Marketing

STRATEGY AND MARKETING MIX FOR BRITISH AIRWAYS British Airways is comparatively healthy from a financial standpoint, relative to other companies in the air transport  fabrication, and it has positioned itself as a premium assistant provider. It has formed alliances with other carriers, and has already segmented its market successfully. The lift out strategy for the company is to follow the strategic plan it has vomit into place, and monitor that all of its activities--including its marketing--support that strategic focus. When the last Concorde in the valet ended its regular service in late 2003, carrying the British Airways logo, close to in the air transport industry wondered if the loneliness 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 juvenile years with mergers, consolidation, lower fares and increased traffic on cut down fare airlines. Events of September 11, 2001 dampened demand, and the recent SARS outbreak added rack 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 companys marketing mix that are appropriate effrontery that position. Understanding a companys strategic position is fine to understanding the appropriat l of profitability. There are a be of opportunities facing British Airways, including the bankruptcy of United Airlines. British Airways is in a position to attract customers from United Airlines who used the American carrier for their trans-Atlantic business. In addition, British Airways has extended its global cut into through ownership schemes and marketing arrangements with carriers such as American Airlines, Qantas, and Iberia. The emergence of the European Union as a unnerving single market also opens up the opportunities to... If you want to part a full essay, order it on our website: Orderessay

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