Research on British Airline
Title: A critical analysis on the marketing strategy of British Airlines.
Table of Contents
Task – One and Two 1
Introduction 1
Research area 1
Research question development 1
Aim 2
Scope of research 2
Research approach 3
Task – Three 3
Objectives of the research 3
Why the research approach will be used 4
Ethical issues will be used in research and how they will be controlled. 4
How the research will be evaluated. 5
Timescales for the completion of research 5
Literature review 6
Marketing strategy 6
Customer satisfaction 7
Relationship with between customer satisfaction and marketing strategy 7
Steps to develop marketing strategies 8
Marketing theories 9
Theoretical background of marketing strategies 9
Hypothesis 10
Data analysis 10
The finding 15
Conclusion and recommendation 15
References: 16
Task – One and Two
Introduction
Airline industries work to provide the air transport services to the travelling passengers. It has been a very quickest way for the general people to travel from one place to another. Like USA, in UK airways has got much popularity for the travelling as time management and punctuality are considered much important here. British Airways established in 1974 in Waterside, England. It is now the largest airway in UK in its fleet size and second largest in passenger carrying. In 1972, British government established the airway to manage the two nationalized airway organization. They are British European and the British Overseas Airways. British airline is also a participant member of One-world airline organization. It is now one of the most popular airlines in UK. In 2008, the airline carried 34.6 million passengers. But their competitor Easyjet airline corporation carried 44.5 million passengers (Britishairways, 2014). Although they are enough popular, they have limitation in pleasing their customers’ fidelity. For the research, four different areas were presented but according to the teacher, the marketing strategy area
Table of Contents
Task – One and Two 1
Introduction 1
Research area 1
Research question development 1
Aim 2
Scope of research 2
Research approach 3
Task – Three 3
Objectives of the research 3
Why the research approach will be used 4
Ethical issues will be used in research and how they will be controlled. 4
How the research will be evaluated. 5
Timescales for the completion of research 5
Literature review 6
Marketing strategy 6
Customer satisfaction 7
Relationship with between customer satisfaction and marketing strategy 7
Steps to develop marketing strategies 8
Marketing theories 9
Theoretical background of marketing strategies 9
Hypothesis 10
Data analysis 10
The finding 15
Conclusion and recommendation 15
References: 16
Task – One and Two
Introduction
Airline industries work to provide the air transport services to the travelling passengers. It has been a very quickest way for the general people to travel from one place to another. Like USA, in UK airways has got much popularity for the travelling as time management and punctuality are considered much important here. British Airways established in 1974 in Waterside, England. It is now the largest airway in UK in its fleet size and second largest in passenger carrying. In 1972, British government established the airway to manage the two nationalized airway organization. They are British European and the British Overseas Airways. British airline is also a participant member of One-world airline organization. It is now one of the most popular airlines in UK. In 2008, the airline carried 34.6 million passengers. But their competitor Easyjet airline corporation carried 44.5 million passengers (Britishairways, 2014). Although they are enough popular, they have limitation in pleasing their customers’ fidelity. For the research, four different areas were presented but according to the teacher, the marketing strategy area
References: 1) Britishairways.com, (2014). British Airways | Book Worldwide Flights & Holidays. [online] Available at: http://www.britishairways.com/travel/globalgateway.jsp/global/public/en_ [Accessed 23 Apr. 2014]. 2) Bravofly.com, (2014). Cheap British Airways flights - Low-Cost airline tickets - Bravofly.com. [online] Available at: http://www.bravofly.com/offers/flights/airline/british-airways [Accessed 18 Apr. 2014]. 3) Malhotra, N. and Birks, D. (2007). Marketing research. 1st ed. Harlow: Prentice Hall/Financial Times. 4) Bordens, K. and Abbott, B. (2008). Research design and methods. 1st ed. Boston: McGraw-Hill. 5) Welman, C., Kruger, F., Mitchell, B. and Huysamen, G. K. 2005. Research methodology. Cape Town: Oxford University Press. 6) Gregory, I. (2003). Ethics in research. 1st ed. London: Continuum. 7) Coryn, C. and Scriven, M. (2008). Reforming the evaluation of research. 1st ed. London: John Wiley and Sons Ltd. 8) Cadogan, J. (2009). Marketing strategy. 1st ed. London: SAGE. 10) Szwarc, P. (2005). Researching customer satisfaction & loyalty. 1st ed. London: Kogan Page. 11) Reh, F. (2014). Customer Satisfaction - Measure It, Improve It. [online] About.com Management. Available at: http://management.about.com/od/businessstrategy/a/Customer-Satisfaction.htm [Accessed 21 Apr. 2014]. 13) Anderson, K. and Kerr, C. (2002). Customer relationship management. 1st ed. New York: McGraw-Hill. 14) Jain, S. (2000). Marketing planning & strategy. 1st ed. Cincinnati, Ohio: South-Western College Pub. 15) Paley, N. (2007). The marketing strategy desktop guide. 1st ed. London: Thorogood. 16) Blythe, J. (2006). Marketing. 1st ed. London: SAGE Publications. 17) Scribd.com, (2014). 0601081 Promotional Strategies of Pepsi in Muzzafarpur. [online] Available at: http://www.scribd.com/doc/66801177/7/A-THEORETICAL-FRAMEWORK-OF-PROMOTIONAL-STRATEGIES [Accessed 15 Apr. 2014].