Others

Business Report

for British Airways Holiday Package

Ergis Sefa

Business Report

For British Airways branch of Albania

10. January 2009

- Executive summary.

British Airways is one of the largest airlines companies in Europe and around the world. Along with Lufthansa they dominate the market within Europe, but also from Europe to Middle East and North America (Golden 2007). Despite worldwide financial problems, the British Airways position is that of a “cash cow” in business travel service for passengers. The market growth is slow and in fact is halting, but they got a very suitable position. Even thought the business service flights are going well, the other two types have some difficulties. This is true especially for the cargo flights. Of course they are not in the position of “dogs” from a BCG perspective but nearer to “question marks” surely. British Airways launched in March 2008 the “holiday package”. The brand name of the company is well known in the business service flights sector of the market and it is easier for this package to be incorporated into this sector. The first reason for placing this new package in this area is that business service clients are those types of clients that can afford to pay for their flight service higher fees than the economic class clients. These clients are mostly in travel for business purposes. The launching of this new service, the “Holiday Package”, aims to further more the market dominance of the company in the business flights area. This package is an effort to strengthen even more the good brand name British Airways already has. It aims to make the company became in the mind of customers not just an airline that transports people and cargo from point A to point B but also a company that offers you an excellent way of spending your leisure time also.

- Table of Content

I. Introduction.

II. Company’s BCG analysis.

III. The “Holiday Package”.

IV. Strategy...