British Airways Essay Example | Topics and Well Written Essays - 1250 words - 1

British Airways - Essay Example Apart from scheduled airline, the organisation also operates both domestic and international carriage of mail and freight and ancillary services (Brownsell 2010). BA flies to over 300 destinations carrying over 33 million passengers in its 238 aircrafts (British Airways 2013, Table 1). From the time of its privatisation in the year 1987, the company has beaten the competition in the market to grow worldwide. The entry of its former Chief Executive, Willie Walsh in 2005 saw BA complete Terminal 5 at Heathrow in addition to various other accomplishments. In spite of suffering from the global economic recession, the airline looks forward to being the most responsible airline globally. As such, the firm dedicates much effort to the development of strategic direction and guiding principles to enable it attain its objectives. Key among them includes efforts geared towards the development and sustenance of effective marketing.