British Airways: Marketing Strategy & Project Management for UK-USA

This report outlines a marketing strategy for British Airways' UK to USA route, focusing on key factors such as demand forecasting, hub connectivity, and aircraft availability. The proposed "Miracle Flight" campaign aims to provide a rapid and convenient travel experience, targeting passengers aged 20-50. The strategy leverages digital channels, including social media, to reach the target market and promote special offers. Key Performance Indicators (KPIs) covering financial, customer, operational, and colleague aspects are identified to measure success. The report also touches upon project management techniques to ensure effective implementation. Desklib offers similar solved assignments and past papers for students.

INDUSTRY
CONSULTANCY PROJECT

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1. Overview for route and important factors................................................................................3
2. Overall idea for marketing campaign......................................................................................4
3. Target market...........................................................................................................................5
4. Providing details for proposed marketing activity to meet the target market by using
different channels.........................................................................................................................6
5. Performing the KPI metrics to measure the success................................................................7
6. Project management techniques...............................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................9

INTRODUCTION
Holiday journey always starts from the specific routes which provides the remarkable
experience to travellers (Shen and Cheng, 2020). Passengers always prefers the route which
provides them better services and opportunity to explore different things. British Airways a flag
carrier Airline of United Kingdom, headquarter of the firm is located in London, England and its
Hub is present at Heathrow Airport. This report covers the area which involves the marketing for
specific route, it lay out the overview for the chosen route along with its factors which plays a
significant role. Report will further describe ideas or marketing theme for the services, it also
covers the target market and its justification. Moving on further it also illustrates the details over
marketing activity to analyse the target market along with specific channels. Discussion over the
metrics for success measurement and project management techniques will also discussed in the
report.
MAIN BODY
1. Overview for route and important factors
UK to /from USA route has been selected, it is found that distance between UK and USA
is 9560KM. This route is successful as historical connectivity between the US and UK, as global
cities London and New York are connected with each other due to the economical reason, also
the language which is shared between the countries are quite similar which decreases the
communication barrier for them (Badánik and Götz, 2018). As for the competition airways
company always selects the route by examining all the factors such as time, cost, target audience
and competition, British Airways company is quite popular among the airways industry, thus
which means they selects the route and services which give them a competitive edge to compete
in the market. Company also need to proceed with the strategies as to provide the vouchers over
the air ticket and to provide them short description about their journey as what they will going to
experience, it helps in attracting the customer towards it.
Factors that are important
Demand forecasting:
Before initiating with any route Airline companies always determine the things which
suggests as how many customers will mostly travel on flights, thus for this aviation market
intelligence has been used which provides all data. Thus this information comes from the airline
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itself and from the passengers in order to analyse the traffic trends. These data key sources are
fares, routes. Thus this factors plays an important role, therefore British Airways also need to
ensure the relevant data and to identify average flow of the traffic for each day, with this they
will be able to know what kind of aircraft can be used for the route.
Hub connectivity:
Mostly firms have the Hub where they operate their flights, for the British Airways there
Hub is Heathrow airport. In this main task of the network planning at airline is to make sure that
travellers are enable to reach to destination through specific airline route. Thus it is important for
the firm to provide the connectivity at the Hub as for UK to USA flight, firm need to ensure that
there should be good maintenance of the traffic as to get the passengers from linking flights at
the hub. BA can begin to suggesting the specific tourist location at the USA destination such as
New York, Vegas cities with a cost efficient package it will attract the customer to follow that
route.
Aircraft Availability:
It is another factor which states that airline should have to source the aircraft when they
proceeding to fly for new place. It is analysed that airline with of large fleet are likely seen to
identify spare aircraft which is allocate to new route (Kim, Jang and Kim, 2021). For the
airways it is easy and simple to pull out aircraft through its fleet for domestic flight than the
international flight. Thus it is essential for the British Airways to know aircraft limitations as
well when they design or assigned to a route.
2. Overall idea for marketing campaign
Marketing campaign is the collection of rules and strategies that has been implemented by
the firm in order to accomplished their goals and objectives. In which the businesses proceed to
develop brand awareness and gives the information to the customers about the new services. As
for the British Airways their new route which is UK to USA, company is ready to introduce this
route for the customer convenience. Special message for the Campaign can be “Miracle flight”.
Main aim of this route is to provide convenience to the passengers so that they can complete
their journey with rapid and convenient services. Company can also adopt the approach as to
provide information to customers about the offers which the USA hotel and accommodation firm
is giving to those who come from this route, it helps in increasing demand for the route. It will

