Tourism Marketing Principles MGBBT1TMP Individual Presentation Assignment Sample

Introduction:Tourism Marketing Principles - MGBBT1TMP Individual Presentation

Slide 1: The Marketing Mix and British Airways: An Overview

• The marketing mix is a communications mix that a business firm uses to render a product complete to the target consumer. It traditionally includes four elements: P: Product, Price, Place, and Promotion. All these are integrated in such a manner that they satisfy the customers and at the same time satisfy the marketing objectives of the company.
• The 7Ps of the marketing mix are: There are seven marketing mix elements which are Products, Prices, Places, Promotions, People, Processes, and Physical Evidence. They advance the known 4Ps, in which People refer to staff and consumers, Process is the delivery of services, and Physical Evidence is documentation of a purchase. They oversee elaborate marketing approaches.
• British Airways is a company that has its headquarters in the United Kingdom and it was founded in the year 1974. Being one of the biggest international airlines, it has a vast number of flights providing services to more than 180 locations across the globe. With its commitment to quality services, British Airways has several travel classes which include; economy, business, and first classes. It is the world’s oldest member of the Oneworld Alliance, which means that through partnership it can cover a wider market. British Airways is one of the prominent airlines originating from London with its central operating base at Heathrow Airport.

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Slide 2: Product

• In tourism marketing ‘Product’, comprises services and experiences given to the traveller. These include transport, customer lodging, tour destinations, and tourist activities, which are supposed to ensure that they capture tourists’ needs and hence serve the purpose of creating fantastic travel experiences.
• British Airways is involved in providing multiple tourism commodities and services such as international and domestic flight services in different classes; economy, premium economy, business, and first class. The airline offers holidays by offering combo vacation packages by having flight tickets, hotel accommodations, car rental, and other services. British Airways also provides services like tours, special footing to lounges, meals, and entertainment, and many more services to make its customers travel a comfortable and knowledgeable tour.
• Many of the products offered at British Airways can be compared with the Product Life Cycle model, which is known as PLC: it includes the stages of Introduction, Growth, Maturity, and Decline. It can be seen that the majority of the core services of British Airways, like International Airlines Operations and Vacation Packages, lie in the Maturity stage. The demand in this stage is mature, competition is high and therefore differentiation through service improvements and new products is a must. This is achieved through the replacement of old aircraft, improvement of service delivery, and introduction of new routes in the air space. However, a new route or a service, for example, direct flights to the newer and potentially more popular destinations can be in the Growth stage characterized by a growing interest among the customers and wider market share.

Slide 3: Price

• The ‘’Price’’ element of marketing entails assigning a value to a specific product or service that consumers are willing to pay for while concurrently factoring in the costs, competitor activities, and demand for the product. Pricing strategies applied in the market are normally oriented toward the attainment of maximum revenues, market share, and profits.
• British Airways uses several pricing techniques to serve the different buyer needs and maximize revenues. One tactical approach is dynamic pricing, where ticket rates are adapted based on factors such as demand, time to booking, as well as seat accessibility. This strategy assists in achieving high occupancy rates and revenue because it allows for the setting up of high prices during the high-demand season and low ones during the low-demand season. A strategy also employed by British Airways is that of a seasonal pricing model. Depending on the season of travel these are premier pricing where they are high during holidays, midterms, and during vacations, and off-premier pricing where rates are low during the off-seasons. This strategy assists in demand control and guarantees seat occupancy all year round. It also has special promotions for flight and accommodation specials, flight and car rental specials, and a bundled flight, hotel, and car package at a special rate that is cheaper than getting them separately. Also, there are other promotional offers from British Airways including bird fly early, British Airways’ frequent flyer points, and other on-sale promotions. These flexible mechanisms allow British Airways to be competitive while also being able to provide what customers want.

Slide 4: Place

• The marketing element defined as “Place” is concerned with the positioning issues of how different products or services get to the customer. It includes the sites, approaches, and mediums that are applied when positioning and communicating with target markets.
• British Airways applies a multi-channel distribution system to improve the availability of travellers. The airline uses web-based self-service sales channels which encompass an official website and an application that can be downloaded to a customer’s smart device of choice where customers can book flights, modify their bookings, and access other services. It also works with international travel companies and online travel agencies including Expedia and Booking.com. com and has extended its domains as well as coverage.
• Moreover, several and numerous ticketing agents and customer care centres worldwide also afford direct service and bookings. Passengers can move easily from one airport to another, which benefits from the strategic location of easy hubs like Heathrow. Such a wide distribution strategy guarantees that the British Airways provides its customer requirements uniquely on various channels and territories.

