Sample Report on
Strategic Marketing
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Table of Contents INTRODUCTION .................................................................. 3 1. EXECUTIVE SUMMARY .......................................................... 3 2. ANALYSIS OF A CURRENT MARKETING PROBLEM .................................... 4 3. PROPOSED FUTURE COURSE OF ACTION ........................................... 6 4. IMPLEMENTATION AND IMPACT OF THE PROPOSED ACTION ........................... 9 5. INTERDEPENDENCIES AND REFLECTION ........................................... 9 CONCLUSION ................................................................... 11 REFERENCES ................................................................... 12
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INTRODUCTION Strategic Marketing consists of marketing goals and objectives that are required to generate a good marketing strategy of the company. The research is based on the marketing strategic issues faced by British Airways. British Airways is a leading airline company of United Kingdom providing premium services to its customers. The research analysed the current marketing problem faced by the companies (Wilson and Gilligan, 2012). The company lately is facing issues related to poor customer services. The report studies the impact of the problem on the brand image of company A plan proposed plan is presented for rectifying the challenges faced by the company and implementation have been generated in order to resolve the issue.
1. EXECUTIVE SUMMARY The report discusses the problem of poor customer services faced by British Airways. It is evident that the company is losing market share due to rise in consumer complaints. Customers are losing their trust with the company and on the other hand BA is losing consumer participation in the company. The customer base of the company has reduced and the potential customers of the company are also getting affected by the hampered image of the airline company in the market. The problem has given rise to sale issue as other departments are also getting impacted by this problem. The customer executives have been criticized by top professionals of the company due to which employees morales have been hampered. British Airways image has been deteriorated over the time, that customer prefers services of competitors over BA. In order to improve this situation it is recommended that managers build better customer relationship management in the company. Cordial relationship among the employees and the customers will help the company in resolving issues faced by the customers. Communication channels must also be improved to help employee grow in the company. Proper training of the existing staff has to be done along with recruitment of talented professionals in the airline company. Training will improve the quality of services provided by the executives, which will in return promote quality of work performance. British Airways also has to implement appropriate pricing policies and must give incentives and awards for top performance generate by an employee. Toll Free No: +44 203 8681 670 Mail Us: help@assignmentdesk.com Assignment Desk expert writer offers top notch Strategic Management Assignment Help to the students of UK at pocket friendly price.
Customers will have to be attracted by generating low pricing policies along with the rewards pints and discounts to the customers.
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Kindly Contact us at: help@assignmentdesk.com The proposed course of action is justified and feasible as it will help he company restore the rusted image of the airline company in the market. Business benefits of the proposed plan will be evident from the rise in sale and revenue margins. By implementing these marketing strategy, BA will be able retain its customers. British airways will be able to achieve handsome amount as return on investment by implementing this marketing strategy. As company improves its market share it will be able to improve financials which will term to be profitable for BA.
2. ANALYSIS OF A CURRENT MARKETING PROBLEM Companies Overview British Airways is a carrier airline of UK that is known as the largest airline company in United Kingdom. BA is considered to be the largest supplier of passengers from one destination to another. It is a global service airline which offers low fares in order to attract customer traffic towards the organisation. As per Bennett, in the past, BA expanded through mergers and Toll Free No: +44 203 8681 670 Mail Us: help@assignmentdesk.com Assignment Desk expert writer offers top notch Strategic Management Assignment Help to the students of UK at pocket friendly price.
