proper communication so that it helps to
increase its customers successfully. There are several ways that help to promote a brand,
products, and services that enhance customers. With the help of advertising, the chosen
company promotes services that offer to customers. In addition to this, public relations
and sponsorship is another important aspect that helps the organization. Among the large
audience, the selected business will easily create a positive relationship so that it also
increases brand awareness as well. This is effective in the promotion of different products
and services (Folinas, Boti and Fotiadis, 2018). Along with this, vouchers also offer that
helps to provide several benefits to customers in a systematic manner. The use of
promotion apps for internet user customers is the most beneficial tool. In this way,
customers can easily book flight effectively and get better deals as well.
 Physical evidence: Physical evidence considers exact product that is sold where service
taking place quality of a particular product (Abbas, Nisar and Zubair, 2019). It can be set
a company apart from its competitors. For instance, each hotel has a bed for their
customers to sleep on what which make hotel different and stand out from competitors. In
this aspect, the quality of the bed and room interior offers that are better in quality. In
addition to this, for entertainment TV, Laptops, etc. are generally offers which take
design tickets that are made with more effort that are very attractive.
 People: It is one of the main factor that influence service to run in the organisation. In
this regard, people are generally employed in the organisation that consist direct effort on
time so that customers spends in the business and service they receive. People in the
organisation trained to deal with several customers see advertisement of company. The
company has top level of training staff so that they involved in working of British crew to
positioned members (The marketing mix of British Airways, 2019).
 Process: Process is another effective element of marketing mix that state that service is
different from product. As a result, customers of British Airways will base their opinion
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towards services on quality of food. Air hostess also possess ability to meet passenger
needs. Their services cannot be prepared before so that they consist process to ensure
customer receive same standard of quality at every time when they consume services
from the company. For instance, the company provide good standard of quality time at
every time.
STP for British Airways
With respect to developing strategies for further development of the organization
consider customer segmentation strategies that will be effective for British Airways. Hence, in
the following context, STP criteria will be explained:
Segmentation:
In this process, British Airways dividing the total market into several submarkets on the
basis of characteristics that are known as segmentation. There are several segments in the target
markets. It can be divided into four categories that are as follows:
 Demographic variables: British Airways consist of their market segment on the basis of
demographic a variable which includes gender, age, income, education, etc. With respect
to compete with a low-cost airline, the chosen company have introduced different kind of
pricing strategy that can be applied in a wider range of demographics segment (Folinas,
Boti and Fotiadis, 2018).
 Psychographic variables: Market segment also based on customer lifestyle and attitude.
The company has segmented their customers which based on travel whether it is business
and leisure for them. In this regard, the high quality of food, drinks, spacious seating, and
etc. services provided to maintain the loyalty of customers (Sharma and Parida, 2016).
 Geographic variables: In this kind of variable, British Airways consider region and
density of customers. Hence, the organization segmented domestic flights in Europe and
the UK. For instance, more international and domestic flights are scheduled.
 Behavioural variables: In this kind of segmentation, the chosen company consider their
services that how people use services and how they loyal for it. Therefore, its benefits
determine successfully for them in a significant manner (Abbas, Nisar and Zubair, 2019).
Targeting:
With respect to selling services among different customers, it can be stated that the
organization needs to choose a specific market segment that is targeting. Target market selection
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also facilitates as per different patterns. In this regard, British Airways target a single service at a
single market. Therefore, it is known as a single segmentation and target consideration in various
market segments for different services. In this kind of segmentation, British Airways offers four
kinds of services packages among several customers. Premium economy, economy, first-class,
and executive, these levels of services offered among customers of British Airways. In the
expansion of the short-haul market, the chosen company emphasis attracting more diverse set of
customers (Folinas, Boti and Fotiadis, 2018).
Positioning:
It is the last step of the STP process. In this aspect, the selection of the marketing mix is
the most suitable element that target customer segment. The chosen company does not promote
themselves on the basis of the cheapest price of the flight as other companies do. Therefore, the
organisation mainly focuses on metropolitan areas where owners of the organization on the basis
of the brand of the company, British Airways positioned to develop its services at high quality.
With the help of attractive positioning of products and services, the company getting major
success. For achieving long term success, the company needs to grow its position effectively
(Abbas, Nisar and Zubair, 2019).
