A review on marketing strategy of British Airway

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A review of the marketing strategy of British Airways and its effectiveness
Name:
Institution:

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Executive Summary
The aim of writing this project proposal is to present a well argued, clear and justified
description or explanation of the project that has proposed to be completed. The proposal will
help in answering questions that entail what will be researched, why is the research chosen, and
how will it be attained. There are three issues that need to be considered in addition to this, these
are research philosophy, research design and research ethics. In the introduction and background
of the research and its importance has given; the same has been highlighted in the literature
review so as to justify it and also justified whole research using Research methododlogy.

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TABLE OF CONTENTS
Introduction……………………………………………………………….…………4
Background Information………………………………………………....4
Research Questions………………………………………………………….4
Literature Review………………………………………………..……………5
Research justification…………………………..…………………7
Methodology……………………………………………………………………7
Research philosophy……………………………….…….......7
Research design…………………………………………………..8
Limitations…………………………………………………...........9
Research ethics…………………………………………….….....9
Timetable for Completion...............................10
References………………….……………………………………………….....12

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Introduction
British Airways, is amongst the best airlines in the world, and has one of the most
extensive route networks, internationally. The airway is working in an extremely challenging and
dynamic competitive market calls for constant innovation and improvement, in addition to
provision of high value for money. Differentiation is achieved through excellent customer
service across its flight network. In the given proposal we have tried answering certain questions
to review the effectiveness of marketing strategy followed by British Airway. The paper also
concentrates on the challenges the company is facing by applying such strategies.
Background information
British Airways, is amongst the best airlines in the world, and has one of the most
extensive route networks, internationally (British Airways, 2010: n.p). The airline’s income has
been on the rise over the years. In the 2012 financial year only, the company’s income was
£10,827, translating to over 8.4% revenue increase as compared to the last financial year.
Marketing at British Airways is meant to positively portray British Airways to customers in
order to make certain it remains the choice flyer for thousands of passengers across the globe.
Working in an extremely challenging and dynamic competitive market calls for constant
innovation and improvement, in addition to provision of high value for money. Differentiation is
achieved through excellent customer service across its flight network. Additionally, constant
should be placed creating a strong brand name for the airline. Sadly, the recent past, British
Airways has faced stiff competition not just, Lufthansa that is its major competitors but also
upcoming airlines from various parts of the world. This highlights the importance of reviewing
BA’s marketing strategy.
Research questions
1. How effective is the current marketing strategy at British Airways?
2. How has the changing global environment impacted of BA’s marketing strategy?
3. Does British Airways need to change its marketing strategy in light of the challenges it
faces?

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Literature review
The company’s annual reports highlight the risks and uncertainties which affect British
Airways with emphasis on the ones that are critical for its continued maintenance and operations.
British Airways, like other major global airlines faces multiple risks including government
regulation non-compliance, infrastructure challenges, competitors encroaching into its markets,
staff unrest, Information technology failures, fluctuating oil prices, currency fluctuations,
security issues, threat of terrorism, natural disasters, debt funding, interest rate fluctuations, and
Middle-East tensions.
At the end of the 70s, air traffic deregulation in the United States opened doors to
increased competition. In 1990, the common market enabled deregulation in Europe leading to
entry of low-cost airlines. Additionally, the rise of internet platform has largely changed airline-
customer relationships. Additionally, the changing economic fortunes, alongside fluctuating fuel
prices are major factors affecting the airline industry.
Conventionally, any GDP changes are reflected in the airline usage. The same is the case
with fuel prices; sadly, fuel prices today are 50 % more than they were in early 2010. Obviously
then the 2009 economic crisis lead to one of the least profitable years in the airline’s history.
The global recession and European economic downturn largely affected all international airlines.
Consequently, British Airways also recorded reduced bookings due to decline in international
travel reservations.
However, 2009 came to be the best year, thanks to reduced fuel prices, demand recovery,
as well as growing demand for cargo services. In 2010, the global airline industry made a
whopping $15.9 billion profit translating to a 3% margin. Nonetheless, competitiveness remains
then biggest challenge the airline industry faces, and by extension, British Airways.
Another important area where British Airways is facing challenges in compliance to the
ever-changing environmental governmental regulation. However, it is widely argued that the
industry’s interest with regard to carbon emissions is in line with ecologists’; the lesser the fuel
burned, the more the money saved. Investment in highly efficient and cleaner engines, light
aircraft and biofuel programs mean air travel should move towards being carbon-neutral
(Antony, J. et al., 2003). However, such investments are costly.
Legal suits are also another problem that plagues British Airways. Lawsuits damage the
corporation’s reputation. Other than law suits, loss of cargo technological failures are also an