acquisitions of many companies (Bennett, 2014). This airline company provides many premium offers and advantages to increase customer satisfaction. Robertson and Wardrop, states that although, British Airways offers a variety of services and considers the comfort of passengers as their number one priority (Robertson and Wardrop, 2012). The customer have reported of ill treatment which lead to low customer satisfaction among them. This has further tarnished the brand image of the company. Problems faced by British Airways British Airways is currently facing customer service related issues. It was critically analysed that consumers have constantly complained about poor treatment done with them by the employees and the staff. Twitter and Facebook are the largest medium where customers are constantly criticized about the bad services of the organization. It is evident that company lacks in active communication with its customers. For example, David, before boarding flight from Phoenix to London, his wife got sick and they had to postpone their flight (Christie, 2014). So, in order to get payback of his flight with a legitimate doctor’s appointment, he was constantly kept on hold by the assistant. Although, it already took him 10 minutes to get a chance to talk to the customer service executive after a long hold on the phone . He constantly had to explain to his problem to three different executives and they asked him to pay extra $600 for his demand to seat his wife and daughter together. Even after paying for seats on boarding they found their seats to be scattered in the plane (Solomon, Russell-Bennett and Previte, 2012). This way of poor communication and assistance led to a greater customer service problem. Furthermore, Felzensztein, Brodt and Gimmon said that customers also complain about the executives as they are not responding to their mails and phone calls (Felzensztein, Brodt and Gimmon, 2014). Helplines are always engaged and take minimum 15 minutes time to get in touch with a customer executive. Altogether, telephone lines are useless towards solving issues of their customers. On the online complaint forum on twitter, customer finds the same monotonous reply of BA's executive. They send the same old generic tweet of helping their customer in a “short while�. BA's customers also complain about them continuing the flight to take off before solving the problems faced by the respective customers. On the other hand, they provide no information or Toll Free No: +44 203 8681 670 Mail Us: help@assignmentdesk.com Assignment Desk expert writer offers top notch Strategic Management Assignment Help to the students of UK at pocket friendly price.
assistance in cases when people loss their luggage after arriving to a certain destination. They would repeatedly say that “ they are trying their best to trace luggage� (Olga, 2014). All the above problems faced by the customers are due to poor customer support and assistance. Beetles and Strong, in order to achieve market share to international boundaries, BA has failed in achieving customer loyalty towards them (Beetles and Strong, 2015). Despite people lodging their complains on various different platforms, it was noticed that company lacked in providing support as no respective chain of assistance was adequately visible in solving issues of the customers.
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Kindly Contact us at: help@assignmentdesk.com Reasons of the problems faced by the company. Main reason of poor customer service is the company’s thinking of not caring about the loyalty of customers. This is generated from poorly trained staff, as company pays less time to train their employees. It further leads to poor customer service. It can be critiqued that BA has not paid attention on proper selection and evaluation of its employees. Poor assistance with the customers through mails and calls leads to the consumers adapting online social media platforms for raising their issues. It is evident from the above example that customer service executives transfers call Toll Free No: +44 203 8681 670 Mail Us: help@assignmentdesk.com Assignment Desk expert writer offers top notch Strategic Management Assignment Help to the students of UK at pocket friendly price.
from from one executives to another (Haque, 2015). This gestures irritates and frustrates customer and adds up to the existing feeling of dissatisfaction in the customers. As per Thrassou, Vrontis, Chebbi and Yahiaoui, BA has been paying more attention towards generating a good target matrix. Target matrix in any organisation encourages to achieve the target of generating maximum customer support (Thrassou, Vrontis, Chebbi and Yahiaoui, 2012). If company will constantly focus on increasing the market share and not satisfying customers’ needs and wants, then it will automatically lead to poor customer service. Employees are termed to be the soul of company’s policies and strategy. They are the face behind the company’s brand image. It is important for employees to engage in better communication method to resolve issues faced by the customers. However if, employees focus less on prioritizing the needs of customers, they end up sabotaging their job responsibilities as well. BA is a big multinational brand, still it has low customer service and support channels. There are less executives and helplines are very engaged so it is unable to support customers (Jason, 2015). Along with this it can be argued that, company does not consider its customer relation unit to be an effective part of revenue generation. BA have failed to create the customer service department as a part of strategic chain for profit maximization British airways has failed to fulfil its promises that are made to provide premium class services to its customers. Mooradian, Matzler and Ring, states that the airline Company is not keeping up with its promise to hear and resolve issues faced by the customers (Mooradian, Matzler and Ring, 2012). Poor customer service also arises from poor employee participation in the organisation. If, employees are happy and satisfied with their jobs they will try their best to make their customers happy as well. BA's employees don't believe in the policies and strategies of Airline Company. In many cases it is evident about, people complaining of rude and we-dont-care behaviour of its employees. Their employees have self-centred personality and lack in understanding the requirements of its customers. Too much complaints lower the confidence level of employees and they tend to behave in a negative way (McQuerrey and Media, 2015). This occurs when there is no proper system of motivating employees in order to boost their confidence. Moreover, keeping the issues unresolved for a greater time leads to low customer support. But, Customer requires that their issue to be resolved in shortest time period. In David's case, support Toll Free No: +44 203 8681 670 Mail Us: help@assignmentdesk.com Assignment Desk expert writer offers top notch Strategic Management Assignment Help to the students of UK at pocket friendly price.
