British Airways Marketing Plan: Barriers, Strategies, and Ethics

This report provides a detailed analysis of the marketing plan for British Airways. It begins with an introduction to marketing planning and its significance for the airline, highlighting the shift in perspectives due to technological advancements. Task 1 explores changing perspectives, evaluates the organization's capabilities, and examines methods for organizational auditing and external factor analysis, including PESTLE and SWOT analyses. Task 2 delves into the main barriers to marketing planning, such as lack of communication and skilled labor, and suggests ways to overcome these obstacles. Task 3 presents a marketing plan for a holiday package, discussing the importance of marketing planning in strategic planning, new product development techniques, and recommendations for pricing, distribution, and communication. It also addresses the factors impacting effective implementation. Finally, Task 4 examines the influence of ethical issues on marketing planning, the ways organizations respond to these issues, and examples of consumer ethics. The report concludes with a summary of key findings and recommendations.

MARKETING
PLANNING

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
1.1 Changing perspective in a marketing planning.....................................................................4
1.2 Evaluation of organization capability for planning its future marketing activity.................5
1.3 Methods for organizational auditing and analysis of external factors influence the
marketing planning......................................................................................................................5
1.4 Organizational auditing and analysis of external factors that affect marketing planning in a
given scenario..............................................................................................................................6
TASK 2............................................................................................................................................7
2.1 Main barriers of the marketing planing.................................................................................7
2.2 How organization may overcome barriers of marketing planning........................................8
TASK 3............................................................................................................................................8
3.1 Marketing plan for a product or service................................................................................8
3.2 Importance of marketing planning in the strategic planning process for British airways....9
3.3 Techniques for new product development..........................................................................10
3.4 Recommendation for pricing policy, distribution and communication mix.......................10
3.5 Impact of the factors on the effective implementation of the marketing plan....................11
TASK 4..........................................................................................................................................11
4.1 How ethical issues influences the marketing planning.......................................................11
4.2 How organizations respond to ethical issues with the use of examples..............................12
4.3 Examples of consumer ethics and their impact on marketing planning..............................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing planning means making a strategy for effective working of all the marketing
activities which means planning is a blueprint of a marketing plan in which appropriate plan is
mentioned for upcoming year. It is a kind of comprehensive document consist of marketing
activities to achieve their marketing goals with the use of all the effective promotional activity.
British airways is a multinational service organization which provides comfortable facilities to
their clients by using various other techniques and methods to enhance their service. In fact the
main motive of the British airways is to serve their customer in a best manner with their best
quality with unique ideas of presenting services to their customers (Chang, 2010) . Slogan of the
British airways is “ THE WORLD'S FAVOURITE AIRLINE” which means they try to capture
the attention of millions of travellers due to their world best services and focussed on marketing
planning. In additional the success of the cited organization is somehow depend upon the
appropriate marketing planning which is very helpful in attaining their goals by providing best
services to their customers. At the end marketing planning covers all the relevant matters with
the use of various theories and consider all the marketing elements to enhance their working
capacity.
TASK 1
1.1 Changing perspective in a marketing planning
Marketing planning is very indispensable part in the brutish airways because with the
help of effective marketing planning an organization going to perform all the marketing activities
in a appropriate manner without facing any misunderstanding about work(Park, 2010). In fact
due to the emergence of new and advanced technology perspectives are changes just to adopt the
recent trends. Perspectives of the marketing planning of a cited organization are changes in a
various department of a marketing- Production concept :- Production concept is the department of manufacturing a new and
innovative product by considering all the cost which may incurred in the production
process (Chaiy, 2010). It means production concept try to produce quality product with
high price because in today's developing countries most of the travellers wants full
facility without worrying about price.

 Product concept :- Product concept means opinions of the consumers are changes
towards product due to the emergence of new trends because of this quality or innovative
features are first priority. Manufacturer of the cited enterprise tries to improve their
product quality by enhancing their outer and inner features.
 Selling concept :- Selling concept where buyers and sellers meet with each other. In fact
selling concept is only completed by the consumers because they are the end user of the
product. Therefore organization need to conduct various promotional activities to
introduce their product in a market (Hollensen, 2015).
1.2 Evaluation of organization capability for planning its future marketing activity
British airways need to evaluate their capability for appropriate and effective planning its
future marketing activity by determining all the relevant or essential factors which may act as a
very indispensable part in a marketing planning. An organization need to analyse their centre
skills and knowledge of their employees to plan their marketing activity to avoid errors and
mistakes which might be occur in a future. In fact evaluation of organization capability describes
the ability and skills of overall organization so that they can plan according to the need and
requirement of future planning (Khan, 2014) . The main motive of the future marketing plan is
ready to face all the upcoming challenges and risk or any problems which might be occurred in
future while performing marketing activities. Organization structure of the British airways is
very much worried bout their organizational structure. Apart from this evaluation of capability
shows various relevant factors of the British airways which may be very helpful in planning
process for future marketing activity (Lee, 2013).
 Impact of the brand.
 Analysis of company assets.
 Past records and profit earned by the organization.
 External and internal factors.
 Evaluation of past strategies and planning process.
 Identification of customers taste and preferences.
 Determine the emerging trends in the market
At the end an organization need to change their past strategies by adopting various
effective techniques to cope up with future problems.

