'WE'RE AN AIRLINE WORTH FLYING' : BMI IS BETTING ON A SEGMENTATION STRATEGY, INCLUDING THE LAUNCH OF ITS IN-HOUSE LCC "BABY," TO RETURN TO PROFITABILITY

Bmi (formerly British Midland) is pursuing a strategy in which its new low cost carrier, bmibaby, figures prominently. Three other segments of the company will pursue mainline, regional and transatlantic markets. Bmibaby operating costs are lower than the other segments but it has yet to achieve profitability. A company-wide effort called "Blue Sky" aims to trim 20% from the current budget. Moving to a single aircraft type is part of that strategy. Transatlantic routes and activity are heavily influenced by bmi's North American partners, United Airlines and Air Canada.

• Availability:
  • Find a library where document is available. Order URL: http://worldcat.org/issn/00022543
• Supplemental Notes:
  • Page range: pp 44-46, 48
• Corporate Authors:

  Penton Media

  1300 E 9th Street
  Cleveland, OH  United States  44114-1503
• Authors:
  • Buyck, C
• Publication Date: 2004-5

Language

• English

Media Info

• Features: Photos; Tables;
• Pagination: 4 p.
• Serial:
  • ATW: Air Transport World
  • Volume: 41
  • Issue Number: 5
  • Publisher: Penton Media
  • ISSN: 0002-2543

Subject/Index Terms

• TRT Terms: Airlines; Costs; Discount fares; Profitability
• Identifier Terms: Bmi; Nottingham East Midlands Airport
• Subject Areas: Aviation; Finance;

Filing Info

• Accession Number: 00974388
• Record Type: Publication
• Source Agency: UC Berkeley Transportation Library
• Files: BTRIS, TRIS
• Created Date: Jun 2 2004 12:00AM