services were inaccessible and low quality of service was provided to him. Complete information was not provided to David and he was misled with false promise of providing seats near to each other even after paying a respective amount to the company (Lackman and Lanasa, 2013). Hiding facts and information from customers generate disrespect towards company’s policies and disrupts in promoting customer loyalty. Impact on the company As discussed above, poor customer service has destroyed the goodwill of company in the market. Francis and Media found that company has lost its brand value and it lacks in fulfilling promises made to the customers (Francis and Media, 2016). Losing effectiveness of brand is not considered fruitful for the reputation of company in the customer's eye. Poor customer service generates break in customer loyalty. BA has started to loss its current customers due to unresolved issues of customers. If, present customers loss their connectivity and support with the company, then potential customers also loss their faith in receiving services from the company. British Airways has generated an identity of providing premium customer services. Loss of which generated bad mouth publicity. This made company to lose its existing and forthcoming customers. Airline Company also lost repeat customers traffic due to non-fulfilment of requirements (Zikmund and Babin, 2012). Company also failed to retain customer engagement towards various schemes, discounts and offers. On the contrary, Customers have been frustrated with the support services and hence they are losing interest toward the various new schemes brought by the company. As company is not paying attention to resolve the issues and problems of customers, so they are losing their growth potential in the market. Business prospects of the company is getting disrupted by the same. This in turn lacks company in achieving its sales target which later will lead to lower revenue margins (Top 10 reasons for poor customer service and their solutions, 2007). British Airways has lost customer’s loyalty towards the product and services. Kaynak, E. and Kucukemiroglu found that, company is doing very little to improve channels for customers to resolve their issues (Kaynak, E. and Kucukemiroglu, 2015). All the above problem have tarnished company’s image in the market. They have lost their comparative position as competitors have taken advantage of the problem faced by company. British Airways employees and executives have eventually lost their Toll Free No: +44 203 8681 670 Mail Us: help@assignmentdesk.com Assignment Desk expert writer offers top notch Strategic Management Assignment Help to the students of UK at pocket friendly price.
confidence due to the damaged image of airline company in the market. Pestle analysis Pestle analysis is a tool to analyse the strategic position of the company in the micro environment. To understand the environmental factors that are affecting British Airways, Pestle analysis is been done as followed. PoliticalThe airline industry of UK is controlled and regularly monitored. The government has formulated various policies and regulations which are to abided by British Airways. Their are strict standard of maintaining safety and security of consumers. European Union also emphasize on safeguarding interest of consumers as well as consumers. The international aviation organization is the responsible body to control safety standard of the airline industry. EconomicEconomic fluctuation creates issues and challenges for the company. The company has to increase its pricing policies if there are change in the interest rates of the bank. Also the airline industry faced great losses due to the 2008 recession. Increase in oil and gas prices or financial criss in United kingdom directly generates heavy impact on the strategies of British Airways. SocialAs it is known that the company formulates policies based on the cultural significance of a country. Decline in consumers taste and preferences affects the demand of the services provided by the airline company. Consumers prefer to choose branded services rather then the new or low conceptualized services of any company. Consumers require that the whole experience of flying must generate them value for their money. If the company doesn't stays confide to the same it may loose customers loyalty. TechnologicalBeing technologically advanced is the main feature of the airline industry. British Airways has to maintain the its website in order to provide customer with every sort of information. Airlines have to provide Wi-Fi facility at the airports in order to attract customers towards the company. The company has to be technologically well equipped to perform in an efficient way. Toll Free No: +44 203 8681 670 Mail Us: help@assignmentdesk.com Assignment Desk expert writer offers top notch Strategic Management Assignment Help to the students of UK at pocket friendly price.
