British Airways Segmentation, Targeting and Positioning

By John Dudovskiy
June 11, 2016

British Airways Segmentation, Targeting and PositioningBritish Airways segmentation, targeting and positioning refer to ways in which the airline company identifies certain individuals among the general public to offer their service packages. Segmentation involves dividing population into groups according to certain characteristics, whereas targeting implies choosing specific groups identified as a result of segmentation to sell products. Positioning refers to the selection of the marketing mix the most suitable for the target customer segment.

British Airways follows multi-segment concentration marketing strategy by offering four different service packages to different customer segments. Specifically, British Airways targets different customer segments for its four levels of services: economy, premium economy, executive and first class.

The following table illustrates segmentation, targeting and positioning of each category of British Airways services:


Segmentation bases

Target segment
Economy class Premium Economy Executive Club First Class




Domestic flights in UK

Europe and international flights

Selected international flights Europe and international flights Selected international flights
Density Urban & rural Urban & rural Urban Urban







Age Kids, teenagers, middle-aged, old-aged Teenagers, middle-aged Middle-aged, old-aged Middle-aged, old-aged
Gender Male, female
Income Low Middle High High
Occupation Students, salaried Students, salaried Businessmen




Education High school





Business schools


Business schools

Social status Low, middle Low, middle High High
Family size Joint families Nuclear families Nuclear families Newly married
Psychographic Lifestyle Moderate-orientated Moderate-orientated Achievement-oriented Achievement-oriented
Personality Easygoing Easygoing Determined Ambitious




Occasions Regular travel Vacations Business trips Honeymoon

Business trips

Benefits sought Affordability Value Luxury


User status Regular traveller Regular traveller First timer, Regular traveller First timer, Regular traveller
Attitude Indifferent Indifferent positive Positive enthusiastic Enthusiastic

Travel and tourism industry base

Customer expectations Low Medium High High
Customer image Neutral Neutral to positive Positive Highly positive
Trip descriptors Regular trip


Recreational Business Business


British Airways Segmentation, Targeting and Positioning

Appropriate market segmentation, effective targeting and attractive positioning are critical success factors for any business because no product and service can be equally valued by all members of population due to the differences amongst population members in many levels.

In order to achieve long-term growth, it is important for British Airways to be concentrating on enhancing value perception of its services by present and perspective customers within target segment. Service value perception can be effectively increased by British Airways top-level and marketing management by maintaining strategic customer relationships in relation to all segments and application of creativity and innovation to many business processes.

British Airways Report constitutes a comprehensive analysis of marketing strategy and business strategy of the airline company. The report illustrates the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis and McKinsey 7S Model on British Airways. Moreover, the report contains analysis of British Airways’s leadership and organizational structure and discusses the issues of corporate social responsibility.

British Airways Report

Category: Marketing