The Case Of British Airways

The Case Of British Airways
Discussion Board # 1
Johan Rivera
Liberty University British Airways (BA) is a company that encountered several difficulties back in
the 1970's and 1980's. The poor performances of the organization, was leading the company to
failure. BA was offering a service that even though it accomplished the mission of the company, was
not providing customer satisfaction. The organization was not taking into consideration the needs of
the costumer and was not providing an acceptable customer service experience. "Productivity at BA
in the 1970s was strikingly bad, especially in contrast to other leading foreign airlines" (Jick,
Peiperl, 2010, p.28). Due to numerous changes, the company increased their revenues and became a
respectful and well know organization.
Re–Energizing
In the reading "Re–energizing the Mature Organization", the authors provide several stages that
organizations can approach in order to achieved success in organizational change. The case of
British Airways, can be related to this article because the company went through the changing
challenges that allowed the organization to overcome the idea of failure. BA understood that in order
to increase sales and remain competitive, they had to develop new strategies and concepts that
would re–energize the company. Mr. Colin Marshall, Chief Executive of British Airways, took the
responsibility to grow and re–stablish the costumer services department. As a leader, he provided
tools that allowed employees to connect with
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Three Types Of Business: Business Environment Zeus Pestonji
BBA–HNC Business Environment Zeus Pestonji Business Environment Draft: 2 Name: Zeus
Pestonji Batch: HNC A business organization is an individual or group of people that collaborate to
achieve certain commercial goals. Some business organizations are formed to earn income for
owners. Other business organizations, called non–profits, are formed for public purposes. These
businesses often raise money and utilize other resources to provide or support public programs.
Types of Economic organisations, these are organisations in the private sector which comprise of
businesses owned by individuals or groups of individuals Sole trader– A business which is started by
one person and is financed by him but has full control of his business and gets to keep ... Show more
content on Helpwriting.net ...
Deliver an outstanding service for customers at every point. Grow their presence in every city Build
their leading position in London Meet their customers? needs and improve margins through new
revenue streams Objectives: These are enumerated statements a company wants to achieve over a
period of time. These are used as a standard of measuring the performance of a business and all the
departments which they are consisting of. There are three types of objectives these are Primary and
secondary objectives: If a new company wants to set their objective as a growth in profits this would
be their primary objective but to achieve this, they have to develop various strategies. For each
specific strategy, an objective has to be set Secondary objectives are those related to sales growth,
customer service quality of the product, technological innovation, efficient use of resources and
reducing company debt. Corporate objectives: These are objectives which focus on a business as
whole. IT focuses on the performance of the business and the results of the business. They need to
cover important arras so they can achieve better results instead of focusing on a single

How Did British Airways Change
British Airways during the years has changed a lot, they had a lot of improvements and they made
new experiments and growths that made the future of this company to be different. In 1974 British
Airways was created with the combination of two companies the British Overseas Airways
Corporation (BOAC) and British European Airways (BEA).
In 1986 the airlines with long–haul services were moved to the terminal 4 at Heathrow airport and in
1987 with the leadership Chairman Lord King was completed the privatization of British Airways.
In 1988 British Airways was unite with Gatwick Airport based British Caledonian Airways.
In 1997 another companies from around the world made a new fleet of Airbus aircraft for short haul
services. They announced in 1999 about the new association.
In March 2008 terminal 5 at Heathrow Airport was opened by the queen and the new Airbus A380s
and Boeing 787 Dreamliners were make public. The airline introduced the first ... Show more
The two important sources that makes British Airways one step ahead is the alliance with the other
airlines in the industry.
British Airways has a lot and different stakeholders, such as communities (UK and abroad), media,
customers, shareholders, employees, international civil aviation authorities, the travel market,
suppliers, NGOs, partner organizations, other airlines, industry groups and associations,
governments and regulators. They work on the key stakeholders to make to understand and provide
feedback on their projects of their business.
Their work is to make sure to be able to develop the understanding of the economic, environmental
and societal impacts of the business, so they can improve more their sustainability. British Airways
is always in touch with the stakeholders to talk about different problems they have and to sort them

Strategic Human Resource Management
Executive Summary:
Strategic human resource management is an approach that refers how the aims of the organization
will be acquired through people by means of human resource strategies and combined human
resource practices and policies. It is also based with viewing the people of the organization as a
strategic element for the acquirement of competitive benefit. Strategic human resource model are
used to achieve sustainable competitive advantage in the industry. Human Resources Management is
the strategic management of the employees, who individually and collectively contribute to the
achievement of the strategic objectives of the organization success. As in the case of British Airway,
they use strategic human resource management to ... Show more content on Helpwriting.net ...
(www.cipd.co.uk)
It consider employee of the organization as the strategic resource or human capital that must be
managed and leveraged in executing corporate strategy. According to Huselid, Jackson and Schuler
1997, Strategic human resource management practices are those practices specifically developed,
implemented and executed based on a deliberate linkage to a company's strategy. (www.aabri.com)
1.2 Comparison among Two Strategic Human Resource Management Model:
An organization can achieve sustainable competitive advantage through people by designing the
organizational system through strategic human resource management. It link human resource
practice to business strategy and thus it link human, social and intellectual capital of their member to
the strategic need of the firm. The importance of the environment as a determinant of human
resource strategy has been incorporate into some model.
Matching Model of Strategic Human Resource Management: Matching model assume HR systems
and organizational structure should be managed in a way that is congruent with organizational
strategy. This model is developed by Michigan Business School.
FIRM
Organization
Structure
HRM
Mission and
Strategy
Economic
Forces

Political
Forces
Cultural
Forces
Source: Devanna et al.'s strategic human resource management 'matching' model (Devanna et al.
1984)
It uses HR

Impact Of Globalization On The Airline Industry
Introduction
1 This essay will assess how globalisation has impacted on the airline industry using British
Airways as an example to illustrate this change had on the industry as a whole. This essay will
attempt to show how the airline industry and British Airways in particular coped with thesee change
and how neoliberalism thinking allowed and supported this fundamental change to happen.
Critical analysis of external and internal environment using strategy tools has also been considered.
This essay will outline the fundementals of globalism as well as Neoliberalism, the political thinking
behind it. The research includes a review of academic books, journals, articles and websites. It also
covers the critical account of globalization on British Airways stating its strengths and weaknesses .
The Airline industry is a large and constantly growing industry. It facilitates economic growth,
international investment and world trade and is therefore central to other industries as well for
globalisation. There are various forces which lead to globalisation in airline industry. Key drivers of
change are forces likely to affect the structure of an industry; sector or market. (1).
2 Globalisation is the process by which the world is becoming increasingly interconnected as a
result of massively increased trade and cultural exchange. Globalisation has increased the
production of goods and services. The biggest companies are no longer national firms but
multinational corporations with

