British Airways Analysis Marketing & Strategy

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  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
 to
 the
 British
 

Airways’
 performance.
 They
 are
 highly
 sensitive
 to
 the
 external
 environment,
 so
  it
 is
 then
 up
 to
 the
 company’s
 infrastructure
 to
 ensure
 that
 it
 can
 manage
 and
  adapt
 to
 any
 changes
 rapidly
 enough
 to
 survive.
 Covering
 a
 broad
 range
 of
  market
 segments
 through
 the
 addition
 of
 the
 segments
 targeted
 by
 each
  individual
 subsidiary
 provides
 British
 Airway’s
 with
 stability,
 which
 is
 one
 of
 the
  cornerstones
 of
 prosperity
 in
 the
 airline
 industry.
 

 

  2
 
 

TABLE
 OF
 CONTENTS
 

  1. Introduction
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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