British Airways faced marketing challenges over the last couple of years. You are to provide an original case study in which you critically evaluate a significant marketing challenge that British Airways faced in 2018/19. This challenge should be explored in detail, providing evidence from a range of credible academic and practitioner sources, to demonstrate its significance for the organization in different contexts e.g. different countries; different markets; different market segments; offline/online, etc. Relevant theory from the module must be applied to develop the analysis and evaluation. Logical conclusions should be drawn (2250‐words guide only).
You may need to undertake situational analysis to provide further evidence, such analyses would be placed in the Appendices rather than the main report. The main report should be the actual case study.
ASSESSMENT GUIDANCE:

Structure –
The recommended Case Study Format
Background – Company/Market background (270 words guide only)
Theoretical Underpinning – Introduction to key theory/theories that link to this case study (270 words only).
The Situation at the start of the case – What was the situation/issue/problem at the start of the case for the organisation/market. This is just an introduction (270 words guide)
The case study – Elaborate on the marketing situation/issue/problem/challenge that
you identified in the early section and support it with contemporary theory/theories that you chose to address and are linked to the challenges identified and the marketing strategy/strategies undertaken by the company. This must be structured into subsections as appropriate. (900)

The outcome/solution- What was the final result? This can be successful or unsuccessful (270)

Conclusion- What are the key learning points from this case study (270)

Appendices – This may include PESTLE. Porter’s 5 Forces analysis etc.