Flying on a full-service airline as opposed to a low-fare discount carrier.

$30.00

Students may choose a marketing plan project from any one of the topics listed below:

1. Flying on a full-service airline as opposed to a low-fare discount carrier.
2. Staying with Cable-based television instead of switching to satellite TV.
3. Pursuing an online MBA program over an on-site program.

Each paper will contain the following elements:
1. 0.1 Company Overview
2. 0.2 Executive Summary of Marketing Plan
3. 1.0 Description of the Target Market
4. 2.0 Description of Competitors
5. 3.0 Description of Product or Service (P)
6. 4.0 Marketing Budget
7. 5.0 Description of Location (P)
8. 6.0 Pricing Strategy (P)
9. 7.0 Summary and Implementation Plan (P)

The Summary Paper:
• Must be ten- (10) double-spaced-pages in length, exclusive of Appendix, References, Exhibits, etc., and formatted according to APA style as outlined in the approved APA style guide.
• Must include an introductory paragraph with a succinct thesis statement.
• Must address the topic of the paper with critical thought.
• If possible, provide a context of a first-person experience where you saw this academic concept in operation. Do not simulate third-party statements of experience.
• Readdress the concept and the experience with critical thought. That is, what is your response to the content, either positive or negative, and then defend your position. If multiple options/alternatives/positions are present and are being rejected you must also defend the reasons for rejecting an option.
• Must conclude with a restatement of the thesis and a conclusion paragraph.
• Must use APA style as outlined in the approved APA style guide to document all sources.
• Must use references from course material:
 Mullins, J. W., Walker, Jr., O. C., & Boyd, H. W. (2008). Marketing management: A strategic decision making approach (6h ed.). Boston: McGraw-Hill Irwin. ISBN: 9780073529826
 Any other viable source
• Must include, on the final page, a Reference List that is completed according to APA style as outlined in the approved APA style guide.

Description

Summary of the marketing plan

This is a detail marketing plan for British Airways. The marketing plan targets the upper and middle class consumers who are more likely to use full service flights. The marketing plan will use a number of marketing strategies including advertising through mass media, outdoor advertising, flyers, and through company website. It will use different pricing strategies and distribution will be through agents and company website.  The marketing plan will be implanted over a period of 12 months after which evaluation will be done for continuity.