British Airways : Case Studies : British Airways Case...
British Airways Case Study
Zita Ethier
Liberty University
BMAL 504
"Change, in its broadest sense, is a planned or unplanned response to pressures and forces. Hence,
there is nothing new about change or the need for it." (Jick & Peiperl, 2011, p. Intro xx). Change in a
business environment or in a military atmosphere is very rarely embraced with open arms. As
leaders, how we choose to openly show our support for change coupled with how we communicate
this change to our subordinates will make or break the difference in the overall success or failure of
those very things we are attempted to change.
Reforming British Airways During the 1980's, British Airways experienced the biggest crisis in the
history of the airlines existence. While previous "forecasts had projected passenger traffic was slated
to increase at an average rate between 8 to 10 percent; however, the reality was that traffic
unexpectedly decreased by more than 4 percent. This coupled with rising fuel and staffing costs
brought the company to the verge of bankruptcy." (Jick & Peiperl, 2011, p. 26). As an organization,
British Airways carried the mindset and belief that, "if you're providing service at no cost to the
taxpayer, then you're doing quite well" (p. 28). According to the article, "Re–energizing the Mature
Organization," older, more mature organizations undoubtedly come to a crossroad where they were
forced to face the challenge of renewal change (p. 50). This is where a company

British Airways Business Environment Essay
British Airways also known as BA is United Kingdom based airline. Based on fleet size, British
airline is the largest airline of the United Kingdom. It is the second largest airline measured by
passengers carried. In 1972, British Airways board was established by the government of United
Kingdom for managing two nationalised airline corporations British European airways and British
Overseas Airways Corporation along with two regional smaller airlines Northeast Airlines from
Newcastle upon Tyne and Cambrian Airways from Cardiff. All four companies were merged in 1974
to form British Airways. In 1987, British Airways was privatised after being the state company for
almost 13 years. With the acquisition of British Caledonian in 1987, Dan–Air ... Show more content
on Helpwriting.net ...
The external business environment includes a number of factors that are outside the company and
that are beyond the control of the organisation. For the success of the organisation, effectively
managing the internal strengths and operations of the business and identifying the potential threats
and opportunities which exists in the external environment are the key factors. In the current
business environment, it is important for the British Airways, as it is conducting its operations both
on the national and international level to focus on its internal and external factors (Armstrong &
Kotler, 2005). These internal and external factors possess direct and indirect impact on the
profitability and business activities of British Airways. Therefore, for the effective management of
British Airways, different analytical tools such as SWOT, PESTLE, Porter's five forces and Ansoff
Matrix are used to analyse the factors that is affecting the company's operations. For British
Airways, analytical tools such as PESTLE, Porter's five forces and Ansoff Matrix can be used to
analyse the external environment, to help formulate the company such strategies that can facilitate
the company in generation of increased profit both on the national and international level and that
can help the company in gaining competitive edge in the market (Baines, et al.,

The Historical View of Privatization and Nationalization...
In the previous years ago, the word privatization was not well–known same as today. Conversely,
word nationalization was popular at that time because of the government at that time owned all of
the important enterprises such as infrastructure businesses while private sector owned in the
diminutive enterprise which not important about the lifestyle of the people that illustrated the
government had more bargaining power than private sector. Almost people knew nationalization but
did not know about privatization. They had negative view point in privatization and thought the
private sector could not develop the services or products like the government. Until 1969 Peter F.
Drucker is the first person who wrote about privatization in the book ... Show more content on
Helpwriting.net ...
Concession, the government gives right to private sector for producing or servicing under the
control of the government which private sector is responsible investment and operate the assets that
contract with the government by the contract has long times about twenty or thirty years and income
will depend on fee from the people. Divestiture has three ways to use, the first way is the
government reduces shares by selling to the people but the government sector has shares fifty
percent. The second way is the government reduces proportion of shares no more than forty–nine
percent that cause the status of business is not state enterprises. The Last way is the establishment
affiliate for working instead of the government enterprises. Joint Venture with Strategic Partners, the
state enterprises and private sector jointly own business for extend network of services and the
flexibility of management in this business the government has no more shares fifty percent. Trade
Sale and Liquidation, the government no need to manage this business and more conditions that
private sector manage project better than the government. So the government will sell this business
to private sector. Liberalization, many state enterprises cannot improve the efficiency of work due to
many specifications of the government. So liberalization

British Airways Operational Environment
British Airways – Operational Environmental
Introduction
British Airways (BA) is the UK's largest international scheduled airline, currently flying to over
550 destinations. The British Airways group consists of British Airways Plc and a number of
subsidiary companies including, among others, International Aeradio, British Airways Helicopters
serving mainly the North Sea oil rigs and British Airways Holidays Limited
(BA 2008)and (Encyclopaedia Britannica–a).
Historically, British Airways was created as a state–owned company in April 1974 by a merger
between British Overseas Airways Corporation (BOAC formed in 1939) and British European
Airways (BEA formed in 1946) and their associated companies (Encyclopaedia Britannica–a).
Despite ... Show more content on Helpwriting.net ...
–Traffic growth is expected to slow down from 5.9% in 2007 to roughly 3.9% for 2008 and
increased liberalisation in the industry would intensify competition and squeeze profitability.
–As a sign of the times, IATA revealed that 24 airlines had stopped operating or gone bankrupt in the
last 6 months (BBC Bus News TV Broadcast 02 June 2008).
Social Environment
–The rising cost of Airline travel and the (ever present) fear of terrorism have caused many
travellers to avoid business travel whenever possible. On the other hand, a growth in traffic has been
prompted by migrant workers, especially from countries recently admitted to the European Union,
taking advantage of increased capacity offered by low cost carriers.
–Surprisingly, the holiday market has experienced little of the negative scenarios; with charter
operations and package holidays experiencing business as usual during seasonal peaks. This could
be explained by the fact that capacity in the holiday sector was never quite able to match the demand
for budget holidays.
–Global warming has become a social issue. Although the phonomenon has been caused by the
world's (growing) dependence on fossil fuels and frustrated by the lack of political will to reduce
greenhouse gases, the problem has become a rallying point for

Introduction
In this individual assignment, a video presentation and reading material, including the different ways
companies innovate, re–energize a mature organization, and change corporate culture, provide the
basis for analyzing British Airways' (BA) transformation and the challenges encountered in making
an organizational change. Identification of critical factors leading to their successful transformation
as well as the steps, sequence, and risks taken to transform the organization and personal assessment
of what could have been done differently is provided in this case study.
Connection of British Airways case to re–energizing the mature organization
The re–energizing the mature organization reading was relevant to the BA case ... Show more
Through bureaucracy bashing, the company focused on removing work that added little value to
customer satisfaction. This was accomplished through the establishment of the Putting People First
(PPF) program that also resulted in employee empowerment and a feeling of respect and belief they
were part of the change toward success. The focus on continuous improvement included creative
financing, marketing, and a movement towards privatization and globalization. Lastly, addressing
organizational cultural was one of BA's biggest challenges in their re–energizing efforts to make
change.
British Airways challenges to making change
Prior to the marketing campaign touting BA as "The World's Favorite Airline," BA was often
referred to as "bloody awful." The company suffered from poor performance, inefficiencies, an older
fleet, and substantial financial losses. Following passage of the Civil Aviation Act in 1971, BA
assumed control of two state–run airlines, British European Airlines (BEA) and British Overseas
Airways Corporation (BOAC), under the name British Airways. However, BEA and BOAC
operated autonomously with separate boards, chairman, and chief executive officer that provided
one of the challenges in making change. In addition to the corporate structure, the level of
inefficiencies continued with too many employees, too many managers, and a lack of priority and
focus on customer service. In addition to

