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British Airways - Case Study Example

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The present case study "British Airways" dwells on the annual report and accounts. As the author puts it, annual reports include information other than financial statements of the company mainly for the purpose that there are many areas which are not clearly portraited in financial statements…
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British Airways
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Download file to see previous pages Therefore, this additional information such as the macro environment effects, business performance in comparison to its competitors, etc. generally guide the investor in making the right choice.
The statements provided by Chairman and CEO are more or less same with both them talking about the performance of British Airways during the year in comparison with last year and the difficulties being faced due to the economic downturn, loss of consumer confidence, increasing oil prices and other environmental factors. Furthermore, both the heads highlighted the fact that next year is going to be much tougher in terms of performance due to economic conditions prevailing, yet they are confident that the company will manage to survive and achieve their long term future goals of being a premium airline. However, the main difference among both the statements was the measures highlighted by CEO to survive currently and tackle the future business appropriately with a brief detail about their future development and ways to achieve those (British Airways 2009).
The report provided by CFO highlight some of the problems that the company is facing and which will be important for an investor like Paul. Firstly, the CFO talks about the declining revenue caused by a decrease in passenger traffic especially premium passenger leading to the reduction in the amount of flying. Furthermore, the report highlights the company’s susceptibility towards fluctuating oil prices and showing an increase in operating expenditure due to this. Moreover, the company faced a net unrealized loss on fuel derivatives due to volatile prices. Lastly, the company posted a negative EPS which will have an adverse impact on its investors as no dividend was announced (British Airways 2009).
The environment in which the airline industry operates involves a lot of risks and uncertainties which are out of their control and can have severe impacts on their business. Some of the risks involved in their industry are act of terrorism, any changes in government regulations, etc. but those which have direct and long term impact are branding, competitors move, unable to reap the benefits as planned from merger, employee relations with the company, government policy changes, company’s focus towards environment and last but the most important risk is fluctuating oil prices and exchange rate (British Airways 2009) . ...Download file to see next pagesRead More
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