The performance of the company in Europe, America and Africa has been attributed to its great product development strategy (Punzel, 2011). In this paper, the internal and external environment of the company will be analyzed using the PESTLE, segmentation, SWOT and 4Ps analysis methods.
Awareness to the external environment is critical to the success of every business that needs to beat the competitors strategically. As a result, an analysis of the industry relative to the environment using PESTLE tool is critical in decision making on marketing, legal and political issues. The emergence of terrorist threats to airline companies since the 9/11 incident has significantly affected the political environment of the airline sector. Strict air control regulatory measures on safety and control have been enacted in the United Kingdom and other parts of the globe that remain market target for the company (Punzel, 2011).
The airline schedules are today subjected to strict regulatory measures, which limits the flying time across Europe as a whole. To remain viable in the market, British airways must implement security and regulatory measures as stipulated by the control acts. The level of security measures that an airline puts in place also influences customer confidence and trust. Consequentially, British airways must enforce the political security regulatory measures that are put in place by the global airline control (O’Connell & Williamson, 2011).
A number of economic events in the global market have also affected the performance and vibrancy of the airline industry. For example, the global economic crisis of 2008 affected a number of businesses based in the United Kingdom, which further reduced the level of airline schedules. The growth of the industry following this crisis has not significantly picked up and is currently pegged at 2% yearly. Apart ...