Localisation - the foundation of British Airways Strategy in China

A very useful article here in Marketing Magazine which describes how British Airways (BA) has approached its strategy of penetrating the market in China.

Some key points I jotted down:

Localisation: "Personal insight and first-hand knowledge of the Chinese market builds credibility and demonstrates respect for the local culture"

Localisation seen as particularly important for a service business: examples from BA include Chinese-speaking crew, on overhaul of our on board menus, Chinese language entertainment on-board and local language newspapers and magazines.

Mobile technology is key to ensure selling success in China - consumers in China instinctively want to use smartphones and tablets as their main method of communication and transacting;