Market of British Airlines

Running head: MARKET OF BRITISH AIRLINES
Market of British Airlines
Name of the Student:
Name of the University:
Author Note:

1
MARKET OF BRITISH AIRLINES
Answer 1:
British Airways was established in 1974 after the merging of the British Overseas
Airways Corporation and British European Airways following the Edward Report in 1969. The
Cambrian Airlines and Northeast Airlines were also merged in 1972. It was merging of these
four airline companies that led to the formation of British Airways (britishairways.com 2018).
Today British Airways is the largest airline in the United Kingdom as far as fleet size is
concerned and has its main hub at the Heathrow Airport, London. BA is a public limited
company and merged with Iberia which led to formation of the world’s third largest airline
group, the International Airline Group. It is a premium and executive air transport carrier which
provides both international and domestic flight service to the upper class customers (Drucker
2014).
Answer 2:
British Airways follows high standard of technical quality, functional quality and
corporate image. The company which is a part of the world third largest airline group, IAG holds
fleets of Boeing and Airbus which shows its technical power. The functional power of BA
consists of both passenger and cargo flights. The airline company owns over 200 flights and
operates from various airports in Europe, Asia and North America, all of which bear testimony
of its operational power. British Airways holds the corporate of a premium service offering
airline company (Goetsch and Davis 2014).
Answer 3:
British Airways uses premium pricing as a sale funnel to sell its flight packages to its
target customer segments, the rich upper class customers. The airline company to encourage the