How British Airways Achieves Goals Ethically: Marketing Report

This report provides an in-depth analysis of British Airways' marketing strategies, focusing on how the airline achieves its goals ethically. It begins with an introduction to key marketing concepts and terminology applicable to British Airways, including product, promotional, and branding strategies. The report then explores how various marketing strategies and programs contribute to the company's objectives, such as investing in new aircraft and reducing costs. Furthermore, it delves into specific marketing concepts and principles exercised in British Airways' daily operations, including the STP strategy (segmentation, targeting, and positioning) and the 7Ps of marketing (product, price, place, promotion, people, process, and physical evidence). The report concludes with recommendations for further enhancing British Airways' marketing efforts, ensuring continued success in a competitive market. The report emphasizes the importance of ethical considerations in marketing practices, highlighting the airline's commitment to customer satisfaction and brand image.

How the overall marketing strategy
enables British Airways to achieve its
goals ethically

Table of Contents
INTRODUCTION...........................................................................................................................1
1) MAIN BODY..............................................................................................................................1
a) Key marketing concepts and terminology which are applicable to the British Airways........1
B) Marketing strategies and programs help company in attaining their objectives....................3
C) Some marketing concepts and principles that exercised in British Airway’s daily
operations....................................................................................................................................4
3) Covered in poster ........................................................................................................................6
4) Conclusion and recommendations...............................................................................................6
REFERENCES................................................................................................................................8
.........................................................................................................................................................9

INTRODUCTION
Marketing is one of the important action or study of exchanging relationships in order to
satisfy customers. As it help in improving brand image of company in market place that support
in inviting large number of customers towards its products and services. This is the reason that
marketing is crucial for company through which firm easily established their competitive brand
image at market place. Mainly, marketing refers to the activities of promoting the buying and
selling products with the aim of generating larger profitability. As it also includes selling,
delivering, advertising and many more through which company can increase their awareness in
market place (Bernabé-Moreno and et. al., 2015). This will directly contributes in making overall
brand image more competitive and famous as well. Current report is based on British Airways, is
famous airline company in over the world and also based on number of flight son roll and also
cover number of destinations. It was established in 1972 for providing airline services to its
customers. In market place British Airways is in good position that includes certain strategies in
order to promote their brand at national and international level. This may increase overall
performance of company at market place. Report is going to discuss about marketing concept
and terminology to British Airways through which firm can improve their competitive brand
image at marketing. It also includes cross-functional relationship of marketing and other
department within the British Airways.
1) MAIN BODY
a) Key marketing concepts and terminology which are applicable to the British Airways
Marketing refers to business or action of promoting as well as selling products including
advertising and market research. It is set of institutions, activity, communication and exchanging
the offering which have value for consumers, society and partners at large. The marketing
concept means way a company should adopt to increase profits through fulfilling requirements of
consumers. Effective marketing begins with identification as well as appreciation of expectations
and requirements of consumers and after the working backwards to create such services and
product to fulfil requirements of consumers (Eaton, 2017). Every business needs to plan effective
marketing strategies that begins with the analysis of customers needs and implement effective
plan for the development of goods and services which is required for the fulfilment of consumers
requirement. It is important to incorporate many principles as well as marketing terminologies
1

within a company that helps to achieve huge growth and business success. There are some
marketing concepts in relation of British Airways mention below:
Product strategy- Product can be considered an integral component of all companies,
but the company provides other types of services in the case of British Airways, including first-
class economy, car hire, and a mix of hotel and airplane. According to the British Airways high
class product, it is awarded with the official 4 star ratings. British Airways ' main objective is to
delivering air transport to its travelling customers as well as offering intangible services that
become an essential part of the items they have sold (Graham, 2016).
Promotional strategy- British Airways is mainly famous for introducing the various
types of discounted coupons and vouchers for consumers. They mainly seem to offering the
discount vouchers codes to consumer if they are not club members. British Airways also offer
special discounts and incentives not only for cheaper flights but also for rental cars in general of
long / short vacation packages. The main things customers only to do is gathering miles points of
British Airways through flying with them and through straying in chosen hotels. All the adding
to points of consumers towards getting the more points. In addition to this, firm gives the
attractive benefits as well as rewards for holiday packages at the cheap rate and rented cars to
make loyalty of consumers and also feel satisfied.
Branding strategy- These are action plan that companies use for differentiate their
services, identities and services from their rivals. It is long term brand that aids to determine
what type of the image want to develop for consumers. This strategy is concerned with directly
to branding that impact business environment as well as needs of consumers which impact
sustainability and competitiveness of firm. In relation to British Airways, there are different
types of the branding decisions that includes selection of name, sponsorship, development and
brand positioning. Positioning a specific brand before consumers requires views, values, and
behaviours that effectively assist in the successful market placement of their products and
services. In name selection, the organization chooses appealing and exclusive brand name and
defends it from its competitors (Helms Mills and Mills, 2017). In sponsorship of brand
development, British Airways select many choices such as private brand, manufacturing,
licensing and co- branding which aids in make improvement in success proportion and growth of
business. Brand development includes line extension, new brand, brand extension, multi-brand
development and many others, basically developing a new product or market that leads to a
2

