Unit 2 Marketing Essentials: Marketing Strategy and Application Report

This report analyzes the marketing strategy and application for British Airways. It begins with a comparison of how British Airways and EasyJet utilize the marketing mix (7Ps) – product, price, place, promotion, people – to achieve their business objectives, highlighting differences in pricing, product offerings, customer service, and promotional strategies. The report then develops and evaluates a basic marketing plan for British Airways. This includes an executive summary, mission and vision statements, a market analysis using a SWOT model, and the setting of specific objectives. The marketing plan details tactics, including market segmentation, positioning strategies, and the application of the marketing mix to achieve desired outcomes, along with a budget and implementation strategies. The report concludes with a discussion of control and monitoring mechanisms to ensure the plan's effectiveness. References are provided to support the analysis.

Marketing Strategy and
application
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TABLE OF CONTENTS
LO2..................................................................................................................................................4
P3 Comparison between the way different organisation have make use of marketing mix in
order to attain its objectives.........................................................................................................4
LO3..................................................................................................................................................6
P4 Develop and evaluates basic marketing plan..........................................................................6
REFERENCES................................................................................................................................9
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LO2
P3 Comparison between the way different organisation have make use of marketing mix
in order to attain its objectives
BASIS BRITISH AIRWAYS EASY JET
PRICE British airlines always
emphasis on providing of
tickets to the people at
reasonable prices. Prices are
been categorised according
to the class such as
economy, business and
premium economy. Brand
also offers discount to the
frequent fliers. Early
booking is pocket friendly to
the people who are looking
to travel from one place to
another (The Marketing Mix
of British Airways, 2020).
Easy jet offers a safe and
premium journey to the
people at low prices. This
low price is through the
improvement in the aircrafts.
Major aircrafts of the
company are new and
modern which consumes
less fuel in order to provide
better services to the
costumer. It also offers
rental cab services to the
customer who already
booked the tickets of the
journey.
PRODUCT Company provides meals,
entertainment screens to the
people who are travelling in
the aircraft. This makes the
trip more luxurious and
comfortable for the people.
British airlines offer latest
technology to the people in
the market in order to
complete the booking of the
tickets. It is the one of the
leading brands of the UK in
Designing of the official
websites of the company is
always been excellent in
order to provide better
services to the consumer.
First impression through
website of the company
gives the premium feel to
the consumers which are
prevailing in the market.
Easy jet also provides
consumer a comfortable
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terms of airlines industry.
Company focuses on the
comfortable journey from
one place to another place.
zone through different
languages indulges in the
sites in order to crack the
deal in the market. These
different languages attract
the foreign clients base in
the market of airways.
Company also works with
many tourism firms in order
to provide the better journey
to the people in the market
(Malhotra and Dash 2016).
PEOPLE Organisation recruits its
employees from the top
hospitality institute which
undergo through training in
order to provide perfect
services to the customer.
British airways engaged
different employee at
different department of the
company to complete the
task smoothly and easily.
This helps in providing the
satisfactory service to the
customer to achieve the goal
of the firm (The Marketing
Mix of British Airways,
2020).
Easy jet always focuses on
providing premium services
to its customer through its
management. Management
of people of the company is
being well trained and
groomed by the trainer of
the company. Easy jet
always keeps the employees
which are soft spoken to the
customer in order to provide
the comfortable journey to
the clients. Feedbacks are
also welcomed by the
customer in order to know
the pros and cons of the
company.
PROMOTION It promotes its brand name
through TV, newspaper,
Company provides its
services to people through
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advertisements and
billboards. British airways
promote it names by
branding name over the
aircraft. Branding of name
refers to printing of names
over the planes by the films
or stickers as designed by
the company in order to
achieve the goal.
online and offline mode in
the airport. For better
experience of the services
the consumer can give the
feedback in order to get the
satisfactory services by Easy
jet (Kalva, 2017). This helps
in promoting brand between
the people in the market.
LO3
P4 Develop and evaluates basic marketing plan
Marketing plan included information related to firm mission and vision, key action or
future strategies that are used by organisation in order to gain competitive advantages. Therefore
marketing plan of British Airway is as follows:
Executive summary
British Airway is one of the best airlines in world that have most extensive route, networks and
global connective that helps in delivering best services to end customers. Company have tried to
adapt to new technology, expand its operation across global so that services can be offered to
maximum number of individuals. It schedules several flights in more than 160 destination across
worldwide so that people can easily travel from one place to another. Company headquarter is
located at the waterside of the London in UK.