British Airlines and Air India
India and the UK have a great deal in common. Right from our Parliamentary system of democracy
to our judicial system, our bureaucracy to now, the common travails of our flag carriers, British
Airways (BA) and Air India (AI).
BA, according to its chief executive, Willie Walsh, is in a 'fight for survival' much like our own AI.
As with the latter, BA has a bloated workforce, awful finances, a huge debt, all problems that
characterize AI as well. And, in an uncanny parallel, AI's latest offer of unpaid leave to its staff
mirrors a similar offer made earlier by BA.
But there the comparison ends. BA is no longer state–owned, having been privatised back in 1987.
AI, in contrast, is 100% state–owned. And that says it all
British Airways (BA) is the flag carrier airline of the United Kingdom and its biggest airline based
on fleet size, international flights and international destinations. When measured by passengers
carried it is second–largest, behind easy Jet. The airline is based in Waterside near its main hub at
London Heathrow Airport.
A British Airways Board was established by the United Kingdom government in 1972 to manage the
two nationalized airline corporations, British Overseas Airways Corporation and British European
Airways, and two smaller, regional airlines, Cambrian Airways, from Cardiff, and Northeast
Airlines, from Newcastle upon Tyne. On 31 March 1974, all four companies were combined to form
British Airways. After almost 13 years as a state company, British

American Airlines Case Study
In 1946, American Airlines established its maintenance and engineering bases in Tulsa, Oklahoma.
In 1953, American Airlines pioneered nonstop transcontinental service across the across the U.S.
with the Douglas DC–7. During 1957, American opens the world's first special facility for flight
attendant training, the American Airlines Stewardess College, in Dallas/Fort Worth. During January
1959, American Airlines introduces the Lockheed Electra, which is the first U.S.–designed
turboprop plane. On December 3, 1964, American Airlines hires Dave Harris, the first African–
American pilot for a commercial plane. In January 1970, American Airlines merged with Trans
Caribbean Airways, gaining Caribbean routes. In 1974, American Airlines released their one–step
automated check–in system, greatly increasing efficiency within the company for checking
passengers in and getting them on to the correct planes. Then in 1975, American Airlines began
marketing SABRE (Semi–Automatic Business Research Environment), which is a computer
reservation system that was developed to automate the way American Airlines booked their
reservations to traveling agencies in the U.S. After this, in 1979, American Airlines relocated their
headquarters from New York City to Dallas/Fort Worth Texas, where it still resides today. On May
1st, 1981, American Airlines introduces AAdvantage®, the first airline loyalty program. On August
1st, 1983, America Airline West commences operations in Tempe, Arizona.

Aviation Industry Essay
INTRODUCTION.
At the present time, the airline industry faces many cost pressures. The industry has made
remarkable achievements in improving its efficiency. But cost pressures continue, from record high
fuel prices to unjustified increases in charges from monopolistic airports, to further taxes imposed
by governments (industryspotlight.org.uk). Higher costs inevitably lead to higher prices for airline
passengers. Aviation is vital part of the United Kingdom. It is not only crucial in sponsoring almost
1 million jobs and £50 billion of GDP, providing around £8.7 billion in taxes to the Treasury of the
country, but aviation is also fundamental to the success of economic benefits from air transport in
the United Kingdom (Roberts–Hughes, 2014). Aviation supports exports, services, manufacturing,
foreign direct investment and of course tourism. This sector gives us opportunity for the holidays
and visits of family and friend in different parts of a country and also around the world. ... Show
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The external environment of an organization represents factors outside the company that affect the
company's ability to function. The business cannot control these aspects but can answer to these
changes if it needed. Of course the main problem for business managers is to manage to respond
early to these changes in the external environment, but this depends on how soon any change is
identified. Most of external environmental factors for example, economic conditions, are reported
daily in the media; managers have a wealth of information with the help of which they can develop
strategic plans. Nevertheless, some external factors are difficult to identify, especially when they are
changing very slowly or hidden from

Boeing : The Production Of Military Fighter And Bomber...
The Boeing Aircraft Company started out specializing in the production of military fighter and
bomber aircraft during the World War II era and then transitioned to the commercial jet age. It was
at this time that the company began producing commercial aircraft alongside military aircraft for
profit. Boeing received financial assistance from the government when they initially began
development and production but it was not until many years later that their investment became
profitable and according to reports, "in the end, the707 was quite profitable, selling 25 percent
above its average cost." (Kerzner, p.92) Boeing's emergence into the commercial aircraft arena with
their 747's was fraught with a lot of financial risks and difficulty it ... Show more content on
Helpwriting.net ...
They surpassed and even forced out their biggest competitors in the industry, McDonnell Douglas
and the Lockheed Corporation, because their "Jumbo Jet had became Boeing 's most profitable
aircraft and the industry 's most efficient jetliner." (Kerzner, p.92) Another deciding factor propelling
Boeing into the commercial airline sector was their burgeoning need to compete with the Airbus.
"When the Airbus was prospering, the Boeing Company was struggling with rising costs, declining
productivity, delays in deliveries, and production inefficiencies. Boeing Commercial Aircraft Group
lost $1.8 billion in 1997 and barely generated any profits in 1998.18 All through the 1990s; the
Boeing Company looked for ways to revitalize its outdated production manufacturing system on the
one hand, and to introduce leading edge technologies into its jetliners on the other. The development
and production of the 777, first conceived of in 1989, was an early step undertaken by Boeing
managers to address both problems." (Kerzner, p.93) In my assessment of the meetings, decisions
and recommendations discussed between Philip Condit and Jim Guyette are as follows, I believe
that two entered in the agreement with a large breadth of respect for one another and an a legitimate
desire to work together to bring their combined and

American Airlines : The United States
American Airlines Abdullah Alshawaf 21st of October, 2015 Middle Tennessee State University
Introduction Since the enormous breakthrough of aviation, early in the 20th century, commercial
airlines have been playing the most part of our sky. One of the oldest, successful, and known airlines
is the American Airlines. Today, this airline carries more fleet than any other airline in the entire
world, which makes it solidly one of the biggest names in the aviation industry. History One day, in
April of 1926, a young pilot called Charles Lindbergh flew mail in a DH–4 biplane from Chicago to
St. Louis. At that same day, Charles and two other pilots flew mail back to Chicago. By then,
Charles was the pilot for a U.S. mail company called Robertson Aircraft Corporation based on
Missouri. This company was the very first root to American Airlines. Robertson Aircraft
Corporation kept hiring young pilots until eventually, in 1934, this company became the known
American Airlines. Also, at that same period of time, American Airlines were the first commercial
company to put the Douglas DC–3 on commercial service. In 1936, American Airlines were the
number one airline for domestic flight. By February of 1937, American Airlines had their one
millionth customer (American Airlines History). Moreover, World War II had made an impact into
the American Airlines. This impact had caused the American Airlines president to change.
Moreover, during that same time, almost half of the

