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Essay Details:
Essay text:
Current image is weak, seen as inefficient and incompetent.
1983 Airline of the Year Financial situation is improving, but not great. "Industry observers cite that BA needs to continue improved financial performance before stock was to be offered to private investors.
Viewed as an airline with modern equipment and experience. Fragmented marketing techniques
Not viewed as a friendly airline or having value for the money.
Problems/Symptoms:
? Country managers do not share the enthusiasm of the London office for a central concept theme. Each region should have their own advertising campaign.
? The advertising aimed at Brand concept is costly, 14...
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