Marketing Mix for British Airways

Page Count: 10
Length: 2514 Words

STRATEGY AND MARKETING MIX FOR BRITISH AIRWAYS

British Airways is relatively healthy from a financial standpoint, relative to other companies in the air transport industry, and it has positioned itself as a premium service provider. It has formed alliances with other carriers, and has already segmented its market successfully. The best strategy for the company is to follow the strategic plan it has put into place, and monitor that all of its activities--including its marketing--support that strategic focus.

When the last Concorde in the world ended its regular service in late 2003, carrying the British Airways logo, some in the air transport industry wondered if the retirement of the Concorde was symbolic of greater changes in the air transport industry in general--and of British Airways in particular. The industry has struggled in recent years with mergers, consolidation, lower fares and increased traffic on reduced fare airlines. Events of September 11, 2001 dampened demand, and the recent SARS outbreak added pressure to demand. British Airways has survived these difficulties better than many carriers, and certainly better than some well-known American carriers. This research considers the strategic position of British Airways and makes recommendations regarding the company's marketing mix that are appropriate given that position.

Understanding a company's strategic position is critical to understanding the appropriat

Read the full essay by joining our writing community - over 32,000 professional essays and term papers. Access this essay now!

Category: Business - M

Some common topics found in the essays are:

British Airways, Airlines JetBlue, Week Economist, british airways, Five Forces, York Business, British Airways--are, COMPONENT Understanding, China Canada, MARKETING MIX, Investment Survey, air transport, air transport industry, transport industry, marketing mix, business travelers, business class, sanborn 2003b, full-service market, premium service, service provider, premium service provider, value line investment, ba reports traffic, british airways company,

Click Here to Get Instant Access to over 32,000 Professionally Written Papers!!!