British Airways: Strategic Plan

Essay by Alauddin Al AzadUniversity, Master'sA-, January 2010

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Table of ContentExecutive Summary1I. Introduction2II. Main Body1. History of British Airways22. Current strategic situation….42.1 Internal analysis42.2 External Analysis52.3 SWOT82.4. Current strategy93. Potential Strategic options124. Recommended strategic direction with rationale164.2 Strategy Evaluation175. Identification of critical success factors186. Performance measurement criteria197. Conclusion218. Bilbliography249. References24Executive SummaryThe main aim of this report is to undertake a review and analysis of British Airways. It is UK's leading airlines both at international and domestic level, with its operations spread over 300 destinations across the world. The report starts with a brief description of the company. Then the current strategic situation of the company is discussed through Internal Analysis, External Analysis which involves PESTEL and Porters five forces and SWOT analysis. Further, Potential Strategic options are discussed for British Airways using Ansoff Analysis followed by recommendations for strategic direction with rationale. The report also identifies the critical success factors and determines the principal performance measurement criteria for British Airways.

I. IntroductionBritish Airways plc provides air services operations both at international and domestic level. Its major business is commercial flight. It also caters to various services like cargo freight, mail services and other auxiliary services all over the world. Mainly it runs its business in United States and Europe. It is situated in Harmondsworth, Middlesex, employing 42,755 people all over. It is emerging to be competitive and sustain its integrity as the best airlines which stress superior customer service. It has 300 destinations throughout the world; this extent of operations offers customers with world-class services at various destinations. Its customers range from explorers to executive. The aim of this report is to enable readers to comprehend strategic review and analysis of British Airways by explaining:•History of British Airways•Current strategic situation•Potential Strategic options•Recommended strategic direction with rationale•Identification of critical success factors•Performance measurement criteriaThe procedure used to compile this report...