British Airways Marketing Strategy: A Comprehensive Marketing Plan

This report presents a marketing plan for British Airways, focusing on the introduction of holiday packages. It employs the SOSTAC model, beginning with a situational analysis using SWOT to evaluate the internal and external business environments, identifying strengths like brand presence and weaknesses such as over-reliance on the UK market. Objectives include enhancing revenue and sales. The plan then addresses segmentation, targeting, and positioning (STP) to identify and target specific customer segments with tailored offerings. Tactics involve leveraging social media and other channels to promote the new product, with clearly defined actions assigned to various staff members. Control mechanisms are implemented to monitor and adjust strategies as needed, ensuring the effectiveness of the marketing plan in achieving business growth. The report concludes that a well-structured marketing plan is essential for meeting organizational objectives and delivering value to potential clients.

Marketing Plan

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Marketing Plan.............................................................................................................................1
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing plan is considered as an operational document which represents an advertising
tactics that a firm would execute for generating as well as reaching their targeted marketplace.
Moreover, this is essential for entity as it is a roadmap which is helpful to introduce and deliver
their commodities or service to potential clients (Calzada, 2020). For this report, the undertaken
company is British Airways which is a leading airline firm across United Kingdom in respect of
its fleet duration and global vacation spot flights. The aim of this report is to formulate a
marketing plan.
MAIN BODY
Marketing Plan
Marketing plan is undertaken as a roadmap which is helpful to introduce and deliver their
commodities or service to potential clients. In respect of British Airways, they plan to introduce
holiday packages for their clients. So, they formulate marketing plan with help of SOSTAC
Model.
SOSTAC model
Respective model is formed by P. R. Smith so that huge department of entity may able to
develop business plan. Within British Airways, they would implement this tool to focus upon
improvement of distinctive strategies and tactics in regards to digital marketing and formulating
overall marketing plan for firm. The description of implementation of respective aspects is
discussed below:
Situation
Within it, effectual situation evaluate development that takes place. For instance, both
external as well as internal business environment of firm is analyzed (Chernev, 2020). Also, for
this British Airways would apply SWOT analysis is described below:
SWOT analysis
This is undertaken as tactical approach as well as technique which are utilized via
business for evaluating internal and external factors of firm that may impact upon firm. In
addition to this, it may be system of decisive the strengths, weakness, opportunities and threats of
business. SWOT analysis of respective company is described below:
Strengths Weaknesses
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 British Airways has a significant brand
presence and compelling worldwide
presence. It has a caravan size of more
than 260 airplanes and has right around
150 worldwide areas transversely 6
mainland’s.
 The specific association has assorted
administrations like trade or top of the
line, relax, in flight diversion,
reliability programs and so forth
Alongside this, it has extraordinary
showcasing and support of the aircrafts
across the world.
 Over reliance in UK market is one of
the shortcomings of this organization.
Over half of income of it comes from
UK commercial centre that gives off an
impression of being acceptable quality
yet considering the danger in the
globalized economy one can’t obtain
risk of having market nearsightedness.
 Several contenders from other
coordinating aircrafts on all courses are
another shortcomings and high
contention states restricted piece of the
pie for BA.
Opportunities Threats
 Making extension in its worldwide
activities to more current domains and
districts is a productive improvement
choice that can be incorporated by
British Airways.
 The Heathrow Terminal is a key has
across the world and British Airways
has a critical endurance here.
Furthermore, collusions and code
imparting to other worldwide aircrafts
can further develop business of British
Airways.
 Government guideline is key danger to
this business as carrier industry is
profoundly managed so minor changes
in unofficial laws and enactments sway
the matter of British Airways. In
present time, reason for COVID
pandemic distinctive kind of changes
happened related to wellbeing and
security that impact the matter of the
organization
 Maximising fuel cost and work
expenses can lessen the benefit of
British Airways in negative structure.
Objectives
 To enhance firm's revenue by 10% within a year.
 To maximise the business sales by 5 % in 10 months.
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STP: This considers segmentation, targeting and positioning of consumers based upon the
goods as well as its expectation (Kesoglou, 2020). Additionally, the effectiveness of respective
approach in respect of British Airways is as follows:
 Segmentation: In this, firm’s trade would cognizance at segmentation as well category go
market into different aspects such as geographic, behavioural, demographic segments for
managing it respective entity might acknowledge location to facilitate Holiday packages.
Upon this idea, market may be categorised into step with products as well as thinking
about consumers.
 Targeting: Under it, the administration of British Airways can become mindful of its
focused and suitable buyers in fragmenting phrases who are showing their pastime in
taking the pay of its items and offices. For its Holiday bundle bargain item, it can target
male and lady, its typical customer, adolescents, business undertaking individual, recently
wedded couple and so forth
 Positioning: In it, the control of the association can set its new produced using Holiday
group using web-based media channels, TV and others as it make globalise fine business
and advancement. Alongside this, it can give slice cost and occasional provides for its
designated clients in regards to its recently dispatched item.
Marketing Budget
3

Tactics: Within British Airways, their management may utilise as well as positioned in
effectual techniques for obtaining business desires and objectives. Moreover, with
implementation of various tactics, entity may aware with their offerings. For instance, respective
entity for awarding their targeted customers about its new product they would undertake several
tools and channels that incorporates social media promotion, newspaper and others.
Actions: Within respective firm, their management decided various accountabilities to
various staff for developed objectives can be accomplished into stipulated time duration
(Vaníčková and Szczepańska, 2020).
Control: It is considered as last elements. Within it respective firm might control have
control upon non needed tactics, and actions of business. Also, they could compare both plans as
well as process which are related with them in respect of business growth with assistance of new
product that is Holiday Packages Aare effective or not.
CONCLUSION
As per the above report, it has been concluded that marketing plan is essential for all entity
to meet their objectives as it is a roadmap which is helpful to introduce and deliver their
commodities or service to potential clients.
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REFERENCES
Books and Journal
Calzada, J.A., 2020. Communication, Marketing Plan, and Strategy. In Comprehensive
Healthcare Simulation: Program & Center Development (pp. 133-140). Springer, Cham.
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
Kesoglou, C., 2020. A Marketing Plan for “Lancom” company.
Vaníčková, R. and Szczepańska-Woszczyna, K., 2020. Innovation of business and marketing
plan of growth strategy and competitive advantage in exhibition industry. Polish Journal
of Management Studies, 21.
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