Marketing Planning Report: British Airways, Strategy, and Analysis

This report provides a comprehensive marketing plan analysis, focusing on British Airways. It begins with an introduction to marketing planning and its importance, followed by an examination of the changing perspectives in marketing and an evaluation of an organization's capability for planning its future marketing activity. The report then explores organizational auditing techniques, including SWOT and PEST analyses, to identify internal and external factors affecting marketing planning. It assesses the main barriers to marketing planning and examines strategies to overcome these barriers. The report also includes the development of a marketing plan for a product or service, explaining the essential role of marketing planning in strategic planning, along with techniques for new product development and recommendations for pricing, distribution, and communication. Finally, the report addresses ethical issues in marketing planning and analyzes how organizations respond to these issues, including examples of consumer ethics and their effects on marketing plans. The report concludes with a summary of the key findings and recommendations.

MARKETING PLANNING

Contents
INTRODUCION.........................................................................................................................................2
LO 1............................................................................................................................................................3
1.1 Review changing perspective in marketing planning;..................................................................3
1.2 Evaluate an organisation’s capability for planning its future marketing activity;........................3
1.3 Examine techniques for organisational auditing and for analyzing external factors that affect
marketing planning;.................................................................................................................................4
1.4 Carry out organisational auditing and analysis of external factors that affect marketing planning
in a given situation...................................................................................................................................5
LO 2............................................................................................................................................................6
2.1 assess the main barriers to marketing planning;.................................................................................6
2.2 examine how organisations may overcome barriers to marketing planning.......................................6
LO 3............................................................................................................................................................7
3.1 write a marketing plan for a product or service;................................................................................7
3.2 explain why marketing planning is essential in the strategic planning process for an organisation;. .8
3.3 examine techniques for new product development;...........................................................................8
3.4 justify recommendations for pricing policy, distribution and communication mix;...........................9
3.5. Explain how factors affecting the effective implementation of the marketing plan have been taken
into account...........................................................................................................................................10
LO 4..........................................................................................................................................................10
4.1: explain how ethical issues influence marketing planning;..............................................................10
4.2: analyses examples of how organisations respond to ethical issues;................................................11
4.3: analyses examples of consumer ethics and the effect it has on marketing planning.......................11
CONCLUSION.........................................................................................................................................11
REFERENCES..........................................................................................................................................13
INTRODUCION
Marketing planning plays an effective role in the business. It helps to take decision for the
activities of the business. Marketing planning helps business to set their objectives and identify
those steps which will help them to achieve those objectives. Planning is very essential to start

the activity of the business. It is also must when strategies for the business are frame. British
airways also make plan for their business so that they will achieve their desired objectives and
goals. It is like a blueprint or way that will help company to achieve their objectives. The
purpose of his report is to make plan for the business and also find out that what barrier can
affect them at the time of planning (Whalen and Holloway, 2012). And find those ways which
help British airways to overcome. They also make plan for introduce new products in the market
and what services they can provide their customers. There are also some factors that can also
influence their market planning.
LO 1
1.1 Review changing perspective in marketing planning;
Marketing planning is very essential for the company and it will help them to survive in the
marketplace. If there are any changes in the choice of the customers then they also fulfil their
needs and wants. There are also technological changes in the marketplace which company needs
to adopt timely. British airways also use new type of technology for marketing their products and
services. They also do their business online and do marketing with the help of social media. They
continuously reform their business procedures to make it more effective and efficient. They also
outsource some products which can also help in their business activities (Li and et. al., 2011).
British airways also produce their product by using innovation and creativity so that they can
fulfil the demand of their customers and also provide them satisfaction. It also helps them to
increase their sales and profits. They produce goods and services of best quality at a reasonable
price so that it will help to retain customers. British airways also segment their market so that
they can provide goods and services to the customers according to their choices. Marketing
planning is also affected by the culture, beliefs and values of their customers. They target the
market and divide market according to their age groups so that they will provide customer
satisfaction.
1.2 Evaluate an organisation’s capability for planning its future marketing activity;
For survival and growth of the company it is very essential that their marketing plan must be
effective. There is a proper planning process to develop the marketing plan:

 Analyze the opportunities of the market.
 Selection of target market (Khan, 2014).
 Design the strategy for the market.
 Develop the programs related to marketing.
 Manage the efforts related to marketing.
It is very necessary to determine the opportunities of the product which are available in the
market. British airways always design their products with innovative manner. They also need
very flexible marketing plan for their products so that they can forecast the demand of their
products and services. There are some characteristics for this which is described as below:
 They have customers are in very wide range.
 They also sale their products in the various markets.
 For any competitors it is very difficult to compete them because they provide products
and services to their customers at a reasonable price and best quality (Wymer, 2011).
1.3 Examine techniques for organisational auditing and for analyzing external factors that affect
marketing planning;
It is very essential to find the factors which can affect the British airways with the help of
organisational auditing. They conduct audit to find out the internal and external factors which
can affect them.
Internal factors: They are generally related with the mission and objectives of British
airways.
Existing customers: It is related with:
 Customer satisfaction.
 Expectation of the customers.
 Relationships with customers.
Company resources: It is related with:
 Finance
 Technology (Martínez-López and Casillas, 2013)
 Structure of the management

