British Airways strategic goal is to become the world‘s leading global airline, to achieve this, the management sets objectives, which are accomplished through rigorous decision-making, planning, controlling and the use/support of information systems, to show its presence in key global cities, improve employee relationship; to deliver outstanding customer services, invest on training and development, performance, opportunities, excellence and partnership.
British Airways uses the following information tools at its strategic level.
Executive Support System (ESS)
Executive Support System (ESS) supports management in BA to make long term unstructured decisions and addresses strategic issues. Executives use this information tool, as it provides relevant data about British Airways internal and external environment which enables BA to match its organisational capability to changes, and opportunities, occurring in its external environment
ESS Workstation Graphics Communications Local processing Menus
ESS Workstati on
TPS/MIS data Financial data Modelling Analysis
Virgin Atlantic Easy jet Stock market Gallup poll
ESS Workstati on
MM Menus Local processing Graphics Communicat
Menus Local processing Graphics Communicat
The above diagram explain how ESS is used at the strategic
ESS uses internal reports such as sales, billing, staffing, and accounts to produce summarised reports internally.
ESS filters, compresses, and tracks critical data internally and externally, this emphasises the reduction of time and effort required to obtain information useful to BA management.
The tactical decision makers in BA use the following information tools. • • Management Information System (MIS) Decision Support System (DSS)
MIS serves the monitoring, controlling, feedback, decision-making, and administrative activities of middle managers. Typically, they provide routine summary and exception reports generated with data and information from TPS e.g. sales management and inventory control, as the diagram below illustrates
Marketing management information systems
British Airways Common Database Financial management information systems
The above diagram explains how BA
T P S
MIS provide managers with reports and, in some cases, on-line access to the organisations current performance and historical records Typically, these systems focus...