Competitive strategies: British Airways

Key Messages

In its Motto, BA commits to provide for its customers as it says, the world's most liked airlines. We will take more care of you. BA is known for its trustworthiness, steadiness, and quality. It includes gained a good reputation and is also renowned for high standard customer service and efficiency. It differentiates with Virgin Atlantic due to three unique characteristics which include value, service and price. British Airways was voted in the second place compared to Virgin Airlines within an online reputation and was stated because so many child friendly airline

Brand Name And Brand Image

The brand name and the image of British Airways carry a solid identity and it is the largest airline and flag carrier of the united kingdom. Virgin Atlantic in addition has founded a good image. It is highly identified and competes efficiently with BA and other providers. However, BA is yet the oldest and biggest organisation and retains its industry leading over Virgin Atlantic in the flight industry.

Airline Fleet And Vacation spots

British Airways has its operational in 147 places in 75 countries, with a durability of 234 airplanes. Uk Airways has prepared for further progress of 63 airplanes which includes 12 Airbus (A380) excellent jumbos, 24 Boeing (787s) which will bring new advancement and efficiency up to speed. (BBC Reports, 2007)

BA's implemented strategy in acquiring a large fleet is seen as a leader on the market (Benchmark), which to a great magnitude influences other carrier's decisions. This plan has put BA in the lead and thus offers it a competitive advantages over Virgin Atlantic which is functioning with just 38 aircrafts and is bound to 30 vacation spots (AirFleets. online, Undated).

Partners & Alliances, Franchising And LOW PRICED Carriers

Another strategy used by BA is its franchising with other airlines; Partners & Alliances airlines. It has proved to be a highly effective strategy. BA has alliance with other airlines, such as North american Airlines, Cathay Pacific, Japan Airlines, LAN, Malev, and Finn air, Iberia, Qantas, Royal Jordanian and Brussels Airlines to form the oneworld' partner alliance. Virgin Atlantic on the other hands, is starting to form partnerships or alliances with a few of its main competitors such as Malaysia Airlines, and Singapore Airlines, and in so doing removing rivalry and competition between these Companies.

British Airway's alliance has proven a positive impact over Virgin Flight plus they have gain competitive gain on the market. Hence, BA business has proven some growth opportunities and disperse it operation through 675 spots, 135 territories and coming in contact with in slogan in 500 air port departure lounges globally. (One World, Undated)

Moreover, scheduled to BA's preferential landing slot machines at London Heathrow Airport, it has gained competitive benefits over its rival Virgin Atlantic. Virgin appears to be on the weakened position in this esteem.

Terminal 5 (Include The Design Institution)

British Airways has shifted its functions in London Heathrow Terminal 5, to bring out new opportunities. The new terminal proved it to be always a state of artwork, offering fast street to check-in, reducing long queues and increasing the entire efficiency of the terminal. The new baggage system was considered circumstances of artwork and was acknowledged worldwide. They have used New Innovative Technology to gain completive advantage as well provide better customers service.

Technological Innovations

Innovation is an ongoing process and BA's competitors like Virgin Atlantic are also in for the challenge. Virgin Atlantic Airlines committed to progressive features that differentiate the airlines. The IT Company Conchango guaranteed an ground breaking solution for a clean take-off for multi-channel reservation system build on solid and scalable e-business structures. This is a winning combo of complex and strategic know-how (Conchango, Undated). Execution of technologies is also a strong keep for BA.

The use of IT and the web are key factors in BA's strategy, success and efficiency of the business. British Airways accepted this opportunity and turned it into one of its advantages.

Today, 76% of most its bookings are carried out via its e-ticket system offering customers the probability of on-line/Kiosk check-in, getting seats pre-assigned, making special services need and meal demands. BA is actually applying effective IT solutions and is considered today market leader as is the situation for the fare-explorer scheduling engine (Uk Airways, Undated) and the in-flight entertainment system which was granted the Best in European countries' (Skytrax Survey, 2007).

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