1.3 Methods for organizational auditing and analysis of external factors influence the marketing
planning
Marketing planning is a very useful or positive way of improving the company product
and services by acquiring relevant data and information to develop their company internally and
externally (Lee, 2013). Organizational auditing means to analysis of any misconduct or fraud in
the company which might take place in the enterprise. Basically auditing is helpful in identifying
the mistakes or errors of the organization with the help of various effective methods or
techniques to eradicate that problems. Organization auditing done by the PESTLE analysis by
considering all the factors like political, economical, sociological, technological. Legal and
environmental analysis.
Some of the other methods of organizational auditing are also done by effective
techniques:- Porter five models helpful in identifying the overall markets from external and
internal by analysing the threats of new entrants, rivalry, close substitutes all these matters plays
a very eminent role in the marketing planning.
Methods of organizational auditing Inquiry :- Inquiry is one of the useful technique through which an enterprise ask some
sort for questions with the use of proper questionnaire format. Examination :- Auditor may conduct respective exams to understand the knowledge and
skills of the employees. Confirmation:- With the help of this method an employees confirm their statement and
information provided by them to the auditor.
 Observation :- Sometime auditor observe the work or task perform by the employees to
prepare appropriate charts on the bases of their observation.
Coming to the external factors which influence the marketing planning in every manner
(Lee, 2013).
1. Political factors- All the tariffs and norms are made by the government only so it also
affect the marketing planning process.
2. Cultural factors.
3. Social factors.
4. Economical factors.
These above are the indispensable factors which influence the planning process.

1.4 Organizational auditing and analysis of external factors that affect marketing planning in a
given scenario
Organizational auditing helps in identifying the mistakes and errors which might be
occurred in the enterprise while performing their marketing activities (Lim, 2013). Whereas
external factors also influences the marketing planning of the British airways because of their
complexity and broad concept. In fact board of directors of the British airways want to improve
the existing scenario of the organization by changing their strategies and planing by considering
all the factors which influence the company. Apart from this higher authority of the cited
organization focussed on their auditing process to identify their issues and hidden problems by
which their success get affected in every aspect. In fact techniques of auditing plays a very
eminent role in describing any fraud and misconduct happens in the enterprise to improve their
working condition by overcoming these problems. SWOT analysis is adopted by the
organization to perform their activities (Li, 2010).
In additional external factors are very much influences by the marketing planning due to
their broad concept. In given scenario of the British airways they want to change their policy by
making new and attractive policy with the use of appropriate data and information. Board of
directors of cited organization explains all the relevant reforms which is very essential for
enhancing the performance of overall organization by serving their customers in a best manner.
TASK 2
2.1 Main barriers of the marketing planning
Barriers are the obstacles which might occur in the marketing planning process of British
Airways due to their broad concept. Not only British Airways but every organization has to face
some kind of internal and external barriers while running their business or in marketing planning
(Meidan, 2015). There are number of barriers available in the enterprise while making plans.
Some of the internal and external barriers are like: Lack of communication- Lack of communication is one of the major problems in
business which create misunderstanding in between employees and supervisors due to
their strict and unfriendly behaviour. Absence of skilled and knowledgeable labour- Sometimes, employees appointed for
particular work are not very much knowledgeable and do not have much talent to cope up
with difficult and complicated situation (Moutinho, 2015).

