A Critical Evaluation of the Marketing and Public Relations Strategy of British Airways

Intense competition and an ongoing global recession have presented airlines around the world with an extremely harsh business environment that has seen British Airways present a pre-tax loss of £401 million for the financial year that closed on March 31, 2009 with an operating loss of £220 million. However, this major global airline, which has still achieved fourth position in Superbrand rankings, has chosen to remain focused on providing service excellence for its customers and on trying to build itself into a high performing, market focused, global premium airline. Thus, it makes sense to try to examine and to learn from what British Airways is doing to compete. It is with the previously mentioned aim that this essay presents a discussion about the marketing and public relations strategy of British Airways.