S/M/158. Marketing Communication Plan for British Airways

The air travel market is huge and varied. It has become increasingly complex as a result of the even-tougher competition, especially the pressure from low-cost airlines (obliged the company announcing Future Size and Shape strategy to cut its costs), high sky price of fuel and a number of unpleasant events, such as the terror attacks in the U.S., Iraq war, SARS and, of course, BA workers’ strikes. British Airways has been facing some serious issues in its most difficult years. The most obvious one need to be critically considered is the limited ability to control over its employees and the food supplier (Gate Gourmet) that cost a gigantic amount of money and dramatically damaged the reputation and image of the airline. The internal problem can be regarded to a number of reasons; in this case it could be because of ineffective internal communications within the organization. The suggested communication plan would underline on creating reliability, confidence and comfort & safety through a clear message in order to build up a good reputation with employees and customers.