Marketing Analysis: British Airways Strategies and Programs

This report provides a detailed analysis of British Airways' marketing principles and practices. It begins with an introduction to key marketing concepts and terminology, followed by an examination of various marketing strategies and programs employed by British Airways to achieve its business objectives, including providing effective services, expanding into international markets, customer evaluation, and promotional activities. The report then delves into the application of the 7 Ps of the marketing mix (Product, Price, Place, Promotion, Process, People, and Physical Evidence) and the STP (Segmentation, Targeting, and Positioning) concept within the context of British Airways. The report also explores branding, promotional strategies, and societal marketing, concluding with a discussion of how these elements contribute to the airline's success and customer satisfaction. The report provides a comprehensive overview of British Airways' approach to marketing in the competitive airline industry, covering various strategies, programs, and concepts.

Marketing principles and
practice

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1. Important concepts and terminology of marketing in the organisation...................................3
2. Different marketing strategies and programmes that will helps to gain the goals and aims of
British Airways............................................................................................................................5
3. 7 Ps and STP concept of marketing in British Airways...........................................................6
RECOMMENDATION...................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing principle and practices determine that the company product, price, place and
promotion that will gain the advantages of sales and profits of the company. With the helps of
marketing the business maintain the good relation with the people by fulfilling their taste and
preferences. In this process it includes the design of the product, development, promotion and
services of the product. In the competitive market it is very important aspects of the business for
the successful growth. This file focuses on the marketing practices and principles of the British
Airways which is the largest airline industry based on the size of fleet and passengers carried.
The headquarter of the this company is at the Harmondsworth, UK. This file includes different
strategies and terminology of market planning in the British Airways. For the accomplishment
of business objectives and goals so different strategies and programmes of marketing are used in
this file. There are the marketing mix and STP which helps to reach the organisational growth
ion the competitive market. British Airways. To attract the large number of passengers British
Airways organise different promotional activities in their business which helps to maintain the
good reputation of the company in front of the people.
MAIN BODY
1. Important concepts and terminology of marketing in the organisation.
In the working environment of British Airways uses the different marketing strategy
which satisfy the customer's wants and needs so this will provide benefits to the organisation and
the consumer both. According to this concept of market planning the organisation will get the
benefits from the competitors by producing the services and goods according to the demand and
perception of the people. Few example of marketing terminology are explained below:
Product strategy:
The aim of this strategy is to provide the greater quality, price and availability of services
and products to the people so that it does not affects their purchase decision. British Airways
always improve and update the services and products according to the requirement of the
passengers which makes them different from the competitors (Ventre and et.al., 2019). They give
focus to improve the products and services on the regular basis and achieve the company's target
and goals. To satisfy the demands of the people British Airways offers the high quality of
services in their flights such effective security, service class, different destinations through out
the world.

Branding:
This concepts of marketing determine the identity of the brand that includes logo,
particular name and good reputation of services and products of the organisation. British
Airways maintains the good logo and identity of the business which helps to attract the large
number of passengers (Rowley, 2017). This will gives support and help in their decision making
of purchase to the customer and fulfils their expectations.
Promotional strategies:
This strategy marketing used to gain the attention of the people by giving different
advertisement on social media, television and newspaper. For increasing the profits and sales of
the company British Airways uses the different strategies for the promotion of the services and
goods. By maintaining the good relation with the public and development of the organisation's
good reputation across the world.
Strategy of Societal marketing:
The aim of this concept is to provide the better and effective value to the customer and
maintain the well being of the society. This concept of marketing works to build the
considerations of the social and ethical in the different principle and practices of marketing.
British Airways give importance to maintain well being of both the society and customer in their
business operations (Andronie and et.al., 2019). In the different strategies of marketing British
Airways uses the strategy of Societal marketing for the protection of the nature and society.
Marketing concepts:
The business objectives, goals and success is depend on the needs and wants of the
customer so by using this concept of marketing British find out different customer taste and
preference. As per marketing strategy British Airways gives focusses to the customer first to
achieve the profits of the business and plan to produce the services and products. For the
accomplishment of business growth and success there is need to identify the demand of the
product which is given to the people (Massiera, Gilmore and Sellami, 2018). With the helps of
market research company evaluate competitor's behaviour and policy in the market which helps
them to organise the effective plan and strategy to get the benefits from the competitors.

2. Different marketing strategies and programmes that will helps to gain the goals and aims of
British Airways.
To meet the objectives of the business British Airways uses various marketing
programmes and strategies in the company operations. These marketing programmes helps the
business to maintain the brand image and reputation and leads to the future growth. Some of
strategies which is used by British Airways are explained below:
Providing the effective services: This marketing strategy of British Airways focuses to satisfy
the expectations of their passengers by proving the affordable prices on the tickets. Low prices of
the tickets will expand the base of customer in British Airways working environment. With the
use of innovative techniques and new technology in the flights which will improve their services
maintain the good image of the brand (Bowie and et.al., 2016). The manager of the British
Airways aims to provide the best training to their employees so that they will offer the
outstanding services to their passengers. Motivation is also given to the people working in the
British Airways so that they deliver the services and the customer enjoy the premium experience
in the flights and airport.
Expansion in international markets: British Airways wants to gain the large share of market so
that it will increases chances of their growth and success. They expand their travel to all over the
world so that the all the people of the world world enjoy the services of the British Airways. The
focus is to offer good and effective connectivity of the world to the people and transport them
from one place to another. British Airways expand their networks in the airline industry of global
market so that the target to achieve the greater market share will be achieved in the most ethical
manner.
Evaluation of customers: In the flights of the British Airways will offer various services
according to the people demands, age and requirements. By using this programmes of marketing
they will make good impression of the brand in front of the customer. They monitor the
satisfaction of the passenger on the regular way so that it will minimise the problem to loses the
loyal customer of the business (Hastingsand Domegan, 2017). Determining the wants and needs
of the customer will helps to make the services which will increases the profits of the
organisation in the airline industry.
Promotional activities: For the achievement of the business objectives and goals British
Airways will make the effective promotion of their products and services of business by giving

