Case Study: Marketing Strategies and Principles for British Airways

This case study examines the marketing strategies employed by British Airways, a prominent airline company. The analysis begins with an introduction to marketing concepts and terminologies, including product strategy, branding, and promotional strategies. The study delves into the identification of marketing strategies and programs adopted by British Airways, focusing on its mission, vision, and objectives. It also explores the ethical considerations that influence the company's marketing activities. Furthermore, the case study discusses the implication of marketing principles such as the marketing mix and STP analysis to evaluate the managerial and operational performance of British Airways. The report also includes a poster illustrating the interrelationship of marketing functions with other functional units and concludes with recommendations for enhancing the company's profitability. The analysis covers different types of marketing concepts such as production, product, selling, marketing, social marketing and each of them are varies from each other in terms of function, roles, features and many more.

Case study

Table of Contents
1. INTRODUCTION.......................................................................................................................3
2. MAIN BODY...............................................................................................................................3
Different marketing concepts and terminologies...................................................................3
Identification of marketing strategies and programs..............................................................6
Implication of marketing principles.......................................................................................7
3. POSTER.......................................................................................................................................9
4. CONCLUSION AND RECOMMENDATION.........................................................................11
REFERENCES..............................................................................................................................12

1. INTRODUCTION
Marketing is concern with those aspect in which it define as a systematic and organised
procedure for promoting the product in order to enlarge the customer base as well as t gain
competitive advantage. This business function is regard as one of the essential section within an
organisational premises as it help them to identify customer demand or interest and also
empower them to take corrective course of action for rendering increased level of consumer
satisfaction. Along with this, it is also associated with creating awareness about product or
service inside marketplace that drive an establishment to enhance the volume of sales and also
lead them to improve the market size among competitors in a stipulated time duration (Abedi and
Abedini, 2017). As per the present day market situation, airline division is determined as one of
the booming and fast growing sector, for which an effective marketing concepts or strategies
enable them to maintain the same for longer time duration in an impressive style. In regard of
this report, British Airway Company has been considered which is one of the well- established
airline firm and subsidiary of International Airline Group within UK. It is founded in the year of
1974 and headquarter at UK. This study is reflects the idea about the importance or role of
various marketing concepts within organisation, determination of different marketing strategies
which drive company to maintain its brand value. Moreover, implication of 7Ps, STP to examine
the organisational operational performance. Finally, producing a poster based on
interrelationship of marketing function with other functional unit and suggesting appropriate
recommendation to firm for enlarging the profitability ratio inside current market.
2. MAIN BODY
Different marketing concepts and terminologies
For placing the brand in an aggressive or competent position, the marketing concepts
plays a significant role as it is defined as a strategy that motive an organisation to design,
implement and create value among targeted customer and also to maximise the profit within
prescribed time duration (Amofah, Gyamfi and Tutu, 2016). Moreover, there are different types
of marketing concepts such as production, product, selling, marketing, social marketing and each
of them are varies from each other in terms of function, roles, features and many more. However,
in relation of British Airway the industry where it operates its functional units are highly
competitive and challenging that may directly influence over its goodwill and sales performance.

Hence, some of the marketing concepts of British Airway which help them to manage its volume
of sales in an improved manner are as follows:
Product Strategy
This aspect is link with those areas which enable establishment to deliver high quality
product for acquiring improved level of consumer satisfaction. Furthermore, it also involve the
content of pricing because high cost may reduce the sales volume of firm. Hence, in order to
tackle over such difficulties, product strategy enable company to analyse the consumer income
level and also the market scenario for placing the brand within an industry. In context of British
Airway, the adoption of product concept is viewed as an integral element as it drive them to
identify the consumers interest or need and also their overall income rate which motive British
Airway to introduce the service in a best quality and cheap rate (Anusha, 2016). IN addition to
this, it also enable organisation to make best strategic decision in against of dynamic nature of
market conditions. According to Philip Kohler product strategy model, it signifies that in order to
gain competitive advantage, it is necessary for every form of establishment to examine the
present marketplace capability and also the potentiality of competitor. This is because, such
initiation aid company to take corrective course of action in term of introducing the product or
service into the market in an innovate or creative style. For example, if British Airways make an
effort to analyse the competitor ability or strategies as well as determines existing market
scenario so that they can implement best marketing tactics like development of marketing mix
which consist of price, place, product, promotion, physical evidence and so on. With the help of
such action, it drive British Airways to place their brand in aggressive or competent position
inside desired time limit without any hindrances. Apart from this, as per the evaluation of British
Airway performance among rivalries, it has been determined that they are able to able to enlarge
its market share by developing multiple products into its present service. Due to which, it help
firm to improve its overall proficiency ratio in an improved mode within a short duration.
Branding
The term branding is one of the core factor in an establishment as it assist them to retain
current customer and also can capture the attention of large number of new consumers towards
the brand (Erragcha and Romdhane, 2014). However, it is define as those process or action in
which organisation take an initiative to apply some marketing strategies in order to give unique
brand name among competitors in a defined time limit. Some of the aspect that states a particular

