Airline Essay

570 Words3 Pages
LONG-FORM CASE ANALYSIS FORMAT ___________ (Michael)___________ Participant's Name ___________British Airway___________ Case Name Page 1 Central Issue How does John Power decide to go ahead the “Go for It, America!” promotion? Or should he just give up doing any promotion? Recommended Course of Action He should go for the “Go for It, America!” promotion and put more attention on advertising and create more awareness for BA. Basis for Recommendation John Power either doesn’t promote anything or make the promotion bigger than the competitors. As a V.P. of marketing, he has to do it big. Page 2 Reasonable Alternatives Both of these two options “Increase Advertising” and “A Big Idea- Promotion” will be my possible alternative actions. As I mentioned before, John Power either don’t do anything or make the promotion bigger than the competitors. Moreover, I think he should focus on the behaviors which can build awareness for BA. As a matter of fact, I think in the situation of the case, it’s useless to do anything to change the behaviors of the customers. However, as a V.P. of marketing, John Power still has to do something (This is the reason why he exists in this company). When he can not do anything to change the behaviors of the consumers, the best thing he can do is building brand awareness of BA for the customers. In this way, when this very difficult period pasted, consumers will still choose British Airway because they have a clear brand image of BA. Significant Factors Customer Behavior Management Competitors Advertising/ Promotion Time Brand Awareness Page 3 and pages following Discussion Customers Behavior: What are the customers’ reactions when they face this kind of situation? When the customers know that they may face the terrorist problem when they

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