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The British Airways is one of the most leading company in the airline industry. However, there is an issue regarding its customer service performance complained by its passengers. This report aims to analyze the performance, Market Overview, Competitor Analysis, SWOT Analysis of the company, and also Recommendations – 3 Year Marketing Plan for the British Airways.
Table of Contents
Strategic Marketing Plan for British
Airways
British Airways has famous as one
of the most reputed and oldest airline companies across the world. The company
was founded on September 1, 1974, as the official airline companies of the
United Kingdom. The British airways describe its mission as the company with a
basic function within society in terms of delivering its services to the
customers
Summary of Performance
British Airways has gained huge
benefits along with its respected reputation. The company even has selected as
the best airline in the world in 2006. However, there is an appearance of
declining in its customer service. This has approved by how the passengers have
rated British airways with one out of five stars on a website. According to
some passengers, some cabins in the plane were considered to be dirty and
scuffed
Market Overview
In the marketing overview, we will detail the microenvironment of the British Airways which included some factors which are portion of the company’s internal structure such as the environment, work ethics, and also its decision-making process. In addition to this, we will also view the macro environment of British Airways with PESTEL analysis which described as political, economic, social, technological, and environmental factors.
Competitor Analysis
The top three competitors of British Airways are mentioned such as Air India, Singapore Airlines, and also Etihad Airways.
SWOT Analysis of Report on Strategic Marketing Plan for British Airways
Strength of Report on Strategic Marketing Plan for British Airways:
There
are several kind of strengths of British Airways which make the company more
famous in the airline industry.
·
One of the strengths of British Airways is a
strong backup from the Government of the United Kingdom. Further strengths are
mentioned below such as;
·
British Airways has a stronger hub in United
Kingdom that provides access to whole Europe.
·
It has outstanding advertising as well as
marketing strategies and sources around the world.
·
It has a larger number of aircrafts. The
estimate number of aircrafts are almost more than 260.
·
The British Airways is a strong player is made
by the strong backing of the government of United Kingdom.
·
British Airways has tremendous world wider
presence as well as well-known brand presence substantially.
·
The British Airways has a several kind of
services such as the loyalty programs, the lounge, first class or business
class facility, as well as entertainment in the flight
·
It has several kind of sponsorships of different
events such as the Wimbledon as well as Olympics that provide the great boost
to the brand of British Airways.
·
Most interestingly, it has more than 150 international
destinations within the six countries.
Weakness:
The
British Airlines has some weaknesses that need to be improved for getting
outstanding beneficial results from the market as well as from the airline
industry. If the company focus to minimize the weaknesses, it can be powerful
in the industry as well as it can grab a high market share of the market.
·
Strong competition from other airline companies
·
It has a tough competition with other leading
airline companies on the several routs too.
·
The strong competition in the airline industry
means a very short and limited market share from the market due to other
companies which are providing similar kinds of services to the customers and
consumers
Opportunity of Report on Strategic Marketing Plan for British Airways:
The
company has a lot of opportunities in the existing market as well as other
markets.
·
Extend its international operations to new
regions
·
The company can expand its business as well as
the services provision area to the newer areas, regions, countries as well as
territories.
·
The major hub is considered as the Heathrow
terminal throughout the world as well as here a major presence is owned by the
British Airways.
·
The Business of the British Airways can be
boosted by the sharing of code as well as sharing of alliances with the other
global airline service providers
Threat of Report on Strategic Marketing Plan for British Airways:
Every
company, organization or business around the world has definitely some kind of
threats that can affect the business strategies, business as well as the growth
of the company. The British airways has also some kind of Threats.
·
Increasing labor costs
·
Rising costs of fuel can minimize the profits of
the company
5. Assumptions of
Here are some assumptions related to this
strategic marketing plan of British airways. Assumptions are stated on the
basis of market research and literature review.
I. British
Airways will promote it services over the selected routes through improvement
in the loyalty programs (such as business class premium services, first class
lounge with a variety of meals and comfortable sitting arrangement, and special
services for business class lounges) of
the company specifically organized for the proposed and current customers of
the company. Loyalty programs can work as a marketing source for the travels
who travels very frequently because of international business visits and
travelling).
II. The
tremendous worldwide presence of British airways will cause to build positive
image and positioning of British airways in the selected geographical segment.
Brand image and positioning are the key sources of marketing and promotion in
competitive markets.
III. Pricing
strategy draws impact on the demand for services for a company. British Airways
prices and special packages designed for new, premium and regular customers
would act as a marketing strategy and grab the attention of customers towards
the offered services.
IV. British
Airways need to also upgrade its operations and new aircraft with better
functional equipment and accessories should be purchased by the company.
Moreover, the company should ensure improved security systems and safe
travelling that will be an added advantage for British airways in the
competitive market.
V. A
major assumption regarding British airways business is that customers will be
interested in the offered services of British airways as the company is
providing them competitive level service which will bring them many benefits
and advantages. Customers of British Airways will have benefits such as
reasonable prices and safe travelling.
VI. Improvement
in the strategic marketing plan will also support profitability. Sales
projections and forecasting based on the changes supported by new marketing
activities and promotion campaign indicate towards an increase in the
profitability of the company in the future.
VII. Resources
utilization will be based on developed plans for operations and strategic
marketing. Quality talent pools will support British airways to deal with the
challenging situations of resources utilization. Resources include human
resources, intangible resources and tangible resources. For instance, funds,
time, and employees working on these marketing activities and promotions.
British airways will manage these resources appropriately which will support
the management team to control the cost and expenses of the company and enhance
overall profit margin.
VIII. Social
media will allow British Airways to create interaction with the targeted market
and share information about current and future services of the company. Social
media marketing would be the cheapest marketing for British airways which will
provide double benefits to the company. Firstly, social media marketing will
save marketing expense of the company. Secondly, social media marketing will
promote sales to contribute in enhance of annual net sales.
IX.
Email
and website marketing will also support British airways to increase their
interaction with loyal customers and collect feedback about services for future
improvement and betterment.
Conclusion of
British Airways has the capacity
to achieve more than its recent achievements. However, this will be
accomplished by the company only with a good strategy.
Recommendations – 3 Year Marketing Plan,
objectives and strategies
One of the objectives that required to be achieved by this 3 year marketing plan is to make a better performance for British Airways regarding its customer services. In this marketing plan, we will apply the 7 Ps of marketing which are product, price, place, process, people, promotion, and physical environment.
References of
A. Gupta, N. G. (2019). British Airways-A
SWOT and PESTLE Analysis-The impact of Europe 2020 policy. NOLEGEIN-Journal
of Corporate & Business Laws, 1-11.
britishairways.com. (n.d.). About
British Airways. Retrieved from https://www.britishairways.com/en-gb/information/about-ba
Nixon, M. M. (2010). Exploring SWOT
analysis–where are we now? A review of academic research from the last decade.
. Journal of strategy and management, 215-251.
Ryley, J. P. (2012). A business analysis
of XL Airways: What lessons can be learned from the failure? Journal of Air
Transport Management, 42-48.
trustpilot.com. (n.d.). British Airways. Retrieved from https://www.trustpilot.com/review/www.britishairways.com
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