British Airways BCG Matrix

By: Prudence K Magezi & Jonathan Kush

The growth/share matrix also commonly known as the BCG Matrix is a strategic business tool developed by the Boston Consulting Group (BCG) to aid organizations in identifying and allocating resources in a portfolio of brands or business units. This is important because in a competitive market such as the UK airlines industry, a firm such as British Airways needs to determine which segments (in this case routes) are profitable and bring in a lot of cash even in a mature market to be used to fund routes with a high potential for growth yet have a low market share. This report hence uses the BCG matrix to analyse BA’s key routes, identifying the stars, cash cows, question marks and dog routes.

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