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Context Analysis of British Airways

In: Business and Management

Submitted By lebyrne94
Words 5711
Pages 23
1.0 Context Analysis of British Airways
In order to understand an organisations key market and communication drivers which will in turn influence how their brand is perceived by consumers, analysing the context of its current marketing communications instalments is essential (Fill, 2006). Fill highlights 4 key stages for context analysis: Customer, Business, Internal and External which are crucial in order to form a marketing communications plan. Context | Dimensions | The Customer
-Brand Awareness, perceptions & attitudes-Segmentation criteria | British Airways is an added value airline with a leadership brand that charges a premium. They target an array of affluent citizens, consisting of predominantly ABC1’s, willing to pay extra for the ‘enhanced experiences’ that British Airways have to offer within their business – a commitment to consistently high standards of service (British Airways, 2010). The airline adheres to six main brand values: Safe and secure, Professional, Responsible, British, Warm and Thoughtful, designed to ‘refresh the brand’ as a whole as well as represent the upgraded experience offered to their customers (British Airways, 2010). British Airways target this set of customers for two reasons: high quality airline services are a popular lifestyle choice amongst these groups of people, especially those who travel often and appreciate luxurious comforts, and secondly because they have a higher disposable income so can afford to pay extra for the premium services offered to them by British Airways (Mintel, 2013). In recent years British Airways have focused their efforts in attracting a more diverse set of consumers through the expansion of their short haul market, with additional routes located throughout the UK and parts of Europe (R. Maslen, 2012). This prohibits those from wider range demographics to experience the ‘premium luxury’

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