british airways market positioning
There is no real alternative to long haul air travel in terms of cost and time, In short haul or short distance flights British Airways have some substitutes, So British Airways need to focus in domestic flight, Hence British Airways do not have more threat in international operations, British Airways have mainly focus on short and long haul flights. The company has continued to grow along with rising competition after privatization, in the airlines market over the years. As compared to other airlines companies, British Airways is in good position. The following figure presents the airline industry strategic groups and thereby highlights BA’s position. 2016). These elements of marketing mix can be explained as: This table describes about various element of marketing mix and also important factors required for particular elements. However, as the company already operates in more than 300 destinations therefore we would recommend them to concentrate on maintaining the quality of services at the existing markets thereby further build up its position. Market segmentation: the importance of age cohorts. In airline industry the buying power of consumers is influenced because there are several airlines that offer different prices of tickets. The only snag? These variables are: •Geographic variables •Demographic variables •Psychographic variables •Behavioral variables British Airways (BA) is the United Kingdom flag carrier airline established in September 1974 in international and domestic transport business and ancillary services (Datamonitor, 2008). The British Airways tries to satisfy all the requirements of its customers. 6. The company has developed certain strategies to promote its brands at both national and international level. 3. IAG combines leading airlines in Ireland, Spain and the UK, enabling them to enhance their presence in the aviation market while retaining their individual brand’s operations. Consolidation/deregulation As noted above, the airline market is fiercely competitive and will need to rationalise given current market conditions. Moreover, the report contains analysis of British Airways’s leadership and organizational structure and discusses the issues of corporate social responsibility. … Appropriate market segmentation, effective targeting and attractive positioning are critical success factors for any business because no product and service can be equally valued by all members of population due to the differences amongst population members in many levels. This report demonstrates brief analysis of segmentation, targeting and positioning strategies used by British Airways, the largest airline in United Kingdom (UK). In order to achieve long-term growth, it is important for British Airways to be concentrating on enhancing value perception of its services by present and perspective customers within target segment. It is leading brand in the airline industry with large number of fleet size and international flights, British airways has strong fleet of aircraft, The company has operates in all continents and have number of international destinations worldwide, Customers have shown great brand loyalty and trusted the brand, Agreement between United States led the foundation of new subsidiary called open skies, which provide quality services to customers (Grundy &Moxon, 2013), The greatest strength lies in its operational staff that handles customer very well, Increase in fuel prices is always a problem for airline industry. British Airways SWOT Analysis British Airways Strengths Below are the Strengths in the SWOT Analysis of British Airways: 1. Get Complete Solution From Best Locus Assignment Experts. Innovation and adoption curve. The 7 Ps of marketing are price, product, place, physical environment, process, people and promotion (Groucutt& Hopkins, 2015).