STRATEGIC PLAN

British Airways- Strategic Plan

British Airways Strategic Plan

INDUSTRY OVERVIEW

The Airline industry is probably the most dynamic industries in the world. It is greatly influenced by the social conditions of the nations and the world at large. People used to travel mostly when they are in good financial conditions. Most airlines operate in the face of fierce competition in alliances together i.e. Lufthansa is part of Star Alliance, Oneworld and other major are alliances of Skyteam (Osborne, 2011, pp.2). Competition is also one of the reason due to which the companies related to this industry. British airway is a complete airways solutions company which is offering the services at the cheapest rate. It is also known as the flag carrier airline of the UK. It was founded in 1924 and was known as Imperial airways at that time. It operated as Imperial airways till 1935. In the year 1935 the company was nationalized and a corporation with the name of British Overseas Airways Corporation (BOAC) was formed (BA Official Website, 2013).

The British airline British Airways (BA) and Iberia, the Spanish are in for a merger. The talks on the merger would be supported by the boards of both companies. Both brands will be retained according to the plans, however. The group should be listed on the London and Madrid stock exchange. Subject of the current talks is a "pure equity business," it said in BA. Aircraft of BA and Iberia merger in a difficult environment BA boss Willie Walsh said the merger help the company in the current difficult economic environment, and create synergies (Moores, 2007, pp. 1).

Source: Market share of Transatlantic Route by Airline (2008)

SWOT ANALYSIS

In order to understand the current dynamics of British Airways and to create a strategic plan for the company; the SWOT analysis would help us ...