Business Strategy of Ba (Brisitsh Airways)

3751 words 16 pages
Company name: British Airways (BA)
British Airways is the UK's largest international scheduled airline, flying to over 550 destinations. Whether customers are in the air or on the ground, British Airways takes pride in providing a full service experience.
British Airways main operating bases are London Heathrow and London Gatwick. "Our airline operations comprise mainline passenger and cargo services operated from the London airports and services operated by our regional subsidiary, British Airways CitiExpress.
British Airways group consists of British Airways Plc and there are also a number of subsidiary companies such as British Airways Holidays Limited and British Airways Travel Shops Limited. The cargo service offered
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As per BA strategy they are a member of "One World " which includes lots of other giant in the industry such as Qantas and Cathay Pacific . London is one of the most busiest hub for international travelers and BA can take great advantages of using Heathrow and Gatwick as it's base . Particularly after moving to the new terminal 5 which is one of the most sophisticated terminals in Europe. British Airways has always tried to keep it's average fleet age lower than other competitors and currently maintaining 10 years . In addition, BA has purchased two of Boeing Dreamliner to be used for frequent destination and Airbus A380 for using the long journeys .British Airways brand name and it's professional crew could be considered as one of their most important factors which helps them to keep their competitive advantages over the other competitors. Having a strong customer loyalty program through the frequent flyer schemes can be considered as strengths .
British Airways has been plagued by difficulties in recent years. The Association of European Airlines reports that BA is the worst airline fo r lost and delayed baggage, losing over twice as many bags as the average. They are also the worst airline for punctuality of short/medium haul flight departures and arrivals and ranked 17th out of 21 airlines for long haul delays. Many of BA's problems st em from