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Dan Grist




To what extent has BA adopted a product-orientated approach to its
marketing?
BA is considered a product orientated (product-led) business ­ it focuses on what it can
produce as a product and hopes that it will fit in with customer's requirements, this is a very
risky approach as…

Page 2

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Dan Grist




by creating an unbeatable travel experience ­ not losing peoples bags!. At the next level, the
differential advantage in serving the customer targets rather than the competition needs to
be identified. It is this differentiation that will create the competitive positioning of the
company and its offerings. BA…

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