product as a branded commodity like name, logo, visual graphics, content of communication.
However, proper utilisation of available resources and allocating them at optimal level enable
company to attain sustainable growth or development in an amended way. In regard of British
Airway, one of its major strength is that it always make an attempt to imply innovative or
advanced technologies within its functional unit that assist them to explore its overall
productivity ratio and enhance profit margin rate. Along with this, British Airway is one of the
biggest or largest carrier and airline who serve 170 destination in 70 countries at both domestic
as well as international level (French and Bennett, 2015). In the views of Simmel's opinion, it
demonstrates that the term branding is a amalgamation of both subjective and objective nature.
Hence, in perspective of subjective, it is link with determining the consumer need or demand and
based on that producing the commodity into market. On the contrary, the aspect of objective
means making use of different promotional tool with an intent of reaching large number of
population towards the brand in a pre determined time duration. For example, in case of British
Airway, if its marketing function examines the industry trend or competition and also consumer
desire then it drive them to develop a high quality product within marketplace. Moreover, for
enlarging the consumer base, British Airway make an effort to utilise different promotional tools
which empower firm to attract the wide range population towards the brand in an improved
mode.
Promotional Strategy
As per the present era of industry, customer are becoming more aware and conscious
about product that directly impact organisation in a positive or negative manner. Hence, without
rendering clear or transparent information regarding any specified product and services,
customer may face difficulty in consuming the same. On the other hand, such outcome decreases
the sale volume of company. Therefore, the role of promotion strategy is an important
component in organisation as it enable them to create impressive level of brand image among
rivalries by informing, persuading and reminding target audience about specified product or
services (Harrington, Ottenbacher and Fauser, 2017). In the opinion of push and pull strategical
theory of promotional strategy, it defines that all marketing activities or process are segmented
into two factors i.e. push and pull. In term of push factor, it signifies that promotional activity is
fully relies on distribution channel that states that the procedure of sales pushes the product to
wholesalers and then promote the same to peculiar network of its retailer, and from there

commodity will be placed in certain retail store for the purpose of consuming the product in an
effective way. On the contraray, pull factor complies with marketing communication like
advertisement through traditional way and modern techniques, usage of social media platforms,
direct selling, sales promotion and many more. Henceforth, with the combination of push and
pull factor, it assist organisation to acquire best position within competent market in a short time
duration and also can easily invite the targeted consumer towards the brand in an impressive
style (Išoraitė, 2016). For example, if British Airways take an initiative to evaluate the market
and grab all sort of promotional techniques such as advertisement, sales promotion, sponsorship,
public relation, direct selling, online marketing , billboard and so on. With the help of utilising
the same, it drive British Airways to explore its overall productivity and profitability ratio as
well as can enhance the consumer base among in an prompt manner.
Henceforth, from the above explained various marketing concepts highlights that for
improving the sales performance British Airways must make an attempt to allocate the resources
in proper mode. Moreover, application of different marketing concepts lead them to attain
sustainable growth in an efficacious way.
Identification of marketing strategies and programs
The aspect of marketing strategy is mainly focussed over making use of available
resources at optimal level in order to obtain profit maximisation in an effectual or prompt mode.
Hence, the term marketing strategy is a detailed document or long term plan which comprises
vision, mission, business objective, strategies for accomplishing the pre defined goal in a better
way. In context of British Airway,it take an effort to determine the market trends and based on
that they develop a marketing strategy which is explained below:
Mission: The mission of British Airway is to embrace the innovation and advancement
for enhancing the sales volume and also to acquire increased of customer satisfaction,.
Vision: The vision of British Airway is to acquire best position among consumer and
competitors by delivering high quality product and services (Kaurav, Paul and Chowdhary,
2015).
Objective: The business objective of British Airway is to explore the sales performance
by 15% in the upcoming 6 months time duration.
Overall marketing strategy : An impressive or productive marketing tactics enable an
establishment to enhance the proficiency ratio in an improved way. However, to cope up with all

