Bharat Airways

Managing in the Workforce

[Name of the Institute]

Case Study: Bharat Airlines

Introduction

The recent development in technology has significantly enhanced battles between companies for loyal customers, market share and exponential growth. Along with the battles, expectation of the customers has also evolved throughout the years. The fierce competition and significant awareness of alternatives available for customers has fueled customer's expectation. This means that organizations are liable to meet the demands of customers beyond their expectation. This can only be done through human resource management (Cleveland, B. 2010). Workforce is the front-line of every organization. They deal directly with customers and have the influence to transform potential customers into actual customers.

The importance of human resource management has become a concern for the organization. This is the core reason of evaluating the case of 'Bharat Airways' as the booming airline organization experienced tremendous downfall due to lack of employees' motivation in the workplace. The assignment encompasses the plan of action that can help BA to come out of trouble situations, along with the root causes of this problem. Furthermore, the assignment includes a discussion regarding transactional and transformational leadership styles, and which style is more feasible for BA at this particular moment. The assignment highlights the steps for bringing drastic changes in the situation. In the end, the implementation of the marketing mix 7 P's is also discussed for making BA a successful organization.

Plan of Action

The promise of operational excellence and utmost customer satisfaction was the core reason behind the significant growth of BA in its initial year. Superior quality and utmost customer satisfaction helped the organization in attracting a variety of passengers within the domestic air travel business. With the passage of time, BA witnessed remarkable changes within its managerial layer. The shift in managerial layer forced BA to lose its predetermined focus (i.e. vision) which ultimately affected the overall competitive advantage of the airline. The deviation from the original vision resulted BA to experience severe consequences in terms of dissatisfaction of air travelers and airline switching.

The foremost reason for the downfall was the change in management. With no prior experience of domestic air travel business, BA was able to reap impressive profits on the basis of predefined promise of operational excellence and utmost customer satisfaction. This eventually helped the organization in the development of its competitive advantage. On the other hand, some other factors had an influential role in the downfall of BA. The foremost factor was the lack of training and development of employees. The lack of experience in the domestic airline business restricted BA to provide its employees with continuous improvement opportunities through training and development. Similarly, the increasing level of grievances impacted the performance of employees working within BA. The inability of BA to mitigate or eliminate grievances negatively fueled the employees' dissatisfaction level. Furthermore, the autocratic management style employed at BA somewhat created fear and stress within the employees. This negatively impacted the productivity and performance of the front-line employees. Some other factors also had an influential role in ...