Marketing Management Report: Analysis of British Airways Strategies

This report offers a comprehensive analysis of British Airways' marketing management, covering key concepts, functions, and strategies. It begins with an introduction to marketing management and its role in business growth, highlighting the importance of marketing in increasing sales and brand awareness. The report then delves into the specifics of British Airways, examining its marketing operations, including product, price, promotion, and place. It explores the various areas of marketing and the role of marketing in driving business growth. The report further examines the different marketing functions, such as promotion, selling, product management, and marketing information management. It analyzes the role of marketing in relation to the marketing environment, including internal and macro factors. The interrelationships between the marketing department and other functional units, such as human resources, finance, and operations, are also discussed. The report then moves on to the application of the marketing mix, comparing different approaches used by companies to achieve their business objectives. A detailed marketing plan for British Airways is developed, including strategies and tactical approaches to the marketing mix. The report also includes a media plan to support a marketing campaign, with recommendations and rationale for meeting budgetary requirements and marketing objectives, providing a justified multimedia plan based on qualitative and quantitative criteria. The report concludes with an evaluation of the effectiveness of the strategies and approaches discussed, offering valuable insights into the practical application of marketing management principles.

Marketing
management

Table of Contents
INTRODUCTION ..........................................................................................................................4
PART A...........................................................................................................................................5
LO1 Explanation of role played by marketing and the way it is interrelated with main units of a
business ...........................................................................................................................................5
P1 A brief explanation of concept related to marketing and its operations with focus on
various areas and role played by marketing...........................................................................5
P2 The key explanation of different marketing functions which are related to a major context
of a business entity.................................................................................................................6
M1 Analysis of role played by marketing in relation to the environment of marketing .......7
M2 The key importance of interrelationships amongst marketing and various functioning units
of the company.......................................................................................................................8
D1 Analysis of internal and macro environment in which the different functions of marketing
operate....................................................................................................................................9
LO2 The comparison of different ways in which the companies use and apply elements of
marketing mix in order to achieve aims and targets of business entity.........................................10
P3 The key comparison of major ways that various organisation develop application of
marketing mix to planning process to achieve different company objectives......................10
M3 The review of key strategies and major approaches that are implemented by companies to
develop the way in which business goals are achieved successfully...................................11
LO3 Produce a marketing plan for an organisation that meets marketing objectives...................12
P4 Detailed marketing plan along with its development which also consists of key elements of
marketing planning for accomplishment of major objectives..............................................12
D2 Evaluate strategies and tactical approaches to the marketing mix in achieving overall
business objectives...............................................................................................................16
M4 Make a elaborated tactical marketing plan that combines the extended marketing mix to to
gain desired success at the marketplace...............................................................................17
D3 Development of a major strategic marketing plan of the company that measures key
accomplishment of different objectives related to marketing .............................................18
LO4 Develop a media plan to support a marketing campaign for an organisation.......................20

P5 The formulation of a media plan which consists of key recommendations and rationale in
order to meet the budgetary requirements and objectives of marketing campaign..............20
M5 Media plan that is integrated with selection of key media channel for effectively
developing communication with major customers...............................................................23
D4: Providing a justified multimedia plan which is based on qualitative and quantitative
criteria ..................................................................................................................................23
CONCLUSION .............................................................................................................................25
REFERENCES..............................................................................................................................26

INTRODUCTION
The marketing management is considered as major function of a business which helps in
increasing chances of growth. Marketing management also helps and supports a business entity
to overcome key issues and challenges related to marketing field and its functions (Bagozzi and
Coronel, 2018). Marketing management is also playing a key role in increasing the sales
turnover ratio and revenue. Marketing management and its main function is to control company's
all promotion and advertisements in order to increase brand awareness. This project will include
example of British airways which is a British multinational Airlines company. British
airways was founded in the year 1974 and is known worldwide for its best quality airlines
services. The headquarters of British Airways are located in Harmondsworth, United Kingdom
and it is operating and leading the competition. In this project example of Virgin Airlines is
taken into consideration in order to make a precise comparison with British Airways. This
project will include focus on concepts and role of marketing and the way marketing functions
relates with wider organisational context. The project will cover various ways which are helpful
in supporting marketing planning process in order to achieve goals and objectives. This report
will also cover a major marketing plan which includes the application of marketing mix.

