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Select a Brand within Tourism, Airline or Hospitality Industry that has Both Operations in the UK and Overseas - Essay Example

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Select a Brand within Tourism, Airline or Hospitality Industry that has Both Operations in the UK and Overseas. Introduction: British Airways (BA) is a London based airline company and one of the largest players in this industry. BA serves around 150 destinations in the world and it also provides its services in six continents…
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Select a Brand within Tourism, Airline or Hospitality Industry that has Both Operations in the UK and Overseas
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Select a Brand within Tourism, Airline or Hospitality Industry that has Both Operations in the UK and Overseas. Introduction: British Airways (BA) is a London based airline company and one of the largest players in this industry. BA serves around 150 destinations in the world and it also provides its services in six continents. BA, through its subsidiary British Airways World Cargo, provides cargo services. Through-out its flight route and it handles more than 80000 ton cargo per year. BA provides many services to customers such as airline, cargo, holidays and sports. Through its improved services, it has gained the confidence and loyalty of its customers. “With its decades of solid experience, services that independently rate airlines, like Skytrak, as well as its customers, have rated this airline highly” (Significant Details Regarding British Airways 2011, para. 2). Logic behind selecting BA is that it is famous airline company in airline industry and it operates many countries. BA adopts many strategies for getting better market share in other countries recently for the purpose of its expansion the BA has merged with Easy Jet and Iberia. To know about global strategies adopted by the BA and also getting idea regarding how BA made its branding in overseas more over to know other services provide by the BA. To attain a good market share in foreign countries the BA has adopted many programs such as TV advertisement, communication with customers and other promotional programs. For expanding market share in other nations they also merge with Easy Jet, Iberia. Besides, they also have collaborated with Singapore airlines. “At the heart of its positioning are 'reassurance' and 'reliability', making it peculiarly vulnerable to a debacle like that of T5. In branding terms, there is a world of difference between inconsistency and contradiction” (Brand Crisis Analysis: British Airways 2008). BA maintains a good organizational structure and teamwork which help them to become a global leader in airline industry. They have adopted innovative technology and advanced communication system, which ensure international reputation of the company. “BA’s strategy adopted in terms of achieving excellence within the tourism industry is achieved through its communication channels and through coordinated teamwork” (Calleja 2008). BA functions as a one of the expensive worldwide scheduled network of airline route, in conjunction with joint business contract, code share and franchise partners. They fly in excess of 400 destinations globally. From October to December 2010, BA carried more than 24 million passengers. BA supports the financial system of the United Kingdom by offering fundamental artery for trade and asset, meeting the requirement for leisure travel and business travel for holidays and family get-togethers. “In the nine months to December 2010, we earned ?6.7 billion in revenue. Passenger traffic accounted for 87 per cent of this revenue, while 8 per cent came from cargo and 5 per cent from other activities. We carried 570 tonnes of cargo to destinations in Europe, the Americas and throughout the world. At the end of December 2010 we had 240 aircraft in service” (International Airlines Group 2010). The implication of globalization in its majority of appearances has been profound for the worldwide air transport business, not just on the demand part, where the scale, environment, and topography of demand in worldwide markets has led to momentous shifts, but also on the supply face(part), where explicit and implicit worldwide synchronization of various policies by governments (e.g. as regards security, safety, and the surroundings) and the private segment (e.g. the internationalization of aero-engine construction and airframe) have affected the technical and environment institutional in which air transport services are delivered. “Trends in World international trade, and airlines’ revenue passenger kilometers Note: RPK are revenue passenger kilometers” (Button 2008, p. 10). Globalization means superior demands for the movement of citizens and commodities among countries which, given the mainly profitable orientation of up to date air transport, will bring into being extra supply. “Finally, globalization entails greater factor mobility, with an increase in both temporary and permanent migration. Over longer distances, international air transport is normally the cheapest mode for this. ” (Button 2008, p. 14). BA is a full service international airline and it offers year-round low fares with a wide global route network. “Book flights, great value hotels and car rental, as well as check-in online, view the latest offers and manage your booking with one of the world's most popular airlines at ba.com” (Welcome to ba.com n.d.). Product or service is the most significant part in an organization. With no a product there is no price, place, promotion and business. BA is a business offering service products, flights crossways destinations, in the transport industry. Service is an intangible product relating to a deed, effort or performance that cannot be stored or physically processed, where clients directly participate in the production procedure. Following are the organizational structure of British Airways. (2008/09 Annual Report and Accounts n.d, p. 4). BA’s product strategy is its main reason for success. BA product strategy contains quality of flights in terms of comfort as well as timeliness, flight facilities, various destinations crosswise Europe and the world, business class, executive class, speed, support facilities, security, and years of experience. “It provides the basic product and various alternatives to satisfy all the different customer needs” (Product Strategy of the British Airways 2011). BA is the UK’s main global listed airline. It flies customers at suitable times to the best situated airports crosswise the globe. “Meeting the rising expectations of our customer’s remains central to our strategy of transforming British Airways into the world’s leading global premium airline” (2009/10 Annual Report and Accounts n.d., para. 1). British Airways is a forefront runner in air travel in the 21st century. Reference List Brand Crisis Analysis: British Airways. 2008. Branding Strategy. Available at < http://www.brandingstrategyinsider.com/2008/04/brand-crisis-an.html> [Accessed 13 Oct. 2011]. Button, K. 2008. The Impacts of Globalisation on International Air Transport Activity. OECD: International Transport Forum. Available at [Accessed 12 Oct. 2011]. Calleja, J. 2008. SWOT Analysis Considerations. Available at [Accessed 13 Oct. 2011]. International Airlines Group. 2010. International Airlines Group. Available at [Accessed 13 Oct. 2011]. Product Strategy of the British Airways. 2011. OPPapers.com. Available at [Accessed 12 Oct. 2011]. Significant Details Regarding British Airways. 2011. NeoGen Screening. Available at [Accessed 13 Oct. 2011]. Welcome to ba.com. n.d. British Airways. Available at < http://www.britishairways.com/travel/global/public/en> [Accessed 12 Oct. 2011]. 2008/09 Annual Report and Accounts. n.d. British Airways. Available at [Accessed 12 Oct. 2011]. 2009/10 Annual Report and Accounts. n.d. British Airways. Available at [Accessed 12 Oct. 2011]. Read More
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