Strengths
Strong market position and brand image in the UK enhances the margins
British Airways is the UK's largest international scheduled airline. It is also one of the world's leading global premium airlines.The company's principal place of business is London with significant presence at Heathrow, Gatwick and London city airports.The company has a strong brand image. For instance, in January 2015, the company was awarded the Best airline in Western Europe. Earlier in October 2014, the company was awarded the Best Airline, Best short-haul carrier and Best frequent flyer program awards. Further in March 2014, the company was awarded the Consumer Superbrand Award for 2014. Similarly, in September 2014, British Airways won the Best airline award.