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Comparison of Marketing Strategies - Essay Example

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Comparison of Marketing Strategies

It is renowned for being the flag carrier air service company of United Kingdom. The company is the biggest airline in the country on the basis of the fleet size, the total number of flights in the international land, the international destinations etc. British Airways is the second largest among all the airline companies on the basis of the total number of travellers carried. British Airways Board was formed in 1971 for controlling two big domestic airline companies, BEA and BOAC and also two small airline companies, Northeast Airlines and Cambrian Airways. On 31st March 1974, all the four companies merged and British Airways was formed. The company started expanding its operations by the acquisition of British Caledonian (in 1987) and Dan Air (in 1992). The company also formed strategic alliance with Cathay Pacific, Qantas, American Airlines and Canadian Airlines. The alliance is counted as the third largest alliance, next to Star Alliance and Sky Team. British Airways is a subsidiary of International Airlines Group, which has been listed in London Stock Exchange and FTSE 100 Index. The loyalty of the employees as well as the former colleagues along with the collection of beautiful arts has helped British Airways to gain competitive advantage over its competitors. As already mentioned, the company is a merger of the four companies BEA, BOAC, the North East Airlines and Cambrian Airways. The current alliance with the Qantas, Cathay Pacific, American Airlines and Canadian Airlines has made British Airways the third largest alliance. ...
BA CityFlyer, a fully owned subsidiary of British Airways provides services to twenty different destinations in Europe. Although the main focus is given on the financial markets by the company, it has recently extended the operations and achieved a remarkable position in the leisure market. There are many other services provided by the company like car rental service, hotel service etc. The excellent services provided by the company in both international as well as domestic land have helped it to achieve a successful position in the market. Service marketing mix for British Airways in UK’s and USA’s perspective 7P’s of marketing gives set of policies related to the product, price, promotion, place, physical evidence, process and people which generally affects the purchasing decision of the customers. These policies are set by the management. The success of a business involves a long process where achieving success depends on the marketing; the success related to marketing depends on the marketing strategies and finally the marketing strategies deal with the elements of 7P’s of marketing. Thus the implementation of appropriate strategies in 7P’s of marketing is very important for the achievement of success by a business enterprise. A service marketing mix is the mix of the marketing plans of the company (Belohlavek, 2008). Product The product or service strategy of a company should be such that it gains the attraction of the customers easily. The product or service strategy should be planned in such a manner that it provides satisfaction to the needs of the customers and have a differential advantage over the product offerings by the competitors (Hobbs, 2011; Masterson & Pickton, 2010). British Airways provides quality services to its ...Show more


British Airways is located in Waterside, close to London Heathrow Airport in UK.It is renowned for being the flag carrier air service company of United Kingdom.The company is the biggest airline in the country on the basis of the fleet size…
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Comparison of Marketing Strategies essay example
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