BRITISH AIRWAYS
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The airline industry is one of the most heavily regulated industries in the world, with some governments actively subsidizing their nation's air carriers and other governments allowing great flexibility and competition. This is a capital intensive industry with individual assets·aircraft·costing hundreds of millions of euro, and only two main suppliers, Airbus and Boeing, for the most popular jets. Decisions in this industry regarding future expansion are made years before the aircraft are delivered, and much can change during the interim. In addition to aircraft, airlines must take into consideration the gates to which they have access at which airports, expected economic conditions around the world, fuel costs, competing technologies, and labor relations within their organizations and their suppliers. This research considers the air transport industry in general, and the performance of British Airways (BA) and the challenges that confront the international carrier as it moves forward.THE AIRLINE INDUSTRY AND BRITISH AIRWAYS The airline industry is one of the few industries that has a truly perishable inventory. If an aircraft flies with empty seats, the revenue from those seats is lost forever; unlike excess inventory at a retailer, those seats cannot be sold later at a reduced price. Because of this, airlines seek to maximize their revenue per-seat, and have created complicated pricing schemes so that the yield is enhanced. Typically, airlines w
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raft interiors as well as public relations firms. The company is also using route planning software in order to maximize its ability to plan and operate the most effective routes and scheduling possible. This aggressive use of technology results in lower costs and improved service to passengers and freight customers (Gomm, 2005).
Technology has also made it possible for British Airways to reduce its personnel costs as e-ticketing and automated check in processes have made it possible for the airline to provide high quality service with fewer human attendants. The company continues to emphasize a quality passenger experience, but this experience is enhanced by shorter lines for check-in for passengers who can use the automated systems, and reduced lines as well for passengers who must or who choose to interact with an agent. Online booking systems and improved relationships with travel agents have also added to the level of customer service that the airline provides its passengers (Schrage, 2005).
With regard to marketing, British Airways recognizes that price is rapidly becoming a key differentiating factor in this market. On the other hand, the airline positions itself as providing a pleasant flying experience·this can be
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Some common words found in the essay are:
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Approximate Word count = 3265
Approximate Pages = 13 (250 words per page)
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