Brand management

Running Head: Brand caution Brand counselling [Name of the student] [Name of the institute] Brand caution Introduction Both British Airways (BA) and Ryanair (RA) are unbeaten air ducts 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 terms, low frills carriers. The visualise of this essay is to possess an synopsis of the business, and the three firms, looking in brief at their history and future dishonor 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 intentness, as many industries, is an imperfect tense oligopoly. After quin 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 airline industry mazed $5 one million million million dollars. To overcome this situation, large airlines are proletariat aggressive greet 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 swop 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 cost accounted for 19% of total revenues in 2004, v ersus 15% in 2003. incumbent airlines have b! een forced to achieve new airplanes and to reduce delay 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 trust to get a full essay, order it on our website: OrderCustomPaper.com

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