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3. POSTER TO EXPLAIN RELATIONSHIP OF THE MAKETING FUNCTIONS TO OTHER
FUNCTIONAL AREAS IN ORGANISATION
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POSTER TO EXPLAIN RELATIONSHIP OF THE MAKETING FUNCTIONS TO OTHER FUNCTIONAL AREAS IN
ORGANISATION
Marketing with production & operations: Operation and
production function of a business is another important tool
that helps to develop successful cooperation with
marketing. In this regard, operation generally includes
production and manufacturing with logistics. For instance,
British Airways flights manufactured in a factory that is an
effect of how it is produced that is production. In this
aspect, the marketing function sells products and services
that are available in current stock and made at a reasonable
price. In addition to this, the marketing function also assists
Marketing with research & development: Research
and development consider the most important function
in the business. It helps to generate new ideas, create
new products and innovations. In this aspect, British
Airways consist of research and development for
customer changing needs within the marketplace. In
this way, marketing assists to deliver fruitful services
as customer demand in the market. Marketers
generally link with researchers with respect to ensure
proper customer requirements. In this way, innovative
Marketing with human resources: Human resource
management consists of an important role within the
business. It helps to overlooks recruitment and
selection, training and development, etc. In this way,
British Airways need to fulfill several functional
responsibilities such as well-being, health & safety,
motivation, etc. In order to possess these elements in
the business, marketing function helps to recruit
effective employees and know the job descriptions,
advertising of jobs, etc. HR assists to score and assess
application with organise interviews. They are also
taking interviews that support to take job offers.
Furthermore, HRD also possesses strategic role in
marketing. For instance, HR department runs a staff
development program that needs a newsletter or a
presence on the intranet.
Marketing with information technology:
Information technology plays an important
role nowadays. In this regard, the website
is one of the important objects placed onto
the internet. In this way, customers can
easily interact with the product, customers
purchase products, and British Airways can
also build long term relationships with their
customers easily. All marketing
information available on the internet that
supports customer relationship
management. It also integrates another
lesson in the business that helps to gain
more up-to-date information (Marketing
Interfaces with other functional areas,
2019).
Marketing with finance department:
Marketing department needs to do work
closely with the finance department.
This is because there is an adequate
budget to meet the needs of the
research. Promotion and distribution
consist of the most important elements
in this aspect. Within British Airways,
the finance department ensures that the
financial capabilities of the
organization are effective so that it
helps to make a profitable business and
increase opportunities as well. Building
References
McDonald, P., Pini, B. and Bartlett, J., 2019. The emergence of the marketing professional in schools. British Journal of Sociology of Education, pp.1-18.
Dahl, D.W., Gorn, G.J. and Weinberg, C.B., 2018. Marketing, safer sex, and condom acquisition. In Social Marketing (pp. 169-185). Psychology Press.

4. CONCLUSION AND RECOMMENDATIONS
From the above report, it can be summarised that marketing principles and practices
consist of the most important role in the business. In this regard, the report consists of discussion
on different strategies of marketing that helps to focus on goals and objectives that can be
achieved through a focus on different activities and work. The present report based on British
Airways that deals with airline functions and operations. The report articulated about 7ps of
marketing that helps to operate several functions within the organization. In addition to this, it
also concluded about product, branding and promotional strategy that assists the organization in
maintaining its significant results.
In order to provide a recommendation, it can be stated that British Airways need to focus
on their segmentation strategy. For instance, they should try to deal with different kinds of
pricing strategy which would assist to attract different customers in the business. In this aspect,
several promotional strategies also required to follow the chosen company to promote its
services in different areas of the world.
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REFERENCES
Books and Journals
Abbas, A., Nisar, Q.A. and Zubair, A., 2019. The role of Islamic marketing ethics towards
customer satisfaction. Journal of Islamic Marketing.
Sharma, A. and Parida, R.C., 2016. Four Ps of Marketing: Practices of Micro Enterprises in
Arunachal Pradesh. T INDIAN JOURNAL HE OF COMMERCE, 69(3).
Jan, M.T. and Wan, H.L., 2018. Will Islamic Marketing Survive in Today's World?. The Journal
of New Business Ideas & Trends, 16(2), pp.9-17.
McDonald, P., Pini, B. and Bartlett, J., 2019. The emergence of the marketing professional in
schools. British Journal of Sociology of Education, pp.1-18.
Dahl, D.W., Gorn, G.J. and Weinberg, C.B., 2018. Marketing, safer sex, and condom acquisition.
In Social Marketing (pp. 169-185). Psychology Press.
Payne-Palacio, J., 2016. Foodservice management: Principles and practices. Pearson Education.
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emotions and their effects on hotel employees’ customer-oriented behaviors. Journal of
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of Nepal. Pravaha, 24(1), pp.137-146.
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PRACTICES IN THE UNITED STATES: A PROFESSIONAL VIEW. Communication
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Hoque, M.E. and et.al., 2019. Factors affecting Islamic banking behavioral intention: the
moderating effects of customer marketing practices and financial considerations. Journal
of Financial Services Marketing, 24(1-2), pp.44-58.
Hasan, M., 2019. Social marketing: an Islamic perspective. Journal of Islamic Marketing.
Baker, M.J., 2016. What is marketing?. In The Marketing Book (pp. 25-42). Routledge.
Sadiku, M.N., Kotteti, C.M. and Musa, S.M., 2018. GREEN MARKETING: A
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PRODUCTION ON CONTEMPORARY MARKETING PRACTICES. Revista
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