 Absence of healthy environment- Arrogant nature of higher authority or supervisors of
British Airways have a huge impact on marketing planning. Because of this, rude
behaviour of supervisor creates a fearful environment.
 Absence of accurate data and information- Apart from above barriers, inappropriate
data and information also play one of the very eminent roles as a barrier for marketing
planning.
All of the above issues act as a major barrier in marketing planning process of British
Airways.
2.2 Way in which organization may overcome barriers of marketing planning
An organization may take various effective initiatives to overcome marketing barriers
which may occur while planning process. It means British airways tries to change their existing
policies to improve their present scenario to overcome the barriers of marketing planning (Chan,
2015).
Various steps should be taken by higher authorities of British Airways for the same among
which some are like: Advancement technology- An organization needs to adopt various useful and advanced
technologies which may act to be helpful in resolving problems and issues as soon as
possible. Effective strategy- To overcome the obstacles, supervisors of enterprise need to change
their strategy by adopting useful and result oriented to get positive results. Improvement programmes- Improvement programmes are very helpful in overcoming
the barriers with the use of other useful techniques and methods of removing obstacles. SWOT analysis- SWOT analysis describes the overall strengths, weaknesses,
opportunities and threats of organization which play a vital role in eradicating the
barriers that occur in marketing planning process.
 Effective research methods- Research methods are mainly used to acquire appropriate
data and information for proper working of organization with appropriate planning
process that is free from errors and mistakes (Morgan, 2012).

TASK 3
3.1 Marketing plan for a product or service
Marketing plan is very essential and mandatory for the British airways products and
services for proper working of the marketing activities without facing any obstacles and barriers.
British airways is going to provide a holiday package for the couples which requires a
appropriate marketing plan.
In fact marketing effective plan consist of all the steps and procedure follow by the organization
while performing their various necessary activities of marketing by considering all the facts and
figures required in the planning process (Katsikeas, 2012). Apart from this marketing plan also
requires a accurate data and information going to used while making plan.
Marketing plan for cited organization Situational analysis ( SWOT and PEST) - The first and foremost step of the planning
process is to identify the internal and external factors which might be affect the
organization planning process. Apart from this marketing audit helps in determining the
opportunities available in the market by overcoming all the threats. Strategy formulation – Make a strategy or plan a marketing process or activities
according to the prescribe data and duration of completing the particular activities of a
marketing.
 Monitoring and controlling- It shows the estimation of budget or capital invested in
marketing plan or activities performed in it. Try to control extra fund with appropriate
monitoring or evaluating the overall process of marketing plan.
At the end marketing plan is going to executed according to the planning process to
overcome any errors and mistakes (Vorhies, 2012).
3.2 Importance of marketing planning in the strategic planning process for British airways
Marketing planning plays a very vital role in the strategic planning process because it
provides a accurate data and information to resolve all the hidden problems which h might be
occurred in anytime. In fact marketing planning act as a very effective tools and techniques for
the strategic planning process of British airways as it helps in removing obstacles of the strategic
process to achieve their target. Strategic planning process describes the appropriate plan or
method of conducting all the relevant programmes of the cited organization (Moutinho, 2011).

Marketing planning is indispensable for strategic planning process due to many reasons
for example-
 It helps in identifying the customer’s taste and preferences
 Determining the product’s demand in market
 Helps in identifying competitors available in market with the use of various effective
methods and techniques Helps in achieving the target of market by understanding overall market status
Apart from this, marketing planning plays an eminent role in the strategic process to
remove obstacles if any are there (O'Cass, 2012).
3.3 Techniques for new product development
New product development is a procedure of developing new product which was just
introduced in the market to improve their condition at a market place. In fact it describes the
growth and development of a cited organization whenever they launch a new or innovative
product. Various techniques are adopted by the British airways in the new product development
process. Generate ideas- An organization acquire ideas by conducting SWOT analysis which
may be very useful in product development process by expressing new and innovative
ideas. In fact ideas are helpful in reforming the product weakness. Concept development and conducting testing program to check the growth level of the
product and do changes according to the requirement of a product.
 Marketing strategy development is also on of the major part of the new product
development because development requires a change in a planning and existing strategy
to achieve their product goals and objectives.
 Product development is the term which shows the execution of a development idea to
enhance the quality of a product by growing it in the market.
Apart from this new product development techniques are helps in determining the overall
product life cycle by considering all the stages of product life cycle starting from introduction
stage, following by growing stage, maturity stage and ending with declining stage. Last but not
the least an organization is going to implement various developmental programmes (Ngo, 2012).