help the company to increase their revenues. Therefore, reason behind selecting this Miracle
flight theme for the UK to USA route-in this company is aiming to provide better flight
experience to the passengers, with the use of unique services, as to provide easy access to
purchase tickets (Hesse and Rünz, 2020). Thus for choosing this miracle theme for the route
will ensure that customer will experience journey which they have never experienced before, as
fast route from UK to USA which will save the time of passengers and prices on tickets are also
convenient.
Other ideas is to promote the route through different social media channels and to offer the
discount over the first 10 tickets which can be avail by the potential passengers. Thus it will help
the company to increase traffic over the website. Thus for the new service promotion, British
Airways provides the free allowance for the pushchairs and complementary food for children
during the long flights (Szymczak, 2018). For this specific route company is ensuring to provide
rapid journey experience to passengers and to provide beverages and special meal services, so it
will make remarkable journey moment for the passengers.
3. Target market
A target market is the group of people where a particular business or an organization sell
their products and services. The companies and different business people identify the accurate
age group of people for their services and products which can be utilized by them and beneficial
in equal manner. Similarly, the British airways is also had to develop their marketing or
encourage the ideas to increase the travel members or passengers in their UK to US route from
which they can be able to attract the maximum number of passengers in their flight and can earn
more profit. As BA can also tie up with the airport authority of USA to provide the better
services to customer at USA airport, as to provide fast and better check in facilities, also offers
the discount for return ticket by travelling through this route again. The British Airways haven
targeted the market people of 20-50 years of age as they are most frequent fliers of the aircraft
where it includes the all kinds of upper, middle or upper income social group.
Many of the customer or passengers have stated that from the British airways they feel
very satisfied and comfortable with their excellent services and utilizes the different techniques
to mitigate the risk of losing the customer and have a capability to handle and monitor the new
passengers at comfortable cost (Silling, 2019). The airways have the responsibilities and duties
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to make the customer feel safe and comfortable with their services so that they can be able to
trust one particular airways services for their lifetime travel. It is normal to target the single
market for the better positioning of their services as the British airways do. Even, this airway has
focused and targeted the market people which covers the most probably a teenage, youth and
adult people who have to manage their business from where they have to travel from one place
another.
According to this concept and procedure of deciding the target market by the British
airways, it has been identified that this segmentation of this specific route to US the mentioned
airways has chosen and decided the appropriate target market as they have assumed that this age
group of people are their frequently passengers travelling from UK to US at maximum number
of times. The mentioned airways have been very successful by the utilizations and
implementation of the segmentation, targeting the market from which they are able to create an
appropriate position in this particular service market (Rashid, Masood and et.al., 2018).
4. Providing details for proposed marketing activity to meet the target market by using different
channels
Marketing activity is a kind of process where any kind of business or an organization
implement to spread out there business products and services to their target market and
consumers. This concept has been utilized by every industry including the airways too. The
British airways also has a marketing strategy or activity from which they are able to reach out to
their target market audience and can lead at successful position. The above report has mentioned
proposed a well-structured marketing campaign of digitalization from which the mentioned
airways have been able to attract the maximum number of consumer in their services and can
obtain the higher profit (Camilleri, 2018). Nowadays, many of the organization are adopting the
digitalization to attract and meet their consumers and target audience which is resulting them in
excellent order. As by using different channels, BA can move to post the pictures of location as
for the New York city, to post about its night life culture, this content will help in attracting the
customer.
Likewise, the British airways has also been adopted the digitalization to encourage and
increase the profit from their target market people at their services from route to UK to US. In
the section of digitalization, the social media channel has been provided an excellent result to the