External factors: It includes those factors which can affect the business externally to
find out those factors there are some techniques which are described as below:
PEST analysis:  Political
 Economical
 Social
 Technological
SWOT analysis:  Strength
 Weakness
 Opportunity
 Threat
1.4 Carry out organisational auditing and analysis of external factors that affect marketing
planning in a given situation.
British airways use the SWOT analysis to find out the external factors that can
affect the marketing planning. It helps to determine the Strength, weakness, opportunity
and threat of the British airways. They take advantage of their strength and opportunity to
reduce their threats and weakness (Morgan, Katsikeas and Vorhies, 2012).
Strength:  Share of the market
 Location of their business
 They also have strong financial background
 They also use innovativeness while produce the products
and services.
Weakness:  They do not use an effective distribution system to
distribute their products and services.
 They also have very poor brand loyalty.
Opportunity:  They sale their products in international market also.
 They do not have very effective competitors in the
marketplace (Shankar and et. al., 2011).
 They have more innovative ideas and creativity to

produce their products.
Threat:  Tax rates are dynamic.
 They also have very legal limitations in their business.
 New competitors.
LO 2
2.1 assess the main barriers to marketing planning;
British airways make strategies for their business so that they can achieve the desired
goals and objective effectively. But when the make plan for their business they can face many
barriers which are described as below:
Organizational barriers: They are very closely related to the British airways and they
can affect the business also. There are some functions which can also affect the marketing
planning such as finance, operations, size, production, allocation etc. If company use traditional
procedures for their business then it cannot be very effective because now days there are new
technologies that are available in the market (Morgan, 2012). Culture of an organisation can also
affect the marketing plan of the business.
Isolation of the marketing function: This is the main reason of failing the marketing
plan because people always think that marketing is much related to their office work. For
marketing it is very necessary to have necessary skills, knowledge and abilities. It is very helpful
for the British airways so that they can develop the plan for their business and provide growth to
their company. If new person hire in the company that it will be less effective because he cannot
able to give quick response to the business; he is not much familiar with the business and their
activities.
2.2 examine how organisations may overcome barriers to marketing planning.
There are some barriers for British airways which can affect their marketing plan. They make
adverse effect in the business and their profits. So it is very necessary to overcome from those
barriers so that they can make an effective plan for their business. These are described as below:

 They need an effective open communication in their business and it will be very helpful
for them to make plan. If there is proper and effective communication in the company
then employee of that company can easily communicate with their manager (Ratten,
2016). If there is any need of suggestions then they can suggest them and also they can
share information with their managers.
 They also can use modern technology to produce the products and services. It will help
them to produce effective products for their customers. If they use new technology then it
will be also cost effective and of best quality that will help British airways to enhance
their profits.
LO 3
3.1 write a marketing plan for a product or service;
Marketing plan is very essential for British airways because it helps them to achieve the
desired goals and objectives of the business. It will provide them a way which can direct them to
reach their objectives. For making better plan they need to identify their market i.e. internal and
external which can affect their business (Kaynak, 2015). They can conduct SWOT and PEST
analysis for this purpose. British airways chose SWOT analysis to identify the market because
they think it is more effective compare to PEST analysis. Then they decide objectives and goals
which they desired to achieve and make strategies to achieve them. They also find out the
available resources that will help them to increase their productivity and sales of their products
and services. British airways use the strategy of 4Ps for their business i.e. product, price, place
and promotion.
After made the strategies it is necessary to implement it in the business so that they can
evaluate and monitor it time to time. British airways control their business activities by using
some tools and techniques. It is also essential to control the budget while implement the
strategies in the business. By proper control they can also find the difference between actual
performance and standard performance (Soteriades, 2012).

3.2 explain why marketing planning is essential in the strategic planning process for an
organisation;
Marketing planning is very essential in the strategic planning process because it helps to
give necessary information to the stakeholders so that they can measure the progress of the plan.
If marketing planning is very effective then it will help the British airways to maximize their
productivity and sales and also helps to enhance their profits. There are also some advantages of
marketing planning which is described as below:
 When British airways are making their marketing plan they focus on the target market.
 They also need to identify their customer’s needs and wants to provide them satisfaction.
 It is very essential to determine the need or demand of their products in the marketplace.
 If British airways also want to survive in the competitive world then they need to
compete their competitors so that they can earn more profits.
If British airways make the plan very effective then it will help them to achieve the
desired goals and objectives (Mihai, 2013). They also need to develop some opportunities in
the market place so that they will develop and grow also. They also improve their existing
process and also introduce new processes in their business.
3.3 examine techniques for new product development;
British airways also need to develop new products in the marketplace because it will
provide growth and development to the company. When company make plan for their new
product they also need to test it in the market. There are certain steps in the New product
development which can help in the development of new products which are described as follows:
Idea generation: This is the very first step in the new product development. Idea of the
new product can be develop according to the need of market. It is also necessary to analyze the
idea with the help of SWOT analysis.
Idea screening: When idea is generated then it is very necessary to screen the idea to
find out its effectiveness and efficiency. It is also essential to find that idea is suitable for the
British airways or not. To find out the attractiveness of the idea, screening of the idea is very
needy (Azad and Darabi, 2013).

