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Missions And Goals At English Airways


The Uk Airways (BA) is the flag carrier flight in United Kingdom it was founded on 31st March 1974 by merger of BOAC (Uk Overseas Airways Corporation) and BEA (English European airways). It is the largest airline in UK predicated on the Fleet size. Their main hubs are Heathrow and Gatwick airports where their procedure cover world rout over 300 areas in 90 countries to carriage of passenger, mail and freight.

Mission and Goal

British airways objective is to become world responsible air travel to accomplish their mission they have got five key goals (Uk Airways 2009)

Be the air travel of choice for long haul premium customer

Deliver and remarkable service for customer at every touch point

Grow BA within key global cities

Build on leading position

Meet customers' need and improve margin through new earnings stream

These goals focus build on terminal 5's durability to increase customer experience continue steadily to make the business enterprise less expensive and they have the challenging goal for reduction of carbon emission, minimizing and recycling waste material and lessen air and noises pollution

To be world first class air line, concentrate the labor force and develop number of key operation for example to be punctuality, exceeded punctuality and baggage target across the world wide web work. Modern air art offer services and develop the cargo services. They may have two strategic groupings for short haul and long term. Short haul offering planned flights within region and fighting on cost the long term offering quality environment services to selection of destination.



Pastel research is the useful strategic tool for understanding market progress or drop, business position, potential and direction for operation (Kotler, 1998)


Terrorists strike in London in 2005 has brought on the advantages of new security legislation from the EU that decreases the client in significantly. Customer seek warrant for his or her comfortable travel if it's not they only do trip which is most important. To be able to affect on product plan and price strategy government controlled the flight where they can journey. Open sky contract restricted EU air travel soaring transatlantic trunk lines as well continue being denied usage of US internal domestic market (IACA).


Economic downturn in the Europe lessens the demand for trip that may be afflicted by low income because demand for the planes travel is highly income elasticity changing little bit of income by downward decreases the number of men and women who wish to travel by plane. Uncertainties of capital market reduce the quantity of business travelers. Customer very price sensitive always looking for value for money, the devotion for brand is very less, therefore the people demanding for travel is high quality at low cost to make saving on the travel but BA does not offer quality service at low cost. Continuously increasing petrol price could influence the price of BA ticket


Social factors will vary from country to country which is very important factor to airlines. They consider the demographic and social aspect of the country where they journey because customer demand is decided by cultural factor. In European economy increasing ageing people and unemployment rate decrease the number of men and women who desire to visit by plane because of their entertainment and getaway at the same time growing middle income family in East Parts of asia passion to visit by plane on the holiday, study and migration for the Western country. BA must adopt the strategy to get these customers.


BA centered on improving its customer service with modern tools. First class chair can be customized into foundation this is recommended by most people traveling by high grade. To have the competitive benefits BA online deal have to flexible for the customer and also make sure their assists are accessible the people without any traffic, conform that via the decision centers.


BA have meet local, nationwide and international environment requlations. MID-AIR line industry needs in future pollution taxes will have been increased because the global warming become a most influence factor for many environmental causes. When BA increase their serves they need to aware of the environment because nowadays people react against the surroundings pollution so have to be alert to that. BA needs pay for the environment cost (APD in the united kingdom) will have increased by 210 percentages from current level. EU will be seeking to introduce a system of repayment for carbon emission that will impose to the Air series industry to bring the strategy in efficiency way.


After the tragic event of Sept 2001 in the us, BA decided to cut 7000 job in their all team. (case study) (appendix 1)that affect BA procedure by the continues hit because worker collective bargaining electricity come through trade union activity.


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BA faces the competition for his or her two different market long haul and brief haul. Long haul competition result from the most significant air lines such as Air France, American Air travel, and Royal Dutch Flight Who competes on course, service and comport. Both Air France and BA only have the Concorde procedure. Open sky contract has modified the competitive landscaping on transatlantic routes

Short haul competition has been influenced by price and experienced on air and earth comes from Easy-jet and Virgin Atlantic. Smaller airlines have benefited from being lighter on the feet and implementing themselves rapidly to changing market conditions (www. bbc. com). The BA 'favorite flight' have been maneuvered by these smaller air lines by produced cheap.


The supplier power is very high, The air range industry suppliers are usually air craft manufactures, airplane leasing company, air craft labor union, foodservice company, petrol company and airport terminal local carry service and hotel. In the air brand industry have 2 air graft companies so that they have high bargaining ability. Ticket price is with respect to the oil price that can not control by the BA an they are really restricted by exclusive supplier of petrol to airport terminal.


High amount of buyer power, if they are not happy with the merchandise, customer has capability to change product choice. Increasing competition reduce the price in air series industry. In low priced market buyers ability is quite strong that means on the list of competitors customer has selection vitality which is offer good service at low cost. Before choosing their quest people makes the purchase price comparability to get which offer real value, the web price assessment is very supportive to visitors to do.


BA gets the prominent role in the Airline industry in the global level however new entrance appearing in short hauls like Easy plane in low priced operation threatening for the BA. Highly competitive environment reduces revenue, if anybody wants to type in this industry they have to make available progressive service at low cost. But turning cost for this industry is high because of expensive equipment. so they are the main barrier to the new entrance as well lately collapse air lines such as Zoo and Oasis Hong Kong that happen to be low cost competitor for long haul threading for new accessibility High regulatory need and high capital cost are restricts new entrance.


That means customer potential to switch to choice product. No substitution for the long term travel in the conditions of their time and cost. For the short haul Euro star, mentor, rail and ferry are main substitutions. Train businesses in UK are taking bigger talk about of the

air travel market.