British Airways: Largest Airline in the UK
British Airways (BA) is the flag carrier airline of the United Kingdom, based in Waterside, near its
main hub at London Heathrow Airport. It is the largest airline in the UK based on fleet size,
international flights and international destinations and second largest measured by passengers
carried, behind easyJet.
The British Airways Board was established in 1971 to control the two nationalised airline
corporations, BOAC and BEA, and two smaller, regional airlines, Cambrian Airways, from Cardiff,
and Northeast Airlines, from Newcastle upon Tyne. On 31 March 1974, all four companies were
merged to form British Airways. After almost 13 years as a state company, that was sold in February
1987 as part of a privatisation plan by the ... Show more content on Helpwriting.net ...
In 1981, the airline was instructed to prepare for privatisation by the Conservative government. Sir
John King, later Lord King, was appointed Chairman, charged with bringing the airline back into
profitability. King was credited with transforming the loss–making giant into one of the most
profitable air carriers in the world, while many other large airlines struggled.[9] The flag carrier was
privatised and was floated on the London Stock Exchange in February 1987.[10] In July 1987,
British Airways effected the takeover of Britain 's "second" airline, British Caledonian.[11]
The formation of Richard Branson 's Virgin Atlantic Airways in 1984 created a strong competitor for
BA. In 1993, the intense rivalry between British Airways and Virgin Atlantic culminated in the
former being sued for libel arising from claims and counter claims over a "dirty tricks" campaign by
BA against Virgin. British Airways ' campaign against Virgin included poaching Virgin Atlantic
customers, tampering with private files belonging to Virgin and PR undermining the reputation in
the City. Following a libel case, British Airways agreed to pay £110,000 damages to Virgin (and
£500,000 to Branson) and £3 million legal costs causing BA management to apologise
"unreservedly" for the alleged "dirty tricks" campaign. An action filed in the US in 1993 by Virgin
against BA over domination of the trans–Atlantic routes was

History of British Airways
Company History:
British Airways PLC is the largest international airline in the world. It is based at Heathrow Airport
in London, the busiest international airport in the world, and has a global flight network through
such partners as USAir in the United States, Qantas in Australia, and TAT European Airlines in
France. Via its own operations and those of its alliance partners, British Airways serves 95 million
passengers a year using 441 airports in 86 countries and more than 1,000 planes.
British Airways ' earliest predecessor was Aircraft Transport & Travel, Ltd., founded in 1916. On
August 25, 1919 this company inaugurated the world 's first scheduled international air service, with
a converted de Havilland 4A day bomber leaving ... Show more content on Helpwriting.net ...
Britain 's primary supplier of flying boats, the Short Company, developed a new model, designated
the C–class, with 24 seats and weighing 18 tons. Since it had an increased range and flew 145 miles
per hour, it was able to simply bypass "politically difficult areas." The Short C–class went into
service in October 1936. A year later Imperial Airways made its first trans–Atlantic crossing with a
flying boat equipped with extra fuel tanks. However, it was Pan Am, with more sophisticated and
updated Boeing airplanes, which was first to schedule a regular trans–Atlantic service.
Imperial Airways was formed with the intention of being Britain 's "chosen instrument" for overseas
air service. On its European services, however, Imperial was competing with the British Continental
airlines and an aggressive newcomer called British Airways. British Airways was created in October
1935 by the merger of three smaller airline companies. Three months later the company acquired a
fleet of Lockheed 10 Electras which were the fastest airplanes yet available. The competition from
British Airways threatened the "chosen instrument" so much that in November 1937 a Parliamentary
committee proposed the nationalization and merger of Imperial and British Airways. When the
reorganization was completed on November 24, 1939, the British Overseas Airways Corporation
(BOAC) was formed.
The creation of BOAC was overshadowed

British Airways Marketing Report
Contents
* Introduction........................................................................................................................... 2 * Brief
Background of British Airways....................................................................................... 2 * The
Marketing Mix................................................................................................................ 3 * S.W.O.T.
Analysis................................................................................................................... 5 * British Airways
Target Market and Positioning Strategy....................................................... 7 * Marketing ... Show
The Marketing Mix
The marketing mix is a combination of 4 P's (product, price, place and promotion) that should be
used in conjunction with each other to ensure a competitive edge over other companies. 'The
marketing mix is designed to produce mutually satisfying exchanges with a target market'.
Product
BA's product in essence relates to the flights offered. However, the product can be drilled down into
specific areas ranging from the airport lounges around the world, the 'extras' that you can buy on
board such as model BA aeroplanes or even package holidays. Each of these has been specifically
tailored to meet customer expectations (which are highlighted in the section of the report titled
'target market'). This part of the marketing mix focuses on how BA's products are managed and in
the Guardian case study article titled 'BA, Iberia and American Airlines tie–up heralds new era of
transatlantic travel' dated 06/10/2010 it shows how BA have made an executive decision to link their
websites with other companies to have the possibility to offer a higher number of routes (products)
to their potential customers.
Price
Price is simply 'the amount of money customers must pay to obtain a product'. BA's price is
generally higher than their competitors although this is because they believe they are offering higher
quality. However, in recent times BA appear to be losing the price war against low cost

Qantas Australia 's Largest Domestic And Worldwide Airline
Qantas founded in the Queensland outback in 1920 " Figure 1 visual depict Qantas in 1920", Qantas
has grown–up to be Australia 's largest domestic and worldwide airline. Registered in the beginning
as the Queensland and Northern Territory Aerial Services Limited (QANTAS), further Qantas is
regarded as the world 's leading long coldness airline and one of the strongest brands in Australia.
Qantas had built a status for excellence in safety, operational reliability, manufacturing and
maintenance, and customer service. The Qantas Group 's chief business is the transportation of
clients using two balancing airline brands Qantas and Jetstar. Qantas airline brands operate local,
domestic and international services. The Group 's broad variety of ... Show more content on
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This means that the operations manager will have to be involved in the growth of the business's
goals so that the operations department knows what resources and production methods are needed to
meet these goals.
Cost leadership
Cost leadership refers to the strategies to create goods or services at the lowest possible cost whilst
they are still acceptable to customers. By reducing the costs of manufacture and distribution, a
business will be able to increase the advantage over competitors. Qantas main costs include staff
(26%), aircraft operating e.g. maintenance (20%), fuel (25%), depreciation (9%), marketing (4%),
property (3%), IT (3%) and other (11%). To gain cost leadership, operations management at Qantas
must find ways to minimise costs. Qantas has targeted cost reduction of $1.5 billion over the next
three years. The aim is to use the least quantity of inputs to deliver one unit of output. A number of
methods are available:
Economies of Scale the economics of the aviation industry which requires a large labour strength
and large reserves of capital have made strategic alliances necessary. Qantas is a member of the
Oneworld Alliance "Figure 2 is visual depict Oneworld Alliance" which features 12 of the world's

Describe The Elements Of The Business Environment That...
P1
Introduction
In this unit I will talk about the different elements of the economic environment that have significant
impact on businesses such as British Airways. I will explain how exactly they influence the
economic environment.
Economic environment
Every country has its economy which has features that can be measured in many various ways to
comprehend how they are evolving. These different features will allow us to describe changes in a
distinct business which in this case is British Airways. The economic environment of a country has a
meaningful effect on its business, as the trade that is happening between that country and other
countries affect how much money is passing in and out of the country. This than affects the cost of
goods and prices.
British Airways
British Airways is the flag carrier airline of the United Kingdom. It is the biggest airline in the UK
based. British Airways was considered the largest UK airline by passenger numbers from its creation
in 1974 until 2008 when it was replaced by low–cost rival EasyJet. Since its origin, British Airways
has been centred at its main core at London Heathrow Airport, with a second major heart at London
Gatwick Airport. The British Airways Board was formed in 1971 to control the policy and finances
of the two large London–based airline corporations, British Overseas Airways Corporation and
British European Airways Corporation with two much smaller regional airlines, Cambrian Airways
and Northeast Airlines.

