Marketing Management - Essay Example
Internationalization and globalization have made markets competitive and the airline sector in particular, has had to revise its marketing mix 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 flies 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 convenient 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 travelers, they want to promote their new sleeper service (Bahnond, 2004).