PART A
LO1 Explanation of role played by marketing and the way it is interrelated with
main units of a business
P1 A brief explanation of concept related to marketing and its operations with focus on various
areas and role played by marketing.
The marketing is a major business tool and techniques which has primary aim of
increasing the products sale. In the recent times due to increased competition between
companies, it is essential to focus on marketing tasks (Baker, 2017). Marketing includes many
different elements which are important part of a business and helps in expansion of organisation.
British Airways also focuses on development of marketing operations in order to increase its
approach in handling target customers. The marketing operations play a supportive role in
increasing marketing development by performing activities according to contemporary business
environment. The British Airways company has selected professional approach in management
of key operations related to marketing in order to lead the competition. Marketing operations
also play an important role in supporting key functions related to marketing in order to achieve
desired results in a set period of time.
Different areas of marketing:
The major areas of marketing are essential to be taken into consideration for better
establishing business. Key areas of marketing are crucial to be analysed by a business entity in
order to increase chances of growth and development (Balducci and Marinova, 2018). The major
areas of marketing includes product, price, promotion and place. This is major role of British
Airways to focus on each and every area of marketing to deliver best practices. The marketing
department of a business should analyse all the major external and internal factors associated
with business development in order to achieve set targets and goals. Areas of marketing are
supportive in making a business more authentic and stable at the marketplace.
Role of marketing:
Marketing plays an important role in growth and development of a business by delivering
the best value addition (Beirman, 2020). It is major role of marketing management to provide
essential products and services according to demand and needs of customers. The marketing
management will also increase the chances of business stability in order to reach the maximum

output. Set targets and goals are also essential to be achieved with the help of marketing
approaches in order to achieve them in a short period of time. Marketing also plays an important
role in overall growth of a business to reach maximum customers and their satisfaction.
P2 The key explanation of different marketing functions which are related to a major context of a
business entity
The marketing functions are important part of marketing which are important in making a
business more valuable. Marketing fundamental functions are essential to be adopted by a
business entity in order to achieve competency edge (Blakeman, 2018). The following are major
functions of marketing which helps in supporting business development:
 Promotion- Promoting products is the primary function of marketing management,
which helps in supporting key business activities (Bolton, 2022). The promotion of
product is also necessary in order to develop promotion through advertisements and
publicity. Selection of effective development practices related to professionalism should
be maintained in order to promote key products. Promotion of products and services is
also necessary with help and support of advertisements techniques. In the era of stiff
competition between companies, promotion of products and services is one of the major
functions of a company. The development of promotional techniques is very much
important for gaining growth and stability based chances. The promotion on digital media
platforms like Twitter, Facebook, Instagram and LinkedIn helps the British Airways
company to promote its key functions with more stability.
 Selling- The selling is related with key functions of marketing department in order to
develop selling of products and services (De Mooij, 2019). It is main role of a business to
select best selling considerations in order to develop promotion of products and services.
Key business organisations at the marketplace like British Airways put emphasis on
selling to develop effective operations. Selling of products and services is also one of the
major functions of a business entity which requires key efforts. The business organisation
should evaluate effective ways of analysing selling based perspectives in order to
formulate key strategic actions.
 Product management- Management of products is key task of a business in order to
perform major functions (Dzyabura and Yoganarasimhan, 2018). In managing the
products, management of companies should evaluate best practices that are helpful in

precise and systematic growth. The product should be managed by a business using key
competitive approach. Management
 Marketing information management-Management of information related to marketing
is one of the key approach in managing business development. The marketing
information management is also a key function which helps in development of all major
dimensions of management. Information and technology is main part of marketing
information management which supports in performing quick and accurate operations
(Geertz, 2018).
M1 Analysis of role played by marketing in relation to the environment of marketing
The main role of marketing is essential to be analysed by a business entity in order to
develop key approach in managing the business functions and tasks (Gneezy, 2017). Marketing
is a dynamic business function which needs to be taken into consideration for increasing sales
turnover ratio. Marketing plays an important role in increasing chances of business stability and
growth for increasing preferences related business growth. Marketing management is one of the
finest bodies of British Airways which also helps in delivering major values to customers. In the
recent times, marketing management also play an important role to know wants and needs of
customers. Marketing management of a company is also beneficial in increasing the set targets
and government related to sales. It is one of the key role of marketing management to analyse
and develop business strategies according to contemporary business business environment. The
role of marketing is necessary to be determined in order to evaluate key practices for expansion
and growth of business.

