Airline Crisis Management on Brand Protection †MyAssignmenthelp

Question: Discuss about the Airline Crisis Management on Brand Protection. Answer: Introduction: Being established by the British government in 1974, the British Airway board was created to manage four airway corporations, namely British overseas airways, British European Airways, Cambrian and northeastern airways. Initially, it was a state organization for 13 years. In 1987, the company got privatised (Michael and Richard). The prosperity of British Airways enhanced with the acquisition of Dan-Air, Caledonian and finally British midland international, in the year 2012. Besides that, at that point in time, the mentioned organization stated increasing its resources by buying 59 Airbus A320, 12 Airbus A380 and 24 Boeing 787 dreamliners. Today, the British Airway is the World's third largest company. Technological quality: This quality refers to the technical parameters that help the company to identify its technological parameters. BA is constantly working on the enhancement of its technical qualities like renewals of its aircraft fleet. Functional quality: In order to enhance the satisfaction of its consumers, BA invests a commendable amount onboarding, checking and departure and arrival of the aircraft so that the experience of the consumers is hassle-free and smooth ( Joep and Joep ). Corporate Image: Being a globally renowned airline company, BAs Corporate image is commendable. The company maintains the image by symbolism, behaviour and communication strategies. BA uses the Broad and narrow funnel in order to enhance its competitive advantage. This funnel, used by BA can be divided into 7 phases, namely, Awareness phase, Interest Phase, Evaluation Phase, decision Phase, Purchase Phase, Revolution phase a Repurchase Phase (Albert). Regular Airline Consumers Low cots consumers Consumers can avail compensation in cases like a flight delay or lost baggage. No extra charges apart from the booking charge are paid by the consumers (John). When both low cost and regular airlines use the same airport, the consumers may feel deceived. No such help to the consumers is provided. Several time consumers are compelled to pay charges to avail extra facilities. In case of usage of the same airport, the consumers get benefitted. Europe and UK being the target market of BA, the company detected the several changes in the retail travel sectors and has modified its strategy accordable to retain and enhances its consumer loyalty (Albert). For instance, in order to cope up with the usage of online booking and searching, the company promotes its business through popular social media platforms. BA has implemented the CRM software in order to manage detailed information about its stakeholders and consumers (John). The mentioned software also helps BA to manage reservation, check-ins and checkouts as well as baggage tracking. When it comes to consumers a the ratio of positive and negative feedback about BA is 3:1. A majority of the staffs of the company are found to be satisfied with their work culture and travel facilities. However, BA should concentrate on enhancing the work-life balance of the employees. In order to enhance the satisfaction of the consumers, the company should provide effective training to its cabin staffs as this is found to be the only concern of the consumers (Michael and Richard). Reference list: Cornelissen, Joep, and Joep P. Cornelissen.Corporate communication: A guide to theory and practice. Sage (2017): 123-127 Grundy, Michael, and Richard Moxon. "The effectiveness of airline crisis management on brand protection: A case study of British Airways."Journal of Air Transport Management28 (2013): 55-61. Hayes, John.The theory and practice of change management. Palgrave Macmillan (2014): 34-36 Mills, Albert J. "Cockpits, Hangars, Boys, and Galleys: Corporate Masculinities and the Development of British Airways?."Insights and Research on the Study of Gender and Intersectionality in International Airline Cultures. Emerald Publishing Limited (2017): 237-263.