British airways marketing research

Get Full Essay Get access to this section to get all help you need with your essay and educational issues. Marketing plan for British Airways Essay Sample Executive summary This marketing plan will seek to market the British Airways services to the world aviation market. BA is among the leading aviation companies in the world with high marketing techniques that make it possible to compete with other major airlines.

British airways marketing research

This airline is owned by the British government and it operates huge number of flights on its domestic and international destinations.

British Airways SWOT Analysis

It provides the reliability and comfort to its passengers and they trust its airline on ground and in air services and the passengers give preference to this airline, while doing travel to long distances.

The people, concerning to corporate, middle and upper middle class are the main target of this airline.

Place in the Marketing mix of British airways. Place plays a very important and distinctive role in any marketing British Airways recognizes this truth and has always been dedicated towards mergers and liaisons with most of the important destinations of the world. British Airways Business Report Executive Summary: This report is focused on reviewing the existing strategic plan of British Airways Plc (BA) and proposing a new strategic plan to be implemented over the next five years. BA is the leading global premium airline that has recently singed a joint business agreement with Iberia Airlines forming a new holding company-IAG. British Airways 7Ps of marketing integrates important elements of the marketing mix that need to be addressed by marketing managers taking into account taking into account the characteristics of the target customer segment.

If the passengers have to travel to long distance and they need some comfort and convenience, then they should get registered their seat in the flight of this airline and enjoy the luxurious journey with its traditional services to the passengers.

British airways has maintained its high standard in its services and the high security services ensure its passengers that they are safe and they the airline can handle all situation in controlled manner. This airline has over two hundred and ninety five airplanes, which are providing first rate services to its passengers.

Marketing Objectives The airline is making plan to grow its operations and makes the corporate a prominent part of their business. It is also investing huge amount to get more British airways marketing research aircrafts and also reducing the manpower on its terminal to reduce the cost over the services of the airline.

It is also introducing new products like business class seats on international flights and it is also working on restyling of first cabin.

British Airways Marketing Research Essay Example | Graduateway

It is also delivering the first class or best customer services and focusing over mileage business. It is focusing on getting third party engineering and e-ticketing is provided with co-operate packages for its regular passengers.

Market Segmentation Due to open sky policy, the airline has to compete with other airlines in terms of price and it has to focus on short haul market and the long haul market. The airline operates its flights on the domestic routes as well as on the international routes.

It also operates the premium class travels with the provision of excellent customer service and uses the marketing skills and technology. The airline has the big market share to operate on the long distance flights and it will explore new destinations to get more targets and more people across the globe.

Target Market The airline is now looking for new destinations to operate its new flights and get more passengers through its operations. It is also focusing on giving more facilities to its passengers, and tap in the new markets. There are various countries, which are developing their economies and they invite different companies to start work in their countries.

With the increase in rush of people at such places, the leading airlines of the world are introducing new flights on these routes. Product Differentiation and Positioning Most of the passengers look for facilities and services, when they operate their flights on different destinations.

British Airways introduces latest services and security to its passengers, which are stronger and safer than other airlines across the globe. The airline is in position to help its passengers in better way and they are also introducing different products to enhance their facilities to their passengers and make them satisfied with quality of services.

Marketing Mix Place British Airways is operating its flights at the prominent destinations around the world. The airline has huge number of flights as it has about three hundreds aircrafts, which are operating their flights on the domestic and international destinations. On the busiest airports, the airline operates huge number of flights with their state of the art facilities.

Price British Airways provides good quality services to its passengers to make their journey safe and sound.

British airways marketing research

Despite of its classy services, it maintains most economical rates of the flights on different destinations. The upper middle and middle class people can afford to buy the tickets of this airline and they can enjoy their long distance journey with this most sophisticated airline.

Promotion The airline is getting popular due to its various incentives and facilities, which they provide to the passengers. It also adopts the most effective and impressive advertisement policy, which can help to gain attention of its passengers and they prefer it to gain the facilities and services of this airline.

Marketing Strategy The marketing strategy of the airline is based on its improvement in margin by focusing on costs, ancillaries and yield of profit.


It provides low cost to focus on core areas like number of flights on particular destination and board food equipment along with tailored plan to its passengers.

The airline is also improving its infrastructure, provision of correct information to its travelers, and also provides the important supports to its crew members through their efficiency programs, which is implemented.24 / British Airways /09 Annual Report and Accounts In an incredibly tough trading environment we have to focus hard on pulling ourselves through the immediate crisis, while preparing the business for better economic times.

British Airways’ top marketer and architect of the Olympics and ‘To Fly to Serve’ led brand renaissance, Frank van der Post, is to leave the company next year to become chief commercial officer of Dutch technology firm KPN. British Airways follows multi-segment concentration marketing strategy by offering four different service packages to different customer segments.

Specifically, British Airways targets different customer segments for its four levels of services: economy, premium economy, executive and first class.

British Airways (BA) is the United Kingdom flag carrier airline established in September in international and domestic transport business and ancillary services (Datamonitor, ).

It flies to over destinations carrying over 33 million passengers with an annual revenue of £ Billion in / with an employee head count of 42, (British Airways, ).

Brand equity in the Marketing strategy of British Airways – The holding company of British Airways is International Airlines Group (IAG), it has been ranked th in Forbes magazine list of global brands (as of May ).

British Airways is the leading and popular airline, which has been working in air traveling since long.

British airways marketing research

This airline is owned by the British government and it operates huge number of flights on its domestic and international destinations.

British Airways - Marketing Week