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Weakness:

Lack of Management:
According to chaos at Terminal 5 two days after it opened, the problem of handling baggage system made people wait for long time, Some passengers have to fly out without their own luggage. 5,000 bags were discarded in the storehouse and 244 flights from the terminal had been cancelled the day after opening day (1). This shows the lack of management and preparation for the crowd.
Focus on Business and 1st Class but not Economic Class:
According to the information from “www.ciao.co.uk”, the passengers, especially economy class, will not satisfy for service on British Ways compare with high price of ticket. “Terrible meals, small seat pitch in Economy, and rather unfriendly staff in Economy, outdated service philosophy, wrong strategies”, says one of the BA passengers. Although the advertising were aimed to business traveler, but those passengers in lower level expect those kinds of service as well.
Seat Limit Selection:
You might think that is not big deal. However, if you are not First Class flier; Premiere, Gold, or Silver Club member, or you have no young children with you, it is impossible to pick your seat in advance (7). This is result from longstanding reputation for limiting the number of seats that can be reserved at the time of booking.

Thread:
Fuel Prices:
Cost of fuel bills are already being sent to air passengers in the form of surcharges. In June 2008, BA announced the surcharges increasing, which is the third time of this year, up to 26 percent. The rises have come only 16 days after the airline last increased its price for all travelers, as oil prices rose to almost $140 (£72) a barrel (2). In May 2004, BA announced first its fuel surcharges for £2.50 to the prices of long haul and short haul fares. It continued to fight to protect the profit margins. For the back-story, BA has increased its surcharged twice in 2004, three times in 2005,...