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... Situation Analysis Executive Summary This report provides a situation analysis of British Airways, evaluating the current operations of theairline in order to establish gaps and issues which need improvement. The methods of this paper include an analysis of reports on the operations of the airline, based on competition, how it manages the industry, and the customers, including the internal operations of the airline. Findings are based self-reports, annual reports and analysis of other authors. Based on shorthaul routes, the airline is being faced with competition on air and ground travel with trains taking a huge share in the UK traveling. Based on 2005-2006 figures, British Airways’ market shares...