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.