Relationship Marketing Strategy and implementation

In June 1990, The Times reported a seech made by King at London’s
Mansion House. He expressed annoyance at the decision to ask the
Monopolies and Mergers Commission to investigate the airline’s attempt
to take a 20 per cent stake in Sabena World Airways. He claimed that he
was:

struggling against not only the efforts of our competitors but the shackles

imposed by our own Government ... I have no intention of dying a death by

a thousand cuts ... The Secretary of State will finally either permit or block

our participation in the Brussels hub. The future will not be determined by

the UK Government but our Government may well decide whether we are

to be part of that future ...

On June 4 fifty years ago we were called to prepare ourselves to fight on

the beaches and on the landing grounds.The tide of commercial conflict has

Creating and implementing relationship marketing strategies 477

100%

80%

60%

40%

20%

0%

1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995

Profit

Non-airline and discontinued

Aircraft operating lease costs

Accommodation, ground equipment and

currency differences

Depreciation

Fuel and oil costs

Selling costs

Employee costs

Other

Figure 6.2.2 Breakdown of BA Group turnover.