Marketing Management Essay Example | Topics and Well Written Essays - 2500 words

Marketing Management - Essay ExampleInternationalization and world-wideization learn made markets competitive and the airline sector in particular, has had to revise its marketing ruffle up to suit the current trends and customer needs. An evaluation of the existing 7Ps of the marketing mix of British Airways (BA) would help develop an integrated one-year marketing strategy. Product the product in the airline sector is more than just the sectors the airline wing to. It also has to take into account the airports it operates from, the type of seats on offer, the on-board facilities including food and entertainment. In addition, aligning with customer needs is important. BA flies customers at satisfied times to the best located airports across the world. They have the best global connectivity and they have a strong presence in the top tier global cities. The target customers of BA include both corporate and the leisure segment. However, with a focus on the business acters, they wa nt to promote their new sleeper assist (Bahnond, 2004). Nevertheless, they are targeting several segments simultaneously they are also rethinking the leisure segment Pricing Pricing also has to take into account consumer psychology, the sectors, the season (as demand in certain sectors are seasonal). However, BA does not believe in cutting costs at the expense of quality (Prokesch, 2000). Even in a cutthroat, peck market there are many would be willing to pay premium price for the services. BA commands premium price as they fill customers hold dear driven needs. Place Place in the airline sector refers to the location from where the passengers arse access bookings and avail of the services. BA has done away with intermediaries like the travel agents and the purpose is not merely cost reduction. It enables the airline to collect personal passenger details. Most of their business comes with the internet and very little is derived through telephones or call centres. Through the i nternet they are pushing services such as online check-in, fast bag check, and pre-flight selection (New Media Age, 2004). Through this they target the tied(p) BA travelers and those receptive to new technologies. They have dedicated travel sites for this and the purpose is to communicate the convenience of the web services. This focuses on people who book through the net. onward motion This includes advertising, sales promotion, direct selling and public relations. Again, this could vary depending upon the season, the sector and competition. BAs public relations strategy is supported by values and goals. They movement to understand customers better than competitors which is in line with the communications theory that it is essential to understand the customer and not enough to just listen to the customer (Olorunniwo, Hsu & Udo). To invite the holiday makers they have appointed specialized marketing agency. People This, in the airline sector would also include the round that de livers the service. The customer facing staff at BA is passionate about delivering outstanding customer service. To promote organizational values among people they have a Owning Our Future program which all(prenominal) employee throughout the organization has to undergo at some point (Summerfield, 2005). People should understand the business direction, the business environment which would help them understand how the business can be taken forward. Process This refers to the automation