Assignment On British Airways Competitive Advantage Maintenance

Added on -2020-02-17

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BUSINESS ESSENTIALSTable of Contents
INTRODUCTION...............................................................................................................1MAIN BODY.......................................................................................................................1A) Brief Introduction of chosen organization and its competitors..................................1B) Concept of Competitive advantage...........................................................................2C) Various positioning strategies...................................................................................3D) Various aspects related to competitive advantage...................................................4E) Future strategies of British Airways...........................................................................6F) Opinion regarding operation of business activity......................................................7CONCLUSION...................................................................................................................7REFERENCES..................................................................................................................8
INTRODUCTIONIn this modern era, business organizations conduct their business activities in aneffective manner so as to gain proficiency and productivity in prevailing market. Also,management of companies are always desirous of forming different ways and strategiesso as to get their goals and objectives accomplished. In this report, concept ofcompetitive advantage is also discussed. Also, in this light it can be said that it isnecessary for the companies to analyse and assess its competitive position inrespective market place (Arasti, Zandi and Talebi, 2012). In this assignment, variousways in regard to maintain competitive advantage by company namely British Airways,which is one of the largest airline companies in UK, based on fleet size, are exhibited.Furthermore, various concepts related to supply chain management, pricing, value ofbrand, marketing and Human resource management are also demonstrated. In thislight, various reforms relating to above-mentioned particulars in related to citedorganization will also be given effect. MAIN BODYA) Brief Introduction of chosen organization and its competitorsIn order to have a close analysis and brief knowledge on competitive advantage,the company namely British Airways has been chosen. The cited organization is basedon waterside which is situated by its main hub at London Heathrow Airport. It servesover 160 destinations which includes some domestic locations also (Brown, 2010). It isalso situated at London Stock Exchange along with FTSE 100 Index. It can be notedthat the company has various competitors such as Easy jet, Eastern Airways, Atlanticairlines, Virgin Atlantis, Emirates Air France, Thomson Airways etc. It can be noted thatparent company of British Airways is International airlines group. On one hand, its totalrevenue is £11,443million, while on other hand, its closest rival Easy Jet has revenue of£4.669 billion. 1
Figure 1 Top 12 Airlines B) Concept of Competitive advantageCompetitive advantage is a concept which permits a company to leave behind itsrivals or competitors. It includes various phases such as high grade ores and also a lowcost power source, geographic location, supply chain, Human resource management,pricing, marketing, entry and exit barriers and also access to new technology etc. In thislight, it can be noted that these factors are helpful to analyse and assess position of thecompany and its competitors in accordance to different standards raised andestablished (Hair, 2015). Furthermore, competitive privilege can be obtained throughsubmission of better and effective value to clients of a particular organization. In accordance with the terms of Michael Porter, there are two certain waysthrough which competitive advantage can be gained. These can be characterised ascost advantage and differentiation advantage (Woiceshyn, 2011). Managers andleaders of business organization should aim to conduct proper analysis of their workingas well as its competitors. 2

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