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area of concern. According to a study by association of European Airlines, noted that BA lost
luggage of an average of nine passengers on each jumbo jet flight in 2008 and was bound to be
forced to cancel more than 200 flights in days following the opening of terminal 5 failure of
computer log-on for luggage handling which sparked chaos. Additionally, British Airways faced
stiff competition from other service providers including Lufthansa, Jet star and Tiger Australia.
Whilst Lufthansa enjoyed a monopolist reign over corporate sector flyers, Jet star and Tiger gave
it stiff competition in low-cost airline market sector (Knibb, 2011, p. 34).
The environment where British Airways flies is substantially dynamic and hence
unpredictable. Amongst the major challenges in the sector include fuel price fluctuations, natural
disasters such as floods and earthquakes, staff union strikes as well as the ever changing global
economic fortunes. These are elements known to adversely affect the airline industry and not just
British Airways. 2008 world economic recession resulted into a huge reduction in leisure travel
volumes. This coupled with the rising domestic competition in terms of pricing made it difficult
for British Airways to make any substantive profits as well as other low-cost airlines.
Additionally, the increasing market liberation has seen international players also join in
competing the market enjoyed by British Airways. Nonetheless, Lufthansa remains the single
largest competitor to British Airways enjoying near monopoly in the business airline sector of
the market (Knibb, 2011).
As a game changer, British Airline’s CEO introduced a myriad changes include the
revamp of the existing fleet, creating world-class lounges as well as introduction of new staff
uniform as a way of attracting the rather choosy corporate travelers. The changes were purely
meant to get a share of the rather reserved corporate travel segment believed to make about 20%
of the corporate travel sector (Flynn, 2011, p. 82).
For an organization to be able to sustain itself in a dynamic and extremely competitive
environ, there is need for the organization to be able to cope with change (Magnusson, Krsolid &
Bergman, 2003: 54). Additionally, there is need for proper planning more especially with respect
to the required investments, level of staff involvement/motivation, as well as understanding of
the counter-movements by competitors and the outside environs (Shields, 2009). Change is very
difficult to predict in an external environment where lots of dynamic things happen. Nonetheless,
it is easy to anticipate change if it is to be handled in an effective way. British Airways has made
substantive efforts in an effort to market itself and maintain its relevance in the market.

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Research justification
The fact that the airline industry is one of the most challenging is not far-fetched. As a
matter of fact, this is an industry that despite experiences substantial growth continues to face
serious challenges. It is therefore unsurprising that British Airways finds itself in the midst of
stiff competition within a market it previously dominated. Being the topmost airliner across the
globe, understanding its market dynamic offers useful case study not just for learning but also for
other industry players. Over the recent past, the airline industry has undergone extensive
changes. Since the mid-90s, new airlines have emerged, some low cost while others expensive
and luxurious (Montgomery, 2005, p. 45). Some have been able to stay afloat while others have
gone under a short while after being commissioned. In essence, the mixed fortunes are indicative
of the delicate airline industry market and hence it is important that any proposed new airline
gains an understanding of the market prior to entry if it is to achieve success (Lowa, 2012).
Airline demand forecast requires in-depth understanding of various factors including
competition, frequency of travel, pricing, capacity issues, and economic fluctuations, among
others.
Research Methodology
RESEARCH PHILOSOPHY
For this particular research the method can be said to be qualitative in philosophy rather than
quantitative. It means that the data will not be too much in numeric or in other words the data
which is not quantified (Saunders et al, 2003, p.486). This philosophy can be said to be the
height of complexity as many areas can be analyzed through this philosophy, the most complex
actions are categorization of standard and non standardized data, for example business models,
etc. A thematic approach will be followed so as to analyze the data. Therefore it will be the best
option to collect the data from secondary sources first; secondary sources will include readily
available data. Though, the data will however not be good enough to adopt the framework, but it
can be built later with its support (Saunders et al, 2003, p.388). In order to give a better look to
the report academic literature will be used to describe the outcome of the research.

