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An investigation into strategic marketing models and processes using British Airways Concorde Author Neil Cogdell Report Marketing assignment Module Marketing Management Module Tutor Reshad Ghoorun Course Diploma in Management Studies Awarding Bodies Thurrock and Basildon College Anglia Polytechnic University Date 13th January 2004 Contents Page 10Introduction2 11Information used for Concorde marketing strategy2 20BA and Concorde business objectives3 30Where is Concorde - Product Lifecycle4 40Market Environment5 41Competitors5 42Competing Airlines transatlantic flight specifications5 43Competitions main Strengths and Weaknesses5 44Competitors future activities5 45Concorde Marketing SWOT6 50Market Segment7 60Customer Segment8 61The Marketing Mix8 62Hierarchy of needs9 70Lovebrand Concorde10 80Marketing Plan and Evaluation11 81Marketing Plan11 82Evaluation11 90Conclusion12 Appendix14 The Product Life Cycle15 Ansoff Matrix16 Example Concorde Advert 10Introduction If Concorde is to succeed in the aftermath of the French crash then the product needs to be positioned as low as possible on the hierarchy of needs thus raising the importance of the service to the customer Concorde has 25 years passenger service and has faced many challenges running costs a reduction in passenger numbers and the biggest being the devastating French crash The marketing strategy will have to ensure an increase in passenger numbers to make the service viable in the face of spiralling running costs when compared to other aircraft and competing airlines offering the improved firstbusiness class service with flat bed seats limousine transfers and improved menu selections The marketing strategy must concentrate on the huge difference in flight times between Concordes service and other airlines Concordes flight time to New York from London is 4 hours the Airbus A300 takes 8 hours 11Information used for Concorde marketing strategy Firstly BA and Concorde will be discussed to discover the aims and objectives of the company and their purpose with respect to Concorde The product lifecycle will be used to ascertain
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