British Airways Analysis Marketing & Strategy
IB 1170 Markets, Marketing & Strategy
Matthew Baptista Gerlach 1201503
EXECUTIVE SUMMARY
This report has been produced with the intention of providing a full
analysis of the current situation of British Airways, through an evaluation of internal and external factors. External analysis has been accomplished through the use of a PESTLE, which has shown the high dependability and sensitivity of British Airways to the external environment. It has been concluded that high modifications to the political, economic, social, technological, legal and environmental climate hold a high bearing on the business’ performance. Examples include high dependence on steady gas prices for profitable operations, as well as on legal and political stability. A breakdown of the company’s internal environment, achieved through
an investigation into its assets, alliances and subsidiaries, has allowed for an accurate portrayal of the company’s internal strengths and weaknesses. By researching the company’s components, it is possible to assess what market segment is targeted by each unit, as British Airways provides four different airline services.
It is finally concluded that all elements sizeably contribute
Matthew Baptista Gerlach 1201503
EXECUTIVE SUMMARY
This report has been produced with the intention of providing a full
analysis of the current situation of British Airways, through an evaluation of internal and external factors. External analysis has been accomplished through the use of a PESTLE, which has shown the high dependability and sensitivity of British Airways to the external environment. It has been concluded that high modifications to the political, economic, social, technological, legal and environmental climate hold a high bearing on the business’ performance. Examples include high dependence on steady gas prices for profitable operations, as well as on legal and political stability. A breakdown of the company’s internal environment, achieved through
an investigation into its assets, alliances and subsidiaries, has allowed for an accurate portrayal of the company’s internal strengths and weaknesses. By researching the company’s components, it is possible to assess what market segment is targeted by each unit, as British Airways provides four different airline services.
It is finally concluded that all elements sizeably contribute
References: 2012). It