Business Strategy of Ba (Brisitsh Airways)

Topics: London Heathrow Airport, Airline, British Airways Pages: 14 (3762 words) Published: May 28, 2013
Company name: British Airways (BA)
British Airways is the UK's largest international scheduled airline, flying to over 550 destinations. Whether customers are in the air or on the ground, British Airways takes pride in providing a full service experience. British Airways main operating bases are London Heathrow and London Gatwick. "Our airline operations comprise mainline passenger and cargo services operated from the London airports and services operated by our regional subsidiary, British Airways CitiExpress. British Airways group consists of British Airways Plc and there are also a number of subsidiary companies such as British Airways Holidays Limited and British Airways Travel Shops Limited. The cargo service offered by British Airways is the worlds fifth- largest cargo airline and transports over 740 million kilos of freight, mail and courier largest cargo airline and transports traffic each year.

1.1 State the mission, vision, objectives, goals and core competences of your chosen organisation Mission:
"British Airways has shown that redefining the vision, and making sure it is successfully carried out throughout the organisation are keys to corporate success. As competitors become aware that service mattered and geared their processes to suit, British Airways has leapt forward again, now defining its target as being the „undisputed leader” in world travel". Vision:

Our corporate responsibility vision is to become the world'smost responsible airline, and we have developed guiding principles that describe what we are doing to achieve this goal. Objectives:
Meeting the rising expectations of our customers remains central to our strategy of transforming British Airways into the world’s leading global premium airline. Our investment in our staff, our fleet and our facilities are all about making sure we provide the very best in customer service. We want all of our customers to enjoy a premium service at every point of their journey, whenever and wherever they travel with us.

1.2 Describe three issues involved in strategic planning in your chosen organisation

Internal problems:
* Bad worker relations history
* Dependability and trust
* Modernization & modification

External Problems:
* Open Skies accord
* Environmental consciousness
* Worldwide economic crisis
* Lesser cost competition
Business level strategy problems:
* Improving on People process: is highly recommended. Currently, BA has drafted policies to harmonise relations between management and union employees. * Environmental issues and strategy: This strategy is recommended. For instance, BA plans to collaborate with Solena of the United States to turn waste in London to Bio-kerosene. * Technological strategy: is an important pursuit. However, BA must get it right the first time else, mistakes will damage its brand image. Currently BA has invested in Information technology by employing highly qualified information systems personnel. * Market segmentation: To achieve this, great innovation is required to beat Virgin Atlantic at their game to avoid resource wasting. Investing in new routes in the East will create new revenue. BA is currently targeting market niches in China and India. * Broadening of service base: is a worthwhile strategy. Some risks/disadvantages still present, for e.g. terrorism in the Middle East but benefits outweighs costs.

1.3 Select two different planning techniques which you could apply to your chosen organisation.

Planning techniques:
* BCG (Boston Consulting Group) Matrix:
The BCG matrix is a corporate portfolio analysis tool that provides a graphic representation of an organization that is used to scrutinize the different businesses involved in the portfolio on the basis of the related market share and industry growth rate. * PIMS:

The PIMS (Profit Impact of Market Strategy) of the Strategic Planning Institute is a large scale...
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