Analysis Of British Airways As An Airline Company Essay


Analyse the British Airways as an airline company which operates from United Kingdom and caters to customers from across the world. The analysis is devoted to evaluate the company strategies and policies in respect to the basic management concepts.


Executive Summary

The following project is an analysis of British Airways as an airline company which operates from United Kingdom and caters to customers from across the world. The analysis is devoted to evaluate the company strategies and policies in respect to the basic management concepts. In order to evaluate the company and its strategies, the report starts with defining and introducing the company with its operational details. Further, by the use of different management tools and concepts the project conducts and analysis of the corporate and business strategy. The analysis is also done through and internal as well as an external analysis of this global airline. To conclude, the report offers its own answers to the evaluation strategies and the success it has brought to the company. It concludes with the interpretation and defines how strong the company is today and what it can do to boost its future possibilities.


British Airways as rightly mentioned is a global airline and operates in over 149 destinations in over 72 different countries. The British Airways is a part of the British Airways PLC which has several subsidiaries. The airline has catered to over 90 million passengers and carried over 2500,000 tons of cargo till today. BA is basically based in United Kingdom and employs 85% of its employees from UK only. As per the mission of the company it aims to become the world’s favourite airline by 2020 and provide a range of service experiences and achieve newer levels in in-flight as well as ground services. For the next decade the vision as released by the company it intends to offer carbon offsetting and is among the 1st airlines to win the government approval for launching Department for Energy and Climate Change new Carbon Offsetting Quality Assurance Scheme. In the coming 10 years the target is to reduce climate change emissions in aviation with a cap on net emissions and touching a 50% reduction by 2050. These are intended to guarantee an environment which targets are met leads to minimization of costs for the passengers (Cws.cengage 2007).

Corporate Strategy

  • Become the airline of everyone’s choice for long term
  • Delivering extraordinary services to all the customers
  • Grow their presence in all the global cities
  • Build a leading position in the city of London
  • meet the clients' requirements and enhance the margins through new income sources (Marketing society 2013)

British Airlines have survived phenomenal economic situations in the course of the most recent year and a half. All through this they have stayed concentrated on the system to turn into the world's driving worldwide premium air transport. The moves they make now to make the expense base more effective and their unstinting focus on remarkable client administration are discriminating parts of long term vision. They will decide how emphatically they rise up out of the present downturn and it will help them to make a feasible and productive future for its business, profiting our clients, partners and the shareholders (British Airways 2010).


What they offer will speak to clients over the globe.

The areas where they work, people and business voyagers alike will need to fly with them at whatever point they should.


They will verify all our clients appreciate a one of a kind premium administration at whatever point and the areas where they come in contact with the company. The clients will perceive that the administration we offer is justified even despite paying that tad bit more for (Paris school of economics 2010).


They should always stay concentrated on flying - moving individuals and payload is theircentre business. They create new items and administrations to supplement these aims.

Business Strategy

Their marketable strategy is assembled around the Global Premium Airline methodology, and characterizes in subtle element both what they have to attain to as the business, and how they have to cooperate. It envelops their Compete change program. This is connected to our sponsorship of the London 2012 Olympics and Paralympic Games, and is tasked with invigorating our society. The arrangement is organized around five key subjects - Customer, Colleagues, Excellence, Performance, and Partnership (Dspace 2012).

Despite the tough monetary environment, and challenging mechanical relations, they stayed committed to the achievement of their goals, including abnormal amounts of volunteering to back the operation through interruption. In recent times they have been looking forward to expand on this in various ways. They have always been working to support the engagement right over the Company, arousing their associates with the drive towards ever more noteworthy client administration. They stay focused on speculations to enhance the way we deal with their ability, with the centre in the not so distant future on the advancement of our forefront pioneers. Furthermore we will install our client driven standpoint into our prize system, and progressively utilize execution related pay (Iata 2012).

They will keep on evolving their items, for example through the take-off of the restyled lodge, and through the advancement of items fit for Airbus 380s and Boeing 787s, that they have on request. They would refine the Terminal 5 experience for premium travellers, and additionally making focused on interests in abroad parlours. Another in-flight amusement framework is being presented on their new long-term air ship, beginning with their Boeing 777-300ers. They will proceed with the focused on improvement of that has made it such an essential mostly clients connect with them. They would work to reaffirm their image in the changing and savagely focused commercial centre.

Value chain analysis:

Internal Analysis

BA has attempted to control the framework further by futuristic and retrogressive relief. Through controlling numerous part supplies in-house, and through BA Holidays Plc., BA expands their span in the worth framework to channel quality chains and supplier.

Inbound Logistics:

Merchandise got from organization suppliers are alluded to as the inbound logistics. Newer goals are accomplished in inbound logistics phase of business conducted by BA through building on-going associations with suppliers, advanced framework for their stock control and expert preparing that has been licensed by UK City and Guilds.

Outbound Logistics:

The Outbound logistics includes sending prepared items to clients for utilization. Additionally, outbound logistics basically identify with assembling organizations, administrations organizations can likewise increase upper hand in conveying their administrations to their clients that would be considered as a component of the outbound logistics. BA picks up their competitive advantage in that viewpoint through incredible client administration and offering their administrations through extensive variety of air terminals far and wide.

