Comprehensive Marketing Plan Analysis for British Airways: A Report

This report provides a detailed analysis of the marketing plan for British Airways (BA). It begins with an introduction to the challenges faced by businesses in the modern globalized world and the importance of strategic planning. The report then explores the application of marketing planning, including the use of SWOT and PESTLE analyses to assess BA's internal strengths, weaknesses, and external opportunities and threats. The report also examines the various factors affecting the marketing plan and the ethical issues influencing marketing planning. The report also covers strategies related to pricing policy, distribution, and communication mix for new services. The report concludes with a discussion of how ethical issues influence marketing planning and provides examples of how BA responds to these issues. The report further highlights how user morals and their results on selling planning are incorporated in BA's marketing strategies.

Marketing Planning

Table of Contents
INTRODUCTION...........................................................................................................................3
Task 1...............................................................................................................................................3
1.1. different appropriates reviewing of he prospective of the marketing planning. Use of
different planning of future activities...........................................................................................3
1.2 using the different technique of organisational auditing and define the factors that external
factors...........................................................................................................................................5
Task 2...............................................................................................................................................7
2.1 define the appropriates theories , define main barriers marketing planing and BA
overcomes there barriers of related marketing planning .............................................................7
Task 3...............................................................................................................................................8
3.1.define a marketing plan related factor for the launch of a new services BA. .....................8
3.2. marketing planning is necessary and to strategies planning BA .......................................9
3.4. Justify recommendations for pricing policy, distribution and communication mix for the
new product. ..............................................................................................................................10
3.5.explain factors affecting effective implementation of the marketing plan .......................11
Task 4.............................................................................................................................................12
4.1define how right issues influence marketing planning ........................................................12
4.2Analyze examples of how BA responds to ethical issues.....................................................13
4.3 define illustration of user morals and their result on selling planning in BA......................14
Conclusion ....................................................................................................................................14
References .....................................................................................................................................16

INTRODUCTION
Any business has challenging and form other than elements of effected likes globalizing
information and technology aspects, social and cultures factors political factors. These
challenges and to provide strategies is very vital of the any organization. A strategy is providing
the clear visions of organizations on a sustainable competitive advantages. The strategies is
giving to road map for futures directions and different significance .it provides a long ranges plan
for six years plan and more. It developing mission objectives and goal of British airway for an
organizations developing effective strategies organizational account of the different factors. they
would like to implements a marketing plan based on the organizations capitalizes and it also
considering the main barriers to their activities(Wilson, 2010). They want the eases the
capabilities of the different company as well as the externals environments affected to the
marketing decision activates. They are already decided the overcomes the major barriers
whatever they different organizations. Some various company marketing to share for various
different products and services. the markets become too much more competitive with new have
introduces new products and services in to selective marketing. the BA board of directors to
discuss the what have been actually happening for their markets for their the different products.
the depends head to providing the relevant data on sales costs the competitor’s micro
environments and ethical issues in the selective targeting markets. The pricing policies to
distrusting communication mix have been the very well aspects. In this project reports the
various barriers to ethical issues in the marking planning it also discuss the which can they
overcomes has be provided. The ethical issues infusing the marketing planning it analysis
essential in the marketing strategies paling of the process.
Task 1
1.1. Different appropriates reviewing of he prospective of the marketing planning. Use of
different planning of future activities.
Huge structured organisation are changing their perspective against traditional to modern
marketing approach. Many of the companies are using traditional marketing approach in which
they are using traditional media tools for promotions and marketing is used to just to sale their
products in their targeted market. But changing perspectives are ruling in it and companies are
using modern marketing approach in which marketing managers has to conduct a market