British Airways Management Analysis
Management Research Report
What has British Airways done during the recession to be competitive against Ryanair and Easyjet?
Table of Contents
1. Introduction ................................................................................................................. 3
2. Methodology ................................................................................................................ 4
3. Short History
3.1 British Airways .................................................................................................5
3.2 Easyjet and Ryanair............................................................................................6
4. Prior to the Recession
4.1 British Airways ..................................................................................................7
4.2 Easyjet .............................................................................................................8
4.3 Ryanair ............................................................................................................ 9
5. Recession and Airline Industry
5.1 Impact of current recession on the airline industry ... Show more content on Helpwriting.net ...
The company's main centres of operation are London Heathrow Airport and London Gatwick
Airport. The company was founded in 1972, when the British Overseas Airways Corporation
(BOAC) and British European Airways Corporation (BEA) managements were combined under the
newly formed British Airways Board, effectively making it the national airline for the United
Kingdom (BA, 1)
BA enjoyed great success during the 1980s and early 1990s, and as a result, became the world 's
most profitable airline for the most part of the 1990s, representing itself under the slogan "The

World 's Favourite Airline". (BA, 1)
3.2 Easyjet
Easyjet is a popular low cost airline, which was established in 1995 . The company started
extremely modestly, possessing a meager two aircrafts, and travelled only domestically. However,
the company gained popularity in the years that followed, and on April 1996, and started travelling
internationally, choosing Amsterdam as its first international destination. (Easyjet, 1)
Despite its modest start, Easyjet still managed to grow into one of the most popular airlines in the
world. Its current slogan reflects its status ("the web 's favourite airline") and as its popularity grew,
so did the number of aircrafts under its name, amounting to 174 operating aircrafts as of March
2010, with 54 more in order. (Gerry, 2009)
3.3 Ryanair
Ryanair, similar to Easyjet, started their business providing only

Case Study Of British Airways
The viability and profitability of an association had dependably been of extraordinary concern to all
business associations and administrators. Numerous variables in hierarchical structure and
framework had been distinguished to assess the proficiency and adequacy of administration
frameworks in associations.
Corporate social responsibility (CSR) has been touted as a successful administration instrument to
fortify the associations' execution through a superior picture in partner's psyche furthermore on
account of their capable conduct toward society and environment (Kotler, & Lee, 2005). In spite of
the fact that CSR has been more pervasive in those associations that are more presented to
environment and are more inclined toward making sullying, ... Show more content on
Helpwriting.net ...
1.3 Research Objectives
To study corporate social responsibility in aviation industry dimensions, i.e. social, economic, and
environmental aspect
To study the discrepancies between the promoted CSR aspects of the international marketing
strategy of BA and the actual implementation of the strategy
1.4 Research Rationale
The rationale of the study is to understand the ways through which British Airways have been
considering the CSR aspect in its operation. It has been noted by the aviation industry that they must
make certain that they are playing a mature role in protecting the environment, and therefore, the
British Airways Corporation will be studied in this research study. Furthermore, from this study, the
researcher can aim to conduct further studies based on CSR.
1.5 Scope of the Study
The scope of this research study is to understand the importance of corporate social responsibility in
organisational international marketing strategy through the case study of British Airways. The case
study of British Airways will be discussed in detail in order to understand the ways the company is
taking into consideration the corporate social responsibility

Swot and Pestel Analysis of an Organisation of Your...
HAMILTON COLLEGE LONDON
Association of Business Practitioners (ABP)
Assignment
In
Strategic Management & Business Planning (SMBP) Assignment
Assignment Topic: SWOT and PESTEL Analysis of an organisation of your choice.
Submitted by: Jon Jon Villanueva 18786/PGD/110786
Submitted to: Mr. Fayyaz Alam Instructor
Submission date 17th of June 2011
Table of Contents Table of Contents ................................................................................ 1
Executive Summary ............................................................................ 2
Introduction ....................................................................................... 3
Companys Overview ... Show more content on Helpwriting.net ...
In 1924, this was the time that AT&T merged with four fledgling British Airlines to form
Imperial Airways Limited. (Curtis, et al. 2003) In 1935, It was formed and privatised owned British
Airways limited which few small air transport companies started flights and been merged. In 1939,
Imperial Airways and British Airways were handled by the British government to form as British
Overseas Airways Corporation (BOAC).
In 1950's BOAC first introduced a direct flight from United Kingdom to Johannesburg, South
Africa. In 1958, BOAC introduced a first transatlantic transport service, using two airplanes named
Comet simultaneously flying between London and New York. In 1960's, other different British
transport airlines started competing and having the same services as British Airways do. In 1970's,
BOAC and British European Airways (BEA) joined forces to provide more route service to the
customers. In 1974, BOAC and BEA merged to form British Airways. In February 1987, British
Airways was privatised and many people have bought the shares for investment. In February 1999,
because of the success, BA made an Oneworld® alliance and maximises the connection to airline
companies around the world. These are Aer Lingus, American Airlines, Cathay Pacific, Finnair,
Iberia, and Lan Chile. (Curtis, et al. 2003)

Company's Overview
This Strategy and objectives

Introduction
In this individual assignment, reading material including the different ways companies innovate, re–
energize a mature organization, and change corporate culture provide the basis for analyzing British
Airways' (BA) transformation and the difficulties encountered in making an organizational change.
Identification of critical factors leading to British Airways successful transformation as well as
steps, sequence, and risks taken to transform the organization and personal assessment is provided
for this case study.
How was the accompanying reading, "Re–Energizing the Mature Organization," germane to the case
on British Airways?
The re–energizing the ... Show more content on Helpwriting.net ...
Through bureaucracy bashing, the company focused on removing work that added little value to
customer satisfaction. This was accomplished through establishment of the Putting People First
(PPF) program that also resulted in employee empowerment as the program was aimed to benefit
employees as individuals first leading to a feeling of respect and belief they were part of the change
moving forward. The focus on continuous improvement included creative financing, marketing, and
a movement towards privatization and globalization. Lastly, addressing organizational cultural was
one of BA's biggest challenges in re–energizing through change.
British Airways challenges to making change
What was life like at the "old" British airways? What was difficult about making change?
Prior to the marketing campaign touting BA as "The World's Favorite Airline," BA was often
referred to as "bloody awful." The company suffered from poor performance, inefficiencies, an older
fleet, and substantial financial losses. Following passage of the Civil Aviation Act in 1971, BA
assumed control of two state–run airlines, British European Airlines (BEA) and British Overseas
Airways Corporation (BOAC), under the name British Airways. However, BEA and BOAC
operated autonomously with separate boards, chairman, and chief executive officer that provided a
challenge in making change. The level of

British Airways
BRITISH AIRWAYS
Introduction:
The world today has evolved in numerous ways thanks to the many inventions and discoveries, but
few have changed the way people live and experience the world as deeply as the invention of the
airplane. The industry has progressed to the point where now it would be impossible to think of life
without air travelling (for developed countries). Thanks to this, long distances have been somehow
‘shortened' hence altering people's concept of distance. As well, making it possible for individuals
to start and conduct businesses in places that were once never thought of.
Air travelling is obviously considered as a very large industry: socially, economically, and
politically. It is continuing to expand and has been ... Show more content on Helpwriting.net ...
Unlike some of the world's other airlines, BA is owned entirely by private investors – with 265,000
shareholders, including around 49% of the company's own employees.
BA's group fleet as at 30th September 2001 comprised of 373 aircraft – one of the largest fleets in
Europe. It is one of the only two airlines in the world with Concorde (seven in total), the world's
only supersonic passenger aircraft.
BA's Mission Statement and goals:
How they plan to be the "undisputed leader in world travel":
British Airways has shown that redefining the vision, and making sure it is successfully carried out
throughout the organisation are keys to corporate success.
The new mission statement of BA has for target "to set new industry standards in customer service
and innovation, deliver the best financial performance and evolve from being an airline to a world
travel business with the flexibility to stretch its brand in new business areas." Already, competition
has seen airfares come down, but this has not eased competitive pressures within the air travel
industry. BA is trying to find something new to stay on top, whether the company will branch into
virtual travel is a debatable point, but innovation is certainly one of the main strategies at the airline,
for example electronic bookings, new schedules, more comfortable seats, new customer loyalty
programs and new services in lounges may