airways services from which they are actually able to meet with the satisfactory areas of their
target people and can lead at successful position. Through the social media, the airline of British
path are able to provide the excellent and amazing content which ensures the audience journey in
beneficial and safe manner which helps them to attract and approach the maximum passengers in
their flight services.
For example, in this recent pandemic Covid19 the British airways has been provided a
content which is expressing the clean and safe environment at their flight surrounding and taking
care of all the guidelines and protocols which is securing the passengers concerned (Punel and
Ermagun, 2018). Even, a great communication also been held by the airways staff regarding the
customer obstacles and suggestion which is essentially solved by them with short-period of time.
The social media have included the different channels like google, Instagram, Facebook, twitter
and you-tube as these channels of social media is helping the British airways to meet their target
market audience in beneficial manner and can obtain the maximum amount of profit accordingly.
5. Performing the KPI metrics to measure the success.
To measure the success of any organization and business they are required to utilize the
different techniques and success metrics to evaluate the performance. Likewise, the British
airways has implemented the KPI which means key performance indicator which is utilized by
the organization to measure the success performance and goals of the particular company.
Whereas, the mentioned airways has focused on four major KPI of their airline services which
are financial, customer, operations and colleagues ( Bürklin, 2019). These four components are
major key performance indicator which will help and support to evaluate the British airways
performance and their goals in perfect order. It is also important for the company to connect with
the hotel industry and to provide the complete package to the customer, it will help their business
as well, Customer always look for the complete package, thus they can proceed to provide
complete and convenient package to customer, which involves all accommodation with specific
location in Vegas, New York.
Finance: The finance factor include the economy of the expenditures and revenue a company
obtained. In the field of airline industry, the operating margin helps the company to evaluate the
company success. The operating margin simple means the British airways company has make the
profit by excluding the cost of production, wages, and materials before paying the interest or tax
then this left out amount is known as operating margin. A strong performance of finance can
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continue the growth and success of the British airlines and can set a definite goals by the months
from September 2022 to march 2023. Evaluating the financial performance of the British airways
can create a better economic cycle of their route services from UK to US at definite and
beneficial manner.
Customer: In any business, a customer satisfaction is the key performance indicator to the
organization. The British airways have the key measure of the success by focusing on the
customer recommendations. The route from UK to US by the mentioned airline services they are
having a duty and responsibilities to provide the customer satisfaction and adopts their
recommendations in proper manner which will increase their target consumers to purchase the
services for a longer period (Afzal and Sadim, 2018). This airline industry is already focussing
on the appropriate target group of people where they also can focus on their suggestion
accordingly.
Operation: Consumers and passengers utilizes the airline services for the better facility and for
travelling at shortest period from another means of transport. A punctuality of flying off and
taking to the destination with shortest time-period is the major advantage of the airline services.
The British airways can evaluate the success of their route services by taking care of the
punctuality and following all the protocols and schedule timing which has been cleared by them.
Colleagues: At the airlines services, many of the staff and colleagues and do not able to
communicate well with the passengers do not show any involvement which makes the bad
experience to the consumers. Colleagues involvements is required in the airline industry to
engage with the consumers and can improve the customer service which will provide the detailed
success measures of passengers satisfaction.
6. Project management techniques
In this module, I came to learn different project management techniques which is very
beneficial for me to make the project in accurate manner. At first, I had learned about the WBS
which work breakdown structure which makes the project in different and smaller components
and section which makes me to manage the project effectively (Gobov and Huchenko, 2021).
Using and learning about the WBS technique supports me to create a well-structured and definite
areas of the airline project. From this technique, I am also able to create a Gantt chart and learned
the effectiveness from this module as it helps me to illustrate my airline project plan by
beneficial way.

It is a kind of graphical presentation which includes the two sections majorly as in one
section the task and activities has been performed and on another section he time management
has been clearly defined which improve the project visibly and tracking accordingly. At last, I
am also able to learn about the waterfall technique which is linear progression from beginning to
end of the project (Silva, Bianchi, and et.al., 2019). This technique is the oldest form of project
management which includes the five phases such as requirements, design, implementation,
verification and maintenance as these all components are majorly utilized by the project
management. Learning about the waterfall technique helps me to cover all the areas of the
project in accurate manner and can deliver the effective project management. Through the
module learning I am able to learn and adopt the different project management techniques which
helps me to furnish the project at accurate manner.
CONCLUSION
From the above report it is concluded that intellectual consultancy helps in estimating the
project details as to proceed with proper strategy to accomplished the task. This report has
discussed the new route which is implemented by the Airline firm, it lays out the specific
information which are route overview and factors that needed to be consider. It also describes the
idea for the marketing campaign along and its chosen justification. Report also discussed the
description about target market and details over the marketing activity, it also illustrated the Use
of KPI for measuring the success which are finance, customer, operation and colleagues KPI.
Report lastly concluded with the project management techniques which is completed with the
help of reflection.
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REFERENCES
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Bürklin, N., 2019. Worn Wear: Better than New—How Patagonia’s Social Marketing Campaign
Enhances Consumers’ Responsible Behavior. In Social Marketing in Action (pp. 187-
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Camilleri, M.A., 2018. Integrated marketing communications. In Travel marketing, tourism
economics and the airline product. (pp. 85-103). Springer, Cham.
Gobov, D. and Huchenko, I., 2021, January. Influence of the Software Development Project
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Hesse, A. and Rünz, S., 2020. ‘Fly Responsibly’: a case study on consumer perceptions of a
green demarketing campaign. Journal of Marketing Communications, pp.1-21.
Kim, S., Jang, J. and Kim, I., 2021. The role of passengers’ involvement in cause related
marketing: Moderated mediation effects of brand attitude and brand consciousness in the
airline industry. International Journal of Sustainable Transportation, pp.1-22.
Punel, A. and Ermagun, A., 2018. Using Twitter network to detect market segments in the airline
industry. Journal of Air Transport Management, 73, pp.67-76.
Rashid, A., Masood, T., and et.al., 2018. Enterprise systems’ life cycle in pursuit of resilient
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Shen, H. and Cheng, Y., 2020. Scale development for stakeholder responses in crises: Centering
on stakeholders in the United Airlines crisis. Public Relations Journal. 13(2). pp.1-17.
Silling, U., 2019. Aviation of the Future: What needs to change to get aviation fit for the twenty-
first century. In Aviation and Its Management-Global Challenges and Opportunities.
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Silva, F.B., Bianchi, and et.al., 2019. Evaluating combined project management models:
strategies for agile and plan-driven integration. Product: Management and
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Szymczak, A., 2018. The Use of Mobile Applications by Airlines in the Process of Marketing
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