To be among the top airlines globally. British Airways aims to “Be the first choice for the long haul premium customers” (BritishAirways, 2017).
To be among the top airlines globally by increasing the customers by 25% by 2019 with increase in sells by 35%.
To be among the top airlines globally by achieving a growth in creating potential customers by 15% in 2018 from the overall 25% growth
To be among the top airlines globally by providing good services like adding new cuisine in menu, extra discount for round tickets etc. can make it easier to attract new potential customers
By the 2020, the British Airways will be among the top Airlines in the aviation industry (Root, 2017).
Products: As British Airways want to “Be the first choice for the long haul premium customers”, he must provide best services to this target customers. For example: BA can improve its seats which are more comfortable. Incorporate free wine, new cuisine in the menu etc. Considerable changes can be made in order to increase the customers of the airlines. Renovating the seating arrangements and providing other personalised services can increase customers.
Price: The Economy class of the BA is the cheapest of all. While for more comfort, one needs to pay that extra euro. The first class is the luxurious class with lots of amenities. For all class, offers, discounts or residual value etc are always available. The overall price must be little lower than its competitors, as it has been studied that the price offered by BA is various abnormally between the seasons. The lowering of the prices should however be maintained by understanding the changes that have been made in order to attract the customers. This would be important to remain popular among the customers (Appendices 3)
Place: BA is a global name and operates in all major cities of the world. For availing the services through any class, be it economy or even first class, the customers can book their tickets through the British airways’ website, the mobile app of BA, the BA outlets and offices or through travel agents. In order to be among the top most airlines globally and also to increase the customers, it would certainly be important to look at various channels. As such, BA might also look at certain online service providers in order to make tickets available for the customers.
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