British Airways Parent Company Category Sector Tagline/ Slogan USP International Airlines Group International Airlines To fly.

To serve. The world's favourite airline; Upgrade to British Airways Premium Airline, Upper STP Segment Target Group Positioning Passengers Preferring !omfort " relia#ility !orporates " Upper Premium SWOT $. %trong Ba&'ing of U( Govt ). %trong *u# in U( +. %trong #rand presen&e and e,&ellent glo#al presen&e -. It has a fleet si.e of over )/0 air&rafts Strength 1. It has nearly $10 international destinations a&ross / &ontinents $. %evere !ompetition from !ash 2i&h Weakness iddle 3astern Airlines iddle !lass " iddle !lass iddle !lass, iddle !lass

). Intense &ompetition means limited mar'et share $. The *eathrow Terminal is a ma4or hu# a&ross the world and it has a ma4or presen&e here

Opportunity

).3,panding its glo#al operations $. 2ising 5uel !osts ). 2ising 6a#our !osts +. In&reasing !ompetition in 3uropean Competition 1 !irgin Airlines " British #i$lan$ % &u'thansa ( )mirates * +et Airways

Threats

ar'et

Competitors