Marketing Essentials Report: British Airways Marketing Strategies

This report provides a comprehensive analysis of British Airways' marketing strategies. It begins with an introduction to marketing essentials, defining key concepts and outlining the scope of the report. The report then delves into the marketing mix, comparing British Airways' approach to that of Rolls Royce, examining product/service offerings, pricing, distribution, promotion, people, process, and physical evidence. A significant portion of the report focuses on the creation of a marketing plan for British Airways, specifically for the launch of a "Holiday Package." This plan utilizes the SOSTAC model, incorporating SWOT analysis to assess the airline's internal and external environments, setting objectives, defining the mission and vision, and outlining strategic approaches. The report also discusses monitoring marketing plans using tools like sales analysis and market share analysis. Overall, the report offers valuable insights into British Airways' marketing practices and provides a framework for developing effective marketing strategies.

Marketing Essentials

INTRODUCTION
Marketing refers the operations and management of several kinds of actions that are
associated to tasks of promotion and endorsement of commercial & vending of various type of
products and services in an enterprise. The motive of advertising company is to provide an
assurance that they will be focusing on promoting products and services to attract large form of
client’s interior unique stage of time body. Marketing vital is stated due to the fact the strategies
and plans which is probably formed through administrative of entity for sporting out their pre-
described objectives effectively and successfully. As consistent with the given state of affairs,
the undertaken corporation for this document is British Airway, this is a widely known and
principal airline across UK in recognize in their fleet duration in addition to international
vacation spot flights. Also, in context of wearing passengers it comes at 2d role and having
headquarters is in London, England. The difficulty count number which is probably going to be
mentioned in this record are Marketing definition, nature, ideas, contemporary and destiny
tendencies, impact and affects of out of doors environment on advertising and advertising
pastime. Moreover, advertising department’s roles and responsibilities similarly to interrelation
among various practical areas of employer are described. Apart from this, comparison of
approaches entities practice marketing and advertising mixture and additionally marketing blend
are also organized in this record.
TASK 1
Covered in to PPT
TASK 2
P3. Compare the ways in which different organisations apply the marketing mix
Marketing mix is defined as the set of handy strategic marketing tools such as produced
products, places prices, promotion, people, process and physical evidence that marketing mix
together to generate responses it expects within targeted market area (Gbadamosi, 2020). It aids
British Airways to opt and determined effective tools of marketing, means etc. for accomplishing
its intent. However, different ventures use different factors of marketing mix in diverse form that
is mentioned as under:
ELEMENTS British Airways Rolls Royce
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Product or services It offers high quality services
to their consumers.
Furthermore, their fleet
contains in about 777s, 787s
and 747s Boeing that assists
an array of in-flight facilities.
The facilities provided by
them are integrated with
upgraded technology.
It is globally well known car
brand. It offers customised
cars to their consumers and
target audiences. Their
manufactured commodity that
is several kinds of cars has
unique feature and its supports
convertible variations for such
their models.
Price It has intent that all individual
could be able to afford ticket
price so their pricing policy
makes easy an affordable
value to consumers. The
tickets are of several classes
like business, economy and
premium. Particular
organisation utilises
differentiation price strategy.
Rolls Royce utilise higher
premium cost strategy as most
of their commodities basically
associated to high luxury
segment (Pochiraju and
Seshadri, 2019). They offer
their products those people
who belong to upper class.
Place It majorly offers their services
to above 400 locations along
with fleet of 273 aircraft that
includes 747s, 777s and 787s
(Ozanne and et. al., 2020).
They also tied up with
authorities of world’s airports
to execute the smooth
practices. The means through
which their services are
allocated such as mobile
application and company
It have branches above 50
nations across the world. Also,
they run in several nations like
Australia, India, China, UK
and US etc.
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websites.
Promotion It endorses their services with
the support of TV,
Newspapers, billboards and
many more. Furthermore, it
also has brand ambassadors
acknowledged as golfer Justin
Rose. Moreover, it also
promotes its brand by films
such as “Planes”.
It has wonderful legacy as
well as an inspirational brand.
Majorly, it opted personalised
as well as selective policy of
marketing for their vehicles
(Radu and et. al., 2020). Their
endorsement tools consider
display at premium hotels,
exclusive, auto-expos and
many more. Furthermore, it
applies word of mouth
promotional strategy through
higher class individual that
aids them to advertise their
providing efficiently and
accomplish goals and aims.
People There are around 40000
workers who are executing
within particular enterprise
(William and Joyce, G., 2020).
Among them 15000 are cabin
crew, 5500 engineers and
3600 are pilots who execute
for attaining their aims by
giving its superlative.
It has around 50000 staff that
is performing there. Among
which who are offering greater
services to their possible
audiences and accomplish
aims.
