BRITISH AIRWAYS

British Airways

[Name of the Institute]

British Airways

Market Strategy and Segmentation

Currently, British Airways, while the company's strategy to protect their title and a strong position in the competitive market remains a priority for them, the company also introduced creative strategies to prevent the entry of the company or unprofitable to exploit market segments (Hoyer, MacInnis,, 2001, pp 34-189). The company aims to target the markets that rely heavily on business travel, including return trips from the United Kingdom.

Investor Day British Airways on 7 March 2007, the company launched its work plan for three years. BA T5 will be 90% of its flights. Customers can use the online registration of 96 self-service check-in kiosks and 96 new fast bag drops. BA customer performance was one of the main issues during the year. Second, BA has a new network strategy. Its objective is to reduce exposure to these market segments, without success, while strengthening their positions in profitable markets (Baalbaki, ; Malhotra, 1993, pp 231-19). To follow the strategy of the BA flights rose in key areas such as New York, India, Barcelona, Moscow and Nice. The company also expanded its assistance to revive flights to Calgary, Port of Spain and Newquay.

Thirdly, the strategy of BA's fleet has been designed to support profitable growth and to renew the oldest in the fleet with a new one. Fourth, the company has redefined its promise to customers under the slogan "BA base and brightness. This matter concerns the provision of" BA core "customer in a day by day in the development of products and services by "Shine" that matters. Baccalaureate program in 2006 has revived its business-class products "Club World" and introduced a series of restoration and recovery in the first class decoration. Finally, BA has undertaken to achieve and maintain a minimal price.

Marketing Mix Analysis

British ...