... that the company does not know its own strengths and weaknesses so therefore can never truly be at its most competitive. In the beginning of the 1980's BA realised that they were experiencing difficulties with increased competition from other airlines. During the early 80's their profits were falling dramatically. This made them realise that they had to change their management style. They didn't make the transition to a new management style straight away but they did change their mission statement and put a lot of effort and innovation into implementing it. This is when the famous advertising slogan came into effect "the world's favourite airline". The new mission statement stated that BA wanted to be the undisputed leader in world travel and they wanted to set new industry standards using better technology to ensure better and more competitive prices for their customers. Although we are now in 2003 little has ...

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