Application of concepts, theories and models to interpret and devise strategic planning of British Airways

BUSINESS STRATEGY

TABLE OF CONTENTS
MAIN BODY...................................................................................................................................3
LO4 Application of concepts, theories and models to interpret and devise strategic planning of
British Airways...........................................................................................................................3
REFERENCES................................................................................................................................8

MAIN BODY
LO4 Application of concepts, theories and models to interpret and devise strategic planning of
British Airways
Vision: The visual sense of the British Airways is to turn into the world-wide most considerable
in terms of responsible airways. The company is highly able to handle their corporate
responsibility in each and every term.
Mission: British Airway's mission states that they want to become undisputed leader in the world
travel for next millennium.
Objectives
 Build starring place for airline work in London.
 Meeting customers requirements by providing outstanding services to them.
 Developing their presence at global level.
 Development of premium pricing strategies and gaining acceptance of consumers by
providing quality services.
 Strengthening the service portfolio to gain higher satisfaction from consumers.
Strategies
Strategic choices and directions of British Airways has been described with the help of
Porter's generic theory according to which British Airways relative position within the specified
industry determines their profitability statement that whether it is above or below the overall
industry average (Anderson, 2019). The central foundation of above ordinary gainfulness in the
long run is competing advantage. There are two types of competitive advantage i.e. low cost and
differentiation.