Major shifts have also been seen in terms of consumers which have mostly become older citizens. Consumer behavior has also shifted to the globally and internet connected consumer with more demands on convenience. Issues being faced by the airline include: competition from other airlines, increased demands for other forms of transport, including trains, low satisfaction levels from consumers, low innovation as well as poor reliability. Phase 2 Executive Summary Based on the analysis of British Airways, possible objectives for its improvement are important considerations and this paper shall primarily cover the strategies and recommendations for the airline in order to improve its marketability. This second phase of the marketing report on British Airways shall be carried out through an exploration of current plan of action and other effective measures needed by the airline in order to improve its business. The primary objective for British Airways is to increase their customers and market share in the long haul category from 63% to 70% by December 2013. Opportunities for competitive advantage can be implemented in order to ensure its efficacy in the long haul market. For targeting consumers, British Airways needs to determine the importance of every consumer and how services must be individualised to their needs. British Airways must therefore seek to offer a fun and innovative services, as well as quality services on convenient locations for consumers. It must also offer flights worldwide in the upper class, premium economy, and economy categories. Moreover, BA must exploit the weaknesses of its competitors and capitalize on its brand as Britain’s premiere airline. Maintaining their patronage must be directed towards ensuring a steady stream of consumers, offering the best services, catering to their needs, and focusing on the quality of their services, including the competitive edge they can maintain against other airlines. Reflective overview The Strategic Marketing Management’s module objectives mainly provide students with knowledge and skills in developing and implementing marketing strategies in order to help their (future or current) organisations gain superior competitive advantages (Strategic Marketing Management’s module handbook, 2012). Based on these objectives as well, there are many potential strategies conveyed to marketing students, including myself, by the nature of the module teaching where I have gained experiences, both within and outside the classroom setting. The potential strategies, in relation to the selective approaches as methods from the module and module tutors, were considered, exercised, analysed and implemented by the student in terms of the following: Customer analysis, Competitor analysis, Industry analysis, Environmental analysis, Internal analysis, SWOT analysis (strengths, weakness, opportunities and threats) as well as marketing mix strategy with key methods provided both from lecture and seminar class; general lecture class; related books and websites; residential trips; and assignments (both group work and individual ones). Implementing above strategies with sample case or situation setting was the challenging task.