Production (operations), Marketing and Sales & Service:

Marketing and sales are thought to be one of the primary justifications for increasing upper hand and generally is used by numerous organizations completely. Focused edge increased in advertising and deals by BA include showcasing exercises not just to clients, additionally to all the stakeholders of the organization. Likewise, BA senior administration substantial measure of plan for advertising and sales activities for the organization. Post-deal administrations include establishment of the item, taking care of grumblings with respect to the items and administrations and so on. BA perceive post-deal administrations as an imperative ground for accomplishing upper hand in the commercial centre, subsequently have launched their unwaveringness club cards, furthermore keep up correspondence with their clients through a scope of channels.


Operations by and large, operations phase of the business includes planning merchandise and administrations to be sold to clients. BA has a scope of competitive planning in operations piece of the business through offering its clients expanded security for their baggage, offering snappy check-in administrations furthermore offering a few administrations, for example, ticket bookings and the booking of different administrations on the web.

Support Activities

Exercises that are expected to backing the primary business exercises inside quality chain-examination are alluded to as help exercises. Their effect on business might not be coordinate, in any case organizations can't stand to reject help exercises as insignificant notwithstanding the kind of the business. The components of help exercises inside worth chain investigation are acquirement, engineering advancement, human assets administration, and firm foundation (Miami-airport 2014).

Procurement: The acquisition capacity of the business identifies with the buys of all merchandise and administrations that is needed for the business operations. BA increases upper hand in its acquisition work through the size and profits incredibly through the economies of scale.

Manufacturing improvement:Manufacturing is an alternate variable that has been broadly recognized as an essential wellspring of upper hand for organizations, on the grounds that it permits organizations to diminish their expenses and enhance the proficiency of the operations. BA has likewise perceived the imperativeness of innovative developments and occasionally puts resources into mechanical advancements for more noteworthy consumer loyalty. The establishment of individual LCD screens in their planes can be utilized as a case for this contention (Responsible business 2010).

Human resource management: The significance of workers for increasing upper hand is monstrous, particularly in administrations organizations. BA views their workers as a proficient hotspot for increasing game changer and consequently routinely devises projects and activities to expand representative occupation fulfilment levels and build their proficiency. Case in point, "Talk Up!" activity has been concocted with a specific end goal to acquire worker viewpoint on the productivity of business operations and expanding representative employment fulfilment levels (OECD 2008).

Foundation:Firm foundation is an alternate essential help action for business and incorporates vital arranging, administration data framework and money related arranging. Upper hand as far as firm foundation is picked up by BA through their proficient progression structure and boundless measure of data, information and ability that the organization has (CSRwire 2001).

External Analysis

Threat due to new entrants

Danger because of new participants in the business: The UK aerial shuttle industry is a much deregulated part and there are negligible immediate entrance confinements for contenders. Then again, it still constitutes the low risk figure because of

1) Huge Capital prerequisites for new participants

2) Saturated the whole deal market

3) Saturation of the residential market by players, for example, Ryan air and Easy Jet, the biggest transporters in this classification

4) Predominance of British Airline for real courses and centre points gives the air transport high power

5) Failure of new contestants, for example, Zoom and XL frightened mindful of new potential participants

Threat of substitute products

The danger for long term business is Low; however a genuine danger exists in UK's residential business. A few 'non-extravagance' aerial shuttles offer less expensive charges that cost cognizant clients need. Besides, brand name is immaterial for the buyer out to make the sparing (CIL 2010)

Power of Buyers

In the local level, purchasers have high power. These clients have high power due to

1) Presence of Low cost or Budget carriers - clients have numerous modest options to browse, there are upwards of 8 minimal effort transporters working in U.K. right no

2) Increasing access to the web, which offers speedy cost examinations - in the U.K. upwards of 46% of clients at present book tickets on the web. For whole deal administrations, purchasers have low power because of irrelevant item and value separate

Bargaining power of suppliers

British Airways suppliers have high power. The aerial shuttle confronts a supplier hazard from around 25 suppliers. Interruption of suppliers operations would undermine BA's operations. . BA is presently meeting expectations with suppliers, for example, plane suppliers Boeing and Airbus to change their agreement in light of present money related insecurity. Moreover, British Airways workers have solid haggling power through the unions

Competitive rivalry

Aggressive contention: Key to BA's procedure is to offer all the short and long pull flights. There is little value separation in the middle of BA and rivals in whole deal. Be that as it may, rivalry still exists:

1) Fierce focused strategies from contenders

2) Increased union among BA's rivals (Media.cooperate 2007)

CSR/Sustainability Strategy

British Airways henceforth consent to be a piece of the offer that displayed an astounding open door for getting some direct involvement on the planet's first outflow exchanging plan. The administration additionally paid impetuses for advancing the activity so that organizations as a component of the plan could make the best deliberate diminishment which was conceivable. In the present times the British aviation routes set its new focuses for aggregate diminishment in its yearly outflows of around 125,000 tons of Co2. Further they would also focus on the organization consenting to the legislature of UK for expanding the wilful targets (3ecomapny 2013).

The investment of a huge carrier organization, for example, British Airways created that ETS could be a piece of the avionics area. Further it structured a premise for empowering other organizations in distinctive divisions for making a move. One such illustration is the property office which was situated to 2% every annum decrease in vitality. These activities and inclusion prompted sparing more than 31,000 tons of Co2 every annum. As a piece of CSR exercises subsequent to the year 2005 British Airways has been guiding carbon balances venture. It has permitted travellers to balance the carbon consumption brought on because of go by the interest in carbon counterbalances ventures. Till today British Airways has done extensively well to advance the plan through its press dispatches, messages to official club parts and different articles distributed in magazines (Cloudfront 2014).

However the main element which may have opposed the travellers to pay extra expenses was the increment in fuel additional charges. One of alternate parts of the project emerged from absence of information in the field of barometrical science and the relationship between flight, climate and environmental change. The organization trying to answer this inquiry to infer the conceivable impacts a flying machine prompted cirrus mists on environmental change partook in the European Commission's examination program (IAGOS) in the year 2005. For this exploration the organization introduced gadgets and exceptional instruments on its planes for measuring and also observing the air amid flights.

While actualizing its CSR plans, British Airways needed to counter a few difficulties which are still common today. The political environment inside which the organization is working has a few perspectives on the environmental change which has its own levels of mindfulness which encompasses the subject. In the UK district the legislatures had constantly made it clear that the scale at which the avionics business was growing implied that the business would have a few natural issues to manage. Anyway the vast majority of the other European nations did not experience such definite counsel or investigation which has not brought much clarity on the issue. Fetched ramifications were the other test the organization confronted when alternate contenders were not confronting such issues (Gao 2001). The British Airways endeavoured to manage all these difficulties and thus enhance the understanding of these issues by being proactive in its administration and invigorating the civil argument through immediate promotion of the legislature's cooperation (Responsible flying 2012).

Evaluation of Strategy


  • Brand picture is solid
  • Presence of associations and organizations together
  • Use of Term planning


  • History of poor representative relations
  • Low levels of unwavering quality and trust for example, poor services to some of the clients


  • Some contenders compelled to passageway
  • Emergence of new markets
  • Quality framework focused around Skytrax
  • Competitors inability to convey decisions


  • Environmental concerns and mindfulness
  • Global monetary emergency
  • Lower cost rivalry
  • The open skies under which they operate (Easts 2005)

Market Penetration

In spite of the fact that BA as of now has vicinity in the current business sector it is confronting solid rivalry. Case in point, in the short pull market, quickly soaking with plan carriers, BA lost ?1 billion in incomes by end of 2009/2010 money related year. The significant choices as of now are (Media.corporate 2001)

1) Improving on individuals procedures including group taking care of clients

2) Further speculation on data engineering particularly on web booking

Market Development

Market improvement technique concentrates on non-purchasing customers in as of now presently focused on portions and spotlights on new clients in new sections. BA is attempting to recapture a few business class clients from Virgin aerial shuttles and different contenders. BA's dedication program where little to medium estimated organizations gain faithfulness focuses is a beginning stage. Further, BA presented the fruitful all business class administration from London to New York in 2011 (Ec.europa 2010).


Diversification is a business system that endeavours to build productivity by presenting new items in new markets. New and developing markets in the far and Middle East offer the best guarantee of great income returns and diminish the impact of decreased incomes in the conventional markets. . Development of collusions is a moderately new pattern in new markets, case in point, by teaming up with India's Kingfisher carriers; BA will expand terminus associations and enhance flight plans

Most viable strategy

  • The most ideal method for doing this is by reducing the minimum suitable choices to stay with the most reasonable alternatives.
  • Redesign of brand picture: British Airways as of now has the preference of having a comprehensively perceived brand name.
  • Presentation of complimentary administrations: Basically requires the redirection of capital stores to execute. Right now, it doesn't essentially improve Product advancement.
  • Enhancing into other transport markets- Diversification is at present not a need with respect to other more gainful systems.
  • Production network relocation: As a major aspect of expansion, this is likewise not a feasible method as of now.
  • Dialog of the staying five most suitable systems deserving of interest and execution take after henceforth.


As a consequence of the outer and inward investigation various vital choices were proposed. It was reasoned that a joined system methodology to enhance administration quality was regarded generally suitable. Because of the current business atmosphere we have picked a methodology to solidify BA's position as business pioneer. Because of the scale and extent of BA's operations it was chosen that the centre of this report should be on planned traveller flights. It is recommended further that strategic analysis is important for implementing the SBU level strategies. For surviving in the changing environment, these options are appropriate, find application for the company. BA still tends to be the best airlines around the world. However, the competition continues to increase and they need to be innovative in their approach. They continue to work round the clock to improve their business operations. British Airways as of now faces genuine rivalry with territorial aerial shuttles and on the off chance that it is to keep up its money related steadiness, it must receive the systems prescribed. To be sure British Airways requires inside and out examination of technique issues ceaselessly on the off chance that it is to survive.


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