Nobody downloaded yet

British Airways (BA): Corporate Strategy - Essay Example

Comments (1) Cite this document
Summary
British Airways (BA) is the flag carrier airline based in Waterside in the United Kingdom. In terms of international destinations, international flights and fleet size, British Airways is the largest airline in UK whereas it is ranked as the second largest UK airline based on passengers carried…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER95.2% of users find it useful
British Airways (BA): Corporate Strategy
Read TextPreview

Extract of sample "British Airways (BA): Corporate Strategy"

Download file to see previous pages This paper will explain the products and/or services offered by the British Airways and the firm’s geographic scope of operation. The paper will also conduct a critical internal and external analysis of the British Airways using theoretic models like SWOT analysis, PESTLE analysis and Porter’s five forces model. An overview of the British Airways As mentioned in the introduction, the British Airways was actually formed to control two major nationalised airline corporations, namely BOAC and BEA. Currently, the British Airways has nearly 150 destinations, among which six are domestic destinations. The BA is one of the few airlines that have destinations in all the six inhabited continents. BA CityFlyer, the wholly owned subsidiary of BA, operates flights across 20 destinations throughout Europe. Although it has been giving particular focus to financial market, BA CityFlyer has recently gained notable achievements in leisure market too. In addition to managing domestic and international flights, the BA offers many other services such as hotel and car facilities (British Airways, n. d.). The airline also offers better entertainment experience like London Pass, Madame Tussauds and Beyond London; and BA has a range of holiday packages in order to provide its passengers with better service experiences (ibid). The British Airways’ main hub is located at London Heathrow Airport, which serves the whole United Kingdom and is the world’s third busiest airport. Hence, the advantage of geographic location contributes to BA’s scope of operations. SWOT analysis SWOT analysis is an apt tool for analysing the firm’s internal management strengths and weaknesses as well as external management opportunities and threats. Strengths Vast international operations and a strong global presence constitute the major strength of the British Airways. From a strategy standpoint, this strength would assist the organisation to spread risk elements and take advantages of emerging opportunities in the global airlines industry. Strong operating performance is another crucial strength of the company as it benefits the company to survive stiff market competition and thereby enhance market share growth. Strategically, high employee productivity greatly assists BA to dominate the UK airlines industry because employee productivity is an element directly influencing the overall organisational productivity. Weaknesses BA experiences a low rate revenue growth from its key geographic regions and this situation really threatens the long term sustainability of the company. In addition, the company struggles due to high debt burden. Undoubtedly, the recent global recession worsened the debt status of the company and impeded the company’s growth rate. Another major weakness of BA is that it faces severe competition from Cash Rich Middle Eastern Airlines. As a result of the intense competition, the company loses its market share to its competitors. As per reports, in order to improve its debt level, BA plans to cut over 4,5000 jobs, and this policy is likely to impact the operational efficiency of the firm (Thomas & Ebrahimi 2012). Opportunities The explosive growth of global travel and tourism industry over the last few decades offers potential opportunities to BA. Today, people visiting global tourist destinations are increasing tremendously and this trend would offer a prosperous future for the organisation. The growing air cargo industry would also assist BA to achieve its long term goals because the firm operates a well established air cargo subsidiary. The EU-US aviation agreement also appears to be fruitful opportunity for BA because majority of the world’ ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“British Airways (BA): Corporate Strategy Essay Example | Topics and Well Written Essays - 2250 words”, n.d.)
British Airways (BA): Corporate Strategy Essay Example | Topics and Well Written Essays - 2250 words. Retrieved from https://studentshare.org/business/1402472-corporate-strategy
(British Airways (BA): Corporate Strategy Essay Example | Topics and Well Written Essays - 2250 Words)
British Airways (BA): Corporate Strategy Essay Example | Topics and Well Written Essays - 2250 Words. https://studentshare.org/business/1402472-corporate-strategy.
“British Airways (BA): Corporate Strategy Essay Example | Topics and Well Written Essays - 2250 Words”, n.d. https://studentshare.org/business/1402472-corporate-strategy.
  • Cited: 0 times
Comments (1)
Click to create a comment or rate a document
kf
kframi added comment 1 year ago
Student rated this paper as
Nice paper! Used it to finish an assignment for a business course. It was easy as ABC, for the first time in my life.