research before developing their products which can help to them to set qualities and quantities
of products for their targeted market. A process of planing of marketing is the important aspects
for overall marketing strategies of an organization necessary of the marketing planning need to
maintain in increasing captive’s environments. the organizations main objectives to provide the
be services to main the loyal customers base. It including marketing services of traditional based
of the elements likes products, price, place, promotions are complete. with the changing demands
to needs for consumers marketing palming process also undergoing considerable the consumers
demand of technology developing in the lifestyles of the different consumers.
A planning of the future marking of the activities BA centre into the organization value
of the purpose. UK to providing value of the services on the customers’ needs every day.
 Delivery innovation: innovation has become given complete priority to the focus on
developing method of their collection t products unit required innovation in delivery can
provide of that pick up and collected factors as a new delivery
 Offered: check and collected of the services association in a case. the implementation in
will store base men that the customers happen to taken to the places. in order to places
online collected from park store nearby other stores. To enhancing the future marking of
the activates.
 Insight: developing to the inside how the customers a will the product can useful
enhancing the marking activities. proper understanding can be developing channels of the
services is adopting by the customers thought for a specific time.
 Human capabilities: BA is having a strong marketing team which has a potential to
analyse different new markets where they can start their flights and earn profits. They are
a strong contender in market and they are having a enough number of employees to
determine a marketing planning to make changes in their products and services
deliveries. This company is an old contender of this segment and they are having
experienced employees, they can make run a marketing activity in any conditions
because company have trust on them. Bonding in the employees and company can help to
conduct marketing of their services in new emerging markets.

 Financial Capabilities: BA is having a strong financial roots in the aviation industry so
they can make, so they can easily make changes in their business in future if having a
need. British Airways is having a consistency in their sales and profits so they are
financially fit to invest in marketing planning which can help to the company to make
better changes in their services according to the market demands.
There are few things which make company to earn higher profits and make them to get
stable in market in effective way. There are few things which help them to attain their
goal and objective in efficient manner and such as:
Production: The British airline has to include those things which has to be done
in correct format as it is the base of any organisation thus production of services for firm
has to be in right format because it is something which help company to attract many
customers and satisfy them with their services so that they can become existing customer
for longer.
Products and services: British airline has to provide the better services to its
customers as because many airline services are providing such. Bringing uniqueness and
innovation in services attracts more customers to travel with British airline and make
them to earn higher profits in proper manner. Services is that for which every customer
wants in right criteria and British airline does the some for their clients.
Marketing: There are various things which changes in market with the time and
that has to be met by company in proper manner. Customer preferences and their
demands changes with time and to become successful airline industry then it is required
to meet their needs. Through research receiving information and data help company to
produce their service according to their requirement make them to attain their goal and
objective.
Societal: Company has to take care of their stakeholders, as they are responsible
for affecting decision of firm and make them to work according to them. Stakeholders
include employees, directors, suppliers and government. All such make firm to take
decision and make policy according to their requirement.

1.2 using the different technique of organisational auditing and define the factors that external
factors
One of those method that using in to organizations auditing that specify of the SWOT
analysis of the BA:
SWOT analysis: It can help to the organisation to conduct an internal audit of BA which
can help to them to identify their strength, weakness, opportunities and threats which can help to
them to draft their future planning accordingly. It is mainly used in to the internal analysis, gour
aspect of this tools helps to determine a planning or strategy for futures. It can also used in to
analysing strength and weakness of the company which can hel0p them to make an appropriate
changes.
 Strength: This is something which help company to make and effective strategy and
decision to perform in better manner. Organisation is having a strong brand image and
they are also heaving a large budget travel consideration which attracts many customers.
Although firm cooperates with their customers as because they try to meet the demand of
their clients and for leisure travellers. Therefore firm is having a skilled staff as well.
 Weakness: The biggest weakness company is having that there is a strong labour union
which affect them to get effective working by employees and they face labour strike
sometimes which affect function of business.
 Opportunities: Somewhere the government of UK has approved the third runway which
provide great opportunity to British airline. Moreover, there is an opportunity to earn
higher profits as in the previous year the prices for fuel was low.
 Threats: Company is having an threat of changing in digital transformation as it is
getting disruption with their performance and sometimes firm also face an affective
whether condition which disrupts better services to customers. Hence. The biggest threat
is not balanced economy of UK after Brexit.
PESTLE ANAYSIS: It can help to the organisation to analyse the external factors and it's
impact on the organisation. It can help to the company to make effective changes in their
policies which can help to them to survive in the external conditions. Some factors are
involved in this which are;