current emerging market trend or demand British Airway implement different discounts or offers
during festive season. Due to which, it drive company to maintain its customer base and also can
enlarge the percentage of sales revenue in an amended mode.
Ethical consideration: This component is one of the important element because
managing best ethical values lead an organisation to obtain position response from targeted
audience or public. The term ethical means combination of values, principles, adhering to
government rules, legislation, transparent information help firm to attain sustainable
development in profit (Kerin and Hartley, 2015). In perceptive of British Airway, it make an
attempt to comply with all rules, regulation, employment laws, legislation into its business
function that assist company to minimise the intervention of government within the premises.
Along with this, it also aid British Airway to generate positive response among consumers and
also lead them to build a better long term relationship with them in order to gain competitive
advantage among rivalries in a desired time limit. Additionally, British Airway also keep fair
price for its flight services which help them to capture the interests of large number of population
towards the brand in a better way.
Implication of marketing principles
For evaluating the managerial and operational performance of British Airway, it take an
initiative to apply marketing mix and STP which are discussed below:
Marketing Mix
This determinant is relate with those aspect which enable an organisation to produce high
quality product by keeping fair price and placing the same in a right location with an diam of
enhancing the proficiency ratio (KESTANE, 2014).
Product: In regard of this element, British Airway is well known for offering best quality
product to its targeted customers which empower them to place its brand in an impressive
position. Hence, British Airway deliver airline service of premium segment at international pace
as it cover 170 destination in more than 70 countries. Due to which, it help them to enrich its
sales revenue and profit margin ratio in a stipulated time duration.
Price: IN this, British Airway mainly target high income group population for which they
adopts differentiation pricing strategy which means higher the rate of services compare to other
competitors. Apart from this, it also make use of promotional and geographical pricing strategies

for improving the sales performance during occasional or festive season. Hence, such
contribution by British Airway assist them to explore its productivity ratio in an impressive style.
Place: IN context of British Airway, it operates its service or products in different part of
geographical region i.e. more than 170 destination in 70 countries. Along with this, to put its
brand aside among wide range of competitors, it also make use of online sales channel for selling
tickets that empower them to reach large amount of customers towards the brand without any
hindrances (Liu and et.al., 2017).
Promotion: IN context of British Airway, for enhancing its market division it utilises
several promotional techniques such as direct selling, internet marketing, billboard, social media
platforms, sales promotion, personal selling. Moreover, it also introduce some impressive degree
of discount and offers which help them to capture the attention of audience towards the brand in
an amended way.
Physical evidence: For attracting the attention of targeted customer, British Airway
maintain its interior and exterior ambiance in an attractive or impressive style that aid them to
improve its overall productivity and proficiency ratio. Additionally, for capturing the interest of
end users it drive them to introduce creative design in its website and tickets which enlarge the
market share or size in a better way.
Process: British Airway follows simple procedure to manage or monitor its managerial
and operational role that motive its employees to put their best contribution towards an
accomplishment of organisational goal or objective in an expeditious manner.
People: IN this perceptive, British Airway has highly skilled or talented manpower who
are capable of putting novel ideas or strategies for the enrichment of business profit margin ratio
among competitors in a stipulated time limit (Ogunnaike and et.al., 2014).
STP
Segmentation: British Airway segment its product or services to those group who are in
demand of comfortableness, pleasure and reliability during their travelling. Hence, for attaining
the same British Airway tackle corrective course of action for enlarging the proficiency ratio.
Targeting: In context of this, British Airway mainly target upper middle class and
business group individuals who are potential enough to pay higher fares for the consumption of
product and also benefit them to enrich its overall performance.

