British Airways: Product and Service Strategies in Global Market

This case study provides an overview of British Airways, a major UK airline with a significant international presence. Headquartered near Heathrow Airport in London, the company emphasizes quality flights and operates in 133 territories. Despite facing challenges like substantial financial losses due to employee relations issues, British Airways focuses on strategies such as technological innovation and improved employee relations. The company offers a range of products and services designed to enhance customer satisfaction, including a fleet of over 295 aircraft with reasonable pricing for flight tickets in various classes (economy, business, and first class). In-flight services include comfortable seating, fresh meals, and entertainment screens, all contributing to a better customer experience through strategic airport connections and flight scheduling.

BRITISH AIRWAYS

INTRODUCTION
 British airways is one of the biggest airways in UK as it has
many international flights. It is one of the largest British
airline.
 Headquarter of the company is near Heathrow Airport in
London.
 24 hours security is provided by the company so that
situations can be managed effectively.
 The company focuses on Offering “ Quality flights to every
person “.
 The company offers services in 133 territories and faced
many problems like 531 million pound loss just because of
poor employee relation. The company take into
consideration many effective strategies like innovation in

PRODUCT
 The products that are offered by the company enhances the overall
satisfaction level of the buyers. The company has a fleet size of more
than two hundred and ninety five that offer good facilities at reasonable
price.
 The company offers flight tickets at reasonable price so that the
satisfaction level of the customers can be satisfied from one destination to
another.
 The airway also has the connection with the famous airports so that
proper scheduling of flights can be done. The flights tickets that are
offered by the company are for different classes like economy, business
and first class. The company offers services like beds, cabin and
entertainment screen so that satisfaction level can be enhanced.
 The company also offers good in- flight services so that comfortable seats
can be allocated and also proper services are given like fresh meals and
drinks (Mayer,Ryley and Gillingwater, 2015).

REFERENCES
 Mayer, R., Ryley, T. and Gillingwater, D., 2015. Eco-
positioning of airlines: Perception versus actual
performance. Journal of Air Transport Management, 44,
pp.82-89.
 Steenkamp, J.B., 2017. Global Marketing Mix Decisions:
Global Integration, Not Standardization. In Global Brand
Strategy (pp. 75-109). Palgrave Macmillan, London.