As British Airways want to “Be the first choice for the long haul premium customers”, he must provide best services to this target customers. For example: BA can improve its seats which are more comfortable. Incorporate free wine, new cuisine in the menu etc.
Price: The Economy class of the BA is the cheapest of all. While for more comfort, one needs to pay that extra euro. The first class is the luxurious class with lots of amenities. For all class, offers, discounts or residual value etc are always available. The overall price must be little lower than its competitors, as it has been studied that the price offered by BA is various abnormally between the seasons. (Appendices 3)
Place: BA is a global name and operates in all major cities of the world. For availing the services through any class, be it economy or even first class, the customers can book their tickets through the British airways’ website, the mobile app of BA, the BA outlets and offices or through travel agents.
Promotion: “One world” slogan of BA indicates its global exposure and its large structure. BA promotes its services via Television channels, social media and sponsorship at big global events like The Olympics or even through charitable trusts. For example, BA was among the top sponsors of London Olympics 2012 (Theguardian, 2013).
1. The Marketing Audit
Current Situation: After 2008 recession, the airlines industry was badly hit, losing a large number of potential customers, as the overall travel and tourism industry showed a decline in the growth and profit. With the beginning of 2009, the industry is growing with a rate of approximately 8% per year. With the growing trends of foreign holidays, the airlines industry is among the busiest industries of the market (Haseed, 2015).
It is a tool used by marketing experts of an organisation to examine the external factor that influences the overall operations of the organisation. It is the study of micro environmental factors and its resultant effect on the organisational outcomes. PESTLE provides the base for conducting SWOT analysis (Mindtools, 2017).
2. Marketing Objectives
The SMART objective of marketing is an effective and interrelated step that yields long tern benefits and helps in achieving long term goals. The smart objective identifies the specific goals to accelerate and develop the complete business process. It examines the credibility of all marketing objective through one by one step and can be evaluated against each of these steps (Chaffey, 2017).