BRITISH AIRWAYS

British Airways

British Airways: Strategic Strategies

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.

In this paper we will analyze the strategic analysis British Airways strategy 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.

British Airways' strategic analysis

Investor Day British Airways on 7 March 2007, the company launched its work plan for three years. BA three years includes several changes that could affect their performance. First of all, BA has a plan to spend 90% of its operation to the new construction of Heathrow Terminal 5 (T5), which gradually take place on March 27, 2008. BA has set up the theme "Putting Viva T5. The move to T5 will occur in two phases over a month of separation. BA estimated 40,000 people passing through T5 on its first day of operation. BA T5 will be 90% of its flights. The company makes Terminal 5, not only for themselves but also for customers. Customers can use the online registration of 96 self-service check-in kiosks and 96 new fast bag drops. Applied system will reduce the queue for baggage and much faster. BA customer performance was one of the main issues during the year. T5 is expected to exceed customer expectations and in full operation when T5 is expected to serve 30 million passengers per year (Stewart-David, 1980, pp 23-89).

Second, BA has a new network strategy. Its objective is to reduce exposure to these market segments, without success, while strengthening their positions in profitable markets. To follow the strategy of the BA flights rose in key areas such as New York, India, Barcelona, Moscow and Nice. The company also expanded its assistance to revive flights to Calgary, Port of Spain and Newquay (Weilbacher, 1993, pp ...