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

Marketing Management - Essay ExampleInternationalization and globalization have make markets competitive and the airline sector in particular, has had to revise its merchandising mix to suit the current trends and node unavoidably. An evaluation of the existing 7Ps of the marketing mix of British Airways (BA) would help develop an integrated one-year marketing dodge. Product the product in the airline sector is more than just the sectors the airline flies to. It in addition 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 guest needs is important. BA flies customers at convenient times to the scoop out located airports across the world. They have the best global connectivity and they have a strong presence in the top tier global cities. The scar customers of BA admit both corporate and the vacuous segment. However, with a focus on the business becomeers, th ey command to promote their new sleeper service (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 indisputable sectors are seasonal). However, BA does not believe in cutting costs at the expense of prime(a) (Prokesch, 2000). Even in a cutthroat, mass market there are many would be willing to pay premium price for the services. BA commands premium price as they fill customers value control needs. Place Place in the airline sector refers to the location from where the passengers can 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 lay away personal passenger details. Most of their business comes through the internet and very little is derived through telephones or call centre s. Through the internet they are pushing services such as online check-in, fast clutches check, and pre-flight selection (New Media Age, 2004). Through this they target the regular 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. Promotion 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 try to understand customers better than competitors which is in line with the communications possible action that it is essential to understand the customer and not enough to just listen to the customer (Olorunniwo, Hsu & Udo). To lure the spend makers they have appointed specialized marketing agency. People This, in the airline sector would also include t he staff that delivers 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 every employee end-to-end the organization has to undergo at some point (Summerfield, 2005). People should understand the business direction, the business environs which would help them understand how the business can be taken forward. Process This refers to the automation