Competition in Aviation Management for British Airways in UK

Running head: RESEARCH PROPOSAL
Research Proposal on “Competition in Aviation Management for British Airways in UK”
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1RESEARCH PROPOSAL
Introduction
This paper produces a research proposal on the topic of competition in the aviation
management for the British Airways in the UK. The aviation industry in the UK comprises of
many large domestic and international players and all thrive to increase their share of market by
expanding routes, increasing number of flights and attracting more customers through improved
services (Flouris and Oswald 2016). Thus, this research study will explore the factors of
competition for the British Airways and how the challenges could be handled by the aviation
company to maintain its competitiveness in the market. The paper will present research aim,
research objectives, rationale of the study and research methodology for exploring the research
topic.
Research aim
The aim of this study is to investigate the factors contributing in the increased
competition in the aviation management for British Airways and to provide recommendation on
mitigating the challenges.
Research objectives (SMART)
The SMART (Specific, Measurable, Attainable, Relevant, Time Based) objectives for the
study are:
 Specific: To explore the specific factors those create competition in the aviation
management for British airways in the UK
 Measurable: To improve the revenue of the organization by 5% in the next 1 year by
mitigating the impact of competition in the market

2RESEARCH PROPOSAL
 Attainable: To provide recommendations on how to achieve the target through aviation
management for British airways
 Relevant: To meet the organizational goals of retaining its leading market position by
addressing the competition challenges
 Time frame: To achieve the increase in target for the organization in the next 1 year
Rationale for study
British Airways faces tough competition from many domestic and international airlines,
such as, easyJet, Jet2, Virgin Atlantic, Thomson Airways, Delta Airlines, Monarch Air group,
United Airlines, American Airlines, Southwest Airlines etc. (Owler.com 2019). Thus, it can be
said that with numerous competitors across the country and the world, it is quite challenging for
the British Airways to retain as well as increase its market share and revenues. Aviation
management deals with all kinds of business operations of the airlines, airports and other related
functionalities. Business performance of the airlines companies is highly dependent on the
efficiency of aviation management, which in turn affects the quality of customer service
(Merkert and Morrell 2012).
Cost effectiveness is a crucial factor in the aviation industry. British Airways faces
challenges from low cost airlines, such as, easyJet, Ryan Air etc. These low cost carriers have
been able to capture a larger market share in a short span of time. Alderighi et al. (2012)
highlighted that price level plays a major role in determining the business performance for the
European airlines, and on the other hand, the competition among the carriers affect the price
levels and leisure segments of the airlines. The arrival of the low cost carriers in the UK and