EXECUTIVE SUMMARY

Strategic marketing process plays a significant role across the companies in satisfying their customers and getting competitive advantages. In general creating and forming the right strategies for the organization can enable it to compete in the business environment, eventually leading them to acquire a non-perishable competitive advantage. This concept can apply to both large and small business firms. For instance, British Airways has to have a best plan to compete in the airway industry with the best price that they can offer along with a smooth air transportation services. The British Airways cannot just survive in the market only by targeting the United Kingdom with the support of United Kingdom Government. All the judgments made by the manager and the tasks related to it that determine the growth and the performance of the company can also be considered as a part of strategic marketing.

The proposed study explores the information on the strategic marketing activities performed at British Airways UK. The paper deals with the information about the strategic marketing strategies, tactics and techniques adopted and to be followed by BA to get competitive edge in the market. 

Words Limit: 4000-4500