BAs Mission and Vision Statement - Case Study Example

BA has practically dominated the airline industry in the UK. This is because it is rated as one of the major airlines in the UK with more than 200 destinations distributed in 90 countries. It, therefore, experiences less stiff competition and employs aggressive strategies to provide services to even more customers. BA, through various alliances, is very keen to remain on top of the competition in the industry as through the alliances, it can gather more resources and reach more people through additional destinations. Its products are segmented into different classes to be able to serve more customers who fall under different consumer categories.

Through the segmentation of classes, BA can provide airline services to various groups of customers at different prices, hence having everything for everyone. It, therefore, remains at the edge of competition as it attracts customers from all sorts of social classes. The airline also engages in a variety of service provisions such as mail and freight services and other support services to increase customer coverage. Due to its aggressiveness, it can dominate the UK airline industry by having more passengers than all its other rivals.

BA’s Mission statement is,
"The operation of international and domestic scheduled air services for the carriage of passengers, freight and mail and the provision of ancillary services."
The mission statement is good since it states in a nutshell what the airline is commissioned to do, its services, and its products straightforwardly.

BA’s Vision statement: ‘’To be the World’s leading global premium airline’’.
This vision is good since it shows where the Company would want to be in the future. The company will therefore be guided by this vision in its endeavors to fulfill its mission.
The strategies of BA are those that are not focusing on the real market situation. They try to do their business without any preparation for any eventuality. This is shown by the economic downturn that struck the company for close to 3-4 years. Such a strategy is not healthy for such a major airline as it might result in tremendous losses.

The strategies of Ryanair can be classified as those that focus on different market situations and make an airline ready for any eventuality. This is evidenced after the economic downturn that led to other airlines facing their exit from the market but instead, Ryanair was recorded to have performed even well during the same period. The airline, therefore, employs a good strategy that can enable it to undergo turf times and come out successful.

The strategies of Eos can be classified as misplaced, and unfocused, and do not reflect the market demand of the market where it operates. This led to the airline going out of business after a hard struggle. This is not at all a good strategy an airline can be encouraged to take up.