Strategic Marketing Management - Case Study Example | Topics and Well Written Essays - 1000 words

Strategic Marketing Management - - Case Study Example Likewise, a similar micro environmental impact has to do with the fact that the entire economy has experienced a rapid and sudden convulsions since the 2007 and 2008 economic downturn. As a direct result of this, fewer and fewer individuals are traveling abroad; with an extreme level of reduction in business travelers – the mainstay of British Airways consumer base. With this in mind, the macro environmental impact on British Airways are not confined only to British Airways as such; instead, they are felt by a litany of different air carriers and other businesses operating within the market. However, due to the nature of British Airways strategy and its marketing focus, the overall level of impact that it has experienced has been somewhat more profound as compared to its competitors. In terms of classifying the competitive environment and British Airways operates within, it should definitively be stated that this competitive environment is increasingly saturated. For instance, when British Airways was privatized in the late 1980s, the market that it operated within was relatively small. Domestically, it only had one counterpart and internationally there were only a handful of competitors of the same size and overall global reach. Yet, with the increase of globalization and the demand for continual air service to a litany of different locations, the overall competitive bandage that British Airways once held has slowly been eroded by a litany of other competitors. All of this is necessarily important due to the fact that an oversaturated environment create a dynamic in which British Airways faces a marketing dilemma; specifically with regard to the way in which it seeks to differentiate itself as compared to the competition. Essentially, British Airways exhibits c ertification of a very wealthy and powerful firm that chose to ignore strategic changes in the external environment and is now reaping and very