British Airways' Marketing/a Case Study

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...the world's largest international passenger airline (Clark, 2000). BA planes daily travel routes that span the globe from Tehran to Lagos to Bogota. Roughly half of its flights are transatlantic, with the majority flying from London to New York, Chicago, or Los Angeles (Clark, 2000). Nevertheless, despite the size of this corporation and its position in the industry, BA has experienced financial difficulty in the last several years.
In 1995, BA was the darling of Wall Street. Its pretax profits were in the $200 million range, which constituted a 57 percent increase over the previous year, and the future looked bright (Osborn, 1995). However, in 1999, BA posted its first annual loss...

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