LegalThe airline industry is regulated by the legal structure of the country. For example BA has to abide by the competition law formulated by the UK government in order to stay away from any legal damage. In the same way there are many other law formulate to safeguard the interest of consumers and the employees working for British Airways.
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Kindly Contact us at: help@assignmentdesk.com EnvironmentalAviation industry faces many challenges due to environmental factors of both mad made and natural hazards. The companies have to try their best to lower the carbon footprint that they emit. Pollution is another major issue of the airline industry. BA tries to use renewable sources of energy in order to comply with the sustainable measures. By doing same , the company has top increase its prices of policy fir use sustainable measures. This in return discourages consumer participation the company as they tend not to buy expensive tickets.
3. PROPOSED FUTURE COURSE OF ACTION By analysing problem of poor customer services provided by the company it is evident that the company needs to improve its strategies to emphasize on improving the problem faced by the Toll Free No: +44 203 8681 670 Mail Us: help@assignmentdesk.com Assignment Desk expert writer offers top notch Strategic Management Assignment Help to the students of UK at pocket friendly price.
company. The above part proposes the future course of action that has to be taken into consideration by the company in order to resolve the issue faced so far. 
Post purchase services- In order to understand customer behaviour BA needs to generate policies in generating feedback after purchasing. Post purchase services must be created like phone calls mails and customer forms. The aim of these services is to understand customer satisfaction from the services provided by the company (Wilson and Gilligan, 2012). Post purchase the customer try to analyse and rate the services been offered and the experience they were able to generate from the same. British Airways management needs to adopt strict policy and must identify as to how the customer satisfaction can be understood. As by understanding customer behaviour towards BA's services company will be able to achieve loyalty and generate satisfaction of the customers. Only after understanding what are their customers needs, wants and experience, better services can be generated. Post the purchase of tickets executives can generate feedback from the customer. The data can be stored which will later help the company in case of any issue faced by the customer (Foxall, 2014). The history of the post purchase experience with the customer will provide the company with the knowledge about the areas where the executives failed to generate satisfaction.
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CRM- Customer relationship management is a strategy to manage companies relationship with its current and potential customers. The company under CRM policies analyses and manages data of customers interaction to understand their needs and wants (Chacour and Ulaga, 2015). The main of aim is to improve the customer and companies relationships in order to maximize its profits. British Airways has to generate better customer relationship management in order to improve the relationship that have been hampered by poor customer support services. The Electronic CRM system must be easy to understand for the employees of BA. The company must provide efficient graining to the employees to effectively use CRM. Through CRM BA will be able to understand customers needs and wants and maintaining E-CRM will lead to effectively mange the relationship between both the parties (Kotler, 2012). Customer relationship management will also lead to timeline the action to be taken to resolve issues faced by the customers of BA. Toll Free No: +44 203 8681 670 Mail Us: help@assignmentdesk.com
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Honest Pricing policies- British Airways has to generate polices that promote honesty and integrity of companies pricing policy. The company must provide with adequate price of the tickets and services it provides to its customer (West, Ford and Ibrahim, 2015). The employees have to keep in mind to provide with complete disclosure about the information related to price of the services. This will lead to generate honesty among its customers. BA has to avoid misleading its customers about the charges it levies on them after and before boarding their flights. In case of exchange and cancellation the executives must pay attention on providing hassle free procedure and provide discount in order to reduce the feeling of irritation among its customers. The prices of the companies services must be made to best suit customers needs. High priced policy disrupts customers interest towards the airline company (Hollensen, 2015). Whereas lowering prices will lead to losing the support of niche class. Thus the policies must be made in accordance to the different demands of the customers.
