Strategic Marketing Plan and Analysis for British Airways: A Report

This report provides a comprehensive analysis of the marketing plan for British Airways, focusing on its strategies and market position. The report begins with an introduction to the concepts of sales and marketing, highlighting their interconnectedness and importance for achieving company objectives. The main body of the report presents a detailed marketing plan for British Airways, utilizing the SOSTIC model to structure the analysis. This includes a SWOT analysis of the airline, examining its strengths, weaknesses, opportunities, and threats. The report further explores the marketing mix, covering product, place, price, promotion, people, process, and physical evidence. Objectives, strategies for segmentation, targeting, and positioning are discussed, along with tactics that include a PESTEL analysis. The report concludes with an executive summary of the marketing plan, including mission, vision, and objectives, and offers strategic recommendations for future growth and success. The report emphasizes the importance of new services, such as free food services to enhance customer satisfaction and gain a competitive edge in the market. The report also considers external factors like competition, government regulations, and infrastructure improvements.

Principles of sales and marketing

Table of Content
Introduction....................................................................................................................................3
Main Body......................................................................................................................................3
Marketing plan of British Airways..............................................................................................3
Conclusion......................................................................................................................................9
References.......................................................................................................................................9

Introduction
Sales of the company include activities and operations involved within the selling of goods and
services while marketing include the process or the technique of promoting, distributing, selling
product and services. both sales and marketing are interlinked with each other and help company
to achieve their goals and objective.
This report will cover case study of British Airways, Which is an flag carrier airline of United
Kingdom. Headquarter of this company is in London England, it is second largest UK based
career airline on the basis of fleet size and passenger carried by them (Gisario and et.al., 2019).
British airline is looking to launch new services to satisfy the customers needs. company will
provide free food services too the customers who are travelling with the British airlines. this
marketing technique will help company to take competitive advantages and they will able to
attract customers effectively.
This report will cover marketing plan, this will include mission, Vision, objectives, tactics,
segmentations, budget and monitoring and controlling with ethical concentration.
Main Body
Marketing plan of British Airways
SOSTIC model
This rustic model is one of the most popular marketing model give it easiness when structuring
campaigns. it can be helpful for the developing marketing plan for the British Airways.
1 analyses of the situation
SWOT analyses
Strength
 Experience over 90 years- The British Airways is second largest international airline and
one of the global leading premium airline as well. This organisation have experience over
the 19 years that is enough to create a good image within the aviation industry.

 Backed by UK government- Any year 1939 this airline was nationalise to form the
British overseas Airways Corporation. And year 1972 both get combined with BEA
Under the British Airways board.
 Own Engineering brand to maintain aircraft fleet- British airline has their own
engineering branch that helps to maintain bear aircraft fleets, it include line maintenance
at over 17 aircraft around all over the world. As well as hanger facilities at Heathrow and
the Gatwick airport It has two major maintenance centres at Cardiff and Glasgow.
Weakness
 Dependent on UK market- British Airways generate their more than 50% of revenue
from the UK market it seems to be good but Considering the risk within the international
economy one can't take risk of having the market myopia.
 European Union- This company has largest unseized workforce. collective bargaining
takes place on the regular basis an a breakdown in bargaining process may dispute
operations an advanced Lee affect performance of the business. their continuous effort
when is the cost of employment increases the risk in this area
 Under penetration in global market- The British airlines has presence and all over the
world through their subsidies but still there has under penetrated the developing market
like China and India. having high potential market due to rise in changing lifestyle and
stable economic conditions, disposable income (Da Silva and Las Casas., 2017).
Opportunity
 Market expansion- With the emergence of developing and growing economic demand of
interconnectivity and investment in travel infrastructure, rising foreign tourism an
expansion of middle class is creating significant opportunity for the British airlines to
expand their business and they can attract customers through the new services they are
launching to satisfy the needs and demand of customers. it will help them to expand their
business and they were able to show their presences
 News services- New services will help British airline to take competitive advantages
within the market where they are operating their business and they were able to create
good image and customers mind. customers will get extra facilities and free food
services that will be valuable for them.
 Pressure on small players- Due to the intervention of the government by & Large
affecting the operation of airline companies many competitors are forced to exit the
market due to the high cost of struggling and competing of global economy.
Threat
 Increasing competition- Fair discounting by the other companies is creating a negative
impact on the British airlines and result British airlines also have to respond to the
competitors so they can stay within the competition. some of the companies have their
low cost structure which is lower than British Airways. the new services to the customers
can help them to overcome from the competitive pressure.