 Political
 Economic
 Social
 Technology
 Legal
 Environmental
Porter five forces
Threat for substitutes, barging suppliers of power , barging buyers power , threat of new
entry, competitive competition. There are five types of forces analysis provide to the effective
on the determined of competitive power or advantages to that effective organizational business
with the specific environments. It can help to the company to find out their market competitors,
rivalry products and according to this company can draft their marketing plan.
Organisational auditing to analyse factors comes from external environment by using Pestle
analysis:
Political Economical
Political parties are having a their own vision
which can make a huge impact on the
organisation, so change in political party can
make a huge impact on the trade of the BA.
Political issues faced by many companies not
only by airline industry. Various regulations
and legal things has to be followed by
company.
Fluctuations in the economy creates a huge
impact on the business and mainly on the
aviation fuel rates so BA has to make provision
for this. Although after Brexit economy of
country is not stable and government of Uk
making new policies so that they can make it
stable in right context.
Social: Technological:
Festival season is a factor which people use to
take services to aviation so it is essential that
It has a huge impact on the marketing so
company has to use technologies in promoting

company has to use this promote their
discounted rates to enhance their number of
customers. All such company has to provide
services according to customer needs and
preferences.
business like; use of social media and mails.
Technology help company to reduce their
burden in effective way.
Legal: Environment:
They have to promote fair rates of fare which
can help to the company avoid legal
obligations and work according to consumer
loyalty. Therefore the UK government post
many regulations and legal things which has to
be followed by airline industry to make a
smooth functioning of their business.
They have to use those social media marketing
which can decrease any type of hinder of
environment in promoting their plans in their
targeted market. It is required by firm not to
harm environment and work according to such
only. Environment does make fluctuations in
market which has to be looked forward by
company.
Task 2
2.1 define the appropriates theories , define main barriers marketing planing and BA overcomes
there barriers of related marketing planning Assess theories main marketing barriers of
BA
A powerful selling planning strategies planning is necessary and related to the element BA.
Past there are different a positive obstruct-or of a selective marketing related planning. There are
different types of aspect the marketing paling to affected into the organization:
 Lack of condition to changes: Any stakeholders are demotivate and feel to non better if
need to overcomes to related the threats and emerging opportunities to including the
marking plan and it aspect be main barriers to good selective a marketing plan of BA.
 Overconfident: If any other over confidences would very cause into the inappropriate
solution for the specific problems.

 Failures of the specific between managements: A human resources and operation of
financial departments are not to be specific consenting to stock of the informant and
content. The marking attempt will be diminished into the aspect of
demotivates(Moutinho,2011). Lack of knowledge’s and silks may lead down unrealistic
plan and idea of the services.
May overcomes barriers to the marketing planning:
 It overcome barriers summing content on the SWOT analysis
 knowledge’s
 Systematize the role of activity
 Styles or cultures of marketing planning
 Sequence of the objectives
 Structure around to the information of the process
 Share of information about the marking related products
 It creating to situation of the marketing operation
There are all related factors of the planning of the marketing and evaluated to same
factors and outputs of the sources in to the organization(Lee, Lee, Lee. and Lim, 2013.).
Task 3
3.1.define a marketing plan related factor for the launch of a new services BA.
The planning is an necessary documents of the company it including common marketing
to evaluated goals and direction of the specific markets results. it including modern marketing
approaches of following the marketing including:
situation appraisal – selling audits: PEST OR SWOT:
the selling audit is the procedure to determine to their of exiting outside and inner factors
that are all infusing on selective marketing of the institution. It process can aspect can activity
of the with the specific SWOT analysis of company to analysis the external and internal based on
the environments, it fact of the marketing to help to classified inti the different opportunities and