3.4 Recommendation for pricing policy, distribution and communication mix
Distribution mix signifies the transferring of goods from one place to another by
assigning it to right person at a right time in a right quantity (Siahtiri, 2012). In fact distribution
channels are the methods of moving goods from seller to buyer whenever they demand a
particular product. Product distribution included many more elements for example retailers,
wholesalers, online selling through mail or shipping is also one of effective technique of
transferring goods.
After choosing a appropriate method of distribution channel an organization going to
concerned about their pricing policy which requires to consider all the internal and external
factors before taking any decision in response to the price. It means pricing policies have a
greater impact on the customers because quality of a product reflected with their pricing policy.
In fact pricing strategies are mainly depend upon the cost incurred in the production process of a
product (Ogunmokun, 2012).
Apart from this marketing planning also concerned about their communication mix which
means all the promotional activities through which British airways introduced their reform
product by adopting attractive techniques of promotions. Meanwhile promotional activities act as
a very useful in promoting their product in front of the public and overall society by capturing
the interest of their customers.
3.5 Impact of the factors on the effective implementation of the marketing plan
Marketing plan is the official document which shows the overall methods or techniques
of British airways and appropriate path of performing marketing activities to achieve the
objectives of marketing planning (Tang, 2012). All the external and internal factors have a
greater impact on the useful implementation of the marketing plan of the cited orgnization due to
their complex nature as execution of a plan requires expertise advice and ideas. Some of the
factors which influences the effective implementation of the marketing plan are- Absence in the support of management- Implementation programme requires a proper
support of the management of a British airways because its not easy to execute the
complex plan of marketing. Limited budget- Execution of a marketing plan needs a limited capital to perform all the
activities in a proper manner and due to the large organization sufficient fund is very
necessary to implement plan effectively.

 Absence of legality- Legal factors are also plays one of the major part in implementing
the marketing plan for British airways which means a cited organization must consider all
the legal terms and condition while implementing the plan (Peter, 2011).
Last but not the least an its not easy to implement the marketing plan because it influence
overall business functioning due to their broad concept.
TASK 4
4.1 How ethical issues influences the marketing planning
Marketing ethics are the framework of all the rules or regulations, norms and beliefs used
by the British airways while implementing marketing plans and programmes. It means a cited
organization must follows various moral principles while performing their marketing activities or
while making plans for marketing (Donnelly, 2011). There are many ethical issues are emerges
in the British airways due to the complexity and expansion of a company is also one of major
reason behind facing ethical dilemmas.
Some of the ethical issues which emerges in a marketing planning
 Health and safety is also one of the major ethical issues occurring at a workplace
which means a cited organization must implement safety measures for their tourist
because health is the first priority for every individuals.
 British airways also faced technological ethical issues which might be occurred due to
the introduction of high tech technology because it requires experience persons to
handle.
 Working condition of the enterprise must be taken into consider because friendly
environment and free from discrimination motivate every employees towards their
goals and objectives. In fact ethical issues related to working condition might be take
place if there is a absence of fair treatment in between employees.
At the end there are many more ethical issues are available in the marketing planning
which affect the overall marketing activities (Sadjadi, 2010).
4.2 How organizations respond to ethical issues with the use of examples
British airways responded to all the ethical issues by using various effective techniques to
cope up with ethical problems which might be occurred in the organization. First of all they
suggested that higher authority of the enterprise must encourage their subordinates by providing

effective support to resolve all the ethical issues (Ghazanfari, 2011). Another step is that board of
directors of the British airways focussed on the reason behind occurrence of ethical problems to
conduct ethical programmes by explaining relevant terms and condition. Apart from this, they
also throw some lights on the fundamental framework in which all the ethical norms and beliefs
are mentioned clearly to get understood by every member of the organization.
Thirdly an organization must provide a ethical training to all the employees working in a
British airways so that they have the ability to resolve their customer ethical issues. In fact
ethical training is very helpful for their employees to gain the knowledge and skills of working in
a disciplinary manner and learn how to deal with difficult circumstances in a ethical way
(Yousefli, 2010). So a cited organization prepares many ways to solve the ethical issues which
may be arise at anytime.
4.3 Examples of consumer ethics and their impact on marketing planning
Consumer ethics is a appropriate way of buying the product from company which means
this ethics shows the effective behaviour of the consumer in a ethical way. Basically consumer
ethics is all about ethical behaviour of the consumers while buying any product from the market.
Various examples of consumer ethics are like wrong insurance claim by the consumer just for
their own benefit is one of the major examples in a consumer ethics. Another examples of
consumer ethics is a unethical product demand, illegal acts of the consumers towards any
product which might affect the marketing planing of the cited organization (Sadjadi, 2012).
Apart from this an organization is going to face many more ethical issues related
consumer because they are the final user of any product introduced in a market place. In
additional marketing planning is very much influenced by the consumer ethics because all the
marketing plans are based on the taste and preferences of the customers or overall society.
In other words it is concluded that British airways are very much concerned with their
consumer behaviour because due to the consumer ethics and any wrongful action by consumer
have a greater impact on the marketing plan. At the end it shows that an organization are very
much affected by consumer ethics due to their broad concept and complex nature which means
travellers who used the British airways influence their customer ethics (Yazdian, 2012).