M2 The key importance of interrelationships amongst marketing and various functioning units of
the company
In the era of stiff competition between companies, all departments of marketing are
related to each other. The interrelationships between major departments of British Airways are
maintained by higher level authorities of a business entity. This is also one of the key roles of
British Airways company to maintain the relationship between departments. The functional units
with their interrelationships with marketing department are mentioned below in order to deliver
significance:
 Marketing and Human resource department- The human resource management and
marketing departments both play a very important role (Graesch, Hensel-Börner and
Henseler 2020). Human resource management of a business performs training and
development programmes to systematically make employees of marketing more
competent. This approach helps in increasing employee engagement and participation.
 Marketing and Finance department- The finance and marketing departments of British
Airways helps a business to evaluate best practices related to business development.
Marketing and finance department of a business should also play an important role in
increasing chances of enhancing profitability and revenue.
 Marketing and operations management- In the functioning of a business, operations
department is the precise department which includes focus on production (Hall, 2017). To
support the marketing department, main role of a business operations management is to
develop products with quality to increase satisfaction of customers.

D1 Analysis of internal and macro environment in which the different functions of marketing
operate
The analysis of external and internal environment of a business entity is to essential to be
supported in order to perform best development practices (Hanson and Kalyanam, 2020). After
performing analysis of external environment, it is necessary for the business firm to take into
consideration development of strategies. Application and development of major strategies related
to macro and micro environment makes company more authentic and dynamic at the
marketplace.
Internal environment-
The internal environment is considered as major factor which can impact on business
development and its operations. It is one of the most crucial roles and responsibilities of a
business to focus on internal environment in order to deliver best and focused business practices
(Homburg, Jozić and Kuehnl, 2017). The analysis of internal environment includes internal
capabilities and competencies which firms have to develop their own strengths. Management of
British Airways is considered as one of the most important part of a business which helps in
increasing competitive skills if company. The internal environment of company is also one of the
key approaches which includes all major activities and functions. In order to gain effectiveness
and efficiency in major operations, it is necessary for the company to analyse the external
environment. Due to the impact of Covid-19, all major and systematic operations of British
Airways company are effected. The airlines services all across the world were stopped leading to
huge loss for whole country.
External environment-
The external environment is one of the major factors which is associated with operations
of a company (Jacobson, Mazur and Nader, 2019). The external environment of British Airways
is necessary to be analysed with the help of strategic frameworks and planning. It is one of the
major roles of a business to focus on PEST analysis in order to analyse its external environment.
The PEST analysis of British Airways is mentioned below:
 Political factors- The political factors are considered as major rules and regulations that
are formulated by government of a country (Kannan, 2017). It is major role of United
Kingdom's government to focus on analysing key role of all major political factors like
Brexit, government plans and policies to make successful businesses.

 Economic factors- Economic factors are associated with major inflation, deflation and
recession rates that are prevailing in the economy (Krasyuk, Kirillova and Amakhina,
2019). It is one of the major role of a business to focus on key economic factors to
increase revenue and profitability. British Airways also face impact of economic factors
including monetary policy formulated by government of United Kingdom to regulate
money supply.
 Social Factors- The social factors are associated with culture and traditions of society
which plays a systematic role in development of workplace (Kumar, 2018). After the
analysis of social factors it is very much important for a business firm to develop key
working environment by understanding culture of employees. Society based strategy is
developed by British Airlines in order to serve society in major and effective sense.
 Technology factors- The technology factors are associated with information and
technology based tools and techniques. They help British Airways to perform operations
in a quick and accurate manner. Also these factors help companies to develop crucial
methodology at the marketplace. Major technology based tools like customer relationship
management software and decision support system are helpful in business growth and
expansion. The technological factors also impact on functioning of British Airlines and
its is focusing on hiring IT experts and professionals to develop more quick operates
LO2 The comparison of different ways in which the companies use and apply
elements of marketing mix in order to achieve aims and targets of business
entity
P3 The key comparison of major ways that various organisation develop application of
marketing mix to planning process to achieve different company objectives
The application of marketing mix supports a company to develop systematic approach in
majority of marketing operations. Marketing mix is also helpful in development of majority of
marketing operations of a business firm (Kreutzer, 2018). All major companies in the
international and national marketplace focus on marketing development in order to achieve key
goals and objectives. The marketing mix is one of the key approaches that are effective in
delivering best and suitable value to the organisation. In the recent times, the companies also
prefer to approach top level management to give suggestions in the implementation of marketing
mix. This help managers of British Airways in promoting their business and products to a

