Analysis of British Airways Marketing Environment

4680 Words Oct 24th, 2008 19 Pages
1.0 Executive Summary

2.0 Background and Introduction

3.0 External Analysis
3.1 Macro Environmental analysis
3.1.1 Political and Legal Factors
3.1.2 Economic Factors
3.1.3 Social Factors
3.1.4 Technological Factors
3.1.5 Environmental Factors

3.2 Micro Environmental Analysis
3.2.1 Industry Analysis
3.2.2 Market Analysis
3.2.3 Competitor Analysis
3.2.4 Customer Analysis
3.2.5 Stakeholder Analysis

4.0 Internal Analysis
4.1 Resource Analysis
4.2 Marketing Audit
4.2.1 Marketing Strategies Audit
4.2.2 Marketing Structure Audit
4.2.3 Marketing Systems Audit
4.2.4 Marketing Function Audit
4.2.5 Marketing Productivity Audit
4.3 Innovation Audit
4.4 Other Auditing Tools
4.5 SWOT Analysis

5.0 Conclusion

6.0 Bibliography

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Therefore, as the world economy grows, so the demand for air travel can be expected to increase too.
The political situation in Iraq has helped to drive oil prices to a record high and for BA, the oil price rise might add £100 million to their costs. In response, the cost of fuel surcharges is always at risk (appendix 2). BA is in the business of transporting people to and from worldwide destinations for both business and pleasure. If the international economy slows down, business trades less and fewer business people will use planes. Equally, people may choose less 'exciting' holidays.
3.1.3 Social Factors

The social and cultural influences on business vary from country to country however it is important that such factors are considered and include demographic and cultural aspects. These factors affect customer needs and the size of potential markets. Demographic changes have resulted in the development of the ‘grey’ market who are spending more on leisure and travelling. Lifestyles , tastes and fashions are all changing; customers require opportunities to visit new and interesting, often long-haul, destinations.

3.1.4 Technological Factors

Technology is vital for competitive advantage, and is a major driver of globalisation. A key issue will be the extent to which technological advancements can offset upward pressures on prices and costs. Online sales are regarded highly important