Mission and vision statement: “One destination seeks to ensure our customers fly confident
thus company is taking several steps to take care of world we live in”.
Market analysis: It is analysis of several market in which company operates so that effective
strategies can be formulated to decide key actions that could be taken by organisation to attain its
objectives. Therefore SWOT model is used to understand external and internal environmental
condition of British Airways (Chintagunta, Hanssens and Hauser, 2016).
Strength Weakness
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 Strong brand image
 Better services and facilities
 Skills and talented employees
 More than 90 years of experienced
 More dependence on United Kingdom
 Employees Union
Threat
 Competition level
 Government intervention
 Changes in taste and preference of
people
 Covid-19
Opportunities
 Expanding operation in new market
 Use of innovative technology to
attract more customers.
Objectives
 To increase profit margin by 12% till 2021.
 To adapt to digital technology so that better services can be delivered to end customers.
 To expand operation in new emerging market by 2021 in order to enhance market share
and sales volume by15%.
 To maintain safety standard, social distancing so that health and safety of people can
ensured.
Tactics
British airways marketing manager have segmented group of individuals on the basis of
geographic, demographic, psychographic, and behavioural and travel and tourism base factors.
Company have planned to target people on the basis of different class such as, economy,
premium, executive and business class (Jacobson, Gruzd and Hernández-García, 2020). Firm
has planned to position itself in minds and hearts of customers by improving services and
facilities provided to customers.
Strategies
Marketing manager has plan to achieve British airways desired goals through use of marketing
mix. Company always emphasis on its products, price, place and promotion in order to increase
the volume of the business.
Product/ services: Company completes its action by increase in the quality of product to achieve
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the goal. Aircrafts are been served in the high quality at low rates to the people in the market.
Place: It’s place and promotion are the key factor which attracts the clients to generate the
revenue for the company to achieve the goal for the group.
Promotion: Manager have decided to make use of both online and offline platforms to promote
business to maximum number of customers. British airways are connected with many airport
authorities to have the smooth operations from one place to another.
Budget
Expense Amount
Wages and salary to employees 2300
Electronic devices 2000
Marketing expense 500
Raw material 700
Total 5500
Action and implementation
Marketing manager has planned to implement its strategies by clearly informing employees
about their respective roles and responsibilities within organisation. It have set standard
procedure, policies that need to be abide by employees while delivering services to customers
such as the way social distancing, hygiene will be maintained or safety precaution would be
taken so that no problem can be caused to people (Gupta and Nair, 2020).
Control and monitoring
It is last stage of marketing plan, in which manager have set action that it will used in order to
monitor and control action of employees so that best outcome can be gained in minimum input.
Manager of British Airway have planned to continuously monitor and measure performance of
each employees through digital or information technology. So through collecting relevant data
related to performance of employees manager have plan to action key actions so that it can
further improve and overall objectives can be achieved.
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REFERENCES
Book and journals
Chintagunta, P., Hanssens, D.M. and Hauser, J.R., 2016. Marketing science and big data.
Gupta, C. B. and Nair, R., 2020. Marketing Management, CB Gupta & N. Rajan Nair. Sultan
Chand & Sons.
Jacobson, J., Gruzd, A. and Hernández-García, Á., 2020. Social media marketing: Who is
watching the watchers?. Journal of Retailing and Consumer Services, 53.
Kalva, R. S., 2017. A Model for Strategic Marketing Sustainability (Marketing mix to Marketing
matrix). In National Conference on Marketing and Sustainable Development (pp. 7-23).
Malhotra, N. K. and Dash, S., 2016. Marketing research: An applied orientation. Pearson,.
Online
Marketing mix of British Airways, 2020. [Online]. Available Through: <
https://www.marketing91.com/marketing-mix-of-british-airways/ >.
The Marketing Mix of British Airways, 2020. [Online]. Available Through: <
http://marketingmixblog.blogspot.com/2016/11/this-blog-focuses-on-7ps-of-
marketing.html >
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