Changing the Culture at British Airways Essay
Changing the Culture at British Airways
Question #1
Life at "old" British Airways lacked a unifying corporate culture. The 1971 merger of British
European Airways (BEA) and British Overseas Airways Corporation (BOAC), by the British
Airways Board, only succeeded in putting an umbrella over two separate mature entities. The focus
of the BEA had been to build a European airline infrastructure. BOAS was an innovator and
pioneered the first jet passenger service. Neither company was concerned with cost or profit. British
Airways was government run and according to Jick & Peiperl (2011) "success had less to do with
net income and more to do with 'flying the British flag" (p.26). This inefficient government structure
was bogged down with ... Show more content on Helpwriting.net ...
While working on the inner structure of the company, a huge hurdle was the airline's image, the
proverbial "elephant in the room". This was an airline that handed out food boxes as you boarded
the plane. They had a "bloody awful" image Jick (2011), that needed an overhaul to appeal to the
consuming public.
Question #3
The critical factors in the successful transformation of British Airways were changing the culture of
the organization for the employees and the consumers. British Airways embarked on an aggressive
media campaign that helped change the "face" of the airline. Their new tag line was "The worlds
favourite airline". Customer service became the number one priority for all employees. Lead by
Colin Marshall, "an enabling culture (was put) in place to allow customer service to come out,
where rather than people waiting to be told what to do to do things better, it's an environment where
people feel they can actually come out with ideas, that they will be listened to, and feel they are
much more a part of the success of the company" Jick (2011)(p.30). A "Putting People First" (PFF)
program was instituted for all front line employees. This helped to unify the employees with the new
vision of customer service first for the company. During these two day mandatory meetings, all front
line staff interacted with all levels of managers and leaders on an even playing

Strategy Analysis : Apple's Strategy
Strategy can have many different meanings, depending on the context. However, in this situation,
strategy is; as Riley mentioned on the tutor2u website (2015), strategy is "Where is the business
trying to get to in the long–term". Strategy is a planned pathway that a business needs to follow in
order to achieve its aims and objectives for success. Every businesses strategy is different to one
another, depending on the type of business and the market they operate in. however, there can be a
few similarities between every business' strategies. Such as, Apple's strategy is very different each
other, because they operate in two different markets, however there are a few similarities between
the two, for example, high prices etc. Strategy is very important, and it has to be well planned,
because the business can either achieve all its objectives successfully or fail entirely. Every
business's strategy has its own strengths and weaknesses. In addition, the business has opportunities
and threats as well, that can affect the business.
British Overseas Airlines Corporation (BOAC), British European Airlines (BEA) (two big British
airlines) and two minor airlines merged together to form British Airways (BA) in around 1974. BA
privatized in 1987 and sold its shares in London Stock Exchange. British Airways is a noteworthy
customer of Boeing and Airbus. Since then, they have expanded a lot by increasing its destinations
and routes. As mentioned on British Airways' website, "British

Company Overview: Thai Airways International
Comments:
The literature review still needs more work to have a better structure and transition between
paragraphs you may want to put more literature.........!!!!!
Need to have a better explanation of using this model and how to test it. The interpretation of results
needs to be improved.
You really need to paraphrase the entire yellow highlight in order to ignore the plagiarism issue.
Can you work a little bit on Abstract and Conclusion? (Sorry, I don't have time to this section)
Check for the grammatical errors.
Thanks Abstract
Thai is among the fastest–growing airlines throughout the Pacific Rim; the airline at the moment has
a fleet of 80 aero planes and served 85 destinations in 45 different nations. Thai over the years has
been able to fly to more countries in Asia than any other air company. Positive growth led to a want
for even greater spreading out, and this was regularly done by means of joint marketing with other
airline companies. Nevertheless, concern has been brought up regarding the risks of getting bigger
way too quickly. In specific, speedy growth could be doing more harm than help to the airline
company. Basically, it could lead to a loss of control and also to some important stock that they have
accumulated. To even please Thailand's increasing Muslim minority, and foreign passengers who are
following the Islamic faith, it was decided that all kinds of meats that are served on THAI would be
Halal; however this was not essentially the case with

Ethics and the Consumer Essay
Ethics and the Consumer
Introduction
The objective of this paper is to identify and analyse the policies specified by government and
organisations for the protection of consumer interests and the role of ethics in consumer choice. It
also analyses the role of ethics in consumer culture and give examples of how the service sector
reacts to it.
The aim of this paper is to understand the movement for ethical consumption and reflect on its scope
on the constitution of a new consumer culture, and its role in the "public space".
It is important to consider, as a starting point to study the importance of ethics in business and the
involvement of government in consumer policy, to make a short approach to moral and social
responsibility ... Show more content on Helpwriting.net ...
OFT has a wide range of statutory powers and duties which have been broadened by recent
legislation under the Competition Act 1998 and the Enterprise Act 2002. (OFT 2010)
The Trading Standards Institute enforces consumer related legislation as determined by central
government. The variety of this legislation is vast and is always evolving. In view of this changing
environment, the Trading Standards Institute is dedicated to engaging with central government and
other proposals, displayed in their responses to the various consultations that concern consumer
protection issues and/or the Trading Standards profession. (TSI 2010)
The Food Standards Agency deals with the safety of the food regime, established by Parliament to
protect the public's health and consumer interests in respect of food. It has a specific remit to
provide consumer education. It is a Government agency, responsible to Parliament through Health
ministers and to the devolved administrations. The Food Standards Agency has national offices in
Scotland, Wales and Northern Ireland. (Food Standards Agency 2010)
Consumer Direct is funded by the Office of Fair Trading and delivered in partnership with Local
Authority Trading Standards Services offering information and advice on consumer issue. Providing
an honest, impartial assessment of the situation and where possible, recommended a

Problem Statement: In order to survive in the competitive market, British Airways (BA) and Iberia
merged in 2010. Apart from pension deficit, British Airways also needed to deal with the decreasing
customer satisfaction. Therefore, they decided to implement total quality management (TQM) to
survive both short and long–term on the global market. To examine the existing quality issues and
problems within this airline company, they conducted surveys which were distributed to customers
and the supplying area. In addition, the quality manager was asked to assess how much time did the
staffs devoted to quality related activities. Before the implementation of TQM, their profits had
declined in the period of 2008 and early. However, their turn overrates increased 23% and the profits
increased from £–425million (profit/loss after tax) to £ 281 million (profit/loss after tax) from 2010
to 2013. (Madar, 2015)
British Airways Overview:
British Airways is currently the largest international scheduled airline in the United Kingdom. It was
a founding member of the Oneworld alliance with Cathy Pacific, American Airlines, and Qantas.
This British air transport company was formed in 1974, merging from two nationalized airline
corporations, British Overseas Airways Corporation and British European Airways, plus two
regional airline companies, Cambrian Airways, and Northeast Airlines. After being a state–owned
airline company for the following thirteen years, it was privatized in