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Proper training of employees- British Airways employees respond towards the customers have been found to be rude and impolite. This is due to the fact that the customer executives are not provided with effective and proper training. The employees must be trained to not lose his/her cool while dealing with even the most difficult customers (Proctor, 2014). The employee must be polite and must know the major issue that a customer faces and dedicatedly work in resolving each issue. There must be a deadline given to the employees so that they feel inspired to achieve customer satisfaction. By providing targets company will be able to achieve its target of resolving issues faced by the customers on daily basis. The employees must be trained to be able to resolve every issue and problems faced by the customers (Challagalla, Murtha and Jaworski, 2014). This can be done by improving gestures and language used by the customer service department. As British Airways performs in an multinational market. It is obvious to receive calls from various diversified customers. The companies must be skilled to understand various different languages lie, Chinese, French, Germany and etc. gestures are the way the executives response to towards the customer the customer executives have to engage in delivering positive and effective Toll Free No: +44 203 8681 670 Mail Us: help@assignmentdesk.com
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impression on the customer (Mooradian, Matzler and Ring, 2012). To achieve the same the executive can first try to calm down the customer who is already frustrated and angry. He/she can try to cool down the customer by politely understanding their problem. And later can provide remedied to solve the same. 
Dedicating resources- British Airways have to dedicate resources of time and money to maintain the relationship with its customer. The dedicated resources must be used to built customer service department. The department is entitled to provide support services to the customers who are facing issues with the companies products (Beetles and Strong, 2014). British Airways have to inform its customers about the goals and objectives it has strategized in achieving customer satisfaction. The executives must emphasize on listening to the problems of the customers, deeply. The employees have to also pay attention on responding in the appropriate manner to the customer. The customer service department have to provide with proper tools , objectives and training to the employees. By not providing effective training to the employees the company has tarnished its engagement with the customers (Boone and Kurtz, 2013). Employees will be able to perform their task and duties once they have been guided well by their superiors. The management must ensure to check the quality of services provided by the department. Monitoring must be time on daily basis to identify the effectiveness and loopholes in generating customer satisfaction and engagement towards the services of the company (Morgan, 2012). The management must also provided time to time inspiration and motivation to the employees. This will generate confidence and will increase the morales of customers which will lead them in effective achievement of companies goals and targets.
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Open communications with employees- British Airways have to work on improving the communication channel of the organisation. The management must ensure that mutual coordination is followed among the superiors and subordinates of the airline company. The mangers can use both formal and informal methods of reviewing performance of the employees. In the formal way, the management can use management tools to review the performance of the employees and can provide them with rewards and awards (Gaboriault, Toll Free No: +44 203 8681 670 Mail Us: help@assignmentdesk.com
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Director, Latham and Rowan, 2012). Informal way requires the manager to build personal repo with the employee. This way he/she will be able to know whether to employee is satisfied with the ethics and policies of the company or not. Personal repo with the employee will also guide the manger in ascertaining whether the employee is dealing with any personal life crisis or issue. Personal life issues and crisis disrupt the growth of the employees as it declines the quality of work. This way the manger can also introduce counselling session for the employees. Any work related issue can be discussed during the session. As this session will provide therapy to the employees and will help to tackle with the stress due to work policies of British Airway (Robertson and Wardrop, 2012)s. Generating honest communication channel in the organisational level will let the employee to engage in the working environment of the company. The manger can bring in employees together to talk about ways to succeed in the particular work form. This will guide and mentor the other employees as well. Open communication also includes constant communication between the employees and superiors. The management of the company can once a while create open session which will include the superior management to conduct their ideology and beliefs with the employees. Employees have to be reminded about their importance towards British Airways. As they are the projectors of companies image in front of the customers (Nijssen and Frambach, 2013). In order to resolve the problem of poor customer support service , effective communication have to involved as the major part of operations. SWOT analysis of the strategySwot analysis is used to evaluate the internal strengths and weakness of the company, on the other hand its also identifies the external opportunities and threats that may affect the business prospect of the company. The analysis is performed as underStrengths
Weakness
Brand image in the international and
domestic market.
Weak marketing campaign reduces the brand position in customers eye.
Technologically advanced to support the
Poor
customer
service
takes
away
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E-CRM.
customers support and loyalty towards
Experienced human resource to train the
the company.
employees
Rising competition to create a problem to cater to the needs and wants of the customers.
Bargaining issues faced by the company of the employee union of BA
Opportunities
Threat
Expansion opportunities in the emerging
economies.
competitors in the international market.
