Strategic Management of British Airways

Strategic Analysis of British Airways

Table of Contents

Executive Summary:

Strategic Management indicates the recognition and conceptualization of strategies that business level managers undertake for achieving better performance and obtaining competitive advantage for the company. Strategic Management also refers to a set of decisions which directly controls the organizational goal, objectives and operational plan in order to attain the intended business performance to maximize the shareholders’ wealth.

British Airways Plc, the most renowned airline of the United Kingdom was privatised in 1987. The Airways carries  around 33 million passenger to 300 destinations around the world to register a yearly earnings of GBP 11.68 billion.

The company currently adopts the following five strategies—

1. Being the choice for long haul premium customers 
2. Delivering an outstanding service for customers at every touch points 
3. Growing Presence in the Global Cities 
4. Building Leading Position in London 
5. Meeting Customers Need and Improving Margin Through New Revenue Streams 

The above mentioned strategies are helping the company as it is providing financial strength to the company with an increase in the operating profit by 29.6% and earning worldwide recognition for the company. However, to attain a  perpetual growth it may need to use technology to a greater  extent along with a sustainable short haul program coupled with increase focus on the emerging market