Harper Lee Biography Essay
The life of Harper Lee You might be wondering who Harper Lee is and why she's significant in the
1930s? Harper is a novelist, who has a prizewinning novel To Kill a Mockingbird. Harper Lee has
additional competed accomplishments during her early life, life as a writer, and life after her novel
To Kill a Mockingbird. Harper Lee is, also known, as Nelle was born in Alabama, Monroeville on
April 28, 1926. She is the youngest of four. Her parents are Amasa Coleman Lee and Frances
Cunningham Finch Lee. Her father was a former newspaper editor, proprietor, and lawyer, serving
on the state legislature 1926 to 1938. When Harper was a child she was a tomboy and talented
reader. In 1944–1945, she joined an all–female Huntingdon college around Montgomery. Then in
1945– 1950, Lee practice at the University of Alabama for a degree in law. Moved to New York City
employed as a reservation clerk for Eastern Air Lines and British Overseas Airways Corporation,
beginning to write stories about the people in her hometown of Monroeville. ("Harper Lee"). ...
Show more content on Helpwriting.net ...
The novel was about Harper Lee's life in the small southern town based on Monroeville. The novel
on the other hand was awarded in 1961 the Pulitzer Prize for Fiction. Harper was surprised to find
out that the novel was well known. A year later it was turned into a movie which was directed by
Robert Mulligan from Universal Pictures. Horton Foote wrote the script to the movie because
Harper Lee rejected the idea too, but frequently visited the set. She gave her father's watch to
Gregory Peck the person who plays the role of Atticus in the movie. After the movie was over it was
nominated as the eight Academy Awards only winning four and one award presented to Gregory
Peck for best screenplay as well as best actor. ("Harper Lee Biography").

British Airways PLC British Airways Essay
British Airways PLC British Airways
British Airway's PLC is the largest international airline in the world. It is based at Heathrow airport
in London, the busiest international airport in the world, and has a global flight net–work through
such partners as USAir in the United States, Qantas in
Australia, and TAT European airlines in France. Via its own operational and those of its alliance
partners, British Airways serves
95 million passengers a year, using 441 airports in 86 countries and more than 1,000 planes. The
principal activities of British Airways is the operation of international and domestic scheduled and
charter air services for the carriage of passengers, freight and mail and the provision of ancillary
services. ... Show more content on Helpwriting.net ...
All the managers, in relation to activities under their individual control, are responsible for
identifying and ensuring compliance with environmental regulations affecting environment. Each
director shall address environmental matters regularly, identify items requiring action and make sure
they are followed up. Authority for environmental matters is devolved thought the director of safety,
security and environment to head of environment that is responsible.
There are twenty six subsidiary companies. Their principal Banks are:
Barclays plc; National Westminster Bank plc. Finally, there are BA's financial information group.
These all from a significant part of the structure of British Airways operation. Another section of
BA's structure has to do with her fleet of airlines. There are a growing number of fleets British
airways operate, such as Boeing 747 fleet.
There is now the newer 777 fleet. Their flagship "Concorde" fleet
(introduced in 1976). I will go into the workings of one such fleet, as we progress; namely British
Airways (European) fleet. This gives insight into how the remainder of her fleet operate in a similar
pattern. This section concerns the geography of flights and their destinations, which can here be
enumerated.
1 British Airways (European)
2 British Regional Airlines
3 British Asia Airways

In this individual assignment, reading material, including the different ways companies innovate, re–
energize a mature organization, and change corporate culture, provide the basis for analyzing British
Airways' (BA) transformation and the challenges encountered in making an organizational change.
Identification of critical factors leading to their successful transformation as well as the steps,
sequence, and risks taken to transform the organization and personal assessment of what could have
been done differently is provided in this case study.
The re–energizing the mature organization reading was relevant to the BA case through the
company's recognition of the need to overcome challenges to renew, understanding and practicing
the principles of renewal, and putting in place leadership and work activities necessary to
accomplish the re–energized effort. As a mature organization that was struggling, BA faced
opportunities for change that needed to focus not only internally, but externally as well. Beatty and
Ulrich (1991) note (as cited in Jick & Peiperl, 2011, p. 39) that given such challenges, mature
organizations need to "build internal organizational processes that meet external customer
requirements."
As the newly appointed BA chairman in 1981, Sir John King noted in his first annual report a
prediction of hard times ahead, but worked on addressing challenges such as costs, service, route

External Environment Factors Affecting The British Airways...
INTRODUCTION.
At the present time, the airline industry faces many cost pressures. The industry has made
remarkable achievements in improving its efficiency. But cost pressures continue, from record high
fuel prices to unjustified increases in charges from monopolistic airports, to further taxes imposed
by governments (industryspotlight.org.uk). Higher costs inevitably lead to higher prices for airline
passengers. Aviation is vital part of the United Kingdom. It is not only crucial in sponsoring almost
1 million jobs and £50 billion of GDP, providing around £8.7 billion in taxes to the Treasury of the
country, but aviation is also fundamental to the success of economic benefits from air transport in
the United Kingdom (Roberts–Hughes, 2014). Aviation supports exports, services, manufacturing,
foreign direct investment and of course tourism. This sector gives us opportunity for the holidays
and visits of family and friend in different parts of a country and also around the world. ... Show
The external environment of an organization represents factors outside the company that affect the
company's ability to function. The business cannot control these aspects but can answer to these
changes if it needed. Of course the main problem for business managers is to manage to respond
early to these changes in the external environment, but this depends on how soon any change is
identified. Most of external environmental factors for example, economic conditions, are reported
daily in the media; managers have a wealth of information with the help of which they can develop
strategic plans. Nevertheless, some external factors are difficult to identify, especially when they are
changing very slowly or hidden from

Swot Analysis Of British Airways
EXECUTIVE SUMMARY
Business environment means the external forces influencing business management and decisions. It
contains two forces, specific and general. Investors, competitors, customers, and suppliers affect
directly in their day–to–day operations are the specific forces. Social, political, legal and
technological conditions affect organisations indirectly are the general forces. Strategy management
and innovation are vital for an organisation's growth and development. Upon understanding the
importance of strategy management and innovation, researchers have formulated theories related to
organisational management. Theories have critically analysed with the case study of British Airways
by comparing strategies with both external ... Show more content on Helpwriting.net ...
Threats: Threats are unfavourable changes in the internal and external environment. Examples
include new regulations, not able to manage the new technologies; products are not able to reach the
customer satisfaction level, trade barriers, etc.
By utilizing the SWOT analysis in strategic planning towards the growth, organisations can develop
a matrix which provides an accurate understanding of organisations' strength, weaknesses,
opportunities, and threats.
SWOT Matrix Strengths Weaknesses
Opportunities S–O strategies W–O strategies
Threats S–T strategies W–T strategies
Source (http://www.quickmba.com/strategy/SWOT)
In conclusion, SWOT analysis is the most important method in analysing and formulating strategy.
With this, the senior managers can able to assess the internal strengths and weaknesses as well as
external opportunities and threats for overall development of the organisation. (Ricky Griffin, 2007)
Micro & Macro Environment:
Micro environment in business is a specific area of elements which impact the organisation's ability
to serve its customers. Organisational micro environment factors consist of customers, competitors,
suppliers, marketing and the general public. Macro environment is external factors of an
organisation which are uncontrollable that influence in decision making and effects on performance
and strategies. These include political, economic, social, technological and

