Abstract :
What is the scope of the aviation maintenance business? Simplistically we can see the market as three discrete types of services in this business: technical management; operational maintenance; and asset value maintenance. The key to British Airways Engineering approach to marketing and market planning is unique to these three service groupings. However the generic approach is precisely the same. Our market planning process seeks to recognise these customers and all initial segmentation is based upon sub-categorisations of this information
