StudentShare solutions
Triangle menu

Corporate Strategy Assessment: British Airways - Essay Example

Extract of sample
Corporate Strategy Assessment: British Airways

In addition, the organization offers travel packages that include hotel accommodations, car rentals and choiced options to avail of popular or unique travel experiences. The full service business model was explained as part of the airline business model in an article published by the Air Transport and Airport Research (2008) headed by Prof. Dr. Johannes Reichmuth. As disclosed, BA, being classified as a “full service network carrier” (FSNC) is “an airline that focuses on providing a wide range of pre-flight and onboard services, including different service classes, and connecting flights” (Air Transport and Airport Research, 2008, p. 5). From a strategy standpoint, BA could actually afford offering lowest airfares, as compaired to other airlines due to their application of the full-service business model. As explained, “as the number of origins and destinations offered rises, load factors do the same, yielding lower unit costs per passenger (economies of density). If higher demand justifies the use of larger equipment, unit costs per seat decline (economies of scale)” (Air Transport and Airport Research, 2008, p. 7). Thus, BA could capture the cost-conscious target market, as well as families who include their children in travelling to tourist spots or vacation destinations. Critical Internal Analysis of British Airways Micro (internal) analysis The internal strengths of BA include: (1) ability to offer low-fare due to its application of the full service business model; (2) its fly route that reaches more than 400 destinations (British Airways 2011) and therefore, could cater to a larger number and diversity of clientele across the globe; (3) its home base is in UK, regarded as “one of the largest premium travel market” (British Airways, 2011, p. 2) and therefore ably caters to a predominantly large percentage of clientele who could afford airline fares; (4) validated customer satisfaction as a result of improvements made in terms of punctuality and allegedly attaining baggage targets (British Airways 2009); (5) ability and resources to invest in more efficient and flexible fleet of new aircrafts (British Airways 2009); and (6) ability to adapt and adjust to the demands of the external environment through re-designing strategies and re-aligning organizational SMART goals. On the other hand, there were weaknesses noted in BA’s previously implemented strategies regarding identity branding (Balmer, Stuart and Greyser 2009) where, through the course of its history, BA’s identity misalignments have been perceived by various stakeholders as evolving from being explicitly categorized as “appalling, adjusting, appealing, adoring, astonishing, and affirming” (Balmer, Stuart and Greyser, 2009, p. 9) depending on the its historical timeline. These identity misalignments significantly influenced the organization’s performance, including the exemplified behavior of various stakeholders and how the public acknowledged the different images that they ultimately projected. Structure of the company In 2009, BA revealed in its annual report that the organization was then restructuring its personnel and management portfolio through streamlining. It was disclosed that in 2008, there were managers who voluntarily left under a severance scheme that slashed the management workforce by a third of the total managerial team. As such the organizational structure of the restructured ...Show more

Summary

Corporate Strategy Assessment: British Airways Products, Services, Geographic Scope of British Airways British Airways (BA) is reportedly a full-service global organization that focuses on serving the needs of diverse clientele who travel through air. The organization boasts of offering competitively low airline fares and having access to strategic parts of the world…
Author : cbatz
Corporate Strategy Assessment: British Airways essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Corporate Strategy Assessment: British Airways"
with a personal 20% discount.
Grab the best paper

Related Essays

British Airways (BA): Corporate Strategy
British Airways (BA): Corporate Strategy Introduction British Airways (BA) is the flag carrier airline based in Waterside in the United Kingdom. In terms of international destinations, international flights and fleet size, British Airways is the largest airline in UK whereas it is ranked as the second largest UK airline based on passengers carried.
9 pages (2250 words) Essay
Organisational Strategy and Desicion making
..............................................................................4 Summary of the Company (British Airways)............................................................................4 Strategic Position and Organizational Culture.............
10 pages (2500 words) Essay
Risk management in British Airways
Established in 1971, British Airways has become one of the leading organizations within Britain to offer airline services across the region. British Airways has put in place a proper framework for identifying, assessing and managing the risk at the organization wide level.
12 pages (3000 words) Essay
E-commerce and Business Strategies British Airways
The E-commerce revolution has surged forward with applications appearing in the airline industry as equitable with fast and easy modern technology service in the new age. This scientific protocol allows the industry to communicate internally with suppliers and partners and with their customers.
10 pages (2500 words) Essay
Strategic management, British Airways
dditionally, British Airways maintains a cargo carrying business which provides considerable revenue to the company’s portfolio and profit expectations. Currently, the global economic slowdown is greatly impacting the firm’s ability to remain competitive due to the fact that
12 pages (3000 words) Essay
Improving Operations Management at British Airways plc in the current economic climate
Its key role is to provide its services to the international and domestic travelers. The current economic recession has marked an effect on British Airways too. However the airline is very much coping with the current economic and fiscal changes so far, nevertheless
6 pages (1500 words) Essay
An investigation into the impact of control management practices on employee performance at British Airways
Also it has been stated by Camillus (1986: 9) that control has a “remedial” point of view and a “future-oriented” perspective. According to the remedial perspective, it concerns with correcting the wrong doings of others
26 pages (6500 words) Essay
A critical analysis of the role of ICTs for the strategic development and an assessment of the electronic presence of British Airways
This mode involves electronic transactions for ordering, purchasing and administrative task between British Airways. Use of ICTs has made transportation of goods and services by use
1 pages (250 words) Essay
Sustainability Accounting: A Critique Of British Airways
The essay will also evaluate the various options and procedures for the conduct of environmental reporting throughout the world. The research will focus on the case of British Airways and their reporting systems and their reporting tradition. This will guide and provide a basis for the evaluation and analysis of their most recent environmental report.
12 pages (3000 words) Essay
Business Strategy British airways
Indeed, quality has been a major pillar that has seen BA remains competitive over the years. Even with the rising of many Global Airlines, particularly from the Middle East, most of what the company offers has factored in well in terms of the quality.
17 pages (4250 words) Essay
Get a custom paper written
by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT
Comments (0)
Rate this paper:
Thank you! Your comment has been sent and will be posted after moderation