Comprehensive Marketing Report for British Airways' Business Growth

This marketing report provides a comprehensive analysis of British Airways' marketing strategies. It begins with a definition of marketing and explores its nature, concepts, and current and future trends. The report examines the structure and operation of marketing departments, the marketing process, and the different roles of marketing in B2C and B2B contexts. Furthermore, it highlights the interrelation between marketing and other functional units within the organization. The report concludes with a summary of key findings and includes references to relevant sources. This assignment aims to provide a detailed overview of marketing principles and their application within a real-world business context, offering insights into how British Airways can optimize its marketing efforts for continued success. The report covers various aspects of marketing, including market analysis, brand management, and the impact of external environments on marketing activities. It also discusses the integration of marketing with other functional areas such as HR and finance.

MARKETING

Table of Content
 Introduction
 Definition of marketing
 Nature of marketing
 Marketing concepts
 Current trends
 Future trends
 Structures and operations of marketing department
 Marketing process

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 Different roles of marketing in context of B2C and B2B
 Interrelation between marketing and other functional
units.
 Conclusion
 References

Introduction
British Airway, which is a well known and leading airline across
UK in respect of their fleet size as well as global destination
flights. Also, in context of carrying passengers it comes at
second position and having headquarters is in London,
England. The topic which are going to be discussed in this
report are Marketing definition, nature, concepts, current and
future trends, impact and influences of external environment
on marketing activity.

Definition of marketing
As per the Philip Kotler, marketing is considered as managerial
and societal procedures through which group of person
acquire what it required as well as desires by offering,
developing and freely exchanging goods or services of value
with other individuals.

Nature of marketing
Marketing is regarded as difficult aspects as well as it not at all
sum up to sales on their own. Therefore, few marketing nature is
social procedures, economical, administrative function and
others. Some of them are described underneath:
 Marketing as administrative function.
 Marketing s a human activity.

Role of marketing
Marketing plays essential role within all organizations such as
British Airways. Some of the role of marketing that are
played in respective firm are described below:
 Analyzing and researching market.
 Managing company’s brand.

Marketing concepts
Marketing concepts is stated as plan of action that firm implements
in order to satisfy the audience’s desires, maximise sales, enhance
profit and beat rivalry. Therefore, there are few concepts of
marketing which may be useful for British Airways are described
underneath:
 Product concept
 Selling concept
 Production concept
 Marketing concept
 Societal marketing concept

Current trends
Now a day, entities have been opting numerous ways of
marketing in order to obtain more audience’s attention
towards their offerings. Few present trends which British
Airways would adopt for their marketing are discussed
below:
 Social media marketing
 Advertisement campaigns

Future trends
There are few upcoming marketing trends which British
Airways can apply for its business development. Some trends
are as follows:
 Biometrics
 Block chain technology

Structure and operation of
marketing departments
The marketing department structure will fluctuates based upon the
needs of business. Basically, there is a leader, higher level
executives who formed tactics as well as observed operations of
group. All managers manages its group and experts who do
their works within team.

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Marketing department works on numerous practices into British
Airways that are described underneath:
 Brand Management
 Market analysis and research