highly competitive market advantage. In relation to the British Airways, among all type of the
branding strategy it emphasised on development of brand to develop high market share and also
expand at large scale to attain specific objectives which is more flexible in operations and need
for getting the high market share with targeting large number of consumers and gaining the
competitive position at marketplace.
B) Marketing strategies and programs help company in attaining their objectives
Every business organisation is responsible for implementing effective principles at the
time of performing marketing activities (Karami, 2017). With the help of this company easily
attain their set goals and objectives in stipulated time frame. In this regards, British Airways
implement some strategies within their business for attaining their target are as follows:
 One of the main strategy implement by British Airways is that company investing new
aircraft in order to improve their positive brand image at market place.
 British Airways also reduce manpower within entire terminal that help them in cut-down
overall cost of company.
 British Airways also introduce new and effective services like new business class seats
on the restyled first cabin with the aim of inviting large number of customers towards its
services.
 Along with this, company also planned growth strategy within their operational activities
and also includes important responsibility to make their entire activities more
competitive.
 British Airways also focus on mileage functions of company in which they serve their
airline corporate packages through e-ticketing as it support in keeping customers loyal
and satisfied as well.
Therefore, all the mentioned strategies and marketing principles help company in
attaining organisational target and objectives in stipulated time frame. In this regards, British
Airways is famous business organisation in UK that operate their activities and offer their airline
services in affordable cost. This will directly contributes in increasing profit margin of company
and at the same time also make its brand image more popular. In addition of this, company also
focus on their flight frequency and its all the plans that may support in improving customers
experience (Kaynak and Kucukemiroglu, 2015). This will support in enhancing the chances of
attaining higher growth at market place. Along with this, developing environmental
3

infrastructure, support crew members is also consider as an effective strategy that help in
managing all the necessary information and at the same time also provide correct data to
customers. With the assistance of this, firm can enhance their performance and at the same time
also established their competitive brand image.
C) Some marketing concepts and principles that exercised in British Airway’s daily operations.
There are different concepts and marketing strategies are there which implement by the
company to attain all the set goals and objectives. It also help them in enhancing productivity
level of business that contributes in establishing its competitive brand image at market place
(Lange and et. al., 2015). Mainly, it includes 7P's, market research, STP and many more. All
these are play a crucial role in company to attain all the marketing target in effective way. For
better understanding all these are discussed:
STP strategy:
It is one of the important strategy as it help in increasing their competitive image as
compare to its rivals. Mainly, it also support company in promoting their brand image in market
place to invite more and more customers towards its services. In context of this British Airways
also implement this type of strategy to make customers aware towards its services. This can be
effective for establishing famous brand image. It includes different strategies such as:
Segmentation:
It is considered as an activity that used by company for dividing entire market into sub-
markets as per customers behaviour and different characteristics. In this context, British Airways
classified their market in different categories are as follows:
 Demographic: It is related to the different demographic aspects such as age, income,
education, gender and so on. In this, company launched their services in market on the
basis of affordable price with the aim of influencing or attracting large number of
customers.
 Psychographic: This segment of marketing is related with the customers lifestyle and
their attitude as well. In this, British Airways segment their customers as per their taste
and preferences (Madar, 2015). Along with this, company also offer superior quality of
food, seat facility along with friendly workers which help in making them loyal towards
the company and its services as well. This will improve the positive brand image at
competitive market place.
4

 Geographic: In this British Airways segment customers on the basis of their region and
density. As they offer flight services at domestic and international level in which people
almost prefer air transports. It may assist in improving the performance of company at
market place.
 Behavioural: This type of segment is related with the customers behaviour in which
British Airways serve their services on the basis of their taste and preferences (Taneja,
2017). This can be effective in making customers loyal towards the company and its
services as well. This will directly contributes in establishing famous brand image.
Targeting:
In market, British Airways select particular segment of customers in which they target
primary class of market which preferred high class services. With the help of this British
Airways can easily improve their brand image. By this, company also increase customers
attention towards its airline services. With the assistance of this, British Airways capture larger
market share from its competitors and make their brand image more popular at market place.
Positioning:
This strategy play a crucial role in business organisation as it shows clear image of
company at market. It also help in accomplishing the market growth. For attaining the same,
British Airways requires to positioned their products within the market wherein company doesn't
promote their services. This will support in making them unique and famous in market through
which large number of customers get easily attracted.
7Ps of British Airways:
 Product: British Airways is known for its quality services that directly contributes in
satisfying customers needs and wants. Along with this, company also offer reasonable
flights tickets to customers along with fresh food, Wi-Fi and many more to its customers
in order to make them loyal (Tckhakaia, Cabras and Rodrigues, 2015).
 Price: British Airways implement diversify rage of pricing strategy in which they set
product price as per customers needs and their requirements. This will influence
customers towards the company and its services.
 Place: Company distribute or sell their services through internet as it help in reducing
customers retailers and at the same time also increase company profitability level at
market place (Vogel, 2018).
5