Slide 5: Promotion

• According to the marketing mix, the “Promotion” element entails techniques that are aimed at creating awareness, influencing, and recalling customers’ attention to a specific product or a specific service. Advertising, sales promotion, public relations, and direct marketing are categories of promotional tools.
• As for the promotion of its brand and its products and services, British Airways uses a complex of measures and approaches. Using a wide range of media advertisements, the airline has a strong brand image that is present in Television, newspapers and magazines, and the internet. Most of the time, high-quality adverts have included information such as the British Airways premium services, that is, the extensive route network, and other related services that the customer will be able to experience. Another is online marketing where the airline uses search engine marketing (SEM), email marketing, and display advertising to target travellers. The website and the mobile application of British Airways also present a positive user experience significance in conversions. Social networks occupy a large place in the promotion of the airline company. British Airways actively uses Facebook, Twitter, Instagram, and LinkedIn where they post current events, promotions, and useful information. This is good for forming a community and for encouraging repeat sales from the clients. Media relations, sponsorship and partnering, and public relations campaigns smear the reputation of the airline and bring visibility to the company.

Slide 6: People

• The segment entitled “People” in marketing relates to those who are directly or indirectly involved in delivering and sustaining the product or service.
• British Airways has laid considerable importance on the company persons that provide unmatched services to the clients. Airlines’ staff is qualified, benefiting from the adequate experience and skills organically obtained during their work. By learning, the cabin crew learns all the safety features that are in the airplanes, how to take care of its passengers and also handling customer care issues as well as entrepreneurship trained to be culturally sensitive to meet different clients’ needs. The cabin crews as well as the ground staff are equally competent and always polite to guests at the check-in, lounges as well as boarding gates. This is one of the critical components of British Airways’ brand, dealing with customer relations constructively. The airline also supports people’s professional development and management to improve and stay well-informed about the best practices in the industry. The firm has shown commitment to quality deliver because they attend to the booking queries and the in-flight requisites in a professional and friendly manner.

Slide 7: Process

• The “Process” element in marketing is defined as the working structure, framework, and system through which a particular service is offered. They make it possible for the customers to be attended to in the shortest time possible while at the same time making them happy to make repeat purchases.
• Customer experience differs with organizations; for British airways, the customer journey starts with the booking process. It has been observed that clients can schedule trips directly from the company’s website and application, agencies, or a dedicated help desk. The platforms used by businesses are more convenient and allow customers to have an easy time transacting due to the ability to easily search the web pages, constant update of information, and ease in making payments online. Once the customer has booked any flight, they are updated on their flight booking status, check-in procedures, and other travel information. One advantage associated with booking British Airways is the online check-in which means the passengers can choose their seats and print their boarding passes online, thus saving their time at the airports. While in the airport, the check-in process is very simple due to the check-in kiosks and proper handling of the baggage. In cases of boarding, the process follows a well-coordinated format, which does not cause much delay. While on board, waiter-like attention is provided to passengers through being offered meals, and entertainment as well as being provided with comfy options according to the class they are in.

Slide 8: Physical Evidence

• In the context of the marketing mix, “physical evidence” refers to the item’s customers touch, feel, taste, or are influenced by that enable them to make evaluations of the service and form perceptions about the brand.
• In the context of British Airways, physical evidence is indispensable in the management of customer experiences and impressions. Facilities offered by Airways involve; comfortable-oriented premium lounges, well-designed and well-equipped modern aircraft as well as well-maintained and developed airports hence showcasing quality thus underlining the brand's quality-oriented image. The check-in counters for instance are well arranged and the boarding zones help in making the travelling easy. Overall airport and aircraft interiors as well as fixtures are easy to read and assist in wayfinding while adding to the established ambiance of the atmosphere provided by ideals. The company’s website and mobile application design is well thought out and aesthetically pleasing for British Airways, thus making bookings and information easy to find. The strategic appearance of the employees also paints the image of a professional and trusted company through their neatly designed airline operator’s uniforms. Marketing literature and other kinds of informational materials that are usually incorporated into the managing process help to disseminate useful information and contribute to the brand’s physical evidence in terms of marketing souvenirs.

Slide 9: Recommendation

Slide 10: Conclusion

• The following are some of the key points that have been made in this paper; British Airways’ marketing mix consists of seven areas which are known Product, Price, Place, Promotion, People, Process, and Physical Evidence. Marketing strategy and customer experience improvements include digital touchpoints, an improved and diversified loyalty program, sustainability interests, in-flight service and amenities, social media profiles, mobile applications, and better customer feedback options.
• Some of the risks associated with the implementation of these strategies include the high cost required to put into place the technologies and structures, change resistance that is bound to be prevalent within the firm, ensuring that quality service delivery is maintained across operations that transcend across geographical locations, and finally creating awareness of new undertakings to a diverse and heterogeneous customer base. Consequently, just as with the investment in such ventures, challenges may also emerge when trying to balance these investments with financial considerations.

Author Bio

Cameron Lee   4 years | MSc in Management

I am Cameron Lee and I have completed an MSc in management from a renowned University of the United Kingdom. For the last 4+ years, I have been assisting students with their assignments, dissertations, essays and other academic papers. If you are struggling with your management task you can have me by your side for help. I would like to give you the best results.