Another legal factor impacting the British Airways is the complexity of its trade unions. Many actions from the workers demanding better working conditions have been typical of the company. Ranging from massive strikes to demonstrations and boycotts leading to flight delays has made the customer justifiably worried and unable to rely on the airline company.

Further, economical factors have significantly affected marketing strategy of BA. In economic terms, the income elasticity is a major characteristic of modern day demand for air travelling. As the world is headed for higher demand for air travel, BA should consider a marketing strategy that will increase its capacity to cope with the surge of demands from customers in future.

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