Topics: Marketing, British Airways, Marketing plan Pages: 7 (2007 words) Published: July 31, 2013
Higher National Diploma in Business and Management
Unit Title: Marketing Principles
Assignment Title:

Name Emal Abdul Qauom
Data No 900635
Unit Lecturer Lena Read
Group HND February 2013
Issue Date 14th February 2013
Draft Submission 14th March 2013
Final Submission 28th March 2013
IV Name & Date Isabel Glen 12th February 2013

British Airways is the biggest airline in the United Kingdom which offers the flight services to six continents of the world (Asia, Europe, Africa, Australia, America and Antarctica) with a choice of first class, business class, premium and economy class. British Airways offers food and entertainment such as TV, games and music for their passengers during the flight. British airways is a well-known globally airline with low fares and best customer service across the world which provides hotel booking and car hiring for the customers. (British Airways, 2013)

British Airways History
Across Oceans-Across Decades
British Airways is the flag carrier Airline of the United Kingdom. It is the biggest and most famous Airline in the United Kingdom based on its size and flights, British Airways is considered to be the biggest airline company in United Kingdom by its passenger numbers. British Air Ways was founded in 1974, and British Air Ways had the largest portion of the market in UK until 2008, when it was displaced by low-cost rival EasyJet. Heathrow Airport in London is the main and central hub of British Airways, with a second major hub at London Gatwick Airport. (British Air Ways, 2013)

As a Marketing Manager Assistance of British Airways I should find that how to identify potential issues such as Macro and Micro factors which affected our sales and economic factors as well, Externally and internally, which can increase our sales in the market to takeover of our rival Easy Jet. First of all, As a Marketing Manager Assistance of such big multinational company I should consider the marketing mix which includes 7Ps (Product, Place, Price, Promotion, people, physical existence and process)and environmental factors, for purpose of making a successful Marketing Strategy which I am going to explain it in details. Our mission:

British Airways with the slogan of The world’s favourite airline Our vision is to become the most responsible airline in United Kingdom and the world to provide the full service experiences and achieve the target in both, in-flight and on the ground. We have developed guiding principles that describe what we are doing to achieve this goal. Marketing:

According to Kotler (2009) marketing is the process of meeting the needs of customers for the purpose of making profit. And marketing is about supplying the demand of consumers. Armstrong (2010) defines marketing as a process by which companies creates value for customers and build strong customer relationship in order to capture value from customers in return. Marketing planning Process:

Marketing is the process of identifying the factors which can affect marketing process and to create strategy. Marketing planning process involves four different steps which are important for planning.

Marketing Planning Process

1: Analysing: This is the first step of market planning process analysing which involves collecting information about the potential market and product. For generating this kind of information business needs to conduct extensive market research by using different techniques such as survey and observation. This information should be compared and contrasted against the business resources and objectives to determine that whether the business...

Bibliography: Books :
1: Adrian Palmer (2000) principles of marketing, p33
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8: (online)(accessed april 2013) available from
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