Value chain analysis
Inbound logistics are about ensuring incoming materials and components are delivered on time and undamaged, are easily accessible and link to production requirements. In British airways this can apply to purchase goods for use in delivering services to customers.
• Ongoing relationship with suppliers
• BA and its suppliers work in partnership to deliver responsible procurement across the supply chain. • Food and fuel be delivered at the right time
Operations are concerned with delivering products or services of a quality appropriate for the competitive strategy being pursued.
• Crew control see that each flight has the correct number of suitably qualified crew members on board.
• Maintrol interface between Operations Control and the various Engineering centres to check aircraft are properly maintained and defects rectified.
• Aircraft Control ensure that every flight has the correct type of aircraft allocated to it, and that the right aircraft are in the right place to receive the correct maintenance.
• Co-ordination maintain communication links with the London Terminals, outstations and aircraft in the air, rearranging slots when delays occur.
For British Airways outbound logistics can be concerned with getting the customers to the right location on time or being accessible to customers in the right place at the right time.
• Focus on customer service
• Large database if airport slots enable passengers to access the majority of destinations from preferred airport
Marketing and sales
• Brands & Customer Proposition
BA pioneered the concept of branding within the airline industry in the early 1980s. BA’s Brands teams drive and develop these different brands, along with its Masterbrand, ensuring the products and services they represent meet the needs of our many different customers....
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