To improve the customers support
services.
To be able to serve to the requirements of the customers.
To gain market share by appointing new
marketing strategies.
Intense competitive strategies of the
To improve users experience with flying in British Airways.
Improvement in the current products and
High dependence in the UK market.
services of the company.
Marketing MixMarketing Mix is a marketing tool used to analyse the right combination of four P's of the company. The four P's are price, place, promotion and product.
Product-
British Airways provides premium product services to its customers. The company has designed its services in a way that it can satisfy the needs of different class of the society. The tariffs of the tickets are at a reasonable rate to attract customers. Although, the company lacks in generating maximum customer satisfaction,. As the customer support services are not up to the standard of the company. Toll Free No: +44 203 8681 670 Mail Us: help@assignmentdesk.com Assignment Desk expert writer offers top notch Strategic Management Assignment Help to the students of UK at pocket friendly price.
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Place-
The company aims to serve to the diversified needs of its international customers. The infrastructure of the company is very well mma8natined. Liaisons and acquisitions have been done with many companies in order to capture market space in the international boundaries. Their channel of distribution comprises of the travel agents, call centres and companies websites. Apart from this, the call centres that provide assistance to the customers, is not performing to the expectation of the customers.
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Price-
The pricing policy are designed in accordance with the middle and upper class consumers. BA provides discounts, coupons and offers to the customers top attract them. The company has formulated its pricing policy in a way that the customers do not have to pay large size of their pockets on purchasing tickets. On the contrary, British Airways have failed to generate the right information to its customers. Instances of false accuses and hiding information from the customers have dislocated their brand image in customers eye. 
PromotionThe company strikes to generate constant innovation in creating new promotional and Toll Free No: +44 203 8681 670 Mail Us: help@assignmentdesk.com
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marketing schemes to lure customers. The company also has launched its mobile application in order to engage customer with the brand. It is evident that British Airways is doing good in advertising companies services it still lacks to build a rapport with its customers. The company has to work on promoting cordial relationship with its customers in order to raise customer traffic. Brand TheoryThe value based brand theory states that in order to build customers it is important for the company to generate value to the services provided to the customers. The success of BA's strategy depends upon the brand value it delivers to the customers. As per this theory customers are the supreme strand of company value proposition. Thus British Airways must ensure to add premium services to the consumers experience in the flight. Customer must be understood properly in order to provide to their needs and wants. British Airways has to understand the services required and must implement these strategies implying the same.
4. IMPLEMENTATION AND IMPACT OF THE PROPOSED ACTION In order to the projected future course of action British Airways must focus on implementing the proposed actions so that company can easily manage the change and identify the risk and problem associated with the planned actions. An action plan is defined as the successive steps that consist of various activities and project so that management of BA with success implement the strategy in their organization (Lange, Geppert, Saka�Helmhout and Becker�Ritterspach, 2015). There are different issues or problem arises in the business that is Poor customer services generates break in customer loyalty. BA started to loss its current customers in wake of unresolved issues of the customers. If present customer loss their connectivity and support with the company, the potential customer also loss their faith in receiving services from the company. In order to overcome the different issues and problems BA management must focus on implementing different strategies and plan of action so that they may easily take response from the customers regarding their services. However, BA lacks post purchase services that may act as the key issue for the customers while purchasing their ticket. Through rendering post purchase service Toll Free No: +44 203 8681 670 Mail Us: help@assignmentdesk.com Assignment Desk expert writer offers top notch Strategic Management Assignment Help to the students of UK at pocket friendly price.
