Strategy Analysis of British Airways

Executive Summary3

Introduction4

Discussion5

Swot Analysis of British Airways5

Pest Analysis7

Strategy Analysis8

Information Systems at British Airways11

Key Performing indicators of BA11

. The decision making at each managerial level of British Airways11

Conclusion16

Ethical issues of Information Systems16

Strategy Analysis of British Airways with respect to its mission and goals

Executive Summary

British Airways which was formerly known as British Airlines is international largest Airline located in UK. British Airways is located at London Heathrow Airport which is a part of England and has a demanding existence at Gatwick and Manchester International Airport At the side of scheduled services British Airlines provides travelling services to more than three hundred localities or destinations.

The mission of BA is to be worlds favourite airlines. Their strength is ability to adopt latest technology and high global image, weakness comprises of lack in marketing tactics, opportunity arises with British Airways has the opportunity to expand its fleet further and adopt latest technologies in the near future.

British Airways has the opportunity to expand its fleet further and adopt latest technologies in the near future. The KPI of BA are operating margin, customer recommendation and network punctuality. British Airways uses information system to store data across hundreds of vital business processes which are vital for its smooth functioning.

The criteria of KPI at British Airways are published online on the employees portal, updating employees monthly, which shows percentages of online adoption of the efficient practice of the crew and staff, reporting of faults, functions related to payroll and travel bookings.

Organizational structure, design and management of British Airlines can use to still a high service mentality into their employees and also empower them with a complete direction of handling customer and clearly delegating and articulating the employee's obligations or role in the CRM strategy. Ethical issues with information technology could be privacy issues, data theft and misuse of information.

Introduction

British Airways "which was formerly known as British Airlines is international largest Airline located in UK". British Airways is located at London Heathrow Airport which is a part of England and has a demanding existence at Gatwick and Manchester International Airport At the side of scheduled services British Airlines provides travelling services to more than three hundred localities or destinations. It flies to destinations such as Canada, Australia, USA, New Zealand, Hong Kong, Thailand, India, Germany, Malaysia France, Singapore and other such capital countries around the world. It has successfully become dominant to Heathrow within both the airline and its competitors. It carries more than 30 million passengers, earning an average of approximately £9 billion in revenue.

Employee count of BA in 2008-2009 stood at 42,377. Which shows that the level of control of BA is huge, with every department specialized in a particular function. At the side of scheduled services, BA is also involved in the operation providing cargo service to international and domestic markets. It provides freight cargo and mail service along with ancillary services (British Airways 2008). Mission Statement

The mission of British Airways is to be the world's favourite ...