Apart from scheduled airline, the organisation also operates both domestic and international carriage of mail and freight and ancillary services (Brownsell 2010). BA flies to over 300 destinations carrying over 33 million passengers in its 238 aircrafts (British Airways 2013, Table 1). From the time of its privatisation in the year 1987, the company has beaten the competition in the market to grow worldwide. The entry of its former Chief Executive, Willie Walsh in 2005 saw BA complete Terminal 5 at Heathrow in addition to various other accomplishments. In spite of suffering from the global economic recession, the airline looks forward to being the most responsible airline globally. As such, the firm dedicates much effort to the development of strategic direction and guiding principles to enable it attain its objectives. Key among them includes efforts geared towards the development and sustenance of effective marketing.
With the ever changing marketing environment (Haberberg & Rieple 2007), there arises the need for continuous detailed and structured analysis of core dimensions. With the increase in complexity and frequency of terrorist attacks such as the September 11 New York attacks and the July 2005 London attack, there has been unprecedented political instability. As such, deregulated firms like BA need systems that enhance quick decisions. The open skies agreement has significantly changed the regulatory framework. Considering legal factors, BA suffers from Trade Unions’ actions including numerous strike actions in 2004 and 2005. As such, the firm has to consider various legislations on employee rights, environmental concerns and customer rights. Economically, with demand for air travel being highly income elastic, there exists a positive correlation between global economy and air travel demand. The rising cost of oil due to the political climate ...Show more