Process It process instigates from
tickets booking and move
through different phases like
as appearing at airport,
They sell their cars to different
retailers according the demand
and from there to target
audiences. Furthermore, if
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checking board passes and
luggage, direct consumer to
move to inside flight and feel
them comfortable to
experience best services.
clients require some model
that is not accessible their then
retailer may any time contact
to dealer and enquire them to
send it.
Physical evidence For particular organisation,
this aspect is whole about
experiences that it has to offer
to its consumers as well as
also the way they perceive
respective brands. It is an
intangible business aspect. So,
the efficient consumer
experiences help British
Airways to accomplish their
objectives.
For this, thy sells their product
into its own branches that are
accessible in different
locations (Salehzadeh,
Jamkhaneh and Doosti, 2019).
For accomplishing their aims, British Airways generally focuses regarding establishing
fundamental marketing elements in order to analyse present market circumstances. With the help
of this, they can develop effectual strategies to accomplish rivalry benefits. Through utilising
marketing mix, tactics used by respective company have been determined that support them in
accomplishing their aims. This contains separation pricing strategy as this supports them to
differentiate their offerings from rivals.
LO3
P4. Produce a marketing plan
Marketing plan
It is a document that consists of one of a kind actions and manners which can be happened
via marketing branch concerning a enterprise venture of the manufacturing of goods and
offerings. It can be a written assessment that critiques several plans and techniques in an
establishment can be achieved its situating dreams and pursuits (d'Alessandro and et. Al., 2020).
It is crucial to the organization as with the assist of the administration, it may create and frame
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imaginative and prescient and project, commercial enterprise objectives and intention of
organization so that it may accomplish its set pursuits in suitable manner. This instruction may
be framed and designed to British Airways to provide or release “Holiday package” as a new
product to its consumers.
Importance and fee of advertising plans
Marketing planning is a controlled and managed workout to frame advertising
techniques. It can be related to the employer as a whole or to strategic business unit. Marketing
planning is a ahead looking exercising that determines the destiny strategies of an status quo with
respective reference to its product improvement, income promoting and profit margins.
Marketing plan important to co-ordinate activities which can help in reaching goals in set time
period. It is treasured as it offers a shape and framework for a steady review of operations
(Santosoa and et. Al., 2020). It will make the undertaking to provide greater attention to
marketplace improvement as opposed to market upkeep. It also facilitates in appraising
performance, capitalise on electricity, lower weaknesses and dangers and eventually open up
new improvement alternatives.
Monitoring advertising plans the usage of suitable control and evaluation techniques
To monitor advertising plan, there are distinct equipment that may be utilised by means
of British Airways like Sales manipulate, market percentage analysis, competence ratio and
value productiveness analysis. The explanation of a number of them as beneath:
Sales evaluation- It is a technique which inspect sales reports to look what items and
offerings have and have not offered nicely. The evaluation is used to examine a way to stock
inventory, the way to investigate the efficiency of sales pressure, a way to set manufacturing
capability and to peer how the company is appearing regarding its desires and ambitions
(Trihatmoko, 2020). In British Airways, it can be utilised to indentify its most profitable clients,
get consciousness approximately marketplace tendencies and expand its market investigation.
The marketing plan in reference of British Airways is defined as below:
SOSTAC model
This model and concept is incorporated and developed by P. R. Smith so that large
department of business administration can frame commerce plan and plans for the company. In
British Airways, this tool can be executed through the management of particular corporation at
the instance of concentrating in improvement of the distinctive transmission, plans of action
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related to the digital marketing and designing whole marketing plan for the company. The
explain of execution of this concept regarding specific business establishment is as below:
Situation- In this, the effective situation analyse of the establishments take place. For this,
internal and external business environment of the company is determined. For it, the
administration of British Airways can utilise the model of SWOT analysis is as below:
SOWT analysis- It is a tactical approach and method that is used via agency to examine
the outdoors and interior additives of organization that form effect over business of enterprise. It
can be a system of decisive the potency, weaknesses, prospect and risks of the company. SWOT
examination of respective enterprise is defined as under:
Strengths Weaknesses
 British Airways has a substantial brand
presence and effective global presence.
It has a convoy size of in excess of 260
aircraft and has almost 150 global
locations crosswise 6 continents
(Moellering, 2019).
 The particular organisation has diverse
services similar to commerce or first
class, lounge, in flight entertainment,
faithfulness programmes etc. Along
with this, it has outstanding marketing
and endorsement of the airlines
crosswise the world.
 Over dependence in UK market is one
of the weaknesses of this company.
More than 50% of revenue of it comes
from UK marketplace that appears to be
good quality but considering the risk in
the globalised economy one can’t
acquire hazard of having market
myopia (Lippold, 2019).
