Objectives Of British Airways Essays On Success

Context Analysis of British Airways Essay

5712 WordsNov 24th, 201423 Pages

1.0 Context Analysis of British Airways
In order to understand an organisations key market and communication drivers which will in turn influence how their brand is perceived by consumers, analysing the context of its current marketing communications instalments is essential (Fill, 2006). Fill highlights 4 key stages for context analysis: Customer, Business, Internal and External which are crucial in order to form a marketing communications plan. Context | Dimensions | The Customer
-Brand Awareness, perceptions & attitudes-Segmentation criteria | British Airways is an added value airline with a leadership brand that charges a premium. They target an array of affluent citizens, consisting of predominantly ABC1’s, willing to pay…show more content…

1995). Although some researchers argue that service quality is an individual judgement, defined purely by the customer about the excellence or superiority of a service provider’s performance (A. Finn, 2005), brand image and how the service is communicated to consumers still appears to be the most effective form of customer loyalty; with 59% of consumers admitting to utilizing a particular service through advertisements seen on the television, billboards etc (P. Edelin, 2011). This is as a result of the promise/proposition the brand provides that specific service to a set of consumers; thus British Airways should aim to maintain a strong brand identity in order to preserve long-term customer loyalty, as well as maintain a nationwide appeal in order to reduce overall perceived risk (Sweeney, 2000). This combined with a thoughtful and high quality service to ensure customer satisfaction, will not only encourage positive word of mouth communication amongst targeted consumers (Siddiqi, 2011), but increase the customer’s willingness to purchase the service (Shostack, 1977). | Business Context
-Corporate and Marketing strategy,
-Brand analysis,
-Competitor Analysis,
-Supply Chain | British Airways’ corporate and marketing strategies over the years have seen the brand shift to a privately owned premium airline service provider,

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Changing the Culture at British Airways Essay

990 WordsFeb 21st, 20134 Pages

Changing the Culture at British Airways
Question #1
Life at “old” British Airways lacked a unifying corporate culture. The 1971 merger of British European Airways (BEA) and British Overseas Airways Corporation (BOAC), by the British Airways Board, only succeeded in putting an umbrella over two separate mature entities. The focus of the BEA had been to build a European airline infrastructure. BOAS was an innovator and pioneered the first jet passenger service. Neither company was concerned with cost or profit. British Airways was government run and according to Jick & Peiperl (2011) “success had less to do with net income and more to do with ‘flying the British flag” (p.26). This inefficient government structure was bogged down with…show more content…

While working on the inner structure of the company, a huge hurdle was the airline’s image, the proverbial “elephant in the room”. This was an airline that handed out food boxes as you boarded the plane. They had a “bloody awful” image Jick (2011), that needed an overhaul to appeal to the consuming public.
Question #3
The critical factors in the successful transformation of British Airways were changing the culture of the organization for the employees and the consumers. British Airways embarked on an aggressive media campaign that helped change the “face” of the airline. Their new tag line was “The worlds favourite airline”. Customer service became the number one priority for all employees. Lead by Colin Marshall, “an enabling culture (was put) in place to allow customer service to come out, where rather than people waiting to be told what to do to do things better, it’s an environment where people feel they can actually come out with ideas, that they will be listened to, and feel they are much more a part of the success of the company” Jick (2011)(p.30). A “Putting People First” (PFF) program was instituted for all front line employees. This helped to unify the employees with the new vision of customer service first for the company. During these two day mandatory meetings, all front line staff interacted with all levels of managers and leaders on an even playing

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