British Airways

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British Airways

  1. 1. <ul><li>Every day, it delivers the morning news to customers in 126 languages </li></ul><ul><li>Each Year, it uses 4,15,000 cases of wine, 40 tones of chicken, six tones of salmon and serves 33 million cups of tea. </li></ul><ul><li>The innovative fully flat bed in new club world enables it to offer bed and breakfast to 7000 people every night. </li></ul>
  2. 2. <ul><ul><li>Passenger Airlines </li></ul></ul><ul><ul><li>Airports </li></ul></ul><ul><ul><li>Cargo Airlines </li></ul></ul><ul><ul><li>Air Services Suppliers </li></ul></ul>Air Services <ul><ul><li>3 rd Party Logistics </li></ul></ul><ul><ul><li>Public Transport </li></ul></ul><ul><ul><li>Freight Rail </li></ul></ul><ul><ul><li>Ocean </li></ul></ul><ul><ul><li>Trucking </li></ul></ul>Freight, Logistics and Rail Travel and Hospitality <ul><ul><li>Distribution </li></ul></ul><ul><ul><li>Hotels & Gaming </li></ul></ul><ul><ul><li>Cruise </li></ul></ul><ul><ul><li>Vehicle Rental </li></ul></ul>
  3. 3. <ul><ul><li>BA in 1981 was a Very Troubled Airline. Severe Losses (145 m. Pounds), Overstaffed, Poor Quality. Close to bankruptcy. </li></ul></ul><ul><ul><li>John King Appointed Chairman. Initiates Survival Plan. Radical Steps Include Reducing Staff From 52,000 to 43,000 in 9 months. Next to 35,000. Largely Voluntary. </li></ul></ul><ul><ul><li>Between 1981 and 1990, Total Transformation From ‘Bloody Awful to Bloody Marvelous’. Record Profits (245 m. Pounds) in 1990. </li></ul></ul>
  4. 4. <ul><li>King and Marshall found an airline that was in the ‘transportation business’ and was not customer oriented. </li></ul><ul><li>BA responded by changing the culture with training programs - Putting People First, for all staff with customer contact </li></ul>
  5. 5. <ul><li>The whole of airline industry suffered immense losses after 9/11 </li></ul><ul><li>Like many of its rivals, BA had been forced to cut jobs, reduce its fleet and the number of scheduled flights. </li></ul><ul><li>Perversely, BA's position was helped by the tragedy. Although global air travel took a downturn, BA recognized the need to increase its budget to 'market ourselves out of difficult times'. </li></ul>
  6. 6. <ul><li>BA has a fleet of over 220 aircraft including 56 Boeing 747s, 45 Boeing 777s, (had seven Concords) and 38 Airbus A319/320s </li></ul><ul><li>BA e-ticket can be amended up to 30 minutes before check-in </li></ul><ul><li>The passengers can print their boarding pass online and hence can directly board the flight, thus saving a lot of time. </li></ul>
  7. 7. <ul><li>Concorde was its flagship </li></ul><ul><li>supersonic commercial travel </li></ul><ul><li>jets </li></ul><ul><ul><li>It’s passengers received </li></ul></ul><ul><ul><li>priority treatment like exclusive </li></ul></ul><ul><ul><li>lounges at London Heathrow </li></ul></ul><ul><ul><li>and JFK and specially trained </li></ul></ul><ul><ul><li>crew to ensure the premium </li></ul></ul><ul><ul><li>level of service is delivered </li></ul></ul><ul><ul><li>superbly. </li></ul></ul>
  8. 9. <ul><li>One of its key achievements of BA in the 21 st century is a new short haul pricing structure for the UK and European market </li></ul><ul><ul><li>E.g. offers fares starting from £59 return on domestic flights and £69 return to Europe. </li></ul></ul><ul><li>The Executive Club is British </li></ul><ul><li>Airways’ main frequent flyer </li></ul><ul><li>program. </li></ul>
  9. 10. <ul><li>The marketing strategy involves the internet, especially chat rooms such as flyertalk.com, which is monitored regularly and to which a person has been assigned who is authorized to post “official” BA views on the website. </li></ul><ul><li>The airline also sponsors the Rugby Football Union and the current British and Irish Lions tour to New Zealand </li></ul>
  10. 11. <ul><li>Strong competition from budget airlines like Ryanair and Easyjet because of its perceived association with the business travelers only. </li></ul><ul><li>To counter this, BA introduced special fares for short haul journeys which were comparable to no-frills airlines. </li></ul><ul><li>Ads on the receipts from ATM machines. (only pounds 69 to go to Paris) </li></ul>
  11. 13. <ul><li>BA is a part of ‘OneWorld’ alliance launched in February 1999. </li></ul><ul><li>OneWorld is an alliance of 7 international airlines like American Airlines, Cathay Pacific, Qantas etc. which share marketing costs and airport facilities. </li></ul>
  12. 15. “ We’ll take more care of you….” “ Fly the Flag…” “ The World’s Favorite Airline…” “ Upgrade to British Airways…”
  13. 16. <ul><li>BA recently redesigned its website home page to make www.ba.com easier to use and more appealing </li></ul><ul><li>Links to BA special offers and the Executive </li></ul><ul><li>clubs plus advice on how to access British Airways new cheaper fares are in place. </li></ul>
  14. 17. <ul><li>A dedicated website for the agents has been designed by BA </li></ul><ul><li>Leading to faster processing </li></ul><ul><li>As a result, increase in the number of agents and their commitment. </li></ul><ul><li>Leading to greater reach. </li></ul>
  15. 18. THANK YOU…

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