 Several competitors from other
directing airlines on all routes is
another weaknesses and high rivalry
states limited market share for BA.
Opportunities Threats
 Making expansion in its global
operations to newer territories and
regions is an efficient development
option that can be included by British
Airways.
 The Heathrow Terminal is a key has
across the world and British Airways
 Government regulation is key risk to this
business as airline industry is highly
regulated so minor alterations in
government regulations and legislations
impact the business of British Airways.
In present time, cause of COVID
pandemic different sort of modifications
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has a key survival here. Additionally,
alliances and code sharing with other
global airlines can improve business of
British Airways.
happened associated to safety and
security that influence the business of
the company.
 Maximising fuel cost and labour costs
can reduce the profitability of British
Airways in unfavourable form.
Objectives- It refers to the cause that are framed and designed via the management of the
corporation in order that improvement can be made in commercial enterprise (Gbadamosi, 2020).
The targets which can be formulated through British Airways in context of “Holiday Package”
product are defined as below:
 To extend the income of the company via 5% inside 10 months with the assist of
providing its new product Holiday programs.
 To improve the sales of the enterprise as much as 4% within eight months by means of
imparting quality product and offerings to target audiences.
Mission- The purpose of the enterprise is as follows one destination seeks to assure their
consumer fly confident that, collectively, they are performing accountably to attend to the globe
they stay in.
Vision- The vision and motive of this organization is to emerge as the world’s most responsible
airline and that they have evolved leading standards that designate what they're doing to
accomplish their vision.
Strategy- It suggests to that plans and processes which can be framed through the management
of the company to reap the formulated functions and goals (Pochiraju and Seshadri, 2019). In
British Airways, the management of the organization formulated plan of action were given its
new product Holiday Packages so that company make advanced in its commercial enterprise
(HR and Aithal, 2020). The approach that can be carried out by means of this corporation is
explained as under:
STP- It mentions to segmentation, objecting and positioning of clients accordant the products
and centres and their desires. The rationalization of this approach in context of British Airways is
as beneath:
Segmentation- Within it, the trade of the corporation will create cognizance at the
segmentation and category of the marketplace in diminutive sections of the bottom of
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demographic, geographic, behavioural and psycho image segments in order that the control of
respective company can understand the location to provide Holiday packages (Ganjre, 2019). On
the idea of this, marketplace may be categorized in step with products and thinking about clients.
Targeting- Under it, the management of British Airways can become aware of its centred
and viable consumers in segmenting phrases who are showing their hobby in taking the
compensation of its products and facilities. For its Holiday package deal product, it is able to
target male and woman, its normal consumer, youths, commercial enterprise person, newly
married couple etc.
Positioning- In it, the control of the organisation can placed its new made from Holiday
bundle through the use of social media channels, TV and others as it make global’s fine
commercial and promotion (Ozanne and et. al., 2020). Along with this, it can provide cut price
and seasonal gives to its targeted customers regarding its newly launched product.
Marketing Budget
Tactics- It refers to those strategies and tools which is probably applied through the
management of the commercial enterprise organisation to determine short term troubles (Radu
and et. al., 2020). In British Airways, the control of the company can use and positioned into
effect techniques to acquire the industrial business enterprise dreams and goals. With the
execution of numerous techniques, the organization can aware with its items and offerings, For
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instance, in British Airways, to aware the aim customers with its new product Holiday package,
the enterprise undertaking can implement several commercial techniques and channels which
include social media promotions, TV, newspaper, net commercial and masses of others.
Actions- This step of this idea is described with numerous plan and strategies which is
probably required to be achieved. In British Airways, the management of the establishment
decided on several responsibilities and responsibilities to numerous workers just so framed and
created goals of the agency may be performed in set time of time (William and Joyce, G., 2020).
It can be a scientific shape thru which enterprise can executed it gals and hit its set pursuits and
targets in less complicated shape.
Control- It is the very last section, within the control of business enterprise can control over
non-required motion and strategies of the agency. They compare that the plans and methods that
are urbanized with them in reference of development of agency with the help of new made from
Holiday Package are ok and suitable. In British Airways, they're able to take response of their
target audiences on regular base if they want to make manage over trouble if they may be arisen
and faced thru its target people then it will assist in managing and identifying complexities as a
way to have an effect on corporation in numerous methods.
CONCLUSION
This has been concluded from the defined information that marketing plays one of the
crucial function of the form so it is important for them to find out their roles and duties efficient
and effectively. Furthermore, this is also important to attract target audiences regarding their
offerings and acquire huge profitability. Along with this, marketing mix supports company to opt
and decide effective marketing tactics to achieve its aims and objectives. Beside this, marketing
plan supports organisation to endorse its offerings and meet the requirements of targeted market
place.
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REFERENCES
Books & Journals
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