British Airways
Student Number:
Module: Sales and Marketing for Tourism, Hospitality and Leisure
Assignment: Company Report and Promotional Plan
Tutor: Catherine Bedwei-Majdoub
Module code: TH50040E
Intended: Managing Director
Contents Page
1. INTRODUCTION
1.1 Industry
1.2 Sector
1.3 Company Overview
2. MARKETING MIX
2.1 Product
2.2 Price
2.3 Place
2.4 Promotion
3. SWOT – Internal & External Analysis
3.1 Strengths
3.2 Weaknesses
3.3 Opportunities
3.4 Threats
4. PEST ANALYSIS
4.1 Political
4.2 Economic
4.3 Social
4.4 Technological
5. COMPETITIVE ADVANTAGE: Porter’s 5 forces
5.1 Rivalry amongst existing competitors
5.2 Threats of entry
5.3 Threats of substitute
5.4 Power of buyers
5.5 Power of suppliers
6. PROMOTIONAL PLAN
6.1 Rational Evidence
6.2 Marketing Mix
6.3 Chronological Timeline
6.4 Budget Forecast
7. CONCLUSION
8. BIBLIOGRAPHY
9. APPENDICES Promotional Material
1. INTRODUCTION
This report will be based upon a promotional plan for revenue enhancement, consisting of a marketing audit of British Airways (BA). It is essential to gather and explore most recent published company information, in order to examine the overall marketing performance of the company. This would further permit a detailed and applicable marketing review of British Airways marketing performance for a given period of time, in relation to internal examination covering a Marketing Mix of their performance and undertaking a SWOT analysis. The external audit will scrutinize the PEST factors of the general business environment. In order to fully comprehend the position of British Airways within the market, a Competitive Analysis (Porter’s 5 Forces) will be taken into account in two ways; one being in a traditional sense and two the competitive structure of the industry.
Furthermore, a thorough analysis of the marketing performance of British Airways will produce clear justifications and overall reviews as to how well the
Module: Sales and Marketing for Tourism, Hospitality and Leisure
Assignment: Company Report and Promotional Plan
Tutor: Catherine Bedwei-Majdoub
Module code: TH50040E
Intended: Managing Director
Contents Page
1. INTRODUCTION
1.1 Industry
1.2 Sector
1.3 Company Overview
2. MARKETING MIX
2.1 Product
2.2 Price
2.3 Place
2.4 Promotion
3. SWOT – Internal & External Analysis
3.1 Strengths
3.2 Weaknesses
3.3 Opportunities
3.4 Threats
4. PEST ANALYSIS
4.1 Political
4.2 Economic
4.3 Social
4.4 Technological
5. COMPETITIVE ADVANTAGE: Porter’s 5 forces
5.1 Rivalry amongst existing competitors
5.2 Threats of entry
5.3 Threats of substitute
5.4 Power of buyers
5.5 Power of suppliers
6. PROMOTIONAL PLAN
6.1 Rational Evidence
6.2 Marketing Mix
6.3 Chronological Timeline
6.4 Budget Forecast
7. CONCLUSION
8. BIBLIOGRAPHY
9. APPENDICES Promotional Material
1. INTRODUCTION
This report will be based upon a promotional plan for revenue enhancement, consisting of a marketing audit of British Airways (BA). It is essential to gather and explore most recent published company information, in order to examine the overall marketing performance of the company. This would further permit a detailed and applicable marketing review of British Airways marketing performance for a given period of time, in relation to internal examination covering a Marketing Mix of their performance and undertaking a SWOT analysis. The external audit will scrutinize the PEST factors of the general business environment. In order to fully comprehend the position of British Airways within the market, a Competitive Analysis (Porter’s 5 Forces) will be taken into account in two ways; one being in a traditional sense and two the competitive structure of the industry.
Furthermore, a thorough analysis of the marketing performance of British Airways will produce clear justifications and overall reviews as to how well the