Unit 1 Business Environment
Unit 1 Business Environment Ana Maria Vid 27th Nov 2015 Unit 1 Business Environment I hereby
confirm that this assignment is my own work. I have identified and acknowledged all sources in this
assignment and have referenced according to the Harvard referencing system. I have read and
understood the Plagiarism and Collusion section provided with the assignment brief and understood
consequences of plagiarising. Name: Ana Maria Viorica Vid Registration No: Signature: AV Date:
27th November 2015 ... Show more content on Helpwriting.net ...
Thus, stakeholders can be internal or external to the business. A stake is a vital interest in the
business or its activities. It can include ownership and property interests, legal interests and
obligations, and moral rights.'' (Grimsley, 2015) BA stakeholders can be affected by BA
performance or BA performance can be affected by stakeholders. Therefore it is important that BA
satisfy stakeholder's needs. On the other hand, stakeholders have commitments and should work
together for the wellness of BA. British Airway internal stakeholders are: Employees – it is
important to satisfy employee's needs, so they are motivated to use their skills to help the
organisation. In order to keep them satisfied those needs, BA recognises their performance, makes
them feel valued, promotes and rewards for their performance. Additionally, a health and safety
workplace and flexibility leads to employee satisfaction. Sub–contractors– BA ensures that their feel
appreciated and rewarded for their effort within the company. Investors – BA ensure to keep them
happy by performing higher profits and therefore better returns. Shareholders– BA aims better
business performance in aims increase in profits, so they will be happy and satisfied with the return.
Also, by involving them in decision making can make them feel valued. Managers– It is important
to take in account their needs. Therefore, competitive salary, flexible hours,

International Trade: Advantages And Disadvantage Of...
International trade is the exchange of goods and services between the countries. As it is concerned
with UK, an import is the UK purchase of goods and services made from overseas. An export is a
sale of UK to goods and services made overseas. An export is the sale of a UK made goods or
services overseas.
The reason for international trade is really an extension for good relation with other country or
providing the other nation with financial aids etc. the reason for any company to go global is
because of the following reasons.
Reason for any company to go international
The importance of international trade to Uk based organization is that it can trade feely within the
European union zone with the member nations. To U.K. based ... Show more content on
Helpwriting.net ...
There are now 13 nations who have joined this treaty where in which they have adopted a common
currency between them that is EURO. The implication if UK joins the EMU has both advantages
and disadvantages.
Advantages Disadvantages
1. Long–term economic stability will bring by having a common currency. 1. The country, like other
outsiders, will be very much affected by the policies adopted by the EMU member.
2. No exchange rate losses for companies who are EMU body. 2. All decisions which relate to
monetary and exchange rate policy will be to reflect primarily the interests of the EMU participants.
3. Abolition of barriers to single European market. 3. Its trading partners would dominate decisions
making in key areas of EU policy.
4. There will be a price transparency in the whole zone 4. The gain in competitiveness of the Emu
group would, other things being equal, be equivalent to loss of competitiveness among countries
outside.
Advantages and Disadvantages of joining common

British Airways Service Concept
Faculty of Business and Management
Faculty of Business and Management | BRITISH AIRWAYS SERVICEs, DECISIONS
OPERATIONS MANAGEMENT | | PGBM50: Service Operations Management |
TUTOR: DR. CHIKEZIE OKIKE | BRITISH AIRWAYS SERVICEs, DECISIONS OPERATIONS
MANAGEMENT | | PGBM50: Service Operations Management |
TUTOR: DR. CHIKEZIE OKIKE MUHAMMAD ALIYU
099119391
May 22, 2012
MUHAMMAD ALIYU
099119391
May 22, 2012
TABLE OF CONTENTS 1.0 INTRODUCTION 2 2.0 THE SERVICE CONCEPT OF BRITISH
AIRWAYS 3 2.1 THE SERVICE OUTCOME AND EXPERIENCE 3 2.2 THE SERVICE VALUE 4
2.3 THE STRATEGIC FOCUS OF SERVICE ALIGNMENT 5 3.0 THE SERVICE QUALITY 6 3.1
SERVICE QUALITY MANAGEMENT (SQM) ... Show more content on Helpwriting.net ...
halal and vegetarian foods. 2. Arrival time was earlier than what was stated on the ticket which was
good. 3. Smooth journey with little turbulence. 4. Tiring and sleepy after the journey because of the
uncomfortable seats.
2.2 THE SERVICE VALUE
"Value is the customer's assessments of the benefits of the service weighted against all the cost
involved." (Johnston and Clark, 2008, pg. 44). In a service organisation, operations determine the
balance between minimising organisational cost and maximising customer's value. The service value
of BA includes the following: 1. All inclusive prices for the journey. 2. Free foods, drinks and
entertainment (television [audio and video], and headphones) while on board. 3. Tickets are
expensive compared to other airlines that provide the same services at cheaper rates. 4. Overall
satisfactory values for money.
Therefore, the service concept of BA gives a worldwide linkage of interconnecting flights and a
range of services for different group of travellers. BA follow this objective by establishing a
complex linkage of routes and by developing collaboration with other organisations (airlines) that
enhance international coverage and provide links among routes. Operationally, the main focus and
concern of BA is to ensure greater level of customer service, to generate international network, and
to manage route effectiveness.

2.3 THE STRATEGIC FOCUS OF SERVICE ALIGNMENT
Cater–Steel (2009, pg. 225) defines

Analysis of British Airways
TABLE OF CONTENTS PAGE
1. British Airways: Overview 4
2. Key stakeholders 4
3. Mission and objectives 5
4. Market structure 6
5. Managing diverse cultures 7
6. Economic changes, fiscal and monetary policy 8
7. Regulation 11
8. Conclusion and Recommendations 12
9. References 14
Executive Summary
British Airways has focused its mission and objectives towards satisfying its key stakeholders that
include employees, customers, Government and the British public. The company has been
successful in dealing with cultural differences that arise between the UK and foreign countries,
adopting a geocentric approach to hiring workers. The airline has also created a flexible organisation
that responds quickly to the changing needs of ... Show more content on Helpwriting.net ...
Eventually, keeping in mind the interests of its key stakeholders, British Airways reverted to its
former marketing campaign (Balmer et al., 2013).
3. Mission and objectives
The objective of the airline is to focus on the consumer by providing maximum customer care whilst
simultaneously being known as one of the world's most responsible airlines. In this regard, the
company introduced 'one destination', which is a corporate responsibility program designed to raise
awareness on environmental issues promoting diversity and inclusion of minorities in the
workplace. This helps create a corporate culture that understands the varying needs of consumers
from different ethnic backgrounds (British Airways, 2014).
To achieve this objective, the company set several long–term and short–term goals that promoted
accountability, transparency and corporate citizenship whilst creating a flexible environment that
responded effectively to consumer preferences. Table 1 illustrates the company's 5 main short–term
goals.
Table 1: British Airways short–term goals

Short–term goals Description
Focus on long–haul premium customers Long–haul premium customers are vital for the company's
profitability and market share
Outstanding customer service Innovation is encouraged to provide customer service that
differentiates BA from rivals
Increase presence in key global cities Expand in key global

The Case Of British Airways

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The Case Of British Airways