Positioning: In this regard, British Airway place its brand in a premium international
airlines and make an attempt to grab all modernisation and advancement into its business
function for exploring the productivity ratio in an amended mode.
Marketing Research
Define the problem: It is the primal step in which British Airway take an initiative to
define the problem in a clear or transparent manner. Moreover, they also collect the accurate and
reliable information which drive them to achieve its pre determined goal in an trenchant manner.
Developing marketing research plan: After defining the problem, British Airway create
research plan in the format of interview prospects, survey, questionnaire, observation, mapping
tool for gathering the accurate information in order to achieve better outcome in an improved
mode (Pounds and et.al., 2014).
Collect relevant data: In this, British Airway ensures that its targeted audience are
rendering reliable and authentic information which motive them to obtain profit maximisation in
an efficient way.
Analysis data: After acquiring the data, British Airway researcher evaluate and
examined the whole collected information and based on that suggest suitable suggestions for
enriching the overall performance of company inside industry.
Research into action: It is the last stage in which British Airway determine the overall
findings and on the basis of that implement best strategic decision for the formulation of idea
into action in a better mode.
3. POSTER
Every organisation is a formation of different business function who are interconnected
with each other that lead them to accomplish its desired goal and also help them to maintain a
better working environment within premises. On the other hand, each of these department are
varies from each other in regard of roles, duties, obligation, function and many more. Hence, in
relation to British Airway some of the interrelationship of its business function are mentioned
below:
Marketing departments and finance departments: These two divisions are considered as
most important elements within an organisation as it help them to achieve its desired goal or
objective in an effective manner. In regard of British Airway, for promoting the product in an
improved manner marketing section take an initiative to utilise all available promotional tools

which empower company to reach wide range of population towards the brand. However, for
attaining the same, British Airway’s marketing unit requires funds to convey the information
regarding product to targeted public. Hence, finance department make an effort to provide
necessary amount of money to marketing for advertising the product into existing marketplace.
However, British Airway’s marketing function grab different types of promotional techniques
like internet marketing, advertisement in newspaper, magazines, social media platforms,
personnel selling, direct sales, billboards and many more. With the help such interrelationship
among marketing and finance divisions, it assist British Airway to attain sustainable growth and
development in a productive or creative style.
Marketing departments and human resource departments: Both these determinants
contribution help an establishment to maintain its brand image in an impressive way. However,
in terms of human resource department it is mainly concern with hiring right candidates and
placing in a correct or suitable position for avoiding the occurrence of conflicts of interest,
disputes, confusions inside team members (Riivits and Leppiman, 2014). Hence, British
Airway’s HR unit approach marketing division with an aim of inviting large number of
applicants into the business premises. To this regard, organisation make an attempt to conduct
job fare, campus recruitments, advertisement through traditional and advanced techniques, social
media. Due to such contribution of British Airways’ marketing section, it motive human resource
unit to acquire large pool of highly skilled candidates in order to fill up the vacant job positions
in a prompt way. Henceforth, these kind of interrelatedness between marketing and human
resource enable British Airway to explore its overall profit margin ratio in an amended mode.
Marketing departments and Research and development departments: In this relationship,
Research and development function take an effort to introduce innovate products inside current
market. To achieve the same, British Airway’s marketing division conduct market research for
obtaining the information regarding industry situation as well as consumer demand or interest.
Due to such interconnection among marketing and R&D division, it drive British Airway to gain
competitive advantage and also to place the brand in an aggressive position within prescribed
time period.
Marketing departments and IT departments: Under this interrelationship, IT department
is associate with storing and preserving the employees as well as company’s data in a secure
way. Along with this, they are also meant to develop software application for strengthening the

managerial and operational function. To this relation, marketing division of British Airway
examines the marketplace competition and informs the same to IT section with a purpose
creating novel or advanced application for enriching the firm’s sales performance and customer
base among rivalries. With such relationship empower British Airway to implement best
strategic decision for maximising the proficiency ratio in an efficacy mode.
4. CONCLUSION AND RECOMMENDATION
Some of the suggestion which has been identified for British Airway to enlarge its market share
are as follows:
 The foremost measure that British Airway can apply is that they must adhere to all
government legislation and rules which help them to maintain its goodwill or brand value
among targeted consumer. Moreover, it also aid them to explore its overall productivity
ratio in an effective manner.
 Additionally, British Airway must ensure and aware regarding dynamic nature of
consumer trend as well as market situation. Due to such action, it drive organisation to
accomplish its pre- defined goal in a better manner.
It has been summarised from the above explained report, effective and best marketing
strategy aid establishment to acquire best position among competitors. IN addition to this,
introducing the product as per the market trend and consumer demand, it help an organisation to
enlarge its market share or size in an innovative style. Moreover, it also lead them to provide
increased level of consumer satisfaction without nay hindrances. Furthermore, interconnection of
various functional unit enable an organisation to attain sustainable growth and development in an
amended way.

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