Concept development and testing: This is the third stage for the development of new
product. When everything is done perfectly then it is necessary to develop the concept of the
product and test it into the market. It is very essential to launch the product in the marketplace so
that customer can provide the feedback about that new product.
Market strategy development: It is also very necessary to develop the strategy for the
market to achieve the desired goals and objectives.
Product development and test marketing: After everything it is essential to form the
product in the physical mode and place it into the market so that it can be easily observed that
what the actual performance of that product is.
Commercialization: It is the last stage of the new product development and in this stage
the product is commercialized in the market (Loureiro, Ruediger and Demetris, 2012).
3.4 justify recommendations for pricing policy, distribution and communication mix;
Place of the distribution of the product also affect the success of the British airways. If
the place is effective and reachable then customers can easily find out the products according to
their needs and wants. Customer always expect from the British airways that they provide better
quality of goods and services to the customers so that it will help in increase the sales and also
enhance the profit of the company.
British airways also consider some options while distribution of the products and services
which are as follows:
 Internet sales
 Mail order
Size of the company can also affect the sale of the products. It is very necessary to fulfil the
needs and wants of the customers timely to take the competitive advantage. Price of the product
can also affect the sales of the product. If the product price is reasonable and quality is also good
of the products then it will help to retain the customers. When British airways introduce new
product in the market then it is very necessary to keep it best place so that customer can reach it
easily. Promotion of the goods and services also helps to increase the sales of that product (Vega
and Rojas, 2011).

3.5. Explain how factors affecting the effective implementation of the marketing plan have been
taken into account.
British airways want to maximize their profit in the market and also minimize their risk.
It is also very necessary that marketing plan must be flexible so that if there is a need to make
alteration then it can be made. There are also some factors which are available in the market that
can affect the marketing plan which are as follows:
Management not supportive: It is very necessary that top level management must
support the plan but if they do not agree with the plan then they never support it. Then it is very
difficult to achieve the desired goals and objectives of the British airways.
Budget limitation: If British airways do not support the plan financially then they cannot
implement it effectively and also if there is no support of finance then they cannot able to
compete their competitors in the marketplace (Rankin, 2011).
LO 4
4.1: explain how ethical issues influence marketing planning;
Ethical issues can also influence the marketing planning of the British airways. Ethics can
influence the behaviour of an individual and company also. British airways have to follow the
decency principle to advertise their products and services in the market. They also need to follow
the standards which are decided by the company. If they do ethical advertisement of their
products then they can take advantage from any misrepresentation or dishonesty.
They also provide their customers proper satisfaction by follow ethical norms. Ethical
standards can make them more trustworthy in the market place. They will also take advantage
from their competitors and compete them. If they work unethically then it can provide
disappointment to the British airways (Cronin-Gilmore, 2012). So if they made strategies for
their business to achieve the desired goals and objectives then they have to follow the ethical
principle.

4.2: analyses examples of how organisations respond to ethical issues;
British airways give quick respond to the ethical issues. They also improve their market
plan by follow the ethical standards. It is recommended that do not exploit the ethical conduct to
improve the profits of the company quickly. It is also necessary to teach each and every
employee about the ethical standards and for this manager or leader can help them. Every
department of the British airways has to follow the ethics while they are working. British airways
keep such issues away from their business they are mentioned as below:
Item: British airways also produce those products which do not mislead the customers
and also they are of best quality.
Value: They do not produce those types of products which are very expensive with very
bad quality (Vrontis and et. al., 2014).
Place: It is very unethical that price is decided according to the area.
4.3: analyses examples of consumer ethics and the effect it has on marketing planning.
Every people have their own culture or beliefs and similar to that they also have their
own ethics according to their culture. Consumers are those who purchase the products and
services of the company according to their purchasing power. If British airways do better
advertising of their products and services then it will attract more consumers. A better
advertisement can influence the choice of the customer. If British airways use unethical
advertisement for their products like misrepresentation, false statements then it is unlawful and
unethical. It can disappoint the customers and they can never use the products and services of
British airways and it will harm the reputation of the company (Vrontis and et. al., 2014).
CONCLUSION
As per the above mentioned report it is concluded that marketing panning is very
necessary for the development and growth of the British airways. It provides way or blueprint to
achieve the desired goals and objectives of the British airways. In this report it is described that
strategic planning is very necessary while company is develop new product for their customers.
If market plan is effective then it will provide growth to the British airways and also help them to
enhance their profits. There are also some barriers while making market plan so it is very

necessary to overcome from those barriers. Distribution mix and pricing policy can also affect
the sales and profits of the British airways. They need to follow ethics while they advertise their
products.