BRITISH AIRWAYS

British Airways



British Airways

Introduction

British Airways is one of the major international airlines that operate international and domestic scheduled and charter air. Its revenues come mainly from business and leisure passengers, cargo and mail. British Airways is the largest airline and flag of the United Kingdom and one of the largest in Europe. We believe it would be interesting to explore how British Airways has won the title of "World's Leading Airline 2008" despite all the controversy, what has happened in recent years. That is why we chose the theme of our report: "What is the phenomenon that helped to survive the extremes of the British Airways to success? British Airways" World's Leading Airline 2008 "- or commercialization of a chance?"

We analyzed the strategy of British Airways to see if their objectives have changed in the past, and to identify what is their main objective. We also discussed what the company wants to achieve and offer to their customers. We are researching the company's strategy for the next three years to observe the guidelines for the future and that further improvements will be implemented to maintain and attract consumers. They also discussed the environment in which works with British Airways PEST analysis. In this section, we emphasized political, economic, social and technological environment, positive and negative areas that should be carefully considered before starting and operating companies chosen in this case, the airline industry. The correct position of the company in the market, each company must identify its strengths, weaknesses, opportunities and threats, otherwise known as the SWOT analysis. That is why we applied the SWOT analysis of British Airways to locate correctly in the market for the aviation industry.

Discussion

In order to examine in depth of British Airways and to provide a clear and detailed analysis on their performance in the airline industry, we will use different methods of investigation. Our research is composed of Internet sources. However, in order to build a good report will focus on using information obtained from customers of British Airways and its Annual Report 2006 -2008. We have also decided to use a form of primary research to help us identify a general public opinion about the company. It will be delivered by our own questionnaires (www.britishairways.com).

Corporate Strategy

British Airways to cooperate initial strategy was to be diversified globally, with the goal of becoming the undisputed leader in world travel for the next millennium. However, the company can achieve this goal in 2007 when the company won the award for airlines in the world. Currently, British Airways, while the company's strategy to protect their title and a strong position in the competitive market remains a priority for them, the company also introduced new strategies to prevent the entry of the company or unprofitable to exploit market segments. The company aims to target the markets that rely heavily on business travel, including return trips from the United Kingdom (Taneja, 1981, pp 67-234.).

British Airways' strategy for the next three years

Investor Day British Airways on 7 March 2007, ...