 Government rules and regulations- The industry where British airlines is operating their
business is highly regulated by the government. almost everything they do are regulated
by the government bodies including the routes they fly, do the business partners they
operates with, the fares they set, The cost of infrastructure, safety and security (Opresnik.,
2018). this all function and departments come under the government rules and regulation
and they have to follow strictly to run their business smoothly.
 Improvement in infrastructure- With the improvement in infrastructure and developing &
Developed world there are many alternative modes of term transportation like bullet
trains that are made by the China are also a fast travelling transportation. This kind of
transportation is creating threat upon aviation industry including the British Airways.
This all technology transportation can able to pick higher speed ask party fly by British
airlines can pick.
Marketing Mix
Product
This company offers varieties of airline services in premium segment. a higher level of services
competitive advantages for example- customers within world travelling cabin- Can choose from
the wide range of taste howdy Far East 'Gourmet Dining' 'taste of Britain', heathy choice etc
(Mohseni., 2017). Recently companies looking to launch their new service where they will
provide a free food services to the customers. It will help them to gain loyalty of the customers
and they will able to take competitive advantages within the market where they are operating
their business. Three food services will be included and premium segment where customers can
take advantages.
Place
British airlines flies over the more than 400 destination all over the world and it has the greatest
presence in London, getaway and many more city airports. They are looking for the more
expansion an adding the more destination where they can expand their business and increase
their network within the aviation industry and show their presence as a worlds number one
airline organisation. They are looking to create good network with the China and Indian market
and there they will add more networks regionally and internationally both.
Prices
British airline is using premium pricing strategy with the premium quality services and facilities.
that strategy can also be described as differentiation- The airline charges higher prices for its
services compared to the. Budget airlines an IT services are preserved to be associated with the
higher quality. To save the prices and provide they live in the ticket prices company will use fuel
saving technologies and provide some relief to the customers. it will help them to gain loyalty of
the customers and they will able to take competitive advantages within the market an aviation
industry both.
Promotion

To promote the marketing campaign British airline reviews social media marketing to advertise
their new service Which is better about providing a free food services. It will help them too
attract customers who are looking for the international trips and people who like to travel the
whole world (Guo And et.al., 2018). As the promotional strategy British add Waze will provide
special flight tickets at the reasonable prices for the special occasions. They will come up with
the new offers for the customers Anne they will able to travel to certain places at very reasonable
and discountable prices.
People
British Airways will provide skill based training to their employees that will be helpful to
develop and new skills within the employees. The skilful training will be useful for the
employees because they will able to develop a new knowledge and skills in themselves which
will help them too grow their career an it will also help company to create a skilful workforce.
Process
The British airline has recently launched the new ticket service called eticketing because of
which the time taken to book tickets has become only one minute. in just one minute customers
can book their tickets and travel easily. Similarly, British airline will also come up with the new
ideas to make the ticket booking facility’s smooth and easy.
Physical evidence
This company is operating their business from more than 90 years which shows they are having a
huge experience about aviation industry. This is an evidence that British airlines is physically
present and operating their business effectively within the aviation industry.
2 Objectives
Executive summary
As per the report has covered marketing plan of British Airways which is flag carrier airline of
United Kingdom. A marketing plan is the report that is helpful to outline the marketing strategy
for the upcoming years, month and quarter (Chernev., 2020). It include an overview of the
business marketing an. Advertising goals are they description of the business current marketing
position and provide a competitive advantages to the business. This marketing plan has
concluded mission, vision objectives, tactics, segmentations, budget and monitoring and
controlling with ethical concentration etc.
Mission
single destination seeks to ensure our client fly confident that, together, we are acting
responsibility to take care of the world we live in.
Vision
To become the world’s most valuable and responsible airline and how to create guiding
principles that shows what we are doing in achieve these goals.

Objectives
 To introduce new service to enhance the satisfaction level of customers by 10% till the
end of 2021.
 To increase the sales of flight ticket by 15% till the end of 2021
 To enhance probability of the company by 22% till the end of 2021
 To attract customers by service and products from the British Airways.
3 Strategies
Segmentation, targeting and positioning
Segmentation
Segmentation on the basis of geographic company will target according to the age group and
density. for the economy class the target will be kids, teenagers, middle age group people, for the
premium economy teenagers an middle age group (Albalate Boné., 2019). On the basis of
density people from the urban and rural both areas will be target An economic class will be for
low income segment and premium for the middle class. Physiographic- British airline with target
people on the basis of their lifestyle for the economy class and moderate oriented for the
premium
Targeting
British airline will target people who are rich or belong to the middle class family. mainly they
will look for the people who can afford the prices of the tickets and take international flights.
This can include the travellers and sports person who are regularly in all over the world. To
target the people company will provide free food service which is there new service will help too
attract customers.
Positioning
British Airways want to look themselves as a number one airline service provider within the
aviation industry. To take position they are coming With the fuel saving techniques and new
customer satisfying services to take competitive advantages and positioned themselves as a
growing brand or airline.
4 Tactics
PESTEL Analysis
Political factors
There British Airways is an major multinational airline that flies more than 400 different
different destination in all over the world. political stability and the perception of safety by the
population is an important political factor that has huge impact on this company. There is attack
on 2016, which caused the IAG share price, British airline parent company by 1.5 Heathrow
Headfort from the UK government.
economical factors

