British Airways should embark on reviewing its marketing mix. This will give the company an understanding of how the company has a control of the market variables and how these factors combine to give an outcome that is desirable.
Their services should be redefined to encompass more products that are coming up in the dynamic industry of aviation. The pricing of the services should also be reviewed to target even the low income earners. The current pricing of the company’s services is dependent on the flight classes. Besides, the quality of the services in the company is highly dependent on the cost. Thus, the customers with higher disposable income will receive higher quality services as opposed to their low income earning counterparts.