Sustainability, Business and Responsibility: Internal and External Analysis of British Airways

SUSTAINABILITY
BUSINESS AND
RESPONSIBILITY

Summary
‘Sustainability, business and Responsibility is the model which has critical issue of recent
situations will impact the business organisation. These influences can be in many different form
government policies and international agreements to the measured the impacts of an
organisation’s practices on the community. This model is to ensure that it develops full
understating of what is sustainability and its principles with all the internal and external effects
of environment on the firm. It also reflects the aggressive and defensive strategies and challenges
faced by the company to being the leading firm in the market place and will not be replaced by
these factors and always have competitive advantage. VRIO also shows the set of resources that
provides sustainable competitive advantage of the company in being a leader in corporate social
responsibilities. Henceforth this model will also examine the current limits of the firm due to
recent market turns like covid and recession. The business practices will need to be involved to
and it shows reality of operating within the global trading system that effects sustainability
principles.
Contents
Summary..........................................................................................................................................2
INTRODUCTION ..........................................................................................................................4

MAIN BODY...................................................................................................................................4
Undertaking internal analysis of British-Airways and VRIO and pointing signifying
weaknesses and vulnerability that limits the organization's ability to in-corporate social
responsibility and sustainability. .................................................................................................4
Illustrating the external analysis of marco-environmant factorsl like political, ecocnomic,
social, technological, legal and environmental factors and identify the potential opportunities
and threats to ongoing sustainability and responsibility of the British-Airways........................6
Explanation on Aggressive strategy: Elaborating the aggressive strategy to establish the
British Airways as a leader in corporate social responsibility and sustainability........................8
Explanation of Defensive Strategy, which undertakes to identify the British-Airways weakness
and propose a Defensive strategy to avoid threats.......................................................................9
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Sustainable business is the process in which profitability and concern of the environment and
social commitment are important. If business is sustainable in nature business involves using
own resources which are economically good in nature and also reduces any negative
environmental impact. British Airways (BA) is a United kingdom based national airlines. Its
headquarters are in London, England near the main hub of Heathrow Airport. This airline is the
second largest company which is UK based carrier and which is based on fleet size and
passengers carried, behind easyJet. BA was created in 1974 after a British Airways Board came
together by the British government which also managed two national airlines corporations,
British European Airways and British Overseas Airways Corporation and two region's airlines
Cambrian Airways and Northwest Airlines. The four companies were also emerged in form of
British Airways on 31 march 1974.
MAIN BODY
Undertaking internal analysis of British-Airways and VRIO and pointing signifying
weaknesses and vulnerability that limits the organization's ability to in-corporate
social responsibility and sustainability.
VRIO is an process which has internal analysis that helps businesses to identify the advantages
and resources that gives firm an competitive edge. VRIO includes value, rarity, imitability and
organisation. VRIO analysis of British Airways campaign is the process which provides British
Airways which the study. Resource-based strategic analysis is the process which is based on
assumption that strategic resources can provide BA campaign an opportunity to build a
sustainable competitive advantage over competitive industry.
Resources Value Rare Imitation Organisation
Vision of
leadership for
challenges in
future
Yes No This cannot
get imitate
by rivalry
firms.
It is not dependent on the
information provided
Pricing
Strategies
Yes No Pricing
Strategies
are regular
Yes British Airways pricing
Analytics engine