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Name: Title: Course: Tutor: Date: Table of Contents Executive Summary 3 Introduction 3 The Marketing Environment 4 Pricing as BA’s marketing strategy 4 Distribution 5 Branding 6 Conclusion 6 Recommendations 7 Bibliography 8 Appendices 9 Appendix I 9 Appendix II 10 British Airways Executive Summary This report was produced to give insights into British Airways and particularly on its marketing operations.
However, this report has the limitation of reliance on not so recent data as retrieved from the British Airways official website. Introduction Founded in 1974, British Airways Plc, commonly abbreviated as BA has been recognised as the largest scheduled airline in the UK (Civil Aviation Authority 2013). Apart from scheduled airline, the organisation also operates both domestic and international carriage of mail and freight and associated 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 performed better than its competitors and grown 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 challenges, the airline looks forward to being the most responsible airline globally. As such, the firm commits to the development of strategic plans that would enable it to achieve its objectives, especially in the efforts aimed at developing and sustaining effective marketing. ...
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