British Airways - Operations in the UK and Overseas - Essay Example

“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). The logic behind selecting BA is that it is a famous airline company in the airline industry and it operates in 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 get an idea regarding how BA made its branding overseas moreover to know other services provided 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 helps them to become a global leader in the airline industry. They have adopted innovative technology and advanced communication system, which ensure the 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 one of the expensive worldwide scheduled network of airline route, in conjunction with a joint business contracts, codeshare 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 assets, 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.

RPK is 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 of an organization. With no 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 is 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 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 customers 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. Read More