Analysis of British Airways Marketing Environment
1.0 Executive Summary
2.0 Background and Introduction
3.0 External Analysis
3.1 Macro Environmental analysis
3.1.1 Political and Legal Factors
3.1.2 Economic Factors
3.1.3 Social Factors
3.1.4 Technological Factors
3.1.5 Environmental Factors
3.2 Micro Environmental Analysis
3.2.1 Industry Analysis
3.2.2 Market Analysis
3.2.3 Competitor Analysis
3.2.4 Customer Analysis
3.2.5 Stakeholder Analysis
4.0 Internal Analysis
4.1 Resource Analysis
4.2 Marketing Audit
4.2.1 Marketing Strategies Audit
4.2.2 Marketing Structure Audit
4.2.3 Marketing Systems Audit
4.2.4 Marketing Function Audit
4.2.5 Marketing Productivity Audit
4.3 Innovation Audit
4.4 Other Auditing Tools
4.5 SWOT Analysis
5.0 Conclusion
6.0 Bibliography
7.0 Appendices
This report identifies through research, the impact that marketing environmental issues have on British Airways. It clearly outlines the macro and micro environmental factors and internal factors that the new Chief Executive, Willie Walsh, has to consider in order for him to successfully drive the company forward and receive a 10% operating margin.
British Airways (BA) is the UK’s largest international scheduled airline, operating international and domestic scheduled and charter air services for the carriage of passengers, freight and mail and the provision of ancillary services. The airline flies to over 550 destinations globally and is considered to be a leader in the industry.
In order to profitably satisfy customer needs, an organisation must understand its external and internal situation including the customer, the market and its own capabilities. Furthermore, it needs to understand and adapt to the dynamic and uncontrollable factors of the environment in which it operates.
A marketing audit is in a number of ways the true starting point for the strategic marketing planning process, and is therefore, as Kotler (1999)has suggested ‘a comprehensive systematic, independent and periodic examination of a company’s-or
2.0 Background and Introduction
3.0 External Analysis
3.1 Macro Environmental analysis
3.1.1 Political and Legal Factors
3.1.2 Economic Factors
3.1.3 Social Factors
3.1.4 Technological Factors
3.1.5 Environmental Factors
3.2 Micro Environmental Analysis
3.2.1 Industry Analysis
3.2.2 Market Analysis
3.2.3 Competitor Analysis
3.2.4 Customer Analysis
3.2.5 Stakeholder Analysis
4.0 Internal Analysis
4.1 Resource Analysis
4.2 Marketing Audit
4.2.1 Marketing Strategies Audit
4.2.2 Marketing Structure Audit
4.2.3 Marketing Systems Audit
4.2.4 Marketing Function Audit
4.2.5 Marketing Productivity Audit
4.3 Innovation Audit
4.4 Other Auditing Tools
4.5 SWOT Analysis
5.0 Conclusion
6.0 Bibliography
7.0 Appendices
This report identifies through research, the impact that marketing environmental issues have on British Airways. It clearly outlines the macro and micro environmental factors and internal factors that the new Chief Executive, Willie Walsh, has to consider in order for him to successfully drive the company forward and receive a 10% operating margin.
British Airways (BA) is the UK’s largest international scheduled airline, operating international and domestic scheduled and charter air services for the carriage of passengers, freight and mail and the provision of ancillary services. The airline flies to over 550 destinations globally and is considered to be a leader in the industry.
In order to profitably satisfy customer needs, an organisation must understand its external and internal situation including the customer, the market and its own capabilities. Furthermore, it needs to understand and adapt to the dynamic and uncontrollable factors of the environment in which it operates.
A marketing audit is in a number of ways the true starting point for the strategic marketing planning process, and is therefore, as Kotler (1999)has suggested ‘a comprehensive systematic, independent and periodic examination of a company’s-or
Bibliography: Michael Porter’s (1998) five forces analysis will allow an examination of the amount of power BA has in its immediate environment.