CHECK THESE SAMPLES OF British Airways (BA): Corporate Strategy

Corporate Strategy Assessment: British Airways

...?Corporate Strategy Assessment: British Airways Products, Services, Geographic Scope of British Airways British Airways (BA) is reportedly a full-service global organization that focuses on serving the needs of diverse clientele who travel through air. The organization boasts of offering competitively low airline fares and having access to strategic parts of the world. BA books flights to destinations that range from general geographical categories such as Africa, the Caribbean, Europe, Far East and Australia, the Indian Ocean, the Middle East, North Africa, North and...
10 Pages(2500 words)Essay

British Airways

...? Essay on British Airways ESSAY ON BRITISH AIRWAYSBritish Airways and its predecessor companies have been at the very forefrontof air transport development since the dawn of this industry. We will continue to lead in the future" (British Airways, 2004). This is according to the chairman of British Airways from 1993 to 2004, lord Marshall of Knightsbridge. While the history of BA in its current structure and name began in 1976, its predecessors can be traced back to the late ‘10s. The first British Airlines, Aircraft Transport and...
3 Pages(750 words)Essay

British Airways

.... Feedback questionnaires would be an effective approach to gather from the customers the reasons for which they prefer the airline, be it for their prices, quality or other tings which in turn would make BA respond accordingly so as to ensure customer satisfaction. 4. The airline should continue with the strategy of shifting price with demand so as to reach out to promote its brand among off peak and business travellers. Otherwise, the market continues to be competitive and strategies have to be constantly aligned to the anticipated changes. Bibliography Balmer, JMT, Stuart, H & Greyser, AS 2009, ‘Aligning identity and strategy: Corporate branding at...
5 Pages(1250 words)Essay

British Airways

...the corporate image of any company is probably through marketing and communications. Probably that was the reason the company hired Mr. Frank van der Post in the beginning of 2011. And to be real honest that proved to be a game changer. Under the leadership of Mr. Frank van der Post the company started a new advertisement campaign to revive the image (Cowan, 2005, p. 121). ‘To Fly. To Serve’ Campaign This was the first step of the brand revival strategy of the company. The company decided to launch a new advertisement using the tag line to the company ‘TO Fly. To serve’. The 90 second advertisement was launched to pay tribute to the history of the British Airways. The ad...
6 Pages(1500 words)Assignment

British Airways

...of this, King immediately froze wages, reduced staff by 20%, closed eight engineering bases, closed 16 routes that were deemed extraneous and ultimately a profitable, and stated that the worst was not yet behind the airline (Tushman & O’Reilly, 1996). At face value, each of these decisions may be viewed by the reader as placing the final nail in the coffin of British Airways; however, rather than this being affected, King was able to increasing around drastically by focusing upon the needs and development of the remaining employees that existed and focus upon business development of the remaining routes and services that British Airways was tasked with providing its...
4 Pages(1000 words)Research Paper

British Airways

...?British Airways Definition of Corporate Global Citizenship The concept of organizations developing to global citizenship has been developed in the recent past to ensure that organizations have an input on the societies they are in. Usually, the main purpose of why an organization exists is to make profit for the shareholders. However, this is not all, organizations are obliged to take care of the people that sustain it in different aspects ion order to have a corporate social responsibility. Therefore, according to the World Economic Forum, corporate global citizenship refers to the adoption of real and lasting contributions by a...
4 Pages(1000 words)Essay

British Airways

...in the air travel industry and by forging new strategic alliances with other players in related sectors. After the grim of the 9-11 tragedy has been forgotten, it is forecasted that demand for air travel will rise. In effect, British Airways can forge partnerships with other business organisations like hotels and land transportation to be able to extend maximum customer satisfaction. Threats Kotler states that the global arena is becoming a hypercompetitive which is characterised by more intense rivalry among players (Marketing Management 2004). This is true in the air travel industry. Other low-cost carriers are putting much pressure on British...
14 Pages(3500 words)Essay

Corporate Strategy of British Airways

...Corporate strategy Introduction British Airways is located in Waterside, near the London Heathrow Airport in the United Kingdom. It is known as the flag carrier air service of the country. British Airways is the largest air service of the country based on its fleet size, the number of international flights and the international destinations. It is the second largest airline in the country based on the number of passengers carried by it. The British Airways Board was constituted in the year 1971 in order to control the two big nationalised airline corporations named as BOAC and BEA and two other small airlines named as Cambrian Airways and Northeast Airlines. Later, on 31 March 1974, the merger of all the four companies resulted... in...
11 Pages(2750 words)Case Study

British Airways

...British Airways Introduction British Airways is part of the International Airlines Group (IAG). Its headquarters is in Waterside, Harmondsworth in the UK. It operates primarily in Europe and USA. London is the company’s principle location for its businesses with a significant presence in London city, Gatwick and Heathrow airports. It is one of the leaders in the category of premium international airlines. As of December 31, 2013, British Airways had employed 38,592 people. The company has a very strong brand image that gives it a significant competitive edge helping it grow in the domestic and international markets. The company has won...
2 Pages(500 words)Assignment

Business Strategy British airways

...the existing services or products to customers by improving the positioning. BA has attained this through revamping and remodeling the customers’ perception of its brands and focusing on the corporate class of consumers. Despite its success, BA has had its bad times too. For instance, failure of holiday tour flights was detrimental to the company. This product had to be retrenched. Retrenchment refers to removal of nonperforming products from the market of minimization of operating expenses. During the 2007/8 financial downturn, many companies reduced number of employees and BA was not an exception. 3.2. Future strategy for British...
17 Pages(4250 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Essay on topic British Airways (BA): Corporate Strategy for FREE!

Contact Us