Strategic Planning and Analysis of British Airways

Business strategy

Executive summary
In organisation, strategic planning is used to manage and monitor the organisational
resources so that the company become able to acquire their objectives. By diversifying the
organisational base British Airway can enhance its presence across the world. Main aim of this
report is to describe the strategies formulated by British Airway . For this the respective firm will
analysis the PESTEL framework and SWOT matrix and porter's five forces. The organisational
will identify its abilities by conducting McKinsey’s 7s model and VRIO analysis. The Ansoff
Matrix make enable the British Airway to apply an effective strategy out of four strategies in
order to the company's development. Due to this, British Airway will enjoy the benefits of its
business expansion as it become able to survive for a long time period in the market.

Table of Contents
INTRODUCTION .............................................................................................................................3
Overview of the chosen organization ...........................................................................................3
PESTLE Analysis..........................................................................................................................3
Porter's five forces.........................................................................................................................5
Strategic capability.......................................................................................................................6
SWOT analysis of chosen organisation.........................................................................................8
TWOS matrix................................................................................................................................8
Strategic plan for British Airway .................................................................................................9
strategic planning ( Porter’s Business-level strategy)...................................................................9
Strategic direction ( Ansoff Matrix)............................................................................................10
Action plan .................................................................................................................................11
Evaluation and control ................................................................................................................11
CONCLUSION AND RECOMMENDATION ..............................................................................11
REFERENCES.................................................................................................................................12

INTRODUCTION
Business strategy is considers as compendium of intentional choice that an business
organization makes in order to maximize their value over a given time period. By making
effective strategy, an organizational become able to accomplish the competitive advantages and
also expand the market in major organizational condition. There are different aspect of the
strategic management which are used by organization for the production of plans. All aspects
make enable the organization to make different strategic priorities and the objective that assure
betterment of a company (Anfer and Wamba 2019). The firm selected for this report is British
Airway that flag carrier airline of UK. It was established by British government in 1974. Being the
manger of British Airway, it is duty of the manager to educate their team and face the
organizational challenges. For this, manager need to develop a strategic plan in order to sustain the
business growth. This report will be based on the analysis of macro environmental factors,
strategic capability, analysis of internal factors, strategic plan for chosen organizational, strategic
planning and direction, implantation of action plan, evaluation and control.
Overview of the chosen organization
British Airway is a flag carrier airline in United Kingdom, its headquarter is situated in
London. This company is a part of the Intentional Airline Groups. Major subsidiaries of this
company include the BA City Flyer, that serves destination in UK and the continental Europe. It
flies to above 170 destination in 70 nations. This company has a fee around 280 aircraft, including
A380 and 787. this airline carries approximately 40 million customers in a year and serve them
team and meals. Currently, it has around 40000 employees that include 15000 cabin crew, 5500
engineers and 3600 pilots. This airline also offer the opportunities for graduates and has around
150 place for the the apprentices every year.
PESTLE Analysis
British Airway faces many difficulties that can be economic, political in nature. In relation
to respective company, there are some leading opportunities and challenges created by various
legal, political, social and other factors which are mentioned below: