Table of Contents
Definition of Key Words4
Current and Future Key Issues Affecting the Airline Industry7
Socio – Cultural Factors8
BA’s SWOT Analysis9
Porter’s Five Force Analysis11
The Paradox of Markets versus Resources12
BA’s markets versus Resources13
The Paradox of globalization versus localization14
BA’s Globalization and Localization15
The paradox of Responsiveness and Synergy17
BA’s Responsiveness versus Synergy17
Definition of Key Words
Strategy: In this context, strategy is to be taken as the nature and also the direction a company can take in light of the choices which are at its dispose. Therefore, from this definition of strategy, strategic responses can be inferred to mean the responses that an organization takes in achieving its strategies and hence strategic responses.
Nature: refers to the very essence of the company, for instance BA is an airline and hence in the airline industry.
Direction: refers to where the organization in question (BA) is headed and hence strategic responses.
Pestle Analysis: It refers to a methodology whereby the macro environment is analysed. It will be used to analyze the political, economic, sociological, technological, legal and environmental forces affecting the airline industry under which BA operates and to which this forces impacts on the strategic making of BA.
The airline industry is in the service industry which experiences very volatile changes all over the world and hence companies have to keep up with the changes as well as plan for future changes and challenges in the service industry of airlines through strategic making. Strategy making is an important aspect in the organization in light of the organization succeeding in the environment it is operating in. Though the airline industry is changing like any other typical service industry, it does not mean that the airline industry can afford to lag behind or sleep in terms of making strategies suitable for the now markets tastes and the then (future) markets tastes. Therefore the paper critically reviews the corporate strategy of British Airways (BA), the company’s competitive strategies through critical appraisal of the company’s strategy, industry and company analysis. However, an overall industry analysis is undertaken before any analysis of the company’s strategy through analysis of a three dichotomies impact in the company and in the context of three paradoxes in the company and the perspectives which are applicable to the paradoxes.
BA is a renowned airline in the UK and among the largest airlines in the world, facts which are derived from fleet size of the airline, the number of passengers carried and the number of international flights made by the airline. It was established in 1971 with the motives of gaining control of BOAC and BEA which was the then nationalized airlines alongside other two airlines, which were Cambrian Airways and the Northeast Airlines. The merger of the four companies that formed the presently BA airline was effected in 1974 and become a state owned company. However, the company was later privatized in 1987 and its expansion was gained through acquiring the British Caledonian together with Dan Air in 1992. BA is currently trading in the UK Market share as the largest airline in terms of the fleet size and boasts of being in 2nd position in terms of its market share (IATA 2012), trading under the name of International Airlines Group following a merger in 2011 with Iberia. In the global arena, the presence of BA is felt through the company being 5th largest airline in...