Target Market The airline is now looking for new destinations to operate its new flights and get more passengers through its operations. The people, concerning to corporate, middle and upper middle class are the main target of this airline. With the increase in rush of people at such places, the leading airlines of the world are introducing new flights on these routes.
British Airways introduces latest services and security to its passengers, which are stronger and safer than other airlines across the globe.
There are various countries, which are developing their economies and they invite different companies to start work in their countries. When there is huge number of passengers on these airlines, then they get good profit over their investment made on these flights.
Market Segmentation Due to open sky policy, the airline has to compete with other airlines in terms of Market segmentation of british airways and it has to focus on short haul market and the long haul market. It is also introducing new products like business class seats on international flights and it is also working on restyling of first cabin.
Price British Airways provides good quality services to its passengers to make their journey safe and sound.
It is also focusing on giving more facilities to its passengers, and tap in the new markets. If the passengers have to travel to long distance and they need some comfort and convenience, then they should get registered their seat in the flight of this airline and enjoy the luxurious journey with its traditional services to the passengers.
The airline operates its flights on the domestic routes as well as on the international routes. The airline is also improving its infrastructure, provision of correct information to its travelers, and also provides the important supports to its crew members through their efficiency programs, which is implemented.
Promotion The airline is getting popular due to its various incentives and facilities, which they provide to the passengers. This airline has over two hundred and ninety five airplanes, which are providing first rate services to its passengers.
The airline has the big market share to operate on the long distance flights and it will explore new destinations to get more targets and more people across the globe. This airline is owned by the British government and it operates huge number of flights on its domestic and international destinations.
Marketing Strategy The marketing strategy of the airline is based on its improvement in margin by focusing on costs, ancillaries and yield of profit. The airline is in position to help its passengers in better way and they are also introducing different products to enhance their facilities to their passengers and make them satisfied with quality of services.
The upper middle and middle class people can afford to buy the tickets of this airline and they can enjoy their long distance journey with this most sophisticated airline. Marketing Mix Place British Airways is operating its flights at the prominent destinations around the world. Return of Investment When the airline provides different facilities to its clients, they invest huge amount over their services and security system for their passengers.
It also operates the premium class travels with the provision of excellent customer service and uses the marketing skills and technology. It provides low cost to focus on core areas like number of flights on particular destination and board food equipment along with tailored plan to its passengers.
It is also delivering the first class or best customer services and focusing over mileage business. British airways has maintained its high standard in its services and the high security services ensure its passengers that they are safe and they the airline can handle all situation in controlled manner.
Marketing Objectives The airline is making plan to grow its operations and makes the corporate a prominent part of their business.The 4 Ps «Marketing Mix» Of British Airways Content: 1) Introduction: * History of the company * Marketing Mix 2) Applying theory * Product * Place * Price * Promotion 3) Conclusion British Airways was established in Through market segmentation, companies divide large heterogeneous markets into smaller segments that can be reached more efficiently with products and services that match their unique needs.(kotler) Bases for Consumer Market Segmentation.
British Airways has divided it market segmentation into different variables. Market Segmentation Due to open sky policy, the airline has to compete with other airlines in terms of price and it has to focus on short haul market and the long haul market.
The airline operates its flights on the domestic routes as well as on the international routes.
British Airways, segments its market according to the demographics and psychographics; because of its premium service and connectivity to all major cities and airports, their customers are divided into segments that appeals to the upper class. The approach by British Airways if largely focused on a mixture of segmentation.
British Airways Segmentation, Targeting and Positioning Posted on June 11, by John Dudovskiy British Airways segmentation, targeting and positioning refer to ways in which the airline company identifies certain individuals among the general public to offer their service packages.
Segmentation, targeting, positioning in the Marketing strategy of British Airways – BA uses the mix of demographic and Psychographic Segmentation strategies to Identify and determine the important characteristics of the market helping the company in evaluating the nature of each segment of customers.Download