Principles of Sales and Marketing: British Airways Report Analysis

This report provides an overview of sales and marketing principles, using British Airways as a case study. It begins with an introduction to the principles of sales and marketing, highlighting their importance in enhancing product promotion strategies and achieving organizational goals. The report then delves into British Airways' aims, objectives, and measurable goals, focusing on their efforts to improve brand image and customer loyalty. The core of the report examines British Airways' marketing strategies, including STP (Segmentation, Targeting, and Positioning), the marketing mix (Product, Price, Place, and Promotion), and the new product development process. The analysis covers how British Airways segments its market, targets customers, and positions its services, alongside pricing strategies, distribution channels, and promotional activities. The new product development section details the stages from idea generation to product development. The report concludes by emphasizing the significance of offering new products and services to ensure growth, competitive advantage, and long-term sustainability. References to relevant academic sources are also included.

Principles of Sales & Marketing

Introduction
Principles of sales and market are inclusive of different type of marketing
and sales ideas through which organisations can conduct their services
with the help of efficient marketing strategy. These are known as those
principles through which company can enhance its product promotion
strategies. With the assistance of sales and marketing principles
organisation can effectively engage in successful promotion of the new
or existing services or products.

Aims and Objectives
 Aim: British Airways conducts its business operations with an aim to improve
brand image and enhance technological advancement within company in order to
assure maximum consumer loyalty and market share.
 Objective: “To develop market research effectiveness in order to seek growth
opportunity, improve service delivery and offer internet services to customers”.
 Measurable: “To install technological updated equipments and offer new
technological services to customers in order to increase profit margin by 4%-5%.

Cont….
 British Airways is looking forward to offer new services to customers, for this they are planning to
make significant changes on the onboard service and product in its first cabin. In their new service
customers will be provided with the facility of new menu, bedding and amenities facilities. In
addition to this British Airways will also introduce wide range of tea infusions and menu with
fresh seasonal ingredients. Company will also serve their customers by introducing a new service
of signature afternoon tea through which company will showcase customers with the Great British
tradition of tea service. Customers will also be offered with selection of scones, sandwiches and
pastries. Through these services company is looking forward to accomplish their underline aims,
objectives and measurable goals.

STP (Segmentation, Targeting,
Positioning) Segmentation: British Airways is having unique positioning over its competitors. Being a culture airline of
London services of this airline company is recognised by number of individual. This organisation offers high
quality services to customers while prioritising customer’s needs and demands.
 Targeting:In order to attract large number of customers towards the new services company will introduce
loyalty program for their existing business consumers. Through this company will target customer in a well
define an effective manner.
 Positioning: In order to position their new services successfully British Airways will offer the services in its
holiday packages that basically fall under hospitality and tourism industry.

Marketing Mix
 Product:
 Company will offer customers with the new service of new amenities, menu and bedding facilities in which
customers will be served with different services according to the price range.
 Price:
 British Airways have selected different type of services to customers, for this management sets pricing
strategy of different types of customers. The new services changes will offer services customers according to
their categories executive class, middle class and economic class. With the help of different types of pricing
strategy company will give opportunity to customers to select the services according to their choice.

Continue…

 Place:
 The new services will be provided to customers of British Airways airports.
 Promotion:
 Company will attract customers with innovative promotional strategies, for they will undertake use
of social media, email, direct marketing and direct mail.

The New Product Development
Process

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 Idea Generation:
 Number of ideas will be generated by the management of British Airways by identifying
customer’s needs and demands that are changing in a dynamic manner as they are looking
towards new services. However, due to threat of its competitors British Airways is looking
forward to attract customers with new service and product.
 Idea Screening:
 At this stage management of British Airways will filter the number of Ideas in order
to select the new one. Identifying number of ideas allow company to develop a new service
which will crucially important for company sales and growth.

Cont….
 Concept development and Testing:
 In this possible service concept is being develop by British Airways management in order
to select the best one.
 Marketing development Strategy:
 At this stage marketing strategy development will be undertaken by marketing department
of British Airways through which they will introduce new product among targeted group of
customers along with planned price, marketing budget and profit goal.

Continue…
 Business analysis:
 At this stage British Airways will evaluate business attractiveness of the new service that
will involve certain factors like profit, sales and cost projections by R&D department.
 Product Development:
 At this stage actual product development will begin in which company will turn their idea
in actual process.

Conclusion
 According to the above mentioned report it has been concluded that in order to assure high
growth and more competitive advancements it is essential for an organisation to engage in
the service of offering new products and services to customers. In this organisation can
take advantage of innovation and improvement in their existing organisational offerings.
With the help of this company can enhance their growth and development opportunities
and ensure long-term sustainability and profitability in respective industrial sector.

REFERENCES
 Liguori, E.W. and Pittz, T.G., 2020. Sales & Marketing. In The Entrepreneur's Guide to Risk
and Decisions: Building Successful Early-Stage Ventures. Emerald Publishing Limited.
 Souza, M.A., Borchardt, M., Pereira, G.M. and Viegas, C.V., 2020. TQM at car dealerships
with better sales performance: a multiple case study. Total Quality Management & Business
Excellence, 31(13-14), pp.1621-1638.
 Turkanik, G. and Johnson, J., 2020, September. Sales and Marketing Automation and New
Customer Conversion in International Markets. In The Tenth International Conference on
Engaged Management Scholarship.