 Promotion: British Airways use different promotional strategies such as direct
marketing, advertising, public relation and many more. Along with this company also
includes magazines and events which support in inviting large number of customers
towards its services.
 People- They are main factors which influencing how service is to be run. In an
organisation, people should be trained in order to deal with consumers in such as manner
that firm has been advertised. British Airways company has the high level of the training
for staff. It develops the positive relationship with staff and consumers for giving them
positive satisfaction.
 Process- This states that service is varied from product as the goods are produced. The
consumers of British Airways will the base opinion of service on quality of the onboard
food to meet with requirement of passengers (Ustaömer, Durmaz and Lei, 2015). In
context to this, it need to create the better distribution process and system to assure for
conducting the operational activities in an effective manner.
 Physical evidence- It is about where product is sold and quality of this. In context to
British Airways, this many design the tickets which are developed with efforts to make
them attractive.
3) Covered in poster
4) Conclusion and recommendations
It has been concluded from the above mention report that marketing is main function of
an organisation that marketing is a necessary function of company that work with the other
functions to attaining the set objectives. The main function of marketing department is to connect
with the large number of people and fulfil their requirements by providing them high quality of
products and well as services. In this report product strategy, branding and promotional strategies
had been discussed in detailed manner. Some of the strategies like 7Ps and STP has been stated
with several components which an organisation have and also need to develop in some of the
sections. Firms require the interrelationship between all the departments with marketing that help
in determining market trends, expectations of customers and attaining the organisational
objectives with particular time period.
6

Other than this, there are some recommendations for the British Airways for marketing
functions and attaining organisational objectives in specified manner. Some of the
recommendations are mention below:
 There is a need to British Airways to followed strategic intents to get the high success in
market and also make improvement in provability.
 British Airways needs to develop as well as adopt the effective strategies and practices in
order to gaining the competitive benefits at marketplace.
 It requires to conduct the research and development in market so that it can provide the
new and unique services to consumers for attract them.
7

REFERENCES
Books and journals
Bernabé-Moreno, J. and et. al., 2015. CARESOME: A system to enrich marketing customers
acquisition and retention campaigns using social media information. Knowledge-Based
Systems.80. pp.163-179.
Eaton, J., 2017. Globalization and human resource management in the airline industry.
Routledge.
Graham, A., 2016. Airport strategies to gain competitive advantage. In Airport Competition (pp.
109-122). Routledge.
Helms Mills, J. C. and Mills, A. J., 2017. Rules, Sensemaking, Formative Contexts, and
Discourse in the Gendering of Organizational Culture . In☆ Insights and Research on
the Study of Gender and Intersectionality in International Airline Cultures (pp. 49-69).
Emerald Publishing Limited.
Karami, A., 2017. Corporate strategy: evidence from British Airways plc. In The Changing
Patterns of Human Resource Management (pp. 46-64). Routledge.
Kaynak, E. and Kucukemiroglu, O., 2015. Marketing Airlines Internationally: US Travellers’
Attitude Toward Domestic Versus Foreign Carriers. In Proceedings of the 1993
Academy of Marketing Science (AMS) Annual Conference (pp. 176-180). Springer,
Cham.
Lange, K., Geppert, M., Saka‐Helmhout, A. and Becker‐Ritterspach, F., 2015. Changing
business models and employee representation in the airline industry: A comparison of
British Airways and Deutsche Lufthansa. British Journal of Management. 26(3).
pp.388-407.
Madar, A., 2015. Implementation of total quality management Case study: British
Airways. Bulletin of the Transilvania University of Brasov. Series V: Economic
Sciences. 8(1).
Taneja, N. K., 2017. Driving airline business strategies through emerging technology.
Routledge.
Tckhakaia, E., Cabras, I. and Rodrigues, S.A., 2015. Knowledge management in airline industry:
Case study from the British airways. In International Conference e-Society.
8

Ustaömer, T. C., Durmaz, V. and Lei, Z., 2015. The effect of joint ventures on airline
competition: The case of American airlines, British airways and Iberia joint
business. Procedia-Social and behavioral sciences. 210. pp.430-439.
Vogel, R., 2018. Persuasion in business documents: strategies for reporting positively on
negative phenomena. Ostrava Journal of English Philology. 10(1).
9