advertisement on the television, social media etc. The people of the world will attract by the
activities of the promotion and invest in the flights of British Airways when they are travelling.
These programmes and marketing methods which the British airways uses are the most
ethical manner and does not affects the well-being of the customer and society. By treating the
employees equally with the proper respect and dignity will increases the morale of the employees
and they operates the different strategies of marketing effectively in the most ethical way (von
der Heidt, 2018). British Airways increase the share of the market by maintaining the effective
and proper behaviour in the workplace.
3. 7 Ps and STP concept of marketing in British Airways.
7 Ps of marketing mix:
Marketing mix of the British Airways determine and analysis the strategy of marketing
with the helps physical evidence, promotion,place, price, process, product and people. This will
helps to maintain the effective position of the business in the market. This strategy of marketing
offer good and quality products to their customers so that the company world maintain the good
company reputation and brand image in front of the other people. These 7 Ps are explained
below:
Product: In the product and services strategy of the British Airways they transport the
people from one place to another with the help of flight. It includes Boeing 777s, 787s and 747s
which provides the services of inflight. British Airways offers the services to the customer with
the latest and advanced technology (Camilleri, 2018). Luxurious services is given to people in
the flight of the British Airways are entertainment screens, cabins, beds, extra space and the main
meal course which gives the best experience of travelling to the passengers. As per the various
class the tickets are based on business, economy, premium economy and first class.
Price: British Airways uses the differentiated pricing policy in the activities and
operation of the business which they make the affordable prices of the tickets provides the
reasonable value to the passengers. Prices of the tickets is according to the destination and if the
people booked the ticket in advanced then it is more reasonable to purchase. At the time of
festivals British Airways also provide the discounts in the prices of their tickets.
Place: In more than 400 cities British airway transport their passengers with the fleet of
273 aircraft. They sell their ticket with the help of the social media and it can be purchased
offline also with the help of the sales agents and other intermediaries. To conduct the effective

operation of the business British Airways tied up with the authorities of the airport in whole
world (Sun, Garrett and Kim, 2016). The distribution of the services is happen with the help of
the different types of phone applications and websites of the company.
Promotion: To promote the products and services British Airways gives the
advertisements on the TV, newspaper, billboards and social media. By promoting the services it
will attract the large number of customer through which the profits, sales and productivity
increases of the business. British Airways uses the new and advanced technology for the
promotion which brings innovation in the operations of the business. They offer the tickets in the
affordable prices so this will also to promote the good name and reputation of the company in
front of their passengers.
Process: The company introduce the new policy and practices of booking the tickets
which required less time in booking the tickets for the people. The new services are known the e-
ticketing which makes the business activities of the British Airways easier (Resnick, and et.al.,
2016). They also launches the packages of holiday in which there are nine type of holidays for
the customers. The process starts from booking the tickets and goes with the different stages on
the airport.
People: In the business of the British Airways board of management includes various
strategy, engineering, customer, marketing and units of finance (Appah and George, 2017).
There are the various teams of the operations and customer which consists of customer
management, operation teams, communications etc. in the workplace of the British Airways they
have 40000 employees in which 15000 are cabin crew members, 5500 are engineers and 3600
are pilots.
Physical evidence: It involves way from which the products are given to the people such
as the behaviour of the attendants in the flights, flight interiors, effective design of the cabin,
colours are used as the form of the physical evidence (Hong and Yang, 2019). The design and
layout which the business uses in their organisation are the physical evidence.
STP:
Under this marketing strategy the focus is to identify and evaluate the effectiveness of the
market which helps the organisation to determine the different segments of the customer. In the
process of segmentation, targeting and positioning in British Airways finds the people to which
they provide the different service packages.

Segmentation: The process of segmentation includes as per the characteristics of the person the
company divides the people into different groups. The British Airways uses the demographic and
psycho graphic segmentation strategy of marketing which helps to evaluate the effectiveness of
the market and nature of all the segments of customer.
Targeting: The company uses the strategy of targeting to evaluate the effectiveness of all the
segments of the customer. According to the different income groups the British Airways target
the people which reach the growth and success by satisfying their requirement and demands. The
consumer are targeted on the basis four types of services which is offered by the business.
Positioning: To meet the goals and objectives of the business the British Airways positioned
their services and products in the targeted marketed (White, 2018). This process is done when
the targeting and segmentation is effectively done by the business.
RECOMMENDATION
It can be recommended that the British Airways have to improve the policy and planning
of the promotion of the products and services because it will expand the company's profits and
sales in the future and present condition of the market. The employees of the British Airways
have to give the full attention to their passengers so that it will maintain good name of the
company and increases the base of the customer. By creating the new programmes and activities
in the business which increase the loyalty of the customer towards their services. British Airways
should uses the new technology in their flights which improve their services and fulfils the
satisfaction of the customer. In the policy of prices of the tickets British Airways should uses the
affordable prices of the ticket so that the people of low income group also enjoy the services and
products in the flights.
CONCLUSION
The facts presented in the above report of marketing is very essential for the business
growth and success in the market. By using the principle and practices of marketing the company
will maintain the good business reputation in front of the people. Different strategies of
marketing is the best way to gain the greater profits of the organisation in the competitive
markets. Organisation evaluates and determine the marketing mix which provides the clear
picture of the business in the targeted market. Different concepts of marketing are used by the
business to attract the large number of customer which leads to the success and growth.

REFERENCES
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