This report provides a comprehensive analysis of British Airways' marketing strategies and performance. It begins with an introduction to British Airways, outlining its history and scope, followed by an examination of the key issues it faces, including brand image issues, global economic challenges, and fluctuating fuel prices. The report then delves into the marketing strategies employed by British Airways, including product, price, place, and promotion, and assesses these through a SWOT analysis, highlighting the airline's strengths, weaknesses, opportunities, and threats. Furthermore, the report utilizes the BCG matrix to evaluate the strategic business units within British Airways, categorizing routes as stars, cash cows, question marks, and dogs. Based on this analysis, the report concludes with a set of recommendations aimed at improving service quality, addressing competitive pressures, and enhancing overall financial performance, with a focus on cost management and customer satisfaction.