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One of the main notions behind conducting this study is to analyses as well as the intellect attained at the time of learning this module which is related to the service marketing concept. The study will discuss the selected company’s service marketing issues using various ranges of theories and models. Based on the issues and threats identified proper recommendations will also be provided. In general, the term service marketing can be defined as the type of advertising which offers amenities to their client’s deployment to expand the trade awareness as well as deals. Just like item marketing, service marketing provides its focal point over the promotion of physical dealings which offers worth to the clients (Zeithaml, 2015).
The company which has been selected is UK’s one of the leading companies in the field of aviation industry namely the British Airways. British Airways is also identified as the flag holder airline of the United Kingdom. The company is identified to be the 2nd biggest UK-based carrier relying on the mass of the flight travelers after easyJet. The services provided by British Airways include both short-hauls as well as long-haul services. The company is also known for its superior class of in-flight services which long-haul travel passengers can avail themselves of easily (Airways, British, 2022).
The SWOT analysis of the British Airways is discussed in detail below”
It is a known fact that British Airways has already set a brand name both locally and globally. But due to the ongoing pandemic since 2020 the company is facing some major challenges in its service marketing area. The three notable service marketing challenges that the company is facing and might face in the coming next three years are discussed in detail below.
Considering the principle of service marketing, the service marketing mix can be vest fitted for the above-mentioned scenario. In general service marketing mix can be defined as the mix of advertising works a company usually entails to advertise as well as deal with the intangible amenities. The service marketing mix is also known as the extended marketing mix which defines three major segments of the mix which are people, process, and physical evidence.
Now in order to deal with the challenges to turn them into strengths and opportunities, British Airways can adopt the below-mentioned strategies.
To safeguard themselves, aviation companies regularly support their fuel costs. They do this by trading the normal future cost of oil through a scope of subsidiaries, hence shielding them from rising costs
So, it can be concluded from the above done study that service marketing plays a very important role for British Airways. From the overall study it can also be identified that companies is going through some of the key challenges which has been thoroughly examined through the service marketing mix principle as well as the suggested strategies will help the company in dealing with the issues in addition to make them as strengths and opportunities for the future.
Airways,British, 2022. ABOUT BA: Connecting Britain with the world and the world with Britain. [Online] Available at: https://www.britishairways.com/en-in/information/about-ba [Accessed 09 April 2022].
Dhall, R., 2021. A review of the marketing strategy of British Airways and its effectiveness. BRITISH AIRWAYS MARKETING.
Efthymiou, M., 2018. The Impact of Delays on Customers’ Satisfaction: an Empirical Analysis of the British Airways On-Time Performance at Heathrow Airport. Journal of Aerospace Technology and Management, 11(1).
Efthymiou, M., 2019. The Impact of Delays on Customers’ Satisfaction: an Empirical Analysis of the British Airways On-Time Performance at Heathrow Airport. Aerosp Technol Manag.
Gupta, A., 2019. British Airways- A SWOT and PESTLE Analysis -The impact of Europe 2020 policy. NOLEGEIN Journal of Corporate & Business Laws , 1(1).
Jeanty,Jacquelyn, 2017. Principles of Service Marketing. [Online] Available at: https://bizfluent.com/about-4688580-principles-service-marketing.html [Accessed 10 Apri 2022].
Zeithaml, V.A., 2015. Problems and Strategies in Service Marketing. Journal of Marketing, 49(2), pp.33-46.
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