Marketing Mix Strategy of British Airways

Because the strategic position changes over time, this can be an physical exercise that ought to be conducted on a normal basis.

British Airways participates in the very competitive trans-Atlantic industry along with inside broader global marketplace of air transport. When there's a downturn from the economic climate, there's a downturn in air travel as consumers and organizations curtail their travel expenses to conserve. Recent economic downturns throughout the world have borne this out. At the exact same time, events just like the destruction with the World Trade Center have raised apprehension about flying itself, although outbreaks of SARS in China and Canada have raised apprehension about particular destinations. However, technological advances, for instance the capability to show broadcast television or have seats that convert to full beds, have created it possible for airlines--including British Airways, to attract new shoppers and shoppers from other airlines ("Virgin Goes," 2003).

Porter's 5 Forces provide a method to analyze the competitive landscape. During the air transport industry, supplier power has increased in recent many years as the number of airlines has declined because of mergers, acquisitions and bankruptcies. However, client power has also increased as the internet has created it feasible for clients to look for available fares and routes quickly and quickly without to involve travel agents and with no relying on any single.

 

The message that British Airways requirements to communicate is that full program airlines supply rewards for which it is worth paying extra. The business should focus its message over a business and first class industry segments mainly because these are the segments that are likely so that you can afford the full priced ticket, and mainly because that is exactly where the company has invested the most in terms of amenities. The message can contrast the amenities in these areas in the poor service that economy passengers--or even organization class passengers--receive on other carriers. Examples would be the seat beds that British Airways has on its aircraft and the food program that is certainly provided. This can be contrasted with the narrow seats that recline only several inches and meals that had been replaced with peanuts or eliminated entirely on other carriers (Campbell, 2002). In particular potent is showing the difference among executives who make a lengthy company trip on British Airways with executives who fly a different airline. The British Airways clients could be shown as relaxed and refreshed while another executives could possibly be shown as harried and tired.

There are a number of opportunities facing British Airways, for instance the bankruptcy of United Airlines. British Airways is in a position to attract consumers from United Airlines who applied the American carrier for their trans-Atlantic business. In addition, British Airways has extended its global reach via ownership schemes and promotion arrangements with carriers including American Airlines, Qantas, and Iberia. The emergence on the European Union like a formidable single marketplace also opens up the opportunities to attract business travelers inside the EU and the United States looking for to try and do firm on the other ("Open Skies," 2003).

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