specified target customers. Through this managers of British Airways can understand the
perspectives of their customers and to determine which products are considered of unique value
proposition in a strategic manner. In this section the marketing mix of British Airways is
compared with Virgin Airlines. The application of Marketing mix for British Airways company
is mentioned below:
 Place- The place is considered as geographical location which is selected by a company
to develop best and focused values (Lahtinen, Dietrich and Rundle-Thiele, 2020). It is
one of the key roles of a business to focus on choosing the right place for business
development. Place and its selection is most important for a business entity in order to
facilitate sales development and revenue. The British Airways is available at all major
airports which increases its service area. This helps British Airways to have large base of
customers. While Virgin Airlines has wider scope as compared to British Airways as it
performs operations on large scale and is working on more Airports as compared to
British Airways.
 Price- Price is considered as major factor which is a part of marketing mix, so the
formulation of prices is one of the key functions of a business entity (Miao, Kozlenkova
and Palmatier, 2022). These prices are calculated by adding the cost in regards with
managing operation. British Airways is formulating prices according after analysing the
prices of its competitors. On the other hand, Virgin Airlines is developing price according
to current trends in the airlines industry. The prices of products and services of Virgin
Airlines is also formulated on the basis of cost of its raw materials, operations and
employee charges.
 Product- The products are final commodities which are developed and produced by a
company in order to develop systematic operations (Moro Visconti, 2020). Products are
considered as significant aspect of marketing mix as through this customers can be
persuaded to brand in an effective manner. The main products which are developed by
British Airways includes Airline services based products like catering. Virgin Airlines
also works on the same criterion and develops effective products according to demand
and needs of customers.
 Promotion- Promotion is one of the most essentials component of marketing mix which
helps in development of advertisements and publicity of products (Mothersbaugh,

Hawkins and Watson, 2020). It is one of the major roles of a business to promote its
products through digital technology to reach large number of customers. Numerous
organisations use differential promotional techniques for advertising their products and
services. British Airways performs professional marketing activities and operations in
order to promote products and services like traditional marketing approaches that
includes direct and telephonic selling. On the other hand Virgin Airlines promotes its
products and services with the help of digital marketing and social media marketing. The
British Airways has also realised importance of digital marketing and now taking
assistance of digital marketing approaches to perform promotion of its products and
services in a precise manner.
M3 The review of key strategies and major approaches that are implemented by companies to
develop the way in which business goals are achieved successfully
The marketing strategies are important part of a business which helps in increasing key
approaches related to management. Companies at the marketplace should analyse their strategies
from time to time in order to develop key and systematic practices. Main business organisations
including British Airways formulate major strategies and frameworks which are important for
company development at the marketplace. In order to achieve key business objectives, it is
necessary for a company to develop focused approaches and strategies which are mentioned
below:
Segmentation, targeting, positioning
 Segmentation- The segmentation is one of the key approaches which helps the business
organisation to perform precise operations (Payne, Frow and Eggert, 2017). It includes
dividing marketplace on the basis of products and services along with their nature. Most
of the successful companies in the global and national marketplace focus on development
of segmentation. This approach also helps a business entity to deliver well defined and
focused practices.
 Targeting- Targeting the customers is one of the major roles of a business which helps in
increasing chances of competitive growth. Their are many companies which targets
customers on the basis of various parameters to provide valuable products and services to
them. British Airways and its marketing management also helps in supporting