British Airways Contents British Airways 1 Contents 2 Introduction 3 Company Overview 3 Marketing of British Airways: An overview 4 Product 4 Pricing 5 Place 5 SWOT Analysis of British Airways 6 Over All communication Strategy 7 ‘To Fly. To Serve’ Campaign 7 Taking Risks in London Olympics 8 Loosening Up through Social Media 9 Benefits of Social Media Presence 9 Strategy for engagement on social media 10 Conclusion 11 References 12 Introduction Marketing is not a new word but, it brings new feelings each time it is used…
Therefore one of the most important element of the marketing is the communication or promotion; along with the other elements such as product, price and place. Communication is a unique tool used by marketers in attempt persuades to target audience to act in a desired manner. The study looks to focus on the marketing and communications strategy of a British Airways. Over the course of the study marketing and strategic concepts such as the 4 P’s of marketing, SWOT analysis, Integrated Marketing Communication has been used. An overview of the marketing mix of the company has been provided. However, the study looks to focus on advertisement, and public relations strategy of the company. Also the social media marketing strategy of the company has been discusses as social media has emerged as a potent marketing and communications platform (Belch and Michael, 2005, p. 105). Company Overview British Airways happens to be the largest airline in the UK. The company sot privatized in the year 1987. The company provides international and domestic carriage for mail, freight and ancillary services. In association with the franchisee partners and code share the company flies to over three hundred destinations. The company earnings are more than ?10 billion in revenue. The airline has carried more than 35 million passengers and has more than 42,000 employees. Marketing of British Airways: An overview Marketing mix is a set of elements which the company can control or manage to its advantage for marketing purpose. Neil Borden termed these manipulate elements as the ‘Marketing Mix’. The key elements of the marketing mix are product, place, price and promotion. The most integral part of the exchange process, without which there is no scope of marketing product covers the term both goods & services. To sell the product in the market the company must fix a price. Pricing of the product particularly pricing as compared to the competitors is a vital part of the marketing. This part of the marketing mix is all about distribution of the products. The company must select the channels of distribution carefully to minimize distribution cost & get competitive advantage. The distribution network of the company includes wholesalers, retailers, franchisees, agents etc. Promotion is used by the marketers to generate demand for a product. Mainly the companies use the promotional mix to promote the product. The elements of the promotional mix are: advertisement, sales Promotion, public relation, personal selling, and direct marketing. The promotional mix happens to the core area of interest of the study. Among the elements of the promotional mix advertisement, sales promotion, public relations would be given special emphasis (Henry, 2008, p. 98). Product To be precise, British airways offers services, i.e. flights across different nations. The main USP of the product strategy is the quality of flights. The company has always been known for esteemed services targeted towards the executive and business class. Pricing The pricing strategy has been derived by the company is such a way so that the consumers may book the seats based on their choice and budgets. For example, there may be some customers paying ...
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Being UK’s largest scheduled airline, a brief background on British Airways would be given so as to guide in the evaluation of its marketing practices including pricing, distribution and branding, borrowing from the airline’s website and various secondary sources.
Despite numerous challenges in logistic and operations management, the company has successfully implemented measures to deal with the challenges. However, for the success of an operation, British airways have considered several aspects of management including staffing and crew personnel to increasing the customer’s satisfaction.
We live in a modern society that is extremely dynamic especially due to technology. With the addition of the Internet and technology, the demands and challenges of the corporate world requires companies to develop product/process innovations and new production/technological developments. This is crucial in meeting the ever-changing demands of consumers.
as been an integral procedure utilized by the human resources managers at British Airways to leverage and harmonise the quality of contribution of each BA employee into making the Company’s operations successful (Frappaolo, 2006).
As a Company offering ranges of services in
It is one of the leaders in the category of premium international airlines. As of December 31, 2013, British Airways had employed 38,592 people. The company has a very strong brand image that gives it a significant competitive edge helping it grow in
ationalisation, the strategic management processes of the marketers are often observed to build their sustainable position in a global setting (Williamson, 2008; Cherven & Kotler, 2008).
Emphasising on the unconventional trend in the recent global business environment, the