British Airways Corporate Strategy

Essay by ranioula12University, Bachelor's April 2010

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Corporate Strategy � PAGE �1�

RUNNING HEАD: BRITISH AIRWAYS CORPORATE STRATEGY

British Airways Corporate Strategy

[Name of institution]

[Name of writer]

�Table of Content

4Introduction �

5Discussion �

6History �

6Corporate Strategy �

6British Airways' strategy for the next three years �

8PEST Analysis �

8 Political environment �

9 Economic environment �

10 Social Environment �

11 Technological Environment �

12SWOT Analysis �

12 Strengths �

12 Weaknesses �

12 Opportunities �

13 Threats �

14British Airways Keeps Involved And Keeps Involving �

14 Brand Promotion �

15 Customer Is King �

15 Loyalty Program �

16Competition �

17Porters Five Forces Model Generic �

17Financial Summary �

18British Airways' Corporate Responsibility �

20Recommendations �

21Conclusion �

24References �

��British Airways Corporate Strategy

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. That is why we chose the theme of our report: "What is the phenomenon that helped to survive the extremes of the British Airways to success? British Airways" World's Leading Airline 2008 "- or commercialization of a chance?"

We analyzed the strategy of British Airways 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...