"Internal analysis is an activity of analyzing an organization's resources and capacities. It provide important info about a business property, skill and work activity that what's good and what's lacking"(Coulter, 2010)



British airways currently operate 245 airplane in a nutshell haul and long term. Being world favorite flight maintain international customer databases. Reputable brand and exclusive usage of Heathrow terminal 5 that top notch transports interchange joining road, path and air travel. Well trained human resources. Merger with Iberia air lines bring more Subsidiaries


Quick check operating, secure online scheduling and capability to pre-booking that club world traveler can check via BA website from 24 hours before the airfare is scheduled to departure. Strong brand reputation allows borrowing massive amount money so BA has huge amount of investment in the air range industry and brand is to be strong and reliable for customer. In the Air line industry BA has Ability to take a flight various routes and manage passenger safe practices. Efficiency communication system, to received constant note to every employees at same time BA develop commercial mail via communiGare expert system.


With strong brand identification spent large amount of money in the air line industry and provide different service to customer on the long haul introduce home based business class seat on long haul and a restyled first cabin as a foundation. however regular strike through collective bargaining ability of staff bring more difficult to BA. Almost 13500 Cabin team staffs labor union activity struggled practically one million traveler causes BA arranging visited virgin and easy jet.


The product differentiation through the technology development in the long term brings more business school travelers. The low fare competition in the brief haul manoeuvred by other flight such as virgin and easy get


The Boston Consulting Group (BCG) expansion share matrix categorized business unit s or product profile directly into four unique categories predicated on market expansion and market show measured against challengers.

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Star : Maintain high performance

Cash cow : Mature market innovator but low growth

Dog : Cash trap

Question draw : has the potential becoming legend or dog

In this diagram, the English Airways at cash cow, they have got command position in the airline industry insurance firms high market share (43%). However there may be long term likelihood of loosing market show credited to increasing contests there for they need to adopt new strategy to win the market in future.

BA strategy has to focus on utilize cash cow to market question mark become a superstar. For utilizing cash cow BA must commitment with labor force to avoid regular strike, providing training and development to the Personnel to be able to get high performance, making agreement with company and uses devotion program. Promote question draw uses new technology, carries on on quality service and through merger finding new market

If BA needs to safeguard market share they need to offers service at low cost but it going to be bad them because if they take up low fare strategy it will not cover their quality service in long term it may have an effect on BA brand reputation.


SWOT evaluation explore the relationship between the primary environmental influences and the proper capability of the business. (Johnson, G and Scholes, K). The Organization's opportunity and risk mainly will depend on the surroundings, the advantages and weakness are chosen by the organization resources and functionality. Here we discuss the United kingdom airways functional strategic through the SWOT research.


One of the longest founded air line in britain it has long reputation in the flight industry always regarded as industry leader so that it has strong brand recognition on earth. They had more than 30 years of high level customer experience help to achieve customer devotion. Online booking designed for club world business tourist from 24 hours before airline flight is scheduled to depart. British Airways operating one of the leading cargos on the planet.


The punctuality is main weakness for Uk Airways. More often than not they are didn't departure on time as well postponed and cancelled airfare have an effect on many customers, especially business people are didn't be present on time on their situations. High cost for extra baggage and lost suitcases are another important factor people avoid on BA visiting (Channel 4 media). Regular punch disturbs the passenger not only current airline flight purchasing but also their future visiting plan.


There are some opportunities to grow forseeable future. Increasing Demand for transatlantic flight by growing economy about the world, people desire to visit by planes. Merger with Iberia air travel greatly boost the number of vacation spot choices available to customers (press. ba. com). exclusive usage of terminal 5.


Increasing petrol cost affect solution price, strong competition in the flight industry reduces the profit. If BA medication dosage not have impressive service to customer they change their attitude toward the BA direct competitor who provide excellent service at low priced. Threatening from the terror episode many customer averted travel by airplane. Natural catastrophe like volcano ash becomes a major challenging for air brand industry.



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Ansoff matrix advises the business attempt to grow depend on whether it market new or existing and product new or existing. You will discover four growth strategies

Market penetration: business focuses on providing existing product on existing market. BA use this strategy maintain their market share in airline industry by offering getaway service at low cost than others and try to increase volume of travelers by devotion program.

Market development: Business seeks to sell existing product on new market. In lately British isles airways apply this plan through merger with Iberia airlines BA look for to fully capture American customer with their long haul service. Non-stop daily flights between NORTH PARK and London Heathrow as a first benefit of the state unveiling of the new joint business contract with North american Airlines and Iberia. To draw in business customer operates JFK Concorde service to New-York. Develop a center of attention of teenagers introduce 'Mtrotwin' strategy that new network recommend of best places to visit in London and New-York it success completely attract teenagers.

Product development: Producing new product in existing market BA use this on their long term. Long haul first class only product of British airways and add flat foundation in team world business course.

Diversification :New product in new market Their new strategy cover ground breaking all business class service from London to New-York



Porter advises three approaches for outperforming other opponents on the market.

Cost leadership



The cost control strategy does not set United kingdom airways because the lower throat competition in the air line industry reduces the purchase price for flights. The smaller air range offer service at low cost such Ryan air and Easy -plane. After the World trade centre attract in 2001 in the us BA looking to make it through without cost reduction to be full fare airline with high quality service.

The British isles airways largely apply differentiation technique for their product that little different from their competitors in the shape of seating, comfort and rout it'll Mainly concentrate on business tourist and young people it could be make income to British isles air ways by brand commitment and lower price sensitive.

Moreover British air ways Concentrate on develop their service in Asia Pacific, Eastern Europe which is high progress countries to make income and merger with Iberia flight try to focuses new areas.






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