British Airways value chain analysis involves the adoption of a systematic

approach in the analysis of competitive advantage. The framework makes a

distinction between primary and support business activities identifies the sources
of competitive advantage for each activity. The figure below illustrates the
essence of value chain analysis.

I want to analyze the most important value-added sections which is service.

Generally, post-sale services involve installation of the product, handling
complaints regarding the products and services etc. British Airways recognize
post-sale services as an important ground for achieving competitive advantage in
the marketplace, therefore have initiated their loyalty club cards, and also maintain
communication with their customers through a range of channels.
British Airways commits to financial investments in a systematic manner in order
to enhance the various aspects of its service provision. In 2015, the airline
introduced 136 new scanners at check in desks across Heathrow Terminals 3 and
5 so that its app for Apple Watch can for check in can be used easier and faster.