Competitive Advantage Strategies Assignment

Added on - 22 Jul 2020

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Case study proposalTable of Contents
INTRODUCTION...........................................................................................................................1AN OVERVIEW OF THE ORGANIZATION...............................................................................2PROBLEM STATEMENT..............................................................................................................2CASE BRIEF...................................................................................................................................2LITERATURE REVIEW................................................................................................................3Competitive advantage strategies................................................................................................3Strategic management..................................................................................................................4Human resources management....................................................................................................4PROPOSED PLAN OF ANALYSIS...............................................................................................5DATA SOURCES...........................................................................................................................6PROJECT PLAN AND TIMESCALE............................................................................................6FORESEEN PROBLEMS...............................................................................................................7REFERENCES................................................................................................................................8
INTRODUCTIONWhen a business organization perform its operations at market area then it is necessary forthem to attain competitive advantage. There are many factors which helps an enterprise inachieving the competitiveness when they start performing their business at global level.Sometimes, success of firm is highly depending upon the first mover advantage which can begained on the basis of location where they establish their business and quality & innovation intheir services (Sirmon and et. al., 2011). In the current field of study, the overall analysis hasbeen carried out on British Airways which offer airline services to their customers.The current issue which is identified by the company is competitive advantage which getaffected on the basis of passenger that they carried. This issue has been arising because of theservices which are offered by the employees as compare to other companies like EasyJet. Now incurrent field of study, researcher will be focused on the many other factors which influence thecompetitive advantage of airline industry (McWilliams and Siegel, 2011).Aim:To study different aspects or factors due to which British Airways will not be ableto achieve competitiveness.Research objectives: Some objectives are there which explained below that will help theresearcher in order to accomplish above stated aim. These are as follows:To evaluate competitive advantage strategies which are adopted by British airways attheir marketplace.To identify the issues or factors which are faced by airline industry in their strategicmanagement approach.To assess the role of services which are offered by employees to their customers inBritish Airways.To recommend some strategies and approaches to British Airways so that they will beable to gain success as compare to other industries.Research questions:In order to attain above stated objectives, researcher need to formulatesome questions and these are explained below:Q1. What are the different competitive advantage strategies which are adopted by BritishAirways in order to attain competitive advantage?Q2. What are the issues which are faced by airline industry in order to perform strategicmanagement?1
Q3. What kind of services are offered by employees to their passengers?Q4. What approaches can be adopted by British Airways in order to sustain competitiveadvantage as compare to their rivals?AN OVERVIEW OF THE ORGANIZATIONBritish Airways is one of the leading airline industry which perform their operations inUnited Kingdom. The firm is based on a concept that they bring people together and take themaway wherever they want to go. This perform their operations at global level and they also havesome partners like American airlines (Kumar and et. al., 2011). They have approx. 268destinations in 97 countries and along with this they transport approx. 36 million people to theirdestination. This industry was get established in 1974 by the British government and it wascreated after merging British European Airways and British Oversees Airways Corporation.There are many issues which are faced by airline industries in today’s world and these arelike fuel, overcapacity, low cost carriers and labour unrest. There are some specific challengeswhich are faced by British Airways such as working conditions are get changed, financialposition get affected, less passenger as compare to EasyJet and so on. Due to these, the firm willnot be able to achieve competitive advantage in an effective or efficient manner.PROBLEM STATEMENTIf any organization settled down their business operations in market area, then they have tofocus on some aspects like innovation, creativity, quality, customer’s needs, human resourcesand so on. After adopting these, they will be able to attain success and through this theirprofitability level can also be increased to some extent (Campbell, Coff and Kryscynski, 2012).British airways a leading firm in UK on the basis of their Fleet size but it is second largest on thebasis of passengers. So, due to this main reason the company was unable to achievecompetitiveness as compare to EasyJet. Therefore, the current study is conducted in order toidentify the issues which affect the competitive advantage of British Airways.CASE BRIEFThe case is explained on the basis of issue which is faced by British airways at the time ofperforming their operations.In the present era, airline industries perform their operations in well manner so their overallrevenues are get increased to £200 million and give 28 million jobs to people in throughout the2
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