MC4061QA - British Airways: SWOT, Challenges & Marketing Analysis

This marketing report focuses on British Airways, providing a comprehensive analysis of its strengths, weaknesses, opportunities, and threats (SWOT). It identifies key service marketing challenges the organization faces over the next three years, drawing on secondary research. The report further analyzes these threats through the lens of theoretical principles of services marketing, offering recommendations to overcome these challenges while considering the organization's strengths and opportunities. The analysis covers aspects such as enhancing customer experience, attracting changing demographics, and addressing market shifts. Recommendations include listening to consumers, focusing on the service marketing mix, and providing tangible evidence of service quality. The report concludes by emphasizing the importance of marketing principles in developing effective strategies for British Airways to achieve its organizational goals.

Principles of
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Analysis of the strengths, weaknesses, opportunities, and threats (SWOT)..........................1
Identification of the organisation’s key service marketing challenges..................................2
Analyses the threats through the lens of theoretical principles of services marketing and
provide recommendations to overcome challenges within the constraints of Strengths and
Opportunities..........................................................................................................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing basically involves all the activities that are carried by an organisation for the
purpose to sell or buy a service or product. In context to the marketing process it includes
activities such as delivery, advertising and selling of products to the business or consumers. The
principles of marketing are basically the marketing ideas which are used by the organisation for
the purpose to develop effective marketing strategy. In this report, the organisation chosen is
“British Airways”. The organisation is the flag carrier airline of the United Kingdom and
headquartered in London, England. The organisation is the considered to be the second largest
UK based carrier after Easy Jet. The report involves the marketing report of the company and
includes the analysis of the strengths, weakness, opportunities and threats that are faced by the
organisation. In addition to that it involves the key service marketing challenges faced by the
organisation for the next 3 years. Furthermore, it involves the analysis of the threats and
recommendations in order to overcome these challenges.
MAIN BODY
Analysis of the strengths, weaknesses, opportunities, and threats (SWOT)
SWOT basically stands for the Strengths, weaknesses, Opportunities and Threats and is
basically a technique in order to assess the various aspects of the organisation. The tourism
industry provides various factors of leisure activities and their main objective is to change the
environment, work environment, away from home and much more. In context to Tourism
Industry, the industry is a combination of various sub industries that involves attraction, hotels,
travel companies, transport business, lodging and plays a very important role in the country's
economy (Frederick, D.P., 2022).
SWOT Analysis of British Airways
Strengths
 In context to British Airways, the
greatest strength of the organisation
is its operational staff which is highly
efficient in handling consumers and
their queries.
 The organisation’s customers have
Weakness
 With slowdown of the economy of
UK it has resulted in affecting the
financial stability of the British
Airways.
 In context to British Airways, the
increase in fuel prices can result in
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trusted the brand and shown great
brand loyalty.
 The organisation is the leading brand
when it comes to airline industry and
has strong fleet of aircraft.
 The organisation operates in all the
continents and offers a number of
international destinations worldwide.
creating a barrier for the
organisation.
 In context to British Airways, the
Middle eastern airlines gives a tough
competition to the organisation.
 The landing charges and non fuel
costs has also resulted in affecting
the operational activities of
organisation (Bacon, D.R. and
Stewart, K.A., 2021).
Opportunity
 With the emerging economy, the
organisation has started various
flights on the international routes.
 In context to British Airways, the
reduction in cost of aircrafts and
resulted in reducing the overall
operating cost and hence created a lot
of opportunities for the market.
 In context to British airways, the
organisation has expanded its
operations in the markets such as
Middle east region and China.
 The organisation has expanded its
global operations through exploring
new markets.
Threats
 In context to British airways, the
organisation has spend its maximum
money in promotions and marketing
due to tough competition from other
market players.
 In context to British airways, the
airlines industry has been affected
due to global recession.
 In context to British Airways, the
rising fuel cost has become the
biggest threat for the organisation
and which resulted in increase in
prices of tickets.
Identification of the organisation’s key service marketing challenges
In context to British Airways, there are various service marketing challenges faced by the
organisation which involved changing working practices, raise in finance at the time of crisis
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situation, planned merger with Iberia, radically reducing their historic cost base and much more
(Herrington, J.D. and Lollar, J.G., 2020).
In context to organisation, the various marketing challenges plays a very important role
and is very important to identify the key service marketing challenges. In context to British
Airways, the customer centres plays a very significant role and it is very important for the
organisation to identify the key service marketing challenges for the next 3 years. In context to
British Airways, the organisation might face the key service marketing challenges mentioned
below:
Enhancing the customer Experience: In context to British Airways, the major challenge for the
organisation is to enhance customer experience and finding new ways in order to enhance the
passenger experience and creating ways to provide comfort. In context to organisations, it is
very important for the leaders and management team to stay emphasis of improving the customer
experience (Beede, P., 2020).
