British Airways

Topics: Marketing, Airline, Strategic management Pages: 12 (3116 words) Published: March 21, 2011
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

1.1 Industry
1.2 Sector
1.3 Company Overview

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

4.1 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

6.1 Rational Evidence
6.2 Marketing Mix
6.3 Chronological Timeline
6.4 Budget Forecast



Promotional Material

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 company has performed over the last year and recommendations for conducting their business activities even more successfully.

1.1 Industry
British Airways is one of the world's leading scheduled international premium airlines, carrying around 33 million passengers worldwide to 148 destinations. Also, as one of the worlds longest established airlines, it has always been regarded as an industry-leader. 1.2 Sector

British Airways principal place of business is Heathrow airport, one of the world's premier hubs, which serves a large geographical area with a comparatively high proportion of point to point business. British Airways also operate a worldwide air cargo business, largely in conjunction with our scheduled passenger services. 1.3Company Overview

British Airways is a full service global airline, offering year-round low fares with an extensive global route network flying to and from centrally-located airports. British Airways is one of the most extensive international scheduled airline route networks, together with their code share and franchise partners, BA fly to more than 300 destinations worldwide. British Airways’ chief executive Willie Walsh, said:

“Reduced passenger and cargo demand and high fuel prices last summer contributed to our £220 million operating loss as our total fuel bill reached almost £3 billion. The prolonged nature of the global downturn makes this the harshest trading environment we have ever faced and, with no immediate improvement visible, market conditions

Remain challenging. It is vital, therefore, that we remain absolutely committed to our plans to establish British Airways as a high-performing, market-focused, global premium airline”. Undertaking a marketing audit for British Airways would be viable as demand for passenger and cargo has been intensely effect by the economic climate, however British Airways being a strongly branded company are continuing to prolong with sales whilst continuing with their plans to firmly...
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