ASSIGNMENT

Unit 7001 Assignment 1



Unit 7001 Assignment 1

Introduction

British Airline is the national flag carrier in the UK. In terms of international destinations, fleet size and the number of destination, it is the largest airline in the UK. . The airline flies to over 550 destinations globally. It has a number of subsidiaries, notably British Airways Holidays Ltd and British Airways Travel Shops Ltd. Its two main operating bases are London's two main airports, Heathrow and Gatwick. BA was a founding partner of the one world alliance, now encompassing American Airlines, Aer Lingus, Cathay Pacific, Finnair, Iberia, LanChile and Qantas and codeshares with a number of other airlines. British Airways has a tangled history, dotted with mergers and acquisitions. It owes its roots to Aircraft Transport and Travel, which was formed in 1919, with this company merging with a number of smaller air transport companies to establish British Airways in 1935. In 1939, BA was nationalised and combined with Imperial to form British Overseas Airways Corporation (BOAC). However, after years as a nationalised company, BA was privatised once again in 1987 (British Airways, 2000).

British Airways is an organization that has diverse workforce. British Airways encourages each and every eligible and qualified individual no matter from where they belong to come and join their organization and they are dealing quite well with this.

Core Competencies of British Airways

British Airways has responded to the technological change very efficiently, and they also have taken into consideration every aspect of the organization. They have taken their service, their planes, environment and almost every aspect into consideration where they can implement technological advancement and latest technological automated process but still I think they are lacking in few departments. In order to identify the key prospects that have paved way for the success of this carrier, the top five core competencies that have identified include cost, technology, supply environment, and above all, the competitive environment. The entire existence of the business and its survival in the market depends solely and undoubtedly on the focus and practice of keeping track of the competitive strategies that are implemented in the organization (Dana, 2009).

Every year BA spends billions of dollars in the form of research to find different ways to provide value to their customers, because this is the only way to become a market leader and acquire the largest aviation industry's market share. In order to create perfect strategic technique, the selection of ideal target market is very crucial, because every customer is governed by his own frame of mind and different mentality.

Airline industry and technological changes go hand in hand. Several technological changes are incurring in the industry and British Airways is doing its best to cope up, adopt all these changes and advancement at the first instant. In today's world everyone can adopt technology but edge will be available to those who use quality technology. This is the main objective of British Airways. They want to maintain a close relationship with the suppliers who provide ...