British Airways

Also it is member of International Airlines Group. Nowadays British Airways is using strategy of Marketing Mix including 4p’s. First of all, what is it Marketing Mix of 4 p’s? â€Å"Marketing Mix† is said for different performances which companies have to choose to bring a product or service to market. Marketing Mix 4 p’s: * Product: characteristics and features * Price: pricing strategies * Place: location, distribution channels * Promotion: advertising, promoting to the customers Going into more deep and applying this theory to such company as British Airways I can say that Product strategy is the main strategy of Marketing Mix (4 P’S). Without Product strategy there is no Place, Price and Promotion. Speaking about BA it is transporting industry its product is not physical and cannot be touched. British Airways product strategy includes flight  services, quality of flights, various destinations across Europe and  the world, executive class, business class, speed, security, support  facilities and years of experience. Nowadays, the main aircrafts which BA uses to transport people are Airbus A318-100, Airbus A319-100, Airbus A320-200, Airbus A321-200, Airbus A380-800, Boeing 737–400, Boeing 747-400, Boeing 767-300ER, Boeing 777–200, Boeing 777-200ER, Boeing 777-300ER, Boeing 787–8, Boeing 787–9. Most of the airplanes which are 77% use either Rolls-Royce or IAE alliance engines. Another 23% is divided between General Electric  and the  CFM International  consortium. To the year 2012 BA operates over 400 aircraft, carries over 62  million passengers annually, and serves more than 200 destinations. British Airways is not only Airline Company it also has its own  engineering branch  to exploit its aircraft fleet, this includes line maintenance at over 70 airports around the world. One more vital option of 4 p’s is Place. The main â€Å"place† were customers can consume services of British Airways is situated in Waterside, close to its main airport at London Heathrow Airport. However BA is international company and you can also find it in main airports all over the world. Also there are two important service centers in Glasgow  and  Cardiff Airports. Turning to the third option which is Price the organization should set the price relative with the value delivered and perceived by the  customer. British Airways has set its services in the way that customers can chose how much they want to pay for this service. Comparing with other Airline Companies BA poses four types of services economy class, premium economy class, business class, premium business class. The difference is in quality of â€Å"product which are you consuming† and the price. So price of the tickets are varied from ? 00 to ? 400. Main success of the company depends on its promotion. People in the promotional team of British Airways know their. First slogan â€Å"The World’s Favourite Airline† was established in 1989 with the song of â€Å"The Flower Duet† by  Leo Delibes. After this there were a lot of changes like â€Å"Upgrade to British Airways†, â€Å"The World’s Favourite Airline†, â€Å"The World’s B est Airline†, â€Å"We’ll Take More Care Of You†, and â€Å"Fly the Flag†. One of the latest tricks was â€Å"Christmas gift voucher† which is promotional prices. This works during the Christmas holidays and offers lowest prices for their customers. For example flying to 14 travel zones from ? 59 return on UK and Europe destinations and  from ? 269 return on the rest of the world In the end I would like to say that British Airlines is one of the biggest companies in this area and one of the best companies. For a long time it provides its clients with high level services and security which is the most important things in this business. Meanwhile, price is responsible to the quality. Service is easily available and well promoted. British Airways There was a one-sided decision taken to introduce swipe cards. It was unplanned because it was introduced at the start of the summer quarter when they had it has one of its busiest quarters. From the perspective of sense making, management needs to be aware of the key elements that are important to the situation. In BA the management did not form an awareness of key element; they did not realize that the move was being interpreted to manipulate their working patterns. The management did not understand the importance of not introducing an unpopular system before the peak season. Finally, this was not a decision made by examining different alternatives and evaluating them properly. This was an ad hoc decision taken by the management without considering its consequences. From the point of view of change management, there strength of organizational dissatisfaction, vision for the future and possibility of immediate, tactical action must be stronger than the resistance within the organization. The employees did not want the change, they felt that the swipe system would be used to manipulate their working patterns and shift hours. From the perspective of contingency, the management is supposed to identify what can go wrong in the given situation. The BA management had not planned for the event that the imposition of the swipe card would lead to refusal by workers of the swipe card resulting in a strike. From the point of view of process, it is necessary for the management to methodologically study the process of employee decision making, employee concerns about swipe cards and reason for rising absenteeism. The management did not study the mood of the employees, the effect of lack of consultation, poor pay rates and dissatisfaction with the management. From the perspective of organizational development, I would make sure the event is more planned and communicate to the employees so that they are taken into consideration with the decision. From the perspective of sense making I would make the management understand the key elements. Then I would make management come up with alternatives before making a decision. From the perspective of change management, I will recommend that BA management should first set a vision for the organization, then it must assess the dissatisfaction with the current system, next it must suggest tactical action that is acceptable to the employees and then suggest action. From the perspective of contingency, I would recommend that the BA officials should assess all the contingencies that are possible because of the change and should develop risk reduction strategies. From the perspective of process, I would recommend that the BA management should methodically study the process of employee decision making and evaluate the manner in which the management action will affect the process of decision making of BA management. References Palmer, I, . Dunford, R. , Akin, G. , (2009) Managing organizational change: A multiple perspectives approach (2ed. ) New York: McGraw Hill. British Airways