Marketing Report On British Airways - 1088 Words

Marketing report on British Airways Corey Molloy 1.0 Introduction This report is an assessment for the marketing unit in the Higher National Diploma Business Course. The aim of this report is to explain the nature of marketing and the marketing decisions taken by British Airways. 2.0 Sources of Information ? 3.0 ? 3.1 An introduction to British Airways British Airways (BA) was formed when the 4 nationalised airlines were merged together in 1974, it was then privatised by the then conservative Government in 1987, this led to a period of growth and expansion with the airline taking over three smaller British Airlines before merging with Spain’s Iberia in 2012 to form the International Airlines Group (IAG) which is the third largest airline in the world in terms of revenue. BA has been the United Kingdom’s flag carrying Airline since its formation in 1974 however it is only the second largest airline in the UK after EasyJet. 3.2 Marketing – Key Characteristics The business Dictionary definition of the ‘Marketing Concept’ is: â€Å"Management philosophy according to which a firm s goals can be best achieved through identification and satisfaction of the customers stated and unstated needs and wants.† British Airways has adopted the marketing orientated approach this is because BA’s aim is to meet the needs of its customers in order to ensure that BA is the first choice airline. 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