Pages 5 (1255 words)
Name Institution Course Tutor- Date Company Report and Promotion Plan for British Airways British Airways is United Kingdom’s largest schedule airline. The company also engages in international and domestic carriage of mail and freight, and other ancillary services…
Since privatization, the airline has grown in leaps and bounds to dominate the industry, but competition has also been growing world widely (Buck, 2010:134). This report seeks to provide a competitive analysis of British Airways and create a promotional plan for the company. The promotional plan will include a marketing mix analysis, time plan, and a brief budget forecast for the expenses and revenues of the promotion. Competitive Analysis British Airways has several competitors offering the same services and which lie in the same operating area. However, the airline industry in the UK has five strategic categories, which include specialist, non-schedule, no frills, local, and mass service (Kotler, 2002:139). British Airways falls in the mass service category, with other competitors such as Virgin Atlantic, Lufthansa, KLM, and Air France. No frills airline includes Ryan Air and Easy Jet, while non-schedule airline include Thomson. In local airlines, there is BMI and Palm Air in the specialist category (Bucks, 2010). The other four categories do not offer stiff competition compared to the mass service strategic group. British Airways’ main competition comes from serious contenders, who include Virgin Atlantic and United Airlines incorporated in the Star alliance that is controlling BMI. ...