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EVALUATION OF BRITISH AIRWAYS' CURRENT STRATEGY Market Strategy In numerous ways contemporary marketing activity of the airline is following conventional and well-tried methods, which reflect decisions concerning the product/service stipulation of routes, seat allocation and types, in-flight and ground-based services. BA has chosen those international multi-market segments, which it felt most comfortable and in which the company is able to avoid confronting companies that serve similar markets. BA refuses to be content with its current status quo, having such a strong commitment it foresees its own obsolescence by developing new routes, improving service quality and increasing expenditures for sales force, advertising and sales promotion relative to the markets growth rate. The airline has a proper breakdown of markets, and has found that few key-markets account for a very large share of its revenues. It follows a tailored strategy to meet environmental differences, reputation for high quality from medium to low relative prices...

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