Attracting Changing Demographics: Another major challenge of the British Airways is to
attract the changing demographics and it is very important for the organisation to attract broader
demographics and broaden the focus.
Market Shifts: In context to British Airways, the market shifts plays a significant importance
and it is very important for the organisations to identify the various factors that leads to a shift in
the market (Roy, N. and Gretzel, U., 2020).
Analyses the threats through the lens of theoretical principles of services marketing and provide
recommendations to overcome challenges within the constraints of Strengths and
Opportunities
Service marketing is basically a form of marketing which involves organisations who are
involved in providing services to the customers that helps in increasing the sales and brand
awareness. In context to service marketing, the four major principles are classified into price,
product, promotion and place and in context to intangible aspect of services it involves three
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major principles which is physical evidence, people and process. The process of selling is
basically defined as the interpersonal exchange which is considered to be important aspect in the
service marketing( Utami, W., Siregar, H.R. and Asnawi, A., 2020). In context to British
Airways, the organisation carries out marketing campaigns for the purpose to establish
relationship with the consumers. In context to British Airways, the organisation has to deal with
various threats which involve issues related to the environment and also the outcome of the
pandemic situation. In context to British Airways, the organisation in order to overcome these
challenges needs to follow certain steps which involve the following recommendations:
Listening to the Consumers: In context to British Airways , in order to overcome the threats and
deal with the various challenges it is very important for the leaders and managers to listen to their
customers. The process of marketing research plays a very important role and is quite critical
when it comes to airline industry( Santucci, L.C., McHugh, R.K. and Barlow, D.H., 2018).
Service Marketing Mix: In context to British Airways, it is very important for the service
marketers of the organisation to put more focus on the performance, knowledge and certification
of the people delivering the services. In addition to that it is very important to use the right type
of strategies.
Provide Evidence: In context to British Airways, the services are usually more difficult to
promote and it is very important to make the customers trust the brand.
In context to British Airways, it is very important for the managers and leaders of the
organisation to use their opportunities and strengths in order to deal with the various issues and
challenges and also working upon identifying the threats in advance and developing effective
strategies for the purpose to deal with these issues and working upon them in a effective and
efficient manner in order to carry out various marketing operations and activities( Shrivas, P. and
Khandelwal, N., 2019).
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CONCLUSION
From the above report, it can be concluded that marketing and principles of marketing plays
a very important role in the organisation and how principles of marketing plays a effective role in
order to develop effective strategies. In context to British Airways , the marketing report plays a
very important and helps the organisation in identifying the strengths, weakness, opportunity and
threats. Moreover, it helps in identifying the key marketing challenges and various factors that
and how the development of effective strategies helps in dealing with the issues. The report also
helps in identifying the various factors which contributes towards attainment of organisational
goals and objectives. The above report also helps in analysing the various service marketing
issues that affects the British Airways and various companies involved in the Aircraft Industry.
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REFERENCES
Books and Journals
Bacon, D.R. and Stewart, K.A., 2021. What Works Best: A Systematic Review of Actual
Learning in Marketing and Management Education Research. Journal of Marketing Education,
p.02734753211003934.
Beede, P., 2020. Small-Scale Sports Event Marketing Using New Marketing Concepts and
Communication Tools. In Principles and Practices of Small-Scale Sport Event Management (pp.
174-191). IGI Global.
Frederick, D.P., 2022. Recent Trends in Neuro marketing–An Exploratory Study. International
Journal of Case Studies in Business, IT and Education (IJCSBE), 6(1), pp.38-60.
Herrington, J.D. and Lollar, J.G., 2020. A comparison of undergraduate marketing curricula by
type of accreditation. International Journal of Business Forecasting and Marketing
Intelligence, 6(4), pp.336-355.
Roy, N. and Gretzel, U., 2020. Themed route marketing in India. Anatolia, 31(2), pp.304-315.
Santucci, L.C., McHugh, R.K. and Barlow, D.H., 2018. Direct-to-consumer marketing of
evidence-based psychological interventions: introduction. The Neurotic Paradox, Vol 2: Progress
in Understanding and Treating Anxiety and Related Disorders, Volume 2, p.228.
Shrivas, P. and Khandelwal, N., 2019. An Analytical Study of E-Marketing Practices. FIRMS’s
International Journal of Economics & Management Studies, 1(1), pp.20-25.
Utami, W., Siregar, H.R. and Asnawi, A., 2020. The influence of the sixone 77 meatball
marketing mix to customer satisfaction in Makassar city. Advances in Environmental
Biology, 14(9), pp.1-8.
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