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Comparison of Marketing Strategies - Essay Example
Author : zmoen
Pages 7 (1757 words)
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…
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. ...