British Airways Research on Websites and Online Business Strategies

BRITISH AIRWAYS
RESEARCH ON THEIR
WEBSITES AND
ONLINE BUSINESS
STRATEGIES

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
E-Business Model Concept..........................................................................................................3
Strength & Weakness of Model Used.........................................................................................3
Competitive Strategy & Digital Business Strategy......................................................................4
Customer Traffic Data and Suggestions for further improvement..............................................4
E-CRM and Social Network Channel .........................................................................................5
Cyber Security Measures & E-business Ethics............................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................1

INTRODUCTION
British Airways is a flag carrier airline of United Kingdom, headquartered in London,
England. It is premium segment airline and goal of the company is to “ be the airline of choice
for premium customers” and meets the customers needs for longer period. And its vision is to
become world most responsible airlines. It is second largest UK based airline. It was created in
1974, by the British government to manage the two nationalized airlines. Further on 31 march
1974 four airlines merged together and formed the British Airways (Airways, 2017). British
Airways use number of e-business model and competitive strategy to keep competitive among
other major players. To keep manage the relationship with its global customers it uses e-crm
tools to get connected with them.
MAIN BODY
E-Business Model Concept
E-business model are simply the approach used by the company to become a more
profitable. There are several types of e-business model. The e-business model pursue by British
Airways is B2C model and the Website used is Single Seller E-Commerce Website. B2C
Concept of e-business model deals with retail aspects of e-commerce, the sale of goods and
services to end customers through digital means. It enables clients to have a detailed view of
their proposed selection before confirmation. As it uses Single Seller E-Commerce website, it
allows him to follow his own designed business model and in offering of their own services. The
website used by British Airways are it own and let its clients to view remotely (Efthymiou and
Papatheodorou, 2018).
Strength & Weakness of Model Used
Strength
 Low operation cost & great Customer
service.
 It let their client to enjoy the service
remotely.
Weakness
 As of single seller website, the volume
of traffic is limited.
 Margins are lower than the B2B
website.