critically analize the benefits and drawbacks of multi-channel strategy for british airways.

Running head : An Analysis of British Airways Multi Channel Marketing Strategy

An Analysis of British Airways Multi Channel Marketing Strategy

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British Airways is the nation 's largest airline and holds the distinction of being the only low fare airline to achieve long term success . By offering a low-cost , convenient and customer friendly alternative to major carriers , British airways attracted passengers in droves and achieved profitability in each of the year . This success is the result of the effective multi-channel marketing strategies . The airline

keeps on experimenting with new ideas in to create strong loyalty . Adopting the effective tactics of branding the Airline not only branded their premium business class service as Club Class ' but also branded their regular coach service as World Traveler ' a clever way to communicate to their regular passengers that they are also special in some way and that their patronage is not taken for granted

Last two decades have seen multi-fold progress in the use of Internet Nua Internet Surveys have reported an increment in the number of Internet users globally , statistics state the users are increased in all regions of the world from 171 million in 1999 to 304 million in March 2000 , an increase of 78 percent (U .S . Department of Commerce , 2000 USIC and IITA , 2000 . The accessibility of the consumers to different products and services has also been increased . In to respond to the changing needs of the passengers the airline has also adopted new techniques to capture a vast market . The advent of Internet has also changed the way of undertaking business . With the increase in the number of users the British Airline fond it cost effective and easy to reach a mass market through Internet as compare to the traditional methods of addressing the customers . Especially in the developed countries the role of Internet has become crucial in designing the business strategy . On the other hand at the passengers side Internet has provide them with an array of products and choices available . The approach of business is also changed (Zwass , 1996

Through Internet the competition has also increased which put pressure on the manufactures to keep the prices low (ISPO , 1997 . Furthermore the businesses , which are using on line selling approach , do not have to face the geographical constraints a large no of customers can be addressed with undertaking a single effort (U .S . Department of Commerce 1999 . The advantages to the notion of Internet have made it the most important driving force of the business revolution . Like all the other Internet based business processes online shopping is gaining popularity among people due to its characteristics of easy access , 24 hours availability , current Information and price reduction . In the busy world of 21st century the tradition of on line shopping has become necessity . The increase in the importance has also given rise to different challenges , which need to be addressed in an effective manner Tomsen and Faith (2003 ) identify different standards...