Brief You have been asked to develop a Marketing Plan for British Airways. Please take into consideration the following points: - This plan must be based on the information provided in this assignment should also use other relevant sources of information, such as: business reports, books, websites, magazines and newspapers, among other academic sources. - You must use specific academic concepts (such as segmentation criteria, marketing mix, positioning, etc.) in the assignment when appropriate. The use of references throughout the assignment is highly recommended. - The use of theoretical frameworks (such as: SWOT analysis, Michael Porter’s five forces, etc.) must be applied in a practical way to British Airways’ situation analysis. - This assignment must be divided into sections and within each section the use of numbered headings and subheadings is recommended. Marketing Plan (100% Individual submission) Your marketing plan should include: a) External Analysis of the market (Macro and Micro) and Internal Analysis regarding British Airways b) Objectives set for British Airways c) Identification of Segmentation, key target audiences and brand positioning for British Airways d) Marketing Mix (7 Ps) for British Airways The report should be no more than 2,250 words (+10%). Use of appendices to detail the analysis is recommended and summarised within the report itself. The appendices are excluded from the word count. British Airways’ website: www.britishairways.com Description of British Airways (Source: www.britishairways.com accessed on 02/08/2016) British Airways is the UK’s largest international scheduled airline. This company flies its customers at convenient times to the best located airports across the world. British Airways is one of the world’s leading global premium airlines. British Airway’s principal place of business is London with significant presence at Heathrow, Gatwick and London City. Some 20 million people live within commuting distance of these airports, on the doorstep of the City of London, the world’s biggest premium travel market. British Airways also operates a worldwide air cargo business, largely in conjunction with its scheduled passenger services. Operating one of the most extensive international scheduled airline route networks, together with its codeshare and franchise partners, British Airways flies to more than 300 destinations worldwide. In 2009/10, this company carried nearly 32 million passengers. British Airways supports the UK economy by providing vital arteries for trade and investment, meeting the demand for business travel and leisure travel for holidays and family reunion. In 2009/10, British Airways earned £8 billion in revenue, down 11 per cent on the previous year. Passenger traffic accounted for 87 per cent of this revenue, while 7 per cent came from cargo and 6 per cent from other activities. British Airways carried 760,000 tones of cargo to destinations in Europe, the Americas and throughout the world. At the end of March 2010 this company had 238 aircraft in service.