BRITISH AIRWAYS

British Airways

British Airways

Overview of British Airways

Ans: British Airways has a worldwide network, is one of the major airlines around the world and is part of the One World Alliance. According to IATA statistics, British Airways was ranked eighth in the provision of freight tonne-kilometers in 1998. The company is the main centre of Heathrow, where most of its activity is concentrated. In terms of air cargo in the United Kingdom, Heathrow handles 75% of British Airways rose tons is the next largest airport Gatwick (18%) and Stansted (4%).

Together, the three major airports in London, handle upto 97% of British Airways flights and cargo shipments. These figures include the transfer is estimated at around 17% of total tonnes carried. Belly full of wet leased the loading capacity of freight on the main roads of the Far East, Africa and Israel. British Airways has undertaken substantial investments in facilities for loading with the creation of British Airways World Cargo Centre and refrigerated storage at Heathrow.

Mission Statement

British Airways' mission is "to be the leading airline firm with emphasis on the highest standards of customer service and satisfaction. British Airways has introduced a new mission statement "to be the undisputed leader in world travel." By redefining its marketing, sales, management and the approach and improve customer service, British Airways has transformed its reputation and finances. The new management has taken to improve customer service and relationship management staff and financial and operational objectives. To manage change in the BA used as a calibration technique for assessing the business processes.

Current and Future Macro Environment and Factors of Change

A strategy can not replace a good business strategy. The success of cross-border operations are generally based on a unique service concept, knowledge or technology, low cost and well established brand. One company trying to sell in foreign markets tend to face an inherent disadvantage in relation to competitors. Needs and tastes of foreign customers tend to be different, obstacles abound in May from the identification of good local suppliers to respond to the skeptical reception, and the model of the company may be different. Basically, on all these fronts, competitors may have the advantage (Kesteven, 2001).

If British Airways abroad succeed, you must have a value of intangible assets that will meet and beat local rivals in their own market. This could be a technology, a significantly higher value, a well-known, low unit cost resulting from the scale or the process of how, for example, British Airways has a high-end, Southwest Airlines, a low-end, but showed impressive growth potential and profitability. BA's premium image of luxury and comfort, the case of international transportation, it attracts those who are willing to pay a higher price. South West of no frills service to regional destinations at low prices (Kesteven, 2001).

Change Management

Although BA can, and must assess your environment, no one can predict the future events that challenge our assumptions and in contradiction with our expectations. Besides, good ideas often spontaneously, outside the formal process of strategic planning framework, and ...