Corporate Strategy
At the end of twentieth century, marketing awareness is becoming more thoughtful within the organization for the reason that the harmonization of the external and internal appearance of the brand is essential. Good examples of such harmonization prove to be moderately rare: Nordstrom, Disneyworld, some parts of the Virgin organization, British Airways and First Direct. Throughout the world, British Airways is recognized as the leader in the service industry and as one of the companies which internal and external marketing practices proved high quality service for the clients and care about the employees. Everyday British Airways meets and exceeds the needs of more than 94,000 international customers, carrying them to 550 destinations in 98 countries. People working in the British Airways are considered the highest treasure and value of the company, which in its turn have positive influence over their productivity, effective work, creativity, loyalty to the company, and desire to grow both professionally and personally within the British Airways.
Marketing Strategy
The main competitors of British Airways are Delta Airways, Air France, Continental, American Airways, Northwest Airways, BMI, US Airways, Lufthansa and some others. The strategic developments of British Airways include the following initiatives. The application with the US DoT will permit the company to operate services between any point in the European Union and the United States to enable it to grow the most profitable part of its business. Moreover, the company joined TPG Capital, Vista Capital, Inversiones Ibersuizas and Quercus Equity to investigate a possible consortium bid for Iberia. Finally, eight new Airbus A320 family aircraft were ordered for delivery in 2008-2010, which was the first step towards establishing a single fleet across the British Airways’ network
Operating Strategy
Everyday British Airways meets and exceeds the needs of more than 94,000 international customers, carrying them to 550 destinations in 98 countries. People working in the British Airways are considered the highest treasure and value of the company, which in its turn have positive influence over their productivity, effective work, creativity, loyalty to the company, and desire to grow both professionally and personally within the British Airways.
In the modern high-technology world British Airways is keeping up with the times by providing its customers with the latest technological achievements in the aircraft industry; interactive web site where they can make an order from/to any destination, make the payment, change the flight date, etc.; ‘Self Service Check-in Kiosks’ used at airports all over UK and Europe to help minimize check in time for customers arriving at the airport; etc.
