This highlights the need for business organizations to induce greater efficiency in their business process. The present study would focus upon the marketing strategies of British Airways with regards to short haul flights. The choice of the topic assumes significance considering that short haul flights constitute an important part of the business areas for the organization. The following sections would conduct an analysis of the marketing strategies of the firm that would help it to achieve success in the particular business segment. Market Analysis The recent economic crisis had imposed a very crucial blow to the business prospects of the participants of the airline industry. The dip in the levels of disposable income coupled with cost cutting measures taken by business organizations had a heavy impact on the revenue and profit margins of the participants of the airline industry in UK. A report published by the House of Commons in UK states that an approximate 225 million individual passengers and 2 million tonnes worth of goods used the aerial route for transportation. The report also shows comeback signs for the industry as it expect the industry to grow by approximately twice its present market value by 2030. The report also foresees plans for expansion of airports including the construction of a third runway at London Heathrow airport. The report also states the domestic passengers in UK are increasingly resorting to air travel due to the falling fares of the airlines (House of Commons, 2010, p.3). Low cost airlines are also emerging as a threat to British airways by virtue of their competitive pricing strategy. Customer Analysis Customers are the most important stakeholders for an organization. This is particularly more evident for organizations like British Airways whose business market is flooded with competitors. This makes it essential to formulate strategies so as to gain market advantage. In case of airline industry the consumer purchase decision is based on aspects like pricing which is one of the most important aspects that are considered by customers for making a purchase decision. In addition to this some other factors to be considered by the customers include loyalty programs, effective schedule of timings, comfort and ambience, safety and security, type of aircraft etc (refer annexure 1 for details) (Williams, 2008, p.19). Low cost carriers have become a major market player for the short haul segment, which is mostly because of the low fares offered by the airlines. However the low cost carriers score low on their ability to efficiently handle the operations. This represents a gap in the product offering and customer desires which could be effectively tapped by full time carriers like British Airways to gain market advantage. Marketing Objectives The marketing strategy of British Airways for a three year period would be based on the following objectives. These objectives would encompass customers, employees, performance, partnerships and service excellence. The main objective of the firm would be to gain market share by providing extremely high levels of service quality and ensuring greater efficiency in operations. The focus of the firm with regards to short haul flights
Marketing plan for British airways short haul flights Table of Contents Marketing plan for British airways short haul flights 1 Table of Contents 2 Introduction 3 Market Analysis 3 Customer Analysis 4 Marketing Objectives 4 Marketing Strategies 5 Market Penetration 6 Product Development 6 Market Development 6 Diversification 7 Conclusion and Recommendations 7 References 8 Annexure 9 Introduction Airlines are considered to be one of the most vital aspects of business organizations and individuals alike…
This is done in order to help deliver the core business of the institution in which they are working for. Teamwork participation is able to promote and deliver the core business as a team can foster better understanding of decisions as the team members participate in decision making.
This brand is for health conscious people who are very concerned about their calorie count and nutritional value, of whatever they eat or drink. VegShot is perfect for weight-watchers as it contains NO sugar, zero calories, negligible acid content and rich flavors when compared with normal carbonated drinks available in the market.
The company has been propelled to greater heights by the good managing performances, which have consequently enabled it to develop to what it is today. In addition, the British Airlines Company is one of the best companies in the aviation industry. It is now a dominant player in the aviation industry, having managed to withstand competition from other airlines, especially the low cost airlines.
“Short Haul V/S Long Haul Airlines”. Why is it easier to set up a short haul low cost airline compared with long haul low cost airline? Short hauls are the domestic flights, which have the departure and arrival airport in the same country they cover the distance of approximately 800 km within 1.5 hours.
Throughout this assignment it has been the intention to be independent in the processes and results. The analysis on the Ansoff Matrix as well as the 4P’s , it analysis the customer service and how vital it is for British airways . it thus can be concluded that , on the base of the given literature BA has a strong promotional strategy , this strategy keep it customer loyal to it
A brief review of the business performance of British Airways is also intended. This will provide an insight of the robustness of the management techniques of the company. To this effect, the growth in revenue over the last few years will be considered.
The paper is structured with a brief profile of the company as an introduction which is followed by descriptions of each of the crises mentioned above.
This paper presents a brief marketing plan for Auto Tech Associates considering major parts in the plan such as mission and vision statement, marketing objectives, core competencies and competitive advantage.