BA can easily come to know about their services that they are offering to the passengers (Morecroft, 2015). Therefore, BA management must focuses on implementing feedback mechanism through enabling suggestion box within their airlines so that customers and passengers can easily note their issues and problem that they are facing by purchasing their tickets. With the help of feedback mechanism that is through enabling suggestion box passengers can easily put forward their issue that they are facing while boarding the flight. The impact of projected action on the business activities of BA will be that it assist the management in knowing about the requirement and need of passengers while they board on the flight. Another future course of action that need to be implemented within the BA is to enable the CRM that will support the BA in assessing and managing the requirement of the customers (Schosser and Wittmer, 2015). However, CRM is also essential for the organization as it will assist in managing the data and personal information of customers who have check-in the flight. For enabling the CRM within British Airways management need to focus on implementing computerised system that support in improving the profit margin and inform the possible disruption to the services of BA. Therefore, British Airways focuses on implementing CRM software within their premises so that they can easily manage the data of customers and also build effective relationship with their customers so that support in driving their sales of ticket and services. Although CRM system also provide insight information regarding their passengers personal information, their purchase history, buying preferences etc. In the technological advanced era, customers often prefer to purchase and opt the services of British Airways by using internet services (Budd and Ison, 2015). Therefore, Electronic CRM may also be implemented within the organization. It basically concerned with forming and succeeding the relationship with the passengers via using the information technology. For surviving in the competitive environment eCRM is an effective option that assist in communicating with the customers so that they can easily understand the requirement of customers. Another marketing issue for British Airways include pricing policies, pricing act as the amount that customers or passenger pays for consuming the services of BA. Pricing policies must be effective enough so that passenger can easily prefer their services by comparing them to the rival Toll Free No: +44 203 8681 670 Mail Us: help@assignmentdesk.com Assignment Desk expert writer offers top notch Strategic Management Assignment Help to the students of UK at pocket friendly price.
companies (West, Ford and Ibrahim, 2015). Therefore, BA management must implementing effective policies and strategies for pricing for their services and tickets that is competitive pricing strategy or promotional pricing strategy. Under competitive pricing strategy BA focuses on opting the price of their ticket at the similar price rate of rival competitors. To remain competitive in the travel and tourism sector BA must focus sand implement competitive pricing strategy while enabling pricing of their services and ticket so that they may attract large volume of passengers. However, to overcome the pricing issues within BA organization they must focus on promotional pricing strategy under which airways set some promotional offers on the flight so that they may attract large passengers. The impact of proposed action on the BA is that it may result in attracting large passengers that will generate their sales volumes (Whyte and Lohmann, 2015). Moreover, the proposed future action also ensure proper training of the employees who are rendering services within the BA organization. Effective training would help the employees to render quality services within the organization as well as it will also assist in meeting the requirement and want of the customers. Therefore, for implementing the training session management of BA must analyse the training need of the individual so that they must enhance the required skills of individual that support them to render proper services within the organization (Laforet, 2015). However, with the help of implementing training sessions in the organization it will directly impact on the behaviour of employees as it result in enhancing the knowledge of employees that assist in serving the needs and requirement of passengers on the flight. Although proposed future action also include dedicating resources that is utilizing the resources effectively and efficiently. For ensuring the effective utilization of resources management of BA must focuses on implementing various systems so that they should manage and organize proper resources. For instance; BA must implement manpower planning in their organization so that they should manage the workforce within the organization (Lacey, 2015). Manpower planning will also focus on managing the workforce for the future so in case of urgency they can easily hire the required workforce in the future scenario. Impact of manpower planning on the activities of BA ensure that it will easily resolve the requirement of workforce in the future as manpower planing will assist in managing the human resources. Toll Free No: +44 203 8681 670 Mail Us: help@assignmentdesk.com Assignment Desk expert writer offers top notch Strategic Management Assignment Help to the students of UK at pocket friendly price.
