BA to cut frills

If your pupils sat the OCR case study paper this summer you will have noticed that British Airways was described as a company that uses quality to attract its customers. However due to their current financial woes, a new no frills approach is being implemented with no meals, sandwiches or bottled water served after 10 am on short haul flights. Interestingly their chief executive has recently vowed to focus on customers during the current economic crisis. Do you think this new competitive strategy will work or will customers notice the change and switch to cheaper airlines?