Integrated marketing communication Essay Example | Topics and Well Written Essays - 2500 words

Integrated marketing communication - Essay Example The major strength of the company is its brand name. In the recent past the brand was declared as ‘the world’s favorite airline’. The company provides wide range of services to its customers such as food services, entertainment options including movies, TV games and music. The flight service being a global airline, offers year round low fare flights along with full services on a worldwide network (Kotipalli, â€Å"Strategic Management Report on British Airways†). British Airways affected employees’ strike that affected the successful operation of the company. The dispute involved the British Airways Management and the Unite Trade Union over various issues such as working conditions and pay. The effect of the crisis had been tremendous leading to long wait by the passengers at the airports. The airline had to retrain other airline employees in order to work as flight attendants and lease fleets from other airlines. During the strikes the analysts expected that those would cost the company about millions of pounds and it was further estimated that this would certainly hurt the airline brand as customers booked flights with the competitors. According to few economists, this strike would have a negative impact upon the world’s economy (Werdigier, â€Å"British Airways Strike Effect Disputed†). Being the marketing communication consultant the crisis management problem needs to be solved with the aim to repair the organizational reputation, sales performance and customs. Therefore, the appropriate strategy would be to use COSTAC framework in order to increase the efficiency and revamp the original position of the company. Before making an integrated marketing plan, it is essential to understand the context of the current situation. The context analysis helps to shape up certain things and explains the reason for such happenings. Here, five contexts namely internal, external, business, stakeholders and customers would be studied in detail in order to