Ana Thesus Table of Contents 1. The report is carried out by first and foremost; analysing the current internal and external environment of British Airways. Through strategic evaluation several important recommendations that the British Airways can focus upon are suggested. These strategies play an important role in assisting the British Airways to regain lost ground in the current airlines market.
International Marketing of British Airways 1. Introduction The British Airways has gone through different phases in its development. The airline was established in September in a both international and domestic air transport industry. Inthe airline was privatized during a type the airline was almost getting bankrupt as directed by the Labor Government of London.
In addition, it was declared recently as the airline that has reduced the greenhouse gases immensely as well as allowing the passengers to print their online boarding passes.
Besides being affected by the Great Recession between andthe airline has recovered and gained market control again. British Airways Current Strategies The British Airways has embarked on strategic formulation that is expected to earn the airline a competitive advantage in the market today Michel,p.
Currently, the airline is integration the new technology in the airline industry in mobile and computer accessible databases.
Introduction of mobile applications for the business class users of the airline. In addition, the airline is structuring the ability to send and receive text messages during the on-flight hours to the business class customers. Market Target and Positioning The industry has worked on strategic approach to the market analysis of the airline industry by identifying the target regions.
In addition, the airline has structured a diverse buying preference, identification of the industrial structures and strategies to gain competitive advantage in the competitive business environment. These factors have been identified and analyzed broadly in the market mix John,p.
The differentiated marketing strategy defines the process by which the organization targets varying segments of the market in developing the distinct products in the market or the services with differentiated marketing options for the customers.
The growth strategies in the market refers to the paths the organization maximizes on in growth by focusing on new or existing product in the new or existing market Christoph,p.
Political The air control measures security concern has been the main political factor that influences the airline industry since the September 11 attack. In addition, the air industry is fragile when the issues such terrorism are concerned.
In addition, there are a number of regulations that influences the schedule the airline is supposed to have in the running of its activities John,p. It is noted that, the oversea travels require permit and compliance to certain airline standards that the British Airways is subject to.
Furthermore, the security concern is not only important to the government authorities, but the customers require an airline they feel they are secure.
This shows the need for compliance with the security standards.
Economic The global economic crisis that hit the world between and had great effects on the airline industry. As the world is recovering from the shock, the economic growth has continued rising. The fluctuation in the oil prices has also affected the airline industry.With constant monitoring of consumer patterns over British Airways to American Airlines, it has been observed that passengers prefer broadband connectivity over in-flight meals.
Market penetration strategy for British airways in case of short haul flights would include providing a better product offering by improving its service quality. In addition it could also undertake a review of its segmentation strategy to include more customer segments in the market.
Hence, the British Airways could focus significantly in UK market by increasing short haul flights between UK cities with Low cost fares. The global tourism industry has been in regaining position since as economic recession has bad impact on tourism industry.
British Airways has attained its own standard, high quality airline and it is the leader among all the airlines and they try to augment their products and services, modify them and make it suitable to the general masses from the economy class to business class or the first class.5/5(6).
British Airways Market Segmentation Market segmentation can be defined as “the process of disaggregating the total market for a given product into a number 4/4(5). 21 ANSoff Matrix on British Airways Strategies In terms of market penetration, British Airways can actually gain market share through renovation and modernisation of business approaches and the brand image as a whole.