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This philosophy is probably best for this situation as the basic aim of the project is to identify
underlying reasons, believes and attitudes and after that some actions can be taken. As a matter
of fact it is the main benefit of the qualitative study. Which means the main focus will remain on
research and analysis of market entry, and culture and strategies of corporate sector. This
research will first present the information in form of data and after that a theoretical framework
can be made out of it.
RESEARCH DESIGN
Research is mainly categorized in two types, i.e. primary and secondary research.
Primary research is that research where the data is collected by directly interacting with
participants, but most importantly the one which is not published and used anywhere before
(Ritchie et al, 2013). On the other hand secondary research is that research which is already used
by some another researcher. Secondary research can be done by using research articles, books,
publications, surveys, etc.
Case study is one of the best advised studies for proposals. If the person wants to understand the
in deep benefits and meaning of research it is the most suitable method. This is the method which
answers all the questions for detailed research. This strategy can even be used along with some
other strategy based on exploratory, descriptive and explanatory studies, in such situations it is
very easy to make explanations.
Mixed methodology will be used in this study. Both primary and secondary data will be used. In
order to collect the primary data semi structured interview will be conducted so that a reliable
data can be used to get the answers for the questions. In the interview a minimum of three
organizations has been planned to interact with. Some sample questions will be sent to them so
as to make clear what the research is about. This method has been chosen because, it gives the
answers to some questions and in addition to that it gives the reaction according to the answers.
It is not compulsory that the questions for all three organizations will be same; they can be
changed or modified. Primary data in the interview will be recorded by taking some notes in
between the interviews and by tape recording the whole interview as well.
This technique of critical sampling will give the clearer image to the researcher that what exactly
is happening in the organizations. In order to do that, the researcher must be able to divide the

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answers under some common topics; it will help in improving the analysis and the visual
comprehension. It would be wrong to say that the sample taken out of the three given
organizations represents the true picture; however it won’t be wrong to say that it will give some
insight in the area of operation which can be beneficial for other organization in the same field.
However, the data from the worlds’ shared databases such as EBSCO host, JSTOR,
Oxford and Pro Quest will also be used for the secondary purposes. The articles can also be used
in the study but only those in between the 2008 and 2014 if it is before 2008 then they will be
eliminated.
In case the study is qualitative like in this study usually all the data which is gathered is
analyzed through thematic analysis. In thematic analysis, analysis is done on the basis of
literature reviews based on the available data which is presented in a theme created by the
researcher.
RESEARCH LIMITATION
One of the major drawback in the methodology used is with the security of qualitative data, it is
very difficult to handle complexity of interpretation in the personal interviews, on most of the
occasions lack of personal experience creates most complexity, and sometimes the analysis of
time consumption of interview transcripts. However, if a person is aware of these it can get him
prepared for these things in the interview in the best manner they can be handled.
RESEARCH ETHIC
It is made sure by the company that their rules and privacy policies will be respected by the
candidates who are invited for the interview. Before the actual interview some questions are
given to the candidates so as to make sure that the candidate is familiar with the purpose and
objectives of the research. Candidate is rejected if he fails to answer these questions as per the
expectations.
Before the interview is done, consent is taken from the candidates that their interview will be
recorded on tape. Before the interview the candidates are also told about their right that they can
decline to answer any question they want and they can ask to stop the interview anytime they
want.

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After the interview is done, a recorded copy of the session is made available to the concerned
parties. It is for sure that the information which is supplied should only be used as per the pre-
agreement. There are some cases of biased analysis or misrepresentation of data a copy by the
researchers in order to make their work simple, but in order to avoid such situations a
dissertation can be sent to confirm before the actual report is submitted officially.
TIMETABLE FOR COMPLETION
While conducting researches, time is very important factor, as the researches from recent
time period are considered to be more beneficial. Therefore, hence it gets very important for the
company to maintain a timeline from the beginning of research so that all the objectives and
things for the objectives could be achieved as per designed timeline. Timeline is very important
so at the time of deciding the timeline it is necessary to understand every component and give it
sufficient time which should also include some extra time as required in case of unfortunate
incidents.
TASKS
WEEKS
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31
Construct research proposal
Draw up questions for Survey
Submit proposal
Timetable interviews
Begin survey
Analysis and redefine
problem(s)
Implement findings
Prepare draft report
Begin full data analysis

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(Thematic Analysis)
Write final Project

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References
Lowa, S 2012, ‘Supply and demand metrics for airline industry’, Journal of Supply and Demand,
vol. 32, no. 4, pp. 45-52.
Lowa, S. 2012, Supply and demand metrics for airline industry, Journal of Supply and Demand,
vol. 13, no. 6, pp. 45-52.
Steiner, P. O 2009.Markets and Industries, Crowell Collier and MacMillan Inc.: New York
Tierney, J 2013, British Airways Listens to Its Customers and Makes Changes in Rapid Rewards
Loyalty Program, Daily News, Sep 26, 2013.
Saunders, M, Lewis, P. & Thornhill A 2003, Research Methods for Business Students, Prentice
Hall: England.
Ritchie M. D., Denny J. C., Zuvich R. L., Crawford D. C., Schildcrout J. S., Bastarache L., et al.
2013, Genome- and Phenome-Wide Analyses of cardiac conduction identifies markers of
arrhythmia risk.