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DisgustedofSwieqi
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Bill Hants

Classic marketing theory.

Ryanair own the cost leadership position in Europe, so BA needs to differentiate.

However, reducing the value in the product is a strange way of doing that.

They seem to have focused on the ex London markets as part of their strategy and time will tell whether this will work.

I see BA as a Jekyll/Hyde company, strong LH premium product range, poor short haul premium product.