Marketing and Communications Strategy of British Airways
Provide a 6 pages analysis while answering the following question: The Marketing and Communications Strategy of British Airways. Prepare this assignment according to the guidelines found in the APA Style Guide. An abstract is required.  .An overview of the marketing mix of the company has been provided. However, the study looks to focus on advertisement and the public relations strategy of the company. Also, the social media marketing strategy of the company has been discussing as social media has emerged as a potent marketing and communications platform (Belch and Michael, 2005, p. 105).British Airways happens to be the largest airline in the UK. The company sot privatized in the year 1987. The company provides international and domestic carriage for mail, freight, and ancillary services. In association with the franchise partners and codeshare, the company flies to over three hundred destinations. The company earnings are more than £10 billion in revenue. The airline has carried more than 35 million passengers and has more than 42,000 employees.The marketing mix is a set of elements which the company can control or manage to its advantage for marketing purpose. Neil Borden termed these manipulate elements as the ‘Marketing Mix’. The key elements of the marketing mix are product, place, price, and promotion. The most integral part of the exchange process, without which there is no scope of marketing product covers the term both goods & services. To sell the product in the market the company must fix a price. Pricing of the product particularly pricing as compared to the competitors is a vital part of the marketing. This part of the marketing mix is all about the distribution of the products. The company must select the channels of distribution carefully to minimize distribution costs & get a competitive advantage. .The distribution network of the company includes wholesalers, retailers, franchisees, agents, etc. Promotion is used by marketers to generate demand for a product. Mainly the companies use the promotional mix to promote the product. The elements of the promotional mix are advertisement, sales promotion, public relations, personal selling, and direct marketing.