British Airways

Name
Anees Idrees
Reg#
1411-315041
Submitted to: M Neelum Javed
BBA (Basic Management)

Introduction:
Flag Carrier of United Kingdom
Founded in 1924 as imperial airways and operated under that name until 1935.
1939, the airline was nationalized to form the British overseas airways corporation (BOAC).
In 1972 BOAC and BEA were combined under British airways board.
Fleet Size 274
Over 400 uniforms from the 1930s to the present day are preserved, as well as a large collection of aircraft
models.
Destination - 169 Global excluding local in UK
Company Slogan To fly. To serve.

Abstract:
British Airways is the UKs largest international scheduled airline.
We fly our customers at convenient times to the best located airports across the world.
We are one of the worlds leading global premium airlines.
Our principal place of business is London with significant presence at Heathrow, Gatwick and London City.
Some 20 million people live within commuting distance of these airports,
on the doorstep of the City of London, the worlds biggest premium travel market.

Main Body:
: British Airways is the largest airline based in the United Kingdom in terms of fleet
size, international flights, and internationals destinations and was, until 2008, the largest
airline by passengers number ass well .
:The airline carried 34.6 million passengers in 2008 but rival carrier easy jet
transported 44.5 million passengers that year, passing British airways for the first time.
:British airways main base is at London Heathrow Airport, but it is also has a major
presence at Gatwick Airport. It also has a base at London City Airport (LCY), with a
major presence from its subsidiary BA City Flyer, which is the largest operator from at
Manchester Airport.
:British Airways Flyer, a wholly owned subsidiary, offers flights from its base at
London City Airport to 23 destinations throughout Europe.
:The Airline focuses on serving the financial market, through it has recently expanded
into the leisure market , offering routes to labia, Palma and Venice.
:The former BEA helicopter was renamed British Airways helicopters in 1974, and
operated passenger and offshore oil support service until it was sold in 1986.
:Staff working for British Airways are represented by a number of trade unions, pilots
are represented by British Airline Pilots Association, carbine crew by British Airline
stewards and stewardesses association (A branch of Unite the union), while other
branches of unite the union and the GMB union represent other employees.
Competition:
The aviation industry is marked by stiff competition.
On short haul routes, BA faces tough competition both on ground and in the air. Due to the
infrastructure improvements, train operators in UK are grabbing a much larger share of the
travel market. There has been significant reduction in train travel time in areas such as the
West Coast mainline. Despite of the snow in January, Euro star continued to expand and
its passenger number rose by 1.2 percent in 2009 and the demand for flights from London
to Paris and Brussels fell by 3 and 14 percent respectively.
In the long haul market, BA has been significantly affected by deregulation. In summer
2008, the first phase of the EU-US Open Skies agreement took place and it changed the
market environment on transatlantic routes.

 Strength:
Strong and brand image
Open Sky agreement
International Operation
Skilled staffs
Expansion of aircraft fleet
Economics of scale by using
Spare space of aircraft for cargo service s
official airline for 2012 Olympic and Paralympics'
Weakness:
Cost of management
Decline probability
Euro 358 million loss after tax in 2009
Euro 425 million loss after tax in 2010.
Labor Strike
Powerful employ union
Christmas strike in 2009
Opportunities :
Emergence of new market
Asia pacific
Threats:
Raising fuel prices
Tight competition from low cast airline
Changes in customer behavior
Unstable political issues and global economic crisis.

 Environmental scanning:
Consumer choice and switching cost is very identical
Expectation from British airways : High quality service
Environmental effect , Global warning and waste management
Buyers purchasing power and expectation
Fuel price hike and change in economy in UK.
Industry competition and change
Customer demand more than basic product
Customer enjoying enhanced product .
Long term goal:
Deliver outstanding services to customers and build relationship with them
Grow our presence in global cities by 2025.
Build our leading position in London .
Meet our customers need sand improve margin through new revenue streams.
Using modern technology , Self service check in e.g. IBM KIOSK by 2025
Launching most advance flight processing facility service.
Setting the priority and be more sensitive for human aspect and job cuts.
By the end of 2014 British airways will be reducing 10% of its waste on future flights.
Performance:
By the end of 2013 British would be competitor in the long haul market from
London to U.S.A specifically business class.
Successfully manage and pleased the economy class and customers with outstanding
Customer service and win global award for its service in 2012.
Reduced the carbon & other waste of 6% in 2012 and planning to increase this percentage.
Manage stuff and human resources that was problematic earlier due to crisis with union
And management seriously thinking about job cuts.
Increase number of seats for short haul and long haul travel from different rage of product offer
To different customers.

 Conclusion:
After searching detail information about British airways we can conclude
that British airways objective is to being global premium airline with
Approving ethical practices and creating positive image in society by minimizing
Environmental effect. Moreover British Airways focus on customer service and
Satisfaction by creating valuable traveling experience.

Recommendation:
Make it easier for British Airways people to volunteer time to charities and community activities.
Ensure that every member of staff has the opportunity to get involved with one destination
Make it easier for customer to carbon offset their journeys.
References:
1:http://www.britishairways.com/en-gb/information/about-ba
2:https://www.modernghana.com/news/385711/1/british-airways-downplays-threat-to-its-market-sha.html
3: https://en.wikipedia.org/wiki/British_Airways
4: scribd.con market mix of british airways
5: BBC.uk British airways report
6: http://www.britishairways.com/en-pk/information/about-ba/whats-new?source=MNVINF4whats_new&link=main_nav

Thank
You