However, for implementing the future course of action that is open communications with their employees BA management can easily implement open discussion with their employees that support them to put forward their suggestions and ideas (Gilbert, 2015). With the help of implementing open discussion within the BA employees may feel to put forward their suggestions. However, the impact of proposed change in the BA organization results in empowering the employees to encourage their suggestions so that they make take effective decision by the own. However, with the help of scheduling team meeting BA management can easily focus on creating open communication with their employees those who are rendering services in the airlines (Kaynak and Kucukemiroglu, 2015). (Lange, Geppert, Saka‐Helmhout and Becker‐Ritterspach, 2015) Furthermore, generating honest communication channel also result in overcoming the issues from the BA organization. For implementing the honest communication channel senior manager must focus on creating safe environment so that employees may feel safe to communicate in the organization. However, management may also implement new channels for communication so that employees can easily share their thought and ideas. Thus, encouraging new communication channel may also benefit the customers as they will have idea about the services and activities of BA (Dennis, 2015). Furthermore, organization may also implement open door policy that support in generating the honest communication that is with the help of open door policy employees of BA can directly communicate with the manager of top authority without any disturbance or barrier. However, the impact of proposed action is that it encourages the employees to put forward their problem and grievance that they are facing in the flight by their co-workers or any passengers. In addition to this, BA management also focus on using gestures and language by the customer service department so that they can easily communicate to the disabled passengers or customers. However, with the help of proper gesture by the customer service department they can ensure that customers or passengers may easily understand the information or message that they are conveying to them (Lange, Geppert, Saka‐Helmhout and Becker‐Ritterspach, 2015). Customer service department may focus on introducing the catalogue for the passengers or marking symbols on the board so that passengers may not ask each and every thing from the department.
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5. INTERDEPENDENCIES AND REFLECTION While implementing strategies to help the company build customer satisfaction, British Airways faced various issues. These issues created problems for management in implementing the proposed course of action prepared in the report.
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Kindly Contact us at: help@assignmentdesk.com British Airways faced issues related to availability of adequate human resources resources for implementation of new strategies and policies (Jain and Marketing, 2013). It was a challenge for the management to train existing employees about the new methods and tools they need to use in order to achieve customer satisfaction. Marketers found it difficult to ensure whether the employees were providing the strategy their full dedication or not. The management also had to deal while targeting customer support based on the international audience. He/she had to invest a lot of time in formulating strategies based on different culture advances of the customers. In order to achieve quality ion the human resource department BA had to recruit talented individual to the company. Recruitment process added up the budget and increased its deadline. Formulations and implementation of strategics in accordance to achieve customer support to towards sale, BA had to Toll Free No: +44 203 8681 670 Mail Us: help@assignmentdesk.com Assignment Desk expert writer offers top notch Strategic Management Assignment Help to the students of UK at pocket friendly price.
generate heavy budget. There were problems which occurred while generating budget from accounts department. As they were reluctant in giving additional budget to the process (Green, 2012). The accounting department was confused whether the implementation program will provide return on investment or not. As it is important for any marketing strategy to provide with maximum return in investments. A good ROI shows whether the marketing strategy proved to be fruitful for business prospects or not. The marketer had to constantly involve in keeping a track with the potential output of the strategy (Moutinho, Curry and Davies, 2015). The marketer had to deal with the increased budget, they had to formulate strategies to control rise in budget. As increased budget could further increase the tariffs of the tickets of British Airways. Another challenge was to manage the website of British Airways. As there was high traffic of customer waiting for their issues to get resolved. Issues arises of optimizing, writing content and designing of the website. Website management required time and created chaotic situation for the manager. Other than these, the manger also faced issue of managing change. The employees at first were reluctant in accepting the new change been brought in the organisation (Cartwright, Boughton, and Miller, 2015). The top level management had to deal with many unsatisfied employees who were not happy with the change. While implementing the proposed course of action, I found that it is important for British Airways to understand the importance of efficient customer support services. I found out various ways of strategic formulation in marketing. New ways were identified in generating new marketing strategies and policies for the airline company (Hunt, 2015). I experienced challenges and issues while implementing the plan, but I also developed skills that were required in order to resolve those issues. The process of formulation and implementation of marketing strategy helped in my personal growth.
CONCLUSION From the research it was analysed that British Airways is facing severe problems that has been arises due to poor customer support services. British Airways business cycle and profit margins dropped due to loss of customer loyalty with the company. The report concludes that the problem faced by the company was critically responsible in decline growth rate of the airline Toll Free No: +44 203 8681 670 Mail Us: help@assignmentdesk.com Assignment Desk expert writer offers top notch Strategic Management Assignment Help to the students of UK at pocket friendly price.
company. The report proposes a future course of plan that has to be implemented by the company in order to generate effective marketing strategy. At last it can be said that marketing strategy play vital role in grooming companies image among the customers.
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