This project provides a comprehensive analysis of British Airways' marketing strategies within the airline industry. It begins with an introduction to the industry and the increasing importance of marketing, followed by an overview of British Airways, including its history, services, and market position. The project delves into key marketing concepts and terminology used by British Airways, such as product strategy, branding, promotional strategy, and selling concepts. It also examines the marketing strategies and programs that aid British Airways in achieving its objectives, including word-of-mouth marketing, internet marketing, and paid advertising. A detailed discussion of the 7Ps of marketing (product, price, place, promotion, people, process, and physical evidence) as applied to British Airways is included. Finally, the project identifies the cross-functional relationships between marketing and other departments within British Airways.
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