All students should read case British Airways: Challenges Ahead, and do following tasks: 1.
Summarize the external environment, including conditions in the general, industry, and competitor environments. [1.5 marks]
British Airways (BA) is the flag carrier airline of the United Kingdom, The British Airways Heritage Centre situated within British Airways Waterside Corporate Headquarters near its main hub at London Heathrow Airport. It is the largest airline in the UK based on fleet size, international flights and international destinations and second largest measured by passengers carried, behind easy Jet. it is manned by volunteers whose dedication, together with the generosity of donations of artefacts from many staff and former colleagues. The British Airways Heritage Collection has existed since the formation of British Airways. It was formed to preserve the records and artefacts of British Airways' predecessor companies BOAC, BEA, BSAA and the pre-war Imperial Airways Limited as well as British Airways Ltd. Over 400 uniforms from the 1930s to the present day are preserved, as well as a large collection of aircraft models. On 25 August 1919, British Airways' forerunner company, Aircraft Transport and Travel Limited (AT&T), launched the world's first daily international scheduled air service between London and Paris. That initial proving flight, operated by a single-engined de Havilland DH4A biplane taking off from Hounslow Heath, close to its successor company's current Heathrow base, carried a single passenger and cargo that included newspapers, devonshire cream and grouse. British Airways celebrated its 90th anniversary on 25 August 2009. Until recent, British Airways was the airline partner of the London 2012 Olympic Games. On 18 May 2012 it flew the Olympic flame from Athens International Airport to RNAS Culdrose while carrying various dignitaries including Lord Sebastian Coe, Princess Anne, Olympics minister Hugh Robertson and London...
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