Various Marketing Strategy of British Airways

Learning outcomes -

• Briefly analyse the role that programs and strategies of marketing play for the achievement of the objectives of British Airways
• Provide a detailed view of the ways in which the concepts and principles of marketing can be used in the daily operations of business
• Demonstrate the important concepts and terminologies of marketing
• How marketing function is related to the other functions of British Airways
• Analyse the needs of information and also clarify findings
• You are required to communicate the findings and plan effectively.

Task -

You are required to read the brief given below and analyse how the market strategy makes British Airways achieve its goals.

In previous time, marketing was not given much importance by the organisation in context to the airline industry because of the robust rules and regulations in operating in the market. The earlier scenario was that the price competition was not of such relevance, the quality of service was uneven and also the promotional efforts were limited. British Airways was named as “Bloody Awful”. But with the passage of time, lot of changes can be observed in the airline industry. Demographic, socio-economic and technological changes have affected in terms of transformational changes and also rigorously affected the way in business were operating. Due to these changes, the major amendment was noticed in the policies and strategies of not only national airlines but also international airlines. Furthermore, airline makes use of the market segmentation, product planning, promotion and pricing strategies. From the point of view of the customer, an airline is considered competitive, if it offers better value than the competitors and also airline is required to maintain huge profits. Because of emerging consumer-oriented marketing concept, there have been a drastic shift from the seller market to buyer market. Being the world at the stage of rapid transformation, means that there are two points of concerns primarily that is passenger satisfaction and repeated purchase. The major changes that were observed are introduction of the passenger information system, more leg room and restful cabin décor. It has been further recommended that more emphasis should be on elements that from passenger point of view is of utmost importance.

Structure -

• Introduction (approx. 200 words)
• Introduce British Airways and the role of marketing is growing in this airline
• The main body (approx. 2000 words)
• What marketing terminologies and concepts are applicable to British Airways
• Which marketing strategy helps British Airways in achieving the objectives
• Demonstrate which among 7Ps, STP, Marketing research used by British Airways
• Present a poster for describing the inter relationship of marketing function with other organisational functions
• Conclusion and recommendations
• References