British Airways Marketing Strategy

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British Airways is one of the International Airlines that provides its flights to 570 destinations in 133 territories. The strategy of British Airways includes the innovation in technological accessories, employee relationship, customer’s relationship, safety and security of stakeholders.

1. Mission and Vision of British airways
Mission- “To be the undisputed leader in world travel for the next millennium”.
Vision- The vision of British airways is to fulfill the industry-united position on climate change by reducing the climate change emission in aviation with a cap on net emissions by 2020 and 50% cut by 2050 is given in appendix I.
1.1 Objectives of British Airways:
British airline focuses on a variety of objectives both for short-term and long-term survival in the competitive global market.
(a) Short term objectives:
With an objective of becoming the world's largest leader in global premium airline, British Airways continues to focus on customer service at every level
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For instance, besides UK when British Airlines entered the developing countries like India or Spain, it took several years for adequately responding to fluctuating market dynamics as well as to the highly competitive market particularly from the low-cost effective native competitors in UK and other countries. It is evident that in the Aviation industry where British Airlines functions, this refers to an important declining, because of the extensive and fierce market share competition. British Airlines across the globe have predominantly achieved cost advantage strategies, for that reason the necessity for British Airline UK to sustain on its cost advantage drive is appropriately estimated (Filippaios & Rama,
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