According to reports, British Airways is renowned for its innovative service standards, employee and customer-centric approach. The leader of the airline industry has targeted a strong position for the services of the operators within the expanding market. The company has established dedicated business unit, which has been assigned the responsibility for the reinforcement of the organizational plan within the business group, the purpose of which is to consolidate the opportunities offered by the market. The service business has emerged as an important sector, because it has evolved commonality of airline services and convergence, and quality of service experience for the customers. The company has practiced different tactics, which were reinforced keeping in the view the financial strength of the company, and the number of registered customers. The British Airways reduced the airfares per customer through cost-optimized solution, and introduced affordable and attractive terminals. The marketing objective of the company has been to offer wide range of services at competitive rates, and incorporate quality of international standard into its service package. The company has planned to target the masses, instead of any particular class within the market. Previously, the company restricted its services only to the rich class, butt later on when the competition within the airline industry grew stronger (Hooley, 2004). Proposed and Adopted Strategies

British Airways has targeted the local market, and has contradicted the public opinion that leading airways are class oriented and unaffordable for the local class, for this purpose the company has launched wide range of offers for every particular class within the society, for this purpose the company has launched different product strategies....

The quality of the service has been improved, and certain packages has been offered to the loyal and regular customers, as long as the customers are respected and honored for their travel plans through the airline, the company is bound to offer them certain incentives, as such practices have emerged as major success in different airlines (Hooley, 2004). The airline has divided its air customers, and the people affiliated with the business and professional community are entertained in a more convincing manner, and certain deals are offered to the companies which have regular air travel activity for its employees. Such a measure has drastically improved and stabilized the market share of the company. The British Airways have undertaken different plans to improve its timely departure and arrival, and follow strict adherence of the plan, and in this regard spare airline and crew has been hired at all those airports where the airline has to improve its qualitative standards in particular European countries (Matt, 2005).
The British Airways has proven to be the successful airline industry in the world, the success is associated with the efficient marketing techniques which were employed and modified with the passage of time, and on demographic basis (Hooley, 2004). The qualitative standards marked by the airline has been due to the virtue of the technical modification sought by the company with the passage of time, therefore the motive of the company is not to fly, but to fly safe and fly better.

References

Graham J. Hooley, John a. Saunders, Nigel F. Piercy. Marketing Strategy and Competitive Positioning. Pearson Education Publication. 2004. pp. 132-145.

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