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Value chain analysis

Primary activities

Inbound logistics

Inbound logistics are about ensuring incoming materials and components are delivered on time and
undamaged, are easily accessible and link to production requirements. In British airways this can
apply to purchase goods for use in delivering services to customers.

• Ongoing relationship with suppliers

• BA and its suppliers work in partnership to deliver responsible procurement across the supply
chain.
• Food and fuel be delivered at the right time

Operations
Operations are concerned with delivering products or services of a quality appropriate for the
competitive strategy being pursued.
• Crew control see that each flight has the correct number of suitably qualified crew members
on board.
• Maintrol interface between Operations Control and the various Engineering centres to check
aircraft are properly maintained and defects rectified.
• Aircraft Control ensure that every flight has the correct type of aircraft allocated to it, and that
the right aircraft are in the right place to receive the correct maintenance.
• Co-ordination maintain communication links with the London Terminals, outstations and
aircraft in the air, rearranging slots when delays occur.
Outbound logistics
For British Airways outbound logistics can be concerned with getting the customers to the right
location on time or being accessible to customers in the right place at the right time.
• Focus on customer service
• Large database if airport slots enable passengers to access the majority of destinations from
preferred airport
Marketing and sales
• Brands & Customer Proposition
BA pioneered the concept of branding within the airline industry in the early 1980s. BA’s
Brands teams drive and develop these different brands, along with its Masterbrand, ensuring
the products and services they represent meet the needs of our many different customers.
• Communications
Communications support the growth of profitable revenue and build brand equity by
demonstrating to customers why they should choose British Airways over the competitors, by
using innovative design and creative integrated communications to differentiate its brands,
products and services.
• Marketing & Commercial Development
Marketing & Commercial Development collects and analyses customer feedback and
information to find new ways of improving the service. It was the research that led to the
development of the new Club World Flat Bed - the only one of its kind to be found in
business class anywhere in the world.
• UK & Ireland Marketing
BA has an ongoing programme of campaigns, promotions and offers throughout the UK and
Ireland. The UK & Ireland Marketing teams devise and manage these initiatives, sometimes
in conjunction with third parties such as the Daily Mail.
• Alliance Sales
Alliance Sales works with the alliance partners in order to identify effective ways of selling
together.
• Sales Strategy
Drawing together data from all over the world, as well as information generated centrally,
Sales Strategy help Field Sales generate effective sales strategies. The Sales Strategy teams
use this information to review progress against current targets, and to devise new ways of
meeting the sales goals.
Service
 On board service
• Special and medical meals
If special dietary are required, BA can provide a suitable meal through Manage My Booking.
• Medical assistance
All British Airways aircraft carry a comprehensive medical kit which includes medication for
the treatment of anaphylaxis.
• Entertainment system
Movies: choose from blockbusters, classic movies and family titles to suit all ages.
TV: the listings include some of the best comedies, drama, factual and sports programmes.
Audio: as well as the exclusive High Life Radio channel hosted by Robert Elms, BA also
have selected titles from the BBC archives and a vast CD library.
 Passenger service
For any passenger about to embark on a journey, what happens on the ground prior to
departure almost invariably sets the tone for the flight. By provideing smooth check-in,
directions to the right gate, assistance for disabled passengers or those who don't speak
English through ticket desk agents, customer service agents, flight connections agents,
skyflyer ground escort.