economic factors like increasing the prices of fuel is creating a threat for the British Airways. it
increased the prices of the ticket for the customers. to welcome from the threat of Increasing the
fuel prices, company will come up with the new ideas to save the fuel in that area where airlines
(Han And et.al., 2019). Winglets are extension made to the tips Of wings that looks a bit like a
split end. This can helps too reduce the drag, which, in turn, reduce the fuel used to move
through the air.
Social
the new service launched by British Airways will help to satisfy the customer needs and demand
and they will able to add some value for them. the new service is to provide free food to the
customers and it will be very useful during the covert situation because It will help to attract
customers and provide some relief through the new services. This is then marketing strategy that
will be used by British airlines to attract customers and it will help them to grow effectively
within the aviation industry.
Technology
British Airways will also implement technologies that will help to save a fuel during the flight
landing and they will also add technologies Related to the safety off passengers. it will help to
create a trust among the customers and they will able to flight comfortable with the British
Airways. technology has huge impact on this company and helping them to create Good match
within the market where they are operating their business.
Environment
The fuel saving technology is an eco friendly method because the fuel resources are Very less
and British airline will give their 100% to save maximum fuel to contribute toward the
environment (Sumarwan., 2019). British airline will also focus 2 decrease the carbon footprint
through the eco friendly workplace practises and technology that will help them to reduce the
carbon footprints.
Legal
British airline is facing many legal problems within their business That are affecting their
profitability an image within the aviation industry. The company will try to overcome from this
case laws by settling down.
5 Action
Budget
To run the marketing plan effectively marketing team of British airlines had created the budget
around 5000 pound (Magalhães And et.al., 2020). It will be used on the various strategies to run
the marketing plan effectively. Here is total budget and Expenses within the marketing plan.
Particular Amount (pound)
Developing new
services
2000

Recruitment of
employees
1000
Tools and equipment 1500
Promotional activities 500
Total 5000
Time scale
The marketing plan will be run for almost one year where the company will continuously
provide a new services to the customer, it will be only for Premium glass members who are
taking her international flight. other marketing plan functions will continuously run till the end of
2021.
Ethical consideration
Typical concentration refers to the process by which companies market their service and goods
by focusing not only on their product benefits customers but also focus how dare benefiting to
the society (Kemiläinen., 2018). British airlines will contribute toward environment by saving
the fuel by running the fuel saving activities and they will also reduce the carbon footprint by 50
percent.
6 Control
Feedback
Feedback is one of the best technique that can be used by the British Airways marketing team to
control and otherwise marketing campaigns. digital marketing team of the company again take
feedback from the colleagues and other team workers to identify the process and progress of the
campaign.
key indicator performance
key indicator performance is another performance measuring tool that helped to identify real
performance of the digital marketing campaign. it covers some indicators that helps to no how
companies digital campaign is working And what are the result.
Conclusion
As per the report has been covered marketing plan of British Airways which is flag carrier airline
of United Kingdom. A marketing plan is the report that is helpful to outline the marketing
strategy for the upcoming years, month and quarter. It include an overview of the business
marketing an. Advertising goals are they description of the business current marketing position
and provide a competitive advantages to the business. This marketing plan has concluded
mission, vision objectives, tactics, segmentations, budget and monitoring and controlling with
ethical concentration etc.

References
Books and Journal
Gisario, A., and et.al., 2019. Metal additive manufacturing in the commercial aviation industry:
A review. Journal of Manufacturing Systems. 53. pp.124-149.
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
Han, Y. And et.al., 2019. Robust consensus models based on minimum cost with an application
to marketing plan. Journal of Intelligent & Fuzzy Systems. 37(4). pp.5655-5668.
Sumarwan, U., 2019. Pemasaran Strategik: Perspektif perilaku konsumen dan Marketing plan.
PT Penerbit IPB Press.
Da Silva, E C. and Las Casas, A. L., 2017. Sports marketing plan: an alternative framework for
sports club. International Journal of Marketing Studies. 9(4). pp.15-28.
Opresnik, M O., 2018, July. Effective Social Media Marketing Planning–How to Develop a
Digital Marketing Plan. In International Conference on Social Computing and Social Media (pp.
333-341). Springer. Cham.
Mohseni, S., 2017. Marketing Plan for Kajaani University of Applied Sciences Library.
Guo, B. And et.al., 2018. The best marketing plan of photographing for money deduced by
extensible mind mapping. In ITM web of conferences (Vol. 17, p. 03003). EDP Sciences.
Albalate Boné, F., 2019. Marketing plan of the company Sener Fruit of the year 2020.
Magalhães, M. And et.al., 2020. Canvas marketing plan: How to structure a marketing plan with
interactive value?. In Handbook of Research on Emerging Technologies for Effective Project
Management (pp. 158-168). IGI Global.
Kemiläinen, T., 2018. Marketing Plan for Tassuklaani Oy.