threats and other stakeholder to makes alternatives od specific marketing plan. BA have to
choose SWOT as related marketing audits tool.
Strategy formulation – to select of marketing objectives and strategies: marketing planning
company intend of be achieving activity of future based strategies are the specific process it
the allow company it construed may increasing degree or sales and achieving a different built
up the suitable competitive advantages.
Monitoring and control - marketing planning budgets:
The process of marking planning it shall to aware about the particular marketing planning that
planning to specific of the monitoring and implementation to the entire process to with making a
specific an alternative if essential of the company. It controls of including monitoring and
evaluating. the fact of resource is very costly to limited is essential marketing’s to control a
budgets it always to check with implementation of marketing planning. The marketing shall
ever check with implementation by using a actual compression process and to evaluated to
standard progress to developing plan.
3.2. marketing planning is necessary and to strategies planning BA
The selling planning to give an information that enables to stakeholders to measuring the
progress and highlighting to specific most suitable approaches of the strategies. An effective of
the marketing plan to help to increasing creation income and enchaining company net income
amount. Their is different plan as follow;
 To focus on selective targeting markets
 To identify the consumer needs and wants
 To identify a select competitor and analysis competitive advantages.
 It makes a profit to measurements for generating the operating a daily activity into the
organizations
 good marking planning define to specific of business entity with the real analysis to
effective use of business objectives and creating to different creating marketing
opportunities of an entity and it all types prove a specific strategies planning process of
management system

3.3. method for new product improvement.
The new product of the developing is the process which help to designing into the developing
a customer’s test and to also considered abilities of the new products in the selective market. It
also helps to distance the growing or natural selection of an organizations to select a marking to
lunch a new product. There is different step in the new product a developing:
 Idea make: BA can also have obtained the marketing by using SWOT analysis
 Idea screening: BA to using undesirable or a selective attractive idea to adopt the
company.
 Concept to developing and using strategies customers test: after the BA using early stages
of the concepts of the developing, it also to require to lunching alerted concept of using
customers testing needs by asking the specific prospective to customer
feedback(Goeldner and Ritchie, 2012).
 BA marking strategies developing: BA it required identifying which types of marking
strategies should be using into the organization.
 Product developing: it covered into the goods idea into corporal word of the activity.
 Test of consumers : it also placing on the sales and operating it actual performers
 Commercialization: the implantation a selective marking plan to full developing
production.
3.4. Justify recommendations for pricing policy, distribution and communication mix for the new
product.
The arrangement mix represented to distribution of different methods of transposition ot
using of different hand level of inventory of selective use of outlets , the consumers able to
specific find out product need usually mind . A company they need to using customers will have
expected the goods and services on the sales off the products after the trade good sales. It
essential to consider that leading option of the production distribution.
Selling, net sales, message order, wholesales

The marking should be define of aspects still consider the product of the typical to
sized of company, challenger, natures of selective supplier the final distribution way. BA a
selective a distributing way of the products, it related content with the product prices. The
pricing line would directly have affected the different goods to achieving into profit and loss
organization company gain is sales and it related different types the different products work
shouldn’t connect(Li, and Li, 2010). their same not fixed aspect scope the correct places for new
goods developing how n should be always take into a specific goods design of price, the
promotional strategies into the lab our cost. The only remediation in specific evaluation to the
sensitive of product cost and related into the marketing cost. The communication mix including
into adverting, personnel selling, public relation, the all of types of the promotional tool, it
comes down specific strength and impotence to different effected to the product, it is necessary
for the seller to analysis which types to different content tools be most benefits into an
organization.
3.5.explain factors affecting effective implementation of the marketing plan
In aspect to increase profit and maximizing risk in a selective business, they are only related
manner is specific to use of suited selling with the special need to exploitation of the marketing
tool and content to enhancing into dynamic. It is also remembering that there are few component
to should be care into their effective use to implantation of future selling planning the entire
pictures of the marketing plan. the part affected the progress to involves the products of
managements
 The management of not accessory: the premises of with A directors of the organization
don't specific elements of the marketing plan not to support it, the marketing plan to
selective answer as related pate form to the happening.
 Monetary fund limitation: the support of finical to sufficient support the marketing term
might not be to the complete a selective appraises market of the research.
 If any selling plan against with the specific or rule , it also to power to advantage a
specific action in of an organizations.
As the all types of the factors above the specific will to affected impelling carrying out of a
selective marketing plan. It using final finished to taken factors would to making the