British Airways Marketing Planning Report

Modern airline travel has become so commonplace that it is very similar to the crowded train system of the 1920s and 1930s. In the highly competitive airline industry, while not the largest company, the company that seems to glean the most press for providing innovative solutions and customer service is

When the reorganization of the airlines in operation occurred, the network of scheduled flights from fixed itineraries comprehensive and competitive race began in improving the services they offered, such as trained attendants to deal effectively with passengers during flights. Leaning on the technical evolution and the race of modernization and progress, service airline has managed to prevail and win the battle brilliantly, that is why every day many services are efficient such as reservation systems, baggage handling, documentation, and others. Commercial aviation is an activity that is created from the need to transport people and goods, hence airlines became an option as business.

British Airways came into existence since civil aviation began shortly after World War I. A lot has changed in the 90 years from the world's first schedule air service on 25 August 1919 to the present day civil air travel. Every 10 years since civil aviation began. The world has seen changes in the types of planes that have been in service to the speed of sound air travel as well as developments and changes to the business in all aspects of all areas. It is this that has paved the way that British Airways do business and will carry on perfecting and tweaking its service so passengers

The organizational chart of the company is relatively flat and the executive management team plays a large role in the company. There are few layers between this team and the frontline employees and the executives often communicate through technology assisted mediums so that they can reach the large employee base. The executive management team is an important stakeholder and sets the vision for the company's

British Airways have been the symbol of the United Kingdom and its airlines for many years. They are the largest airline in the UK and have the largest amount of international flights and destinations. British Airways was formed in 1974 after four UK airlines, BEA, BOAC, Northeast Airlines, and Newcastle, were dissolved. The airline aimed at being a worldwide network and achieving economies of scale. This joining of four different organizations caused the airlines to have over 50,000 staff members and 215 aircrafts, which is considered to be grossly overstaffed and suffered allot of management structure problems. British Airlines also suffered serious cultural differences due to a ‘class’ distinction with the staff members.

BA enjoyed great success during the 1980s and early 1990s, and as a result, became the world 's most profitable airline for the most part of the 1990s, representing itself under the slogan "The World 's Favourite Airline". (BA, 1)

At the initial stage, Virgin Australia Airline only offered a sole class both in domestic airlines and short hauls international airlines. Afterwards, Virgin Australia began to operate the long-hauls international airlines and developed more classes. At 2007, Virgin Australia planned to add long-hauls international airlines to the original product line, and launched a premium economy class to both short and long hauls international airlines in 2008. Until now, the product line of Virgin Australia’s international airlines becoming more diversified. For short-hauls international airlines, the jet aircrafts of Virgin Australia augmented a business class service. Some aircrafts also aggrandized premium economy class, this class only a little bit expensive than economy class. However, premium economy class can make more pleasant experience for all customers, such as the seat pith in premium economy class is wider than economy class. According to the data published by Virgin Australia airline, the seat pith of premium economy class is more than 34 inches, but the seat pith of economy class only has 31 inches. Moreover, same with the short hauls international flight, Virgin Australia also expanded business class and premium economy class in long hauls international airlines. However, the different is the long hauls international airlines have more humanized services. It added certain new items to original product line. For example, in business class, the seats are

British Airways has focused its mission and objectives towards satisfying its key stakeholders that include employees, customers, Government and the British public. The company has been successful in dealing with cultural differences that arise between the UK and foreign countries, adopting a geocentric approach to hiring workers. The airline has also created a flexible organisation that responds quickly to the changing needs of

BA’s product in essence relates to the flights offered. However, the product can be drilled down into specific areas ranging from the airport lounges around the world, the ‘extras’ that you can buy on board such as model BA aeroplanes or even package holidays. Each of these has been specifically tailored to meet customer expectations (which are highlighted in the section of the report titled ‘target market’). This part of the marketing mix focuses on how BA’s products are managed and in the Guardian case study article titled ‘BA, Iberia and American Airlines tie-up heralds new era of transatlantic travel’ dated 06/10/2010 it shows how BA have made an executive decision to link their websites with other companies to have the possibility to offer a higher number of routes (products) to their potential customers.

British Airways is the UK's largest international scheduled airline, flying to over 550 destinations. Whether customers are in the air or on the ground, British Airways takes pride in providing a full service experience.

British Airways is the one of the largest airline companies, and the passengers carry overall in the fifth largest in the world. Most of plans are stay in Heathrow Airport which is the highest of main international airport. The British Airways has a long history and airlines cover 133 countries; include 373 airplanes. The BA Company includes 50,086 workers to be in the service, which is one of the largest employers and employees in the United Kingdom.

The current strategies of British Airways are in line with the advancement that the mobile and computing technology is experiencing at current time. At the same time, the company is also focused on expanding its business operations to better serve increasing amounts of passengers due to the slight recuperation of the global economic conditions. Among the strategies that the airline currently undertake include

Therefore, the service concept of BA gives a worldwide linkage of interconnecting flights and a range of services for different group of travellers. BA follow this objective by establishing a complex linkage of routes and by developing collaboration with other organisations (airlines) that enhance international coverage and provide links among routes. Operationally, the main focus and concern of BA is to ensure greater level of customer service, to generate international network, and to manage route effectiveness.

UK’s largest full service scheduled airline – this makes it a popular company with customers which brings in more business which will then bring in more money for the company.

Etihad Airways is the national airlines of the United Arab Emirates. The brand “Etihad” translates in English to “Union” which accurately reflects the organization’s vision, mission and structure. Having been established by His Highness Sheikh Khalifa bin Zayed Al Nahyan in July 2003, Etihad strives to have the best airline in the world through providing unmatchable Arabian hospitality, mirroring the prestige of Abu Dhabi, to their clients (Etihad Airways, 2015). The organization’s vision is “to be a truly 21st century, global airline, challenging and changing the established conventions of airline hospitality” (Etihad Airways, 2015). Etihad Airways’ mission is to "give a refreshing welcoming to their guest, where travel should be safe and