marketing

Marketing plan for British Airways

Executive summary ?450 , 600 and additional marketing staff (British airways , 2008 ,

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2 .0 Situation analysis

Africa is one of the main British Airways market in the world . BA has been making more than 1000 flight hours per week in different destinations in Africa flying more that 100 , 000 passengers and moving more 2000 tones of cargo in and out of the continent . One of the recent introduced services by the company is the executive class . However with the entry of other companies in the market

, the company needs to come up with a well defined marketing strategy to market these services in the market . Initially these services were introduced in 2001 targeting the government executives , companies VIPs and other well up individuals market (BA World Cargo Adds to Surcharge ,2005 ,

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2 .1 Marketing Summary

The primary objective of the company for marketing these services is to build a high level of awareness among the target groups of the presence of the market . The company will launch the product using both above and below-the-line marketing launch activities . Above the line actives will include out door activities like TV advertising while the below active will include promotion activities . The marketing strategy will reflect a strong growth strategy which will build brand personality around the product

2 .2 SWOT analysis

Strength

large established business

British Airways is among the largest aviation company in the world Since 1924 , the company has been leading in local...