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Essay / Research Paper Abstract
This 8 page paper looks at some potential strategies for British Airways; installing wi-fi on all flights, reducing cabin crew to speed up turnaround time, reducing short haul flights to focus on the more profitable and less competitive long haul business, to undertake a merger or strategic alliance with a Middle East airline and to promote the air miles scheme with special promotions. The first part f the paper considers these strategies in the context of Ansoff's matrix, the second part of the paper looks at potential strategies to promote two of these strategies and the last part of the paper considers the internal and external threats associated with these strategies. The bibliography cites 5 sources.
Page Count:
8 pages (~225 words per page)
File: TS14_TEBAstrtansoff.rtf
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Unformatted sample text from the term paper:
positions. The 5 strategies can be considered individually, as some may support more than one position. When looking at the way that the strategies fit in with the positions each
of the position need to be considered. Ansoff has suggested that there are four main ways in which a company can expand,
these depend on two variables, whether it is the desire to develop new products or new customers (Kotler and Keller, 2008). Therefore, it is whether new sales are going to
be made by penetration, product expansion, market expansion, or diversification (Kotler and Keller, 2008). Penetration is the strategy of using the same products and the same market and just increasing
sales to that market. This may be a hard strategy (Kotler and Keller, 2008). Product expansion looks to keep the same market of customers but to increase sales to them
by offering more products. Market development looks to increase market share with the same products but to get more new customer to buy them, and diversification, which is often referred
to as the suicide strategy in this matrix, looks to the development of a new product in a new market (Kotler and Keller, 2008). Looking at each of the strategies
they will be considered individually and then placed onto the matrix. 1. The installation of Wi-Fi on all flights is not a new product, it is supplementing an existing product
and already installed on some flights. This may serve to attract new customers to the airline that want this facility and use other airlines that offer this service, or may
switch to BA because they offer this service, as such this supports market expansion. It is also possible that this will help to increase sales to existing passengers who use
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