Blog Report: Marketing Evaluation of British Airways British Airways (BA) remains one of the most influential players in the global airline industry, known for its premium service and commitment to customer satisfaction. One of the keys to the success of its marketing is in the segmentation, targeting, and positioning of its market, known as STP. BA employs demographic and psychographic segmentation in order to cater to more distinct segments like business travelers, high-income families, and global tourists. Its targeting approach is mainly differentiated as it provides many kinds of cabin classes and customized services to each group of customers. As an example, passengers in business classes are provided with improved in-flight services together with executive lounge privileges, whereas families are given entertainment and comfort-based amenities. Using this strategy, BA can brand its company as one of the elite but affordable airways that offer luxury with quality assurance. The ...