Strategic management Essay Example | Topics and Well Written Essays - 3000 words - 13

Strategic management - Essay Example British Airways is part of the International Airline Group (IAG) which is incorporated in Spain and has in its portfolio Iberian Airlines (Gray and Gray, 2011). British Airways however remains an entity that the British government has significant investments in and a strong influence within (Gray and Gray, 2011). The slogans of British Airways include â€Å"To Fly, To Serve† and â€Å"The World’s Favorite Airline; Upgrade to British Airways† (Gray and Gray, 2011). British Airways is positioned as a premium airline that targets the upper middle and the middle class members of societies (Barrett, 2010). They therefore offer premium services that targets young and old professionals, business executives and managers. These are operation are launched and conducted in richer and upmarket sections of societies around the world. The airline also seeks to target passengers who prefer comfort and reliable services (Barrett, 2010). They have corporate customers and seek to acquire premium service seekers who want a flying experience that includes a high degree of comfort and convenience. British Airways is therefore seen as a premium and executive airline brand. British Airways, being a premium entity has some strengths. This includes the fact that they have the backing of the British government. They have a strong brand and a major presence in different parts of the world. The link of the airline to Britain and the United Kingdom gives BA a strong history that is tied to the old British Empire (Vaughan, 2012). Due to this, the airline continues to flourish and gain roots around the world (Vaughan, 2012). With British Airways’ position in Heathrow Terminal 5 as an entrenched and inalienable possession, the airline has the capability of expanding and reaching different parts of the world. It also has the competency to go into the growing markets of the Asian Pacific