Marketing Plan for British Airways
Order Description
“Marketing Plan (80% Group submission)
Your marketing plan should include:
a) Summary situation analysis based on presentation as context for the rest of the report
b) Objectives set for British Airways
c) Identification of Segmentation, key target audiences and brand positioning for British Airways
d) Marketing Mix (7 Ps) for British Airways
The report should be no more than 3,000 words (+10%). Use of appendices to detail the analysis is recommended and summarised within the report itself. The appendices are excluded from the word count.”
These are four very relevant (indicative) points for the assignment. To include these points, you could follow this format (with this sequence: a, b, c, and d).
However, as mentioned in the tutorials, there could be in the assignment a chapter named “other strategic aspects” for example:
– models such Ansoff Matrix
– 3 forces strategic approaches
– any other relevant models for the report
The assignment can also include the main aspects of control of objectives.
All these aspects (Ansoff Matrix, 3 forces, control of objectives), despite not being specifically mentioned in the assignment brief, could be included in the reporrt.
In relation to the point a) the environmental analysis should include macro (for example, PESTLE), micro (for example, 5 forces Michael Porter) and internal (value chain, 7s Mc Kinsey). This analysis should also include SWOT model (which is both internal and external). The PESTLE should be focused both on the sector and the global scenario.
For the micro environment you should clearly identify the different actors (buyers, suppliers of substitutes, suppliers, competitors, new entrants) in a very specific way, providing with factors affecting each force.
In the SWOT analysis the strengths and weaknesses are related to the British Airways and should be thoroughly explained. The opportunities and threats are related to the sector.
In relation to the point b) the objectives should be set by the students using the SMART model. These objectives are not the current objectives set by British Airways, but the ones your own group sets for this organisation
based on the information coming from the environmental analysis.
In relation to the point c) Segmentation, targeting and positioning few things must be highlighted.. Segmentation should clearly identify the segmentation criteria used by British Airways according to the objectives set by your own group.
Targeting should include targeting strategy (differentiated, undifferentiated, etc.) used by this organisation. Lastly, positioning should clearly explain the main aspects for differentiation (quality, price, etc.) used by this organisation.
In relation to point d) the marketing mix, the 7 ps model should be used. Every variable, when possible, should be broken down into subvariables (for example, promotion can be subdivided into sales promotions, public relations, etc.)
A very useful and simple format for the assignment report can be
-COVER PAGE
– INTRODUCTION
– ENVIRONMENTAL ANALYSIS (including MACRO, MICRO, INTERNAL, SWOT)
– OBJECTIVES (one objective set by the group using the SMART model)
– SEGMENTATION TARGETING POSITIONING
– MARKETING MIX (7ps)
– OTHER STRATEGIC ASPECTS (ANSOFF MATRIX, 3 STRATEGIC APPROACHES, CONTROL)
– CONCLUSION
– BIBLIOGRAPHY
– APPENDICES
There should be cross referencing between the chapters of the main parts of the assignment and its appendices. For example, in each chapter you could include information such as “More information can be found in the appendix….” This means that in the chapter you should include the essential information about the models used and in the appendices you should include detailed information
References should be included all over the assignment when necessary. Third person should be used all over the assignment (“It can be concluded…”) instead of first person “(We / I can conclude…”)
All pages of the assignment report must be numbered; the headings and subheadings within each chapter must be numbered as well.
