Analysis of the Strategy Options for British Airways Term Paper

Analysis of the Strategy Options for British Airways - Term Paper Example Presently, aviation customers search for those airlines which provide quality service, on-time arrival and departure, and reasonable rate altogether. Thus, aviation organizations do not have any other alternative but to defy traditional business strategies and develop new strategies (Dostaler & Flouris, n.d.). Several tools help to analyze the strategic choices available for British Airways in order to stay competitive in the market. ...Among the three strategic alternatives, British Airways has implemented a differentiation strategy in terms of quality. British Airways provides quality services to the customers for generating a valuable traveling experience. It provides healthy food options, quick track change network, superior sleeper facilities, and in-flight shower system among others. These differentiating services help British Airways to develop a unique brand image for the company (Office Application Development, 2010). Ansoff Matrix Ansoff matrix is a popular marketing manage ment tool which helps to recognize potential alternative strategies British Airways can consider. British Airways needs to refine the ideas by identifying appropriate methods for accomplishing the strategic options. Growth can be accomplished by internal improvement or else it can be achieved by acquisition and progression of market/services (Bowhill, 2008). The following table will illustrate the Ansoff Matrix and different strategic options: Products Present New Market Present Market Penetration Product Development New Market Development Diversification The major strategic elements of British Airways for differentiating the services are: Improving interactions with employees and developing them towards high performance Provide outstanding traveling experience to the customers Increase financial performance Maintain superiority in business operations Maintain good relationship with suppliers, communities and other elements of the aviation industry (British Airways, 2010).