British Airways British Airways Also it is member of International Airlines Group. Nowadays British Airways is using strategy of Marketing Mix including 4p’s. First of all, what is it Marketing Mix of 4 p’s? â€Å"Marketing Mix† is said for different performances which companies have to choose to bring a product or service to market. Marketing Mix 4 p’s: * Product: characteristics and features * Price: pricing strategies * Place: location, distribution channels * Promotion: advertising, promoting to the customers Going into more deep and applying this theory to such company as British Airways I can say that Product strategy is the main strategy of Marketing Mix (4 P’S). Without Product strategy there is no Place, Price and Promotion. Speaking about BA it is transporting industry its product is not physical and cannot be touched. British Airways product strategy includes flight  services, quality of flights, various destinations across Europe and  the world, executive class, business class, speed, security, support  facilities and years of experience. Nowadays, the main aircrafts which BA uses to transport people are Airbus A318-100, Airbus A319-100, Airbus A320-200, Airbus A321-200, Airbus A380-800, Boeing 737–400, Boeing 747-400, Boeing 767-300ER, Boeing 777–200, Boeing 777-200ER, Boeing 777-300ER, Boeing 787–8, Boeing 787–9. Most of the airplanes which are 77% use either Rolls-Royce or IAE alliance engines. Another 23% is divided between General Electric  and the  CFM International  consortium. To the year 2012 BA operates over 400 aircraft, carries over 62  million passengers annually, and serves more than 200 destinations. British Airways is not only Airline Company it also has its own  engineering branch  to exploit its aircraft fleet, this includes line maintenance at over 70 airports around the world. One more vital option of 4 p’s is Place. The main â€Å"place† were customers can consume services of British Airways is situated in Waterside, close to its main airport at London Heathrow Airport. However BA is international company and you can also find it in main airports all over the world. Also there are two important service centers in Glasgow  and  Cardiff Airports. Turning to the third option which is Price the organization should set the price relative with the value delivered and perceived by the  customer. British Airways has set its services in the way that customers can chose how much they want to pay for this service. Comparing with other Airline Companies BA poses four types of services economy class, premium economy class, business class, premium business class. The difference is in quality of â€Å"product which are you consuming† and the price. So price of the tickets are varied from ? 00 to ? 400. Main success of the company depends on its promotion. People in the promotional team of British Airways know their. First slogan â€Å"The World’s Favourite Airline† was established in 1989 with the song of â€Å"The Flower Duet† by  Leo Delibes. After this there were a lot of changes like â€Å"Upgrade to British Airways†, â€Å"The World’s Favourite Airline†, â€Å"The World’s B est Airline†, â€Å"We’ll Take More Care Of You†, and â€Å"Fly the Flag†. One of the latest tricks was â€Å"Christmas gift voucher† which is promotional prices. This works during the Christmas holidays and offers lowest prices for their customers. For example flying to 14 travel zones from ? 59 return on UK and Europe destinations and  from ? 269 return on the rest of the world In the end I would like to say that British Airlines is one of the biggest companies in this area and one of the best companies. For a long time it provides its clients with high level services and security which is the most important things in this business. Meanwhile, price is responsible to the quality. Service is easily available and well promoted. British Airways There was a one-sided decision taken to introduce swipe cards. It was unplanned because it was introduced at the start of the summer quarter when they had it has one of its busiest quarters. From the perspective of sense making, management needs to be aware of the key elements that are important to the situation. In BA the management did not form an awareness of key element; they did not realize that the move was being interpreted to manipulate their working patterns. The management did not understand the importance of not introducing an unpopular system before the peak season. Finally, this was not a decision made by examining different alternatives and evaluating them properly. This was an ad hoc decision taken by the management without considering its consequences. From the point of view of change management, there strength of organizational dissatisfaction, vision for the future and possibility of immediate, tactical action must be stronger than the resistance within the organization. The employees did not want the change, they felt that the swipe system would be used to manipulate their working patterns and shift hours. From the perspective of contingency, the management is supposed to identify what can go wrong in the given situation. The BA management had not planned for the event that the imposition of the swipe card would lead to refusal by workers of the swipe card resulting in a strike. From the point of view of process, it is necessary for the management to methodologically study the process of employee decision making, employee concerns about swipe cards and reason for rising absenteeism. The management did not study the mood of the employees, the effect of lack of consultation, poor pay rates and dissatisfaction with the management. From the perspective of organizational development, I would make sure the event is more planned and communicate to the employees so that they are taken into consideration with the decision. From the perspective of sense making I would make the management understand the key elements. Then I would make management come up with alternatives before making a decision. From the perspective of change management, I will recommend that BA management should first set a vision for the organization, then it must assess the dissatisfaction with the current system, next it must suggest tactical action that is acceptable to the employees and then suggest action. From the perspective of contingency, I would recommend that the BA officials should assess all the contingencies that are possible because of the change and should develop risk reduction strategies. From the perspective of process, I would recommend that the BA management should methodically study the process of employee decision making and evaluate the manner in which the management action will affect the process of decision making of BA management. References Palmer, I, . Dunford, R. , Akin, G. , (2009) Managing organizational change: A multiple perspectives approach (2ed. ) New York: McGraw Hill.