... were customers directly participate in the production process. Product strategy is therefore very vital for the organization's success. It needs to be developed and manage very careful in order to be successful. British Airways product strategy includes flight services, quality of flights, various destinations across Europe and the world, executive class, business class, speed, security, support facilities and years of experience. It provides the basic product and various alternatives to satisfy all the different customer needs. 1.2 Product Levels If we have a brief look at Kotler's five-product levels theory, there are five products levels in regards with the quality and the expectation of the customers and each level adds more value to the customer (Kotler 11th edition, 2003).1 1. At the beginning is the core benefit, the fundamental service or benefit that the customer really buying. The most fundamental level is the core benefits; what the customer ...

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