STAKEHOLDER MARKETING 'BRITISH AIRWAYS'

Stakeholder Marketing 'British Airways'

[Name of the Institute]Stakeholder Marketing 'British Airways'

Introduction

In the contemporary business environment, the role of the organizations has changed drastically. The complexities of the current global business environments and the volatile nature of the consumer market, has driven the companies to drastically alter their strategic outlooks. The internal operations have to be highly efficient and interactive in nature and the number of internal and external stakeholders has also increased (Lings, 1999, pp. 261). The most significant component of the contemporary business environment is that the variables attached with the external business environment and the internal scenario, have increased dramatically. The success of any organization depends on the identification of these variables, and with the collaborative effort of all the stakeholders; attaining the organizational objectives (George, 1990, pp. 65).

British Airways

British Airways is one of the biggest and world renowned airline companies based in the United Kingdom. The group was established in the year 1972, and since then has initiated operational activates in majority of the global markets. The predominant factor of success of the company has been dependence on the quality and technology factors. The management of the company has formulated d a vast stakeholder analysis and has communicated the significant organizational ideologies with the various internal stakeholders. This activity has allowed the company to develop a strong and capable employee pool, which are capable of performing high quality services for the global consumer base of the company.

Discussion

Airline Industry: Significance of Stakeholder Marketing in the

The airline industry is a highly customer oriented sector, where the quality of the service will have an impact on the sales function of the company. The relevant companies in the airline industry have to ensure that the customer handling employees are provided with the skills and attributes to handle the customer requirements (Lings, 1999, pp. 261). The employees represent the most significant stakeholders in the company, and the marketing department has to take the adequate steps to involve them in the organizational objectives. In the perspective of the value provided t the modern companies, it is the employees who are responsible for developing the innovative and creative ideas for the company. The employees of the company no longer have the traditional minimal roles in the organizational environment, with standardized tasks and specified roles (Balmer, 1998, pp. 966). In the airline industry the consumers have to ensure that they provide the high quality services to the consumer, and ensure that the passengers are satisfied. The employees represent the greatest strategic advantages for the company, where the innovative and creative ideas generated by the individuals lead to the organizational success achieved by the company. In this perspective it is important for the management of the company to market the organizational objectives and future initiatives to the relevant internal stakeholders (George, 1990, pp. 65).

Feedback and Self Improvement in Customer Handling

In the service based industries such as the airline industry the employees have to have the ability of assessing their job requirements and ...