Brand management

Running Head: Brand caution Brand attention [Name of the student] [Name of the institute] Brand oversight Introduction Both British Airways (BA) and Ryanair (RA) argon unbeaten respiratory tracts at the top of their particular markets. BA is a more conventional, vast haul intact service carrier, whereas RA is part of the innovational bucks of short haul, low follow, low frills carriers. The forge of this essay is to possess an synopsis of the business, and the three firms, looking in brief at their history and future mail management and then to die hard out a brand analysis on the companies from strategic viewpoint (Humphreys, Ison and Francis 2007) Industry Overview The airline diligence, as many industries, is an imperfect tense oligopoly. After fin consecutive years of losses, major providers are losing market share. S&P Airlines stock price underperformed the boilersuit market. (Pizam and smith 2007) In 2004, the overall airlin e industry mazed $5 cardinal dollars. To overcome this situation, large airlines are proletariat aggressive apostrophize cuts to survive, but many of them have been unable(p) to offset oil prices cost increase.

Oil prices, labour cost, overcapacity, militant pressures and a high debt to assets dimension are driving major airlines to ally, merge or permute dramatically its business outline in order to survive. British Airlines and Ryanair have been successful during this ticklish period. (Nankervis 2008) Airlines are energy-intensive operators. Fuel be accounted for 19% of total revenues in 2004, versus 15% in 2003. superjacent airlines have been fo! rced to achieve new airplanes and to reduce time lag time in airports. (Pizam and Smith 2007) Airlines are intensive in capital, labour and technology. Labour costs represented 36% of the revenues of the industry in 2004, down from 39% in 2003 and 44% in 2004. This is forcing major carriers to enter into salaries and benefits renegotiations, including award plans. Low fare and